Lotus has been briefed to raise awareness of the South American destination with the travel trade and media.
Guyana’s director of tourism, Brian Mullis, who joined the organisation in January, said UK representation was vital to increasing visitation to the country.
“You hear a lot about overtourism, but if anything Guyana suffers from ’undertourism’,” Mullis said.
“A lot of people don’t even know where Guyana is. We need to engage with the trade and media to raise awareness, which will in turn increase demand.”
Lotus has been given both a marketing and PR brief for the country, to represent Guyana at trade and travel shows and host fam and press trips.
Lotus managing director Jules Ugo said: “Guyana is such an untapped destination from the UK, with so much potential and scope. We’re really looking forward to working with the trade and media to get the message out.”
In August, the Guyana Tourism Authority appointed representatives in both the US and Germany.
Mullis said the strategy is not to focus on increasing tourism numbers necessarily, but to increase the value of each traveller to Guyana.
In 2017, Guyana received around 270,000 arrivals.
“Guyana appeals to travellers that are seeking out authentic nature, culture and adventure experiences, particularly those that have an affinity with sustainable tourism,” he explained.