The Tribune

THE Ministry of Tourism has sought to generate favourable print and online media reviews of the Bahamas by hosting nearly 20 journalists and 'social influencers' on four separate trips in 2017.

The trips, which were staggered from August 2017 through the end of the calendar year, highlighted authentic Bahamian experiences and helped to drive the message that the Bahamas remained open for business during - and after - the hurricane season.

"There's so much to explore in the Bahamas, with new developments and iconic favourite activities across more than a dozen islands," said Joy Jibrilu, the Ministry of Tourism's director-genera.

"Hosting influential media and social storytellers is one of the best ways we can share our story with potential travellers planning their next vacation. The coverage we receive from these visits is incredibly in-depth, and speaks to all the reasons why 'it's better in the Bahamas'."

In November, the Ministry hosted three group trips . The first was a visit in partnership with leading outdoor brand, Columbia Sportswear, to Andros with three US fishing publications in attendance - Florida Sportsman, Saltwater Sportsman and New England Fishing.

Stories highlighting Andros as a top destination for bonefishing will be published in spring 2018 as a result of the trip. The editors experienced fly-fishing on the flats while outfitted in Columbia Performance Fishing Gear, and captured the experience in photos and videos, including drone footage. Beyond the planned editorial coverage, the visuals and film from the trip were shared in real-time with Columbia's following of sports and outdoor enthusiasts on social media.

Three top-tier travel influencers from San Francisco and New York visited the Exumas to discover why the Bahamas is the leading destination for #nofilter posts. They experienced wildlife and real Bahamian food and culture on a long weekend escape.

Their itinerary focused on the Out Islands' laid-back luxury, outdoor and culinary offerings, with emphasis on highly Instagrammable and share-worthy activities - from swimming pigs to island hopping.

The 'influencers' were carefully selected to share the Bahamas #nofilter messaging with their combined 380,000 followers, thereby engaging the next generation of Bahamas vacationers.

The Ministry of Tourism then helped launch Bahamasair's new non-stop service from Houston to Nassau by hosting a media and 'influencer' familiarisation trip, with two Houston-area publications and two social influencers on the inaugural service.

The trip featured the 'people-to-people' experience, Junkanoo celebrations and a look at new hotel developments in Nassau. This resulted in feature stories in Houstonia magazine and CultureMap Houston, as well as social coverage from local 'influencers' touting the new service. Along with a feature story in the Houston Chronicle, the combined launch efforts resulted in more than 36 million impressions.

In December, the Ministry of Tourism sent five journalists from major outlets in the US and Canada on a 'What's New in the Bahamas' trip in Nassau and Harbour Island. Outlets included Canadian design magazine NUVO, the Toronto Sun daily newspaper, as well as US reporters from TeenVogue.com, Thrillist.com and FathomAway.com.

The trip resulted in immediate social and online coverage from TeenVogue.com and Thrillist.com that reached 12.6 million consumers, with additional feature stories scheduled to be published in the 2018 first quarter.

Reporters for The Telegraph, The Boston Globe and Family Vacation Critic also visited the Bahamas and covered new developments and distinctive experiences across several islands.