Annette Mark has assumed the role of Chief Executive Officer of the St. Vincent and the Grenadines Tourism Authority, bringing a wealth of experience and a clear vision to revitalize the nation’s tourism industry. Her primary goal is to amplify marketing efforts and raise global awareness of the destination’s unique offerings, encompassing 32 islands and cays.
Mark envisions a future where St. Vincent and the Grenadines shines as a premier Caribbean destination. She emphasizes the dual appeal of the islands: Mainland St. Vincent’s lush mountains, vibrant flora and fauna, and black sand beaches, juxtaposed against the Grenadines’ pristine coral reefs and iconic white sand beaches.
One of Mark’s immediate priorities is to address the damage inflicted by Hurricane Beryl, focusing on rebuilding affected accommodations, attracting yacht enthusiasts, and enhancing the overall visitor experience. She recognizes the vital role of marketing in this endeavor. “We are bringing on two new marketing professionals to help us benchmark against other Caribbean tourism authorities,” she states. “We are also considering rebranding, re-messaging, and re-tooling our approach. It’s going to be a busy year pulling all of this together.”
Mark’s extensive career, including roles as executive director of Invest SVG, legal counsel with the Office of Drug and Money Laundering Control Policy, and chief of immigration for Antigua and Barbuda, provides a strong foundation for her leadership. She draws upon her experience as a governmental expert for Antigua and Barbuda in the Working Groups of the Implementation Review Group of the United Nations Convention Against Corruption (UNCAC) and the Mechanism for the Implementation of the Inter-American Convention Against Corruption (MESICIC).
“A strategic plan and marketing plan were developed for the Authority before I arrived, so the groundwork is already in place,” Mark explains. “Our next step is to implement the most effective elements and prioritize accordingly. We also need to focus on data collection and analysis to guide our marketing strategies.”
Shelley John, the director of sales for Canada at the St. Vincent and the Grenadines Tourism Authority, highlights the importance of maintaining year-round airlift from Canada. “This is the first year since Covid that we’ve had consistent year-round flights from Canada,” John noted. “We’ve seen positive trends from Canada, and ensuring consistent flights is crucial because last year we faced interruptions.”
The recent opening of Sandals Saint Vincent & the Grenadines, the first all-inclusive resort in Saint Vincent, has boosted airline confidence in committing flights to the destination. “Occupancy rates are generally very high,” Mark added. “We plan to collaborate closely with our hotels, especially Sandals, given their powerful marketing reach.”
To further stimulate year-round demand, Mark is exploring the potential of festivals to attract visitors. “We’re considering what events we could introduce,” she said. “I’m thinking about a week-long celebration of music, food, and fashion.”
Under Mark’s leadership, the St. Vincent and the Grenadines Tourism Authority is poised to embark on a new chapter, one that promises to bolster the destination’s appeal and solidify its presence in the global tourism market.
