Adrian White will be responsible for implementing the islands’ five-year global tourism plan, which aims to raise the destination’s profile and increase visits from the UK, Ireland and Europe.
He will also take the lead on marketing strategy as part of an expanded London-based team.
White brings more than 20 years’ international sales and marketing experience to the role. He joins from InterContinental Hotels where he was global brand partnerships director for five years.
He will be assisted by new sales executive Irene Orozco, who will be responsible for developing trade partnerships and raising awareness of Cayman Islands product among trade partners.
This includes promoting the offering across Cayman’s three islands – Grand Cayman, Cayman Brac and Little Cayman.
Orozco has eight years’ travel and tourism industry experience, most recently as an account executive at Axis Travel Marketing.
She will oversee a series of training initiatives to increase awareness of the Cayman Islands and deliver key destination facts to help trade partners sell the destination. These include a new training programme, contact centre training, fam trips, regional roadshows and branch visits.
Rosa Harris, Cayman Islands’ director of tourism, said White and Orozco joined at an exciting time for the Cayman Islands as it rolled out its global tourism strategy, adding the pair would play key roles increasing visits though “strong trade partnerships”.
“Demand remains strong for the Cayman Islands’ unique offering of exceptional barefoot luxury beach holidays, attentive service and an expansive choice of activities,” said Harris. “First-rate dive locations, a diverse international culinary scene and thrilling sports, as well as spectacular wildlife, make it an attractive destination for British visitors.”
Harris added British Airways’ forthcoming new Boeing 777 service and plans for three new luxury hotels due to open on Grand Cayman by 2021 would see the Cayman Islands become an increasingly attractive option for British holidaymakers in the coming years and help the tourist board work more closely with the UK trade.
Agents can register for the tourist board’s newly launched Cayman Islands training programme at caymanislands-training.co.uk.
To further support travel partners, a broad range of collateral is also available from the Department of Tourism by emailing trade-info@caymanislands.ky, visiting visitcaymanislands.com or www.divecayman.ky.
