Veteran marketing professional calls for creative tourism approach

Beverly Nicholson-Doty, CEO, Figment Design

MIAMI, Fla. (September 25, 2022) – An experienced marketing and hospitality industry professional believes this year’s World Tourism Day theme “Rethinking Tourism” is a clarion call for the private sector to focus on “dynamism and unbridled creativity” to ensure a strong, sustainable future for tourism.

“We have a rare opportunity to use our skills to ensure the rebuilding and reimagining of the tourism sector from the devastation of COVID-19 places people, their communities, and their environment firmly top of mind,” said Beverly Nicholson-Doty, CEO of Figment Design, a leading Miami-based marketing, and advertising agency.

The veteran tourism executive, who served as Commissioner of Tourism for the U.S. Virgin Islands (USVI) for 12 years, and also held the post of CEO of the Saint Lucia Tourism Authority, said that to achieve such a goal, “The private sector must partner with governments, communities, and non-governmental organizations around a shared vision for a more sustainable, inclusive and resilient sector.”

“Building a productive future tourism sector will depend largely on how we shape and disseminate our messages today,” said Nicholson-Doty, who warned that there isn’t much time to think because international tourism is already demonstrating a robust return. “The time is now and we must be intentional on this issue,” she stated.

“The lifting of travel restrictions, alongside the rebuilding of consumer confidence, will be important drivers for the sector’s recovery. So we have both an opportunity and a responsibility to help restore millions of frontline industry jobs around the world while reducing poverty, enriching history, promoting culture, and protecting the environment,” said Nicholson-Doty.

She reasoned that creativity, boldness, and, most of all, commitment, are needed to ensure tourism rebounds fully: “We can fuel optimism by giving our all to create and offer solutions that go beyond what the sector currently imagines is possible.”

The marketing executive, whose achievements include creating a strategic plan for positioning the USVI and St. Lucia as preferred Caribbean destinations through the implementation of robust marketing initiatives, is a former Chair of the Caribbean Tourism Organization. She also served as the chief executive for the USVI Hotel & Tourism Association for more than a decade. As Commissioner of Tourism, she presided over the destination’s remarkable recovery after being slammed by Hurricanes Irma and Maria in 2017.

World Tourism Day will be celebrated on Tuesday, September 27, 2022.

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5 Comments

  1. If we knew better
    September 27, 2022

    Dominica on a whole must understand what tourism is all about. We have not yet defined whether we focusing on high end, low end, etc. Supporting services like 24 hr gas stations supermarkets etc…extended banking hrs…banks cannot want to close at 2pm and still on weekends at least saturday half day, more ATMS etc. streets must be well lit with sidewalks to provide safe driving. There must be more to do at night besides drink on the roadside. We are not ready. Sites must be user friendly with restrooms easily accessible,.

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  2. RastarMarn
    September 26, 2022

    Creative how nuh!!!

    Las Vegas and Orlando are arguably two of the most popular tourist destinations in the world I wonder how creative they are,,,

    These are the things Tourist are looking for!!!

    When you do the natural wonders of Dominica in One day what’s gonna happen the rest of your vacation time there,,, LOL watch the Sun set every day???

    Allyou doh have anything gaming and allyou doh have any product driven attractions like a jewelry Mart or even a marketplace to deal with authentic Afrocentric creative outlet,,,

    Soh how Creative mamzelle expect people to get nuh,,,

    Mamzelle must not have been in the industry long man cause RastarMarn know there is naught that can be done to make more people come to Dominica,,,

    For the Umpteenth time!!!

    Dominica is NOT a Tourist destination Too much Rain fall there and Tourist like Sun, Sand and pampering, which Dominica don’t have enough of to offer people!!!

    Go back to school cause apparently you bought your…

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    • September 28, 2022

      That’s not true anymore. Tourists are looking for nature tourism not beach tourism. Enough of that beach tourism. People want to explore and and have a good time. Dominica has all that to offer. The other islands apart from St Lucia all they have to offer are beaches and that’s it.

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      • RastarMarn
        September 30, 2022

        So answer these: How many Square miles is Dominica??? How Much exploration can One do in that limited amount of square miles??? When the exploration is done where is the night life to go to ??? What exactly do you consider a “Good Time”??? Cause stopping by a rum-shop where music playing and you buy a chicken and fries doesn’t count!!! Answer those questions and then you can bring people,,, Oh one more thing if those people that come to “Explore” have a serious medical emergency where you gonna Treat their Ailments??? Something like Food poisoning or some Catastrophic head injury when they Fall and hit their head while “Exploring”,,, Dominica is not ready for allyou level of Tourism to impact Dominica’s Economy where allyou have people putting out promotional headlines telling people to “have a creative approach”,,,

    • Lawyer
      September 29, 2022

      Maybe, for once Skerrit, Charles and Piper should stick with the truth and re-market with the slogan: Lawless Nature Island. At least that way you talk to your own and I’m sure these guys relish a place where they don’t have to look over their shoulder during their vacation. Usually these gangsters have a few dollars to spend as well and with a bit of luck some more passports could be sold to them and even a few diplomatic ones. I’m surprised the man in charge of things hasn’t thought of this yet… or has he?

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