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Good practice Imported

Grenada Tourism Cluster — Compete Caribbean-Funded Destination Rebranding (2013–2015)

Grenada · St. George's · See the Grenada profile · See the St. George's profile

Evidence: Observational / pre–post Top 74% 57/100 · Ask Evidence Copilot about this practice

A Compete Caribbean-funded rebranding and marketing campaign helped Grenada's tourism cluster lift stayover arrivals by roughly 30% from 2013 to 2015 (about 88,000 to 136,000), though independent evaluators note a new Sandals resort opening the same period also drove demand.

~88,000 to 136,000
Stayover arrivals (2013–2015)
+18.4%
Tourist arrivals growth (2014)
Grenada Tourism Cluster — Compete Caribbean-Funded Destination Rebranding (2013–2015)

Details

Maturity
Pilot
Promoter
Grenada Tourism Authority & Grenada Hotel and Tourism Association, with Compete Caribbean Partnership Facility (IDB)
Period
2013-2015
Keywords
tourism, destination marketing, hospitality, cluster development

Context

From 2013, the Grenada Tourism Authority and Grenada Hotel and Tourism Association used Compete Caribbean Partnership Facility funding — the IDB-housed regional private-sector competitiveness programme — to rebrand the island's tourism proposition and build shared marketing campaigns for the hotel cluster.

Results

Stayover arrivals rose from about 88,000 in 2013 to 136,000 in 2015, a cumulative rise of roughly 30%, with higher hotel occupancy letting member properties add staff; the programme's own evaluators cautioned the gains cannot be attributed to marketing support alone, since a new Sandals resort also opened on the island in 2014.

Implementation
Indicative cost
Low (< €50k)
Time to results
Short (< 1 year)
Staffing & skills
Grenada Tourism Authority marketing team, Grenada Hotel and Tourism Association members

Conditions for success

  • building shared destination-marketing tools and campaigns across the whole hotel cluster rather than individual firm marketing

Common failure modes

  • evaluators caution the arrivals gains cannot be attributed to marketing support alone, since a new Sandals resort also opened during the same period

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