The Tribune

By NATARIO McKENZIE

Tribune Business Reporter

nmkckenzie@tribunemedia.net

GROUP business is growing in importance to the country’s overall tourism product, a Ministry of Tourism executive noting that the Bahamas has significant penetration in the incentive market.

“Particularly with the incentive market, I think we have great penetration. What we have here is very difficult to match. Our value proposition, the experience you have here can’t be duplicated by many other destinations,” said Bradley Bosfield, the Ministry’s head of group sales.

The Nassau/Paradise Island Promotion Board is hosting a group of meeting and incentive planners in Nassau from December 12-16.

The planners will visit a number of hotels and attractions while in Nassau, with some travelling to Grand Bahama to see the new Memories Resort (formerly the Reef Resort) and a number of other attractions while on the island.

“What’s happening is a familiarisation trip. What we do is an average of four of these a year, where we invite meeting planners from all over the US and Canada as well,” said Mr Bosfield.

“The reason for that is we feel that the best way to sell the destination is for them to experience the destination. If they are familiar with what the Bahamas has to offer, it’s better for them to sell it to their clientele.

“It is estimated that about 25 per cent of the hotel base rate is formed formed by groups. This is excellent because what we are able to do is steer the business in some cases to those slower periods when we need the business the most. Group business very important and is growing in importance to the overall product.”