401. Building Success through Bravery and Flexibility, with Rosa Harris

Destination On The Left

On this episode of Destination on the Left, I talk with Rosa Harris, Director of Tourism for the Cayman Islands, about the importance of being open, flexible, and courageous as a travel professional. We talk about knowing who you are as a destination, being true to your strengths, and why honoring history, culture, and people is a must for tourism leaders. Rosa also shares examples of several Cayman Island campaigns and how her tourism brand partners with lifestyle brands.

What You Will Learn in This Episode:

• How the “Dreaming Cayman” campaign aims to stand out in the Caribbean market to attract the family market’s interest
• Partnerships the Cayman Islands Department of Tourism is involved in including collaborations with luxury brands like Saks Fifth Avenue and influencers like Mei Mei
• Why agile and flexible leadership is important as a leader in the tourism industry
• Why the Cayman Islands is focusing on becoming the go-to destination for luxury experiences in the Caribbean.
• How community involvement contributes to authentic cultural experiences and effective marketing strategies for the Cayman Islands.

Showcasing Authentic Cultural Heritage

An integral part of distinguishing the Cayman Islands is its commitment to offering tourists an authentic cultural experience. Rosa shares details of the collaborations with local artisans and highlights initiatives like the Caymankind campaign, which embodies the warm and welcoming hospitality of the Cayman people.

Rosa and her team held town halls to invite public input, helping ensure the community’s voice was clearly heard in branding efforts. Local tourism operators also played a pivotal role by having conversations with visitors. These initiatives ensured that the brand promise aligned seamlessly with the actual visitor experience, creating a cultural connection that left a lasting impression.

Strengthening Community and Collaboration

Rosa highlights her role with the Caribbean Tourism Organization, focusing on coopetition and shares examples such as partnership with the aviation committee, working towards enhancing travel options within the Caribbean to promote multi-destination travel. This boosts tourist experiences but also extends visitors’ stays in the Caribbean.

Rosa also introduces the “Dreaming Cayman” campaign, an initiative that aims to help the Cayman Islands stand out among Caribbean destinations with nature imagery. In a crowded market commonly showcasing sun, sand, and sea imagery, the Cayman Islands are carving a niche with unique, eye-catching campaigns. Targeted primarily at the family market, the campaign’s objective is to evoke a sense of wonder and curiosity, drawing attention to the Cayman Islands as a luxurious yet intriguing destination.

Future-Proofing Through Creative Partnerships

Looking ahead, Rosa discussed exciting partnerships to further enhance the Cayman Islands’ appeal. A significant collaboration with Saks Fifth Avenue during New York Fashion Week will feature Cayman Islands-themed window displays, showcasing the destination’s unique charm to a broad audience. Meanwhile, a partnership with Gen Z influencer Mei Mei will capture authentic Cayman experiences via TikTok, engaging a younger audience through contemporary social media platforms.

Resources:

• Website: https://www.visitcaymanislands.com/
• LinkedIn Personal: https://www.linkedin.com/in/rosa-harris-cert-hon-0aa9a337/
• LinkedIn Business: https://www.linkedin.com/company/cayman-islands-department-of-tourism/

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