Bahamas Tourism Ministry sets eyes on faith community

Bahamas Tourism Ministry sets eyes on Christian and faith-based communities
Link: http://www.thenassauguardian.com/bixex/326365462942299.php

Among all the countries and tourist boards around the world, few are as serious as the Bahamas Tourism Ministry in welcoming an increased number of Christian and faith-based visitors. With its $26 million budget, a good portion is earmarked for religious tourism. Linville Johnson of the Bahamas Tourism Ministry heads up the Director of the Religious/Faith Department and is one of the best leaders in North America in generating and attracting faith communities to the country for conferences, conventions, retreats, leisure vacations, pilgrimages, missionary travel, etc.

Here is the article in full:
Religious niche being targeted by Ministry

By KEESHA BETHELL, Guardian Business Reporter
keesha@nasguard.com

The Ministry is looking to utilize $26.6 million of their budget for the marketing and promotions of the Bahama Isles with one of their areas of focus being the growing religious/faith market.

During debate on the budget earlier this month, Minister of Tourism and Aviation Neko Grant emphasized the importance of that market.

"The religious market will have two principle outcomes, to position the destination as one possessing a rich spiritual heritage and to promote the attributes and amenities of the Islands of The Bahamas in the context of our destination's appropriateness for the hosting of meetings, retreats and conventions."

Globally, the religious market is an $18 billion industry with the United States making up $10 billion of that figure.

Given that The Bahamas is already conveniently positioned just minutes away from the U.S. - about 50 miles east of Fort Lauderdale, Florida to be exact - the Ministry of Tourism sees religion as the perfect niche for the tourism sector to target.

"When you look at the religious/faith market, a large portion of that is Christian, 90 percent of the Bahamian population is Christian," said Linville Johnson, Deputy Director for the Ministry of Tourism's Religious Market. "There is therefore a commonality, a common bond. The message is that The Bahamas is the ideal destination to hold religious meetings and conferences," said Johnson.

Johnson and his team have constructed an interesting methodology to assist The Bahamas in targeting the religious tourism niche market.

"We go and offer The Bahamas and find decision makers (of religious organizations)," said Johnson. "Then we market The Bahamas, assuring them jurisdiction will make their group happy."

Just last Friday the potential of the niche market was revealed when 1,500 Christian women checked into the Wyndham Nassau Resort & Crystal Palace Casino for a "Pastors, Wives and Widows Convention weekend," thanks to Johnson's team.

While stop-over visitors are the main target because they spend more money, cruise ship passengers' contributions are not overlooked - on average they spend $60 - $70 per person.

Earlier this month, an estimated 2,800 persons visited New Providence for Bahamafest - via Royal Caribbean Cruise Lines - a religious event deemed as one of the largest Christian gatherings for the year.

Currently, the Tourism Ministry's religious tourism department is in discussion with gospel legends like TD Jakes. The Ministry has also partnered with the World Religious Travel Association (WRTA), an organization dedicated to "leading and guiding the worldwide religious tourism industry while promoting and facilitating faith-based travel."