The Tobago Brand

Our Brand Strategy

Thank you for taking the time to get to know Tobago, and for supporting our goal to increase the number of visitors to the island. 

Tourism is the main driver of the economy and with the Long-Haul Market looking flat for the next few years, there is fierce competition with destinations chasing the same travellers. In this section of our website you can read all about our exciting new brand launch. We believe it’s the start of a positive transition for Tobago. 

We want Tobago to be a stand out destination in its own right and have used the island’s unique character and features to guide our creative and messaging exploration. Our research has shown that 1.2 million online conversations did not include the name of a specific destination. 

This represents an opportunity to establish Tobago in the minds of our potential visitors, therefore our strategy focuses on these ‘great undecided’, plus two specific groups – so-called SuperBoomers and DINKYs (Dual-Income No Kids Yet). 

We know these groups have the means to afford a Caribbean escape, but also the inclination to find something different, somewhere that feels off the beaten track, somewhere that gives them the feeling of discovering a place for the first time. 

Tobago is naturally unspoilt and untouched, with a vibrant, authentic Caribbean culture just waiting to be discovered. Read on to find a brief outline of what we’re doing creatively and strategically to help make Tobago an even more desirable location for travellers. So please take a look and see how we’re taking Tobago beyond ordinary. 

Warm regards, 
Louis E. A. Lewis 
Chief Executive Officer | Tobago Tourism Agency Ltd

The Brand Story

Everything that you’ve ever dreamed about the Caribbean can be found in idyllic Tobago – a warm welcome from friendly locals going the extra mile to make you feel truly at home, secluded white sand beaches lazily lapped by sky blue oceans, the distant sound of music drifting on a warm tropical breeze, breathtaking natural beauty and striking wildlife. 

Tobago is the unspoilt, untouched Caribbean island where the undiscovered waits around every corner. What may surprise you more, are the 101 unforgettable activities, authentic experiences and thrilling adventures that take you beyond ordinary.

So, what are you waiting for – explore the extraordinary. Tobago beyond.

How we arrived at our strategy

To establish how Tobago is currently viewed by tour operators and travel agents we conducted a research programme. In our research we established three core insights: 

1. Since most travellers have little knowledge of the island it tends to be sold as the classic Caribbean experience with a slightly lower price point reflecting its accommodation inventory.
2. Visitors want a ‘Beach+’ holiday – great beaches are valued highly, but equally, so are multiple activities. There is plenty to see and do on the island and Tobago does have its own distinct culture, though this is a difficult concept to capture in advertising as it has to be experienced.
3. The core appeal of Tobago lies in its lack of commercialism. It is truly unspoilt, much less developed, friendly, fun, and authentic. “It is how the Caribbean used to be”.

From the insights it became clear that what were initially seen as the things holding tourism back – lack of development, accommodation inventory, relatively low levels of commercialism – were the island’s greatest assets. 

We’ve distilled this thinking into the three pillars of our new brand: unspoilt, untouched, undiscovered. This is also reflected in the brand story, the creative and the messaging.

Brand Cornerstones