Good Practices in Tourism Awareness Programmes - Caribbean ...

BONAIRE
Name of the Programme
Tourism Awareness Programme
Brief Description of the Programme
Bonaire’s Tourism Corporation in cooperation with its local government
officially launched an island-wide Tourism Awareness Programme, on Monday April 23, 2007.
The initiative is funded by USONA, the executive organization of the foundation for development
of the Netherlands Antilles and it will be implemented throughout the next three years to
enhance tourism awareness among the entire population of Bonaire.
“Smile, Boneiru ta Dushi!” which translates in English to “Smile, Bonaire is Sweet” is the official
slogan of the new Tourism Awareness Program Bonaire. The smile in the slogan speaks for
itself. Dushi is the magical word in the local language Papiamento that signifies anything good,
sweet and loveable.
Programme Goals and Objectives
The aim of the Tourism Awareness Programme is to educate Bonaireans of the important role
they play in enhancing the tourism product as well as to encourage small acts of kindness such
as greeting visitors with a smile. This service with a smile is important to the industry and
according to Ronella Croes, Director of Tourism Corporation Bonaire, “By encouraging our
residents to make the extra effort in welcoming our visitors, we hope to see a continued growth
of repeat visitors to the island, who will surely remember our miles of smiles among all of the
other natural beauty Bonaire has to offer.”
Other goals of the Tourism Awareness Programme are to educate the Bonairean community
about:
‣ The uniqueness of the tourism product and the country’s dependence on tourism
‣ How Bonaire’s eco nature and marine preservation efforts affect tourism
‣ That hospitality is more than a place to stay
‣ The various changes in tourism
Programme Activities
Components of the program already in place include the following:
A 30 second jingle that is played on local radio stations;
The official slogan; “Smile, Boneiru ta Dushi” which translates in English to “Smile,
Bonaire is Sweet”.
The creation of a logo and mascot named Mama Smile, who promotes the
programme by visiting residents around the island with her Bonairean community
ambassadors.
Good Practices in Tourism Awareness Programmes
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