What are the strategies proposed for boosting travel to Guyana from diasporic areas?

Abstract

Purpose The purpose of this paper is to elaborate the strategies and lines of action that should be implemented if 2025 is to be a landmark year for diasporic travel to Guyana. Design/methodology/approach The primary methodology was that of document analysis drawn on the literature on diaspora tourism in Guyana and the Caribbean and interviews and discussions with relevant experts. Findings The diaspora market is being increasingly recognised as an important target for Guyana’s tourism industry. Strategies include facilitation of travel from and engagement with more “diaspora” countries; increased and targeted advertising to the diaspora including the promotion of special events; and the development of tourism councils in key diaspora countries. Practical implications There are many myths and misconceptions about the diaspora and their contribution to the tourism industry. Synthesising the data that highlight the contribution of this segment along with strategies and lines of action can seek to foster a greater appreciation and understanding of the contribution of the diaspora market. Originality/value This paper offers an opportunity for researchers and practitioners to explore the concept of engaging the diaspora as a viable target market in the tourism industry.