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.

Within this training program you can read all about our exciting new brand launch.

We believe it’s the start of a positive transition for Tobago - moving the island away from its current position as a twin to our sister island, Trinidad. 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 specifi c 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.

In this training program you’ll 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 Offi cer | Tobago Tourism Agency Ltd