The Tribune

The Ministry of Tourism has launched a series of events to introduce its new Florida sales and marketing team to that state's travel industry.

Betty Bethel-Moss, newly-appointed director for marketing in Florida, told travel executives from Dade and Broward counties: "While technology is the most relevant platform from which to conduct business in our industry, we feel that the intimate 'Mix and Mingle' gathering is the ideal forum to begin conversations that will lead to sustainable relationships and partnerships."

She told the same attendees that "the newly-assembled Florida sales team is excited about the opportunity to quickly engage the travel and business communities, along with media and influencers, to explore opportunities for the islands of The Bahamas".

The "Mix and Mingle" events were also organised to bring together Ministry of Tourism partners from various industry segments, including travel agents, tour operators, hoteliers, ground tour operators, cruise and airline industry partners, and social media influencers.

Tina Lee, the ministry's district marketing manager, said: "We want to ensure that whatever we do is measurable, has the right blend of partners, sellers or bookers of travel, and that we are hitting all the consumer touch points before, during and after these initiatives."

She added that her team has identified a series of events "that speak to Floridians - lifestyle, recreational, art shows, marathons - events that have the demographics we are looking for, to really go out there and make our presence known".

Ms Lee said: "We are looking at Mercedes-Benz Corporate Run, Susan G Komen Race for the Cure, to name a few, in addition to mall dominations in several key malls in Florida. We are also working on a programme with Kalik, currently on the shelves of Publix and Total Wines locally."

Other members of the Ministry's Florida team include Adrian Kemp and Phylia Shivers, senior marketing representatives who are both fluent in Spanish, and Elke Pettiford, who serves as the group's inside sales co-ordinator.

The Florida travel community was provided with information on new hotel developments such as Baha Mar, which features the Caribbean's largest casino and convention centre within three luxury properties - the Grand Hyatt, SLS and Rosewood.

"Mix N' Mingle" events have taken place at the Village at Gulfstream Park, Hallendale Beach, Florida, and aboard the Bahamas Paradise Cruise, Grand Classica, docked at the Port of Palm Beach. The final event will take place at the Gaylord Palms Resort, Kissimmee, Florida.