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Earlier this month, the Isle of Man Tourism hosted over 50 members of the British Guild of Travel Writers (“the Guild”), the UK’s leading association of travel media professionals, for their Annual General Meeting (“AGM”) and Isle of Man Expeditions event.
From February 5 to 8, 2024, Society members will enjoy an immersive Isle of Man experience, exploring the hidden gems, unique stories and distinctive features that make the island a fascinating destination for visitors from around the world.
The opportunity to host the Association’s AGM is a strategic move by the Isle of Man Tourism Board to continue the momentum generated by the agency’s successful PR results in 2023. The island’s reach was expanded through an extensive and robust PR campaign, the success of which was reflected in a significant increase in reach, from 250,000 in June to 580 million by the end of 2023.
With the support of industry partners including the Manx Steamship Company, Manx National Heritage, Transport for Man and other local tourism and hospitality businesses, the Isle of Man Tourism has been able to create a range of educational opportunities for visiting journalists. As a result, these travel writers, most of whom stay on the island for three to four days after the AGM, are expected to publish at least 50 articles in national and regional publications including Forbes and Coastal Magazine.
Commenting on the visit by the British Association of Travel Writers, Ranald Caldwell, Chairman of the Isle of Man Tourism, said:
“We have invested approximately £50,000, 97% of which will be spent on the island’s tourism and hospitality business, and we expect a return on investment of more than £1 million, which is comparable to advertising spend in previous years. In addition, the potential reach and syndication of articles by travel writers will further amplify our publicity efforts. Based on the commissions received by writers, the estimated reach is more than £125 million.”
Deborah Heather, Chief Executive of the Isle of Man Tourism, added:
“The Isle of Man Tourism Board has always hosted journalists through individual press visits and this opportunity was the perfect chance to up the ante and host travel writers en masse in a cost-effective manner. As these writers represent publications in our largest source markets, we are deliberately pushing coverage pre-season in the hope of influencing consumers’ purchasing decisions.”
Daphne Caine MHK, Political Member for Tourism and Motorsport, concluded:
“We are delighted to have the opportunity to showcase our extraordinary island to such esteemed tourism professionals. Collaborations like this are invaluable in raising the Isle of Man’s profile on the global stage, building deep connections with tourism influencers and ultimately attracting more visitors to experience first-hand our rich heritage, vibrant culture, stunning scenery and warm hospitality.”
Reflecting on the success of the British Travel Writers Association Tour, the Isle of Man Tourism Board expressed its gratitude to local businesses in the tourism sector for their support in hosting and placing writers.
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