MercoPress. South Atlantic News Agency

Destinations 2005: tourism reps work hard to dispel myths.

AFTER attending a travel show in London, the Director of Tourism says it was “surprising” to find so many people who are “still so mis-informed” about the Islands and, “...we clearly have a long way to go to communicate effectively to consumers that we are accessible and that it doesn't snow all year round.”

Connie Stevens, who arrived back in the Islands last week, said, "Many people we spoke to thought the only way to get here was by an RAF Hercules plane, and many quoted sums in excess of £3000 which they thought it would cost for a return air-ticket! "Many more people came to the stand who had previously thought that it was not possible to visit the Falklands commercially at all ? a myth we were more than happy to dispel."

In its 11th year, this year sponsored by the Daily Telegraph, Destinations 2005 was attended by around 40,000 visitors over a period of four days. The Falkland Islands exhibition stand was manned throughout by Mrs. Stevens and Melissa McKinley from the Falkland Islands Government Office in London.

Mrs. Stevens said the Falkland Islands had a larger site than in previous years, "...which also enabled us to be situated very close to the entrance, providing a very visible site." She said the exhibition stand "was extremely impactful" with large eye-catching, spectacular images of wildlife and scenery from the Falkland Islands, which generated much interest and discussion with many of the visitors to the show. "We also had a 52" plasma screen on the stand, with over 200 images of the Falklands scrolling throughout the four days of the show ? this in itself, drew large numbers to the stand, and in particular, attracted those with an interest in wildlife/bird-watching/nature."

The various exhibitors/destinations were grouped in the exhibition hall by geographical region, with the Falkland Islands positioned in the Latin American section.

As a direct result of the show, Mrs. Stevens said, just under 100 contacts for potential holidaymakers to the Islands have been passed on to local tour/receptive agents to follow up with sample itineraries and other information regarding prospective holidays in the Falklands.

Mrs. Stevens said that from a PR perspective, the Falklands achieved a great deal at this year's show, "...not just with the consumers who visited, but also with fellow exhibitors, some of whom are potential clients who could bring new visitors to the Islands. "Such companies can also help to spread the word about the Islands' accessibility if we can convince them to promote us in their own brochures. Travel events such as Destinations; provide a good opportunity to meet major players in the travel market and to promote ourselves as a potential destination for inclusion in their programmes. "It is also helpful to learn from the experiences of other destinations world-wide, especially those that are also quite remote, with similar ?offerings'."

A number of media contacts were also made during the show, which Mrs. Stevens said she is now following up in an attempt to gain more coverage throughout the UK, "...to help promote the message that the Falkland Islands really is a ?must visit' destination."

The overall reaction to the Falkland Islands, Mrs. Stevens said, was extremely positive throughout the event, from both consumers and fellow exhibitors, with many more people now, "...spreading the word that the Falkland Islands should be a ?must' on their list of places to visit. "It provided the arena to showcase the many attributes of these spectacular Islands."

Taking advantage of many decision makers being in London to attend Destinations, the day after the show closed, Mrs. Stevens gave a presentation to approximately 60 members of LATA (Latin American Travel Association), to promote the Falkland Islands as a significant destination. (PN)

More information: www.tourism.org.fk