2014 Creation of Guyana’s Tourism Brand and Formulation of the Destination Marketing Strategy

For the Ministry of Tourism, Industry, and Commerce of Guyana; funded by IDB; with associates Acorn Tourism

Associates Acorn Tourism partners with ITC-A to create the Guyana Tourism Brand. The first phase of the methodology includes in-depth focus group research in several actual and potential markets such as the United States, Canada, Brazil, Suriname, United Kingdom, the Netherlands, Germany; tour operators interviews in the US, Canada, Barbados, Jamaica, Trinidad, Brazil, UK, Netherlands, and Germany; stakeholder consultations (two workshops and face-to-face interviews with key informants); niche market profiles; and a competitor analysis, which culminates in a Summary Market Report. The second phase of the methodology involves presenting best practice case studies; brand mapping; brand design concepts; visitor validation in North America; and a stakeholder validation workshop culminating in a Brand and Marketing Strategy and Action Plan.