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News : Ministry of Tourism Updates Last Updated: Jan 27, 2019 - 12:46:54 PM

Bahamas takes home three HSMAI Adrian Awards for outstanding travel marketing
By Bahamas Ministry of Tourism & Aviation
Jan 27, 2019 - 12:07:27 PM

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Ministry of Tourism Representatives Accepted the Honors at the HSMAI Adrian Awards Gala on January 22, 2019, in New York City

Nassau – Representatives from The Bahamas Ministry of Tourism & Aviation on Tuesday accepted three awards for outstanding travel marketing at the 62nd annual Hospitality Sales & Marketing Association International (HSMAI) Adrian Awards Gala at the New York Marriott Marquis. The Adrian Awards is the largest and most prestigious global travel marketing competition.

In the Public Relations category, the Ministry was honored with a Gold Adrian Award for excellence in influencer marketing. The winning campaign, titled “Under the Influence of The Bahamas,” was centered on the insights that more than 40% of millennials seek vacation inspiration on Instagram and The Bahamas has the highest density of #NoFilter posts. The campaign leveraged the credible third-party endorsement of travel and lifestyle Instagram influencers to capture the islands’ stunning, unfiltered beauty generating millions of social media impressions and driving consideration for the destination.

The Ministry was also honored in the PR category with a Bronze Adrian Award for its communications campaign titled, “Making Tourism Better in The Bahamas.” The multi-faceted campaign deployed crisis management, nonstop media relations, owned content and brand partnerships to combat negative perceptions of the Caribbean region following a historic hurricane season and flood the market with positive news stories that drove visitor numbers. Work on the award-winning campaigns was executed in collaboration with the Ministry’s New York City-based PR Agency of Record, Weber Shandwick.

In the Advertising category, the Ministry was recognized for advertising innovation for its “16 Island Marketing Strategy” which highlights the unique characteristics of each island with travel guides and inspirational video content. The content hub, island microsites and vertical market video content tells the stories of the people, places and things that make each island special. The marketing campaign was a collaborative effort with the Ministry’s Fort Lauderdale-based Ad Agency, Tambourine.

“We are thrilled to have been recognized by global industry leaders, the media, consumers and our peers for our diverse marketing efforts for The Islands of The Bahamas,” said Director General Joy Jibrilu. “Our strategic marketing programs seek to reach consumers across mediums and at various stages of the travel decision making process and these honors reinforce the success of the programs evidenced by consistent growth in arrivals to our islands.”

“The Adrian Awards celebrate travel marketing innovators whose awesome creativity and hard work are integral not only to the success of their companies, but to the continued growth of the hospitality industry as a whole,” said Robert A. Gilbert, CHME, CHBA, president and CEO of HSMAI.


Attended by nearly 1,000 hospitality, travel, and tourism marketing executives, this elegant affair is a must-attend industry event. The Adrian Awards Dinner Reception & Gala, recognized as a Top 100 Event in New York City by BizBash, celebrated award-winning work and the people behind it.


The awards round out a growing list of media accolades and consumer travel trend reports positively positioning The Bahamas in 2019 including:

  •     Brit + Co’s “The 16 Best Places to Visit in 2019”

  •     Reader’s Digest’s “Best Winter Travel Destinations for 2019” (names Nassau and Paradise Island as the best destination for families)

  •     CNN’s “Top new places to stay in 2019” (lists Rosewood at Baha Mar)

  •     BRIDES’ “2019’s Most Luxe Honeymoon Destinations” (includes Grand Isle Resort & Spa’s 23 North on Great Exuma)

  •     Caribbean Journal’s “Caribbean Travel Awards 2018” (honors The Bahamas with Best Caribbean Destination and Best Caribbean Tourism Minister awards)

  •     Recommend’s “2018 Readers’ Choice Awards”

  •     KAYAK’s “Top Trending Destinations”
  •     American Express’ “Top Trending Travel Destinations for 2019” (notes that card member travel to Nassau is up 63% YOY)
The recent recognitions are consistent with positive upward trends in international arrivals. The January Forward Keys survey, which tracks inbound visitor data, reported that forward bookings for the next three months (Jan-Mar 2019) are advanced by 8.9%, thanks to the positive booking situation for January (16.0% ahead) and February (15.0% ahead).


With over 700 islands and cays, and 16 unique island destinations, The Bahamas lies just 55 miles off the coast of Florida offering an easy fly away escape that transports travelers away from their everyday. The Islands of The Bahamas have world-class fishing, diving, boating and thousands of miles of the earth’s most spectacular water and beaches waiting for families, couples and adventurers. Explore all the islands have to offer at www.bahamas.com or on Facebook, YouTube or Instagram to see why It’s Better in The Bahamas.

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