Tourism Corporation Bonaire (TCB) delightedly
shares the results of the different public relations efforts in partnership with Bonaire’s
PR agency, Diamond Public Relations, for the first quarter of 2024.
The public relations plan for 2024 aims to continue raising awareness of Bonaire in
the US, Canada, and German-speaking countries, such as Germany, Austria, and
Switzerland (GAS market), as well as focusing on emerging travel trends, such as
solo travel, culinary travel, and wellness travel. On top of that, the public relations
efforts will continue highlighting the island’s commitment to nature preservation and
local culture to attract guests who share similar values and want to engage with the
local community through media to enrich their experiences.
During the first quarter of the year, the different public relations efforts generated a
mix of digital, print, and social media coverage, resulting in a sweeping reach of 80.2
million overall media impressions and 47 earned media placements in the North
American markets and 5.5 million overall media impressions and 20 earned media
placements in the European markets.
Overview of efforts from January to March – North America
Throughout the first quarter of the year, the Bonaire team participated at the
International Media Marketplace, where they met with 24 journalists to peek interest
in the island, hosted two individual media visits from Tropix Traveler and Carolina
Woman, planned press trips for the second quarter, wrote and distributed press
releases on “24 New Experiences in 2024”, crisis communication, managed
throwback social media posts from previous media and influencer visits and secured
press hits in top-tier publications through ongoing pitch efforts.
Top press hits from January to March – North America
The top press hits of the first quarter include a Bonaire story in The Toronto Sun,
highlighting different island partners and culinary experiences, Artful Living, and in
the Winter 2024 issue of the print magazine Travel Agent Central, National
Geographic, DriftTravel.com, highlighting the “24 New Experiences in 2024”, Grazia
Magazine , WhereverFamily.com, Forbes.com, highlighting underwater experiences,
family-friendly destinations and adult-friendly Spring escapes, CountryLiving.com
and Recommend.com, highlighting off-the-beaten-path destinations to visit and solo
travel options in Bonaire.
Overview of efforts from January to March – Europe
Throughout the first quarter of the year, the Bonaire team participated in a
collaboration with IAMTORO in Amsterdam at Leidseplein for a “Bonaire Take-
over” highlighting different posters of the island and surprising the winner of the
Bonaire and IAMTORO campaign, coordinated and hosted one individual media visit
from the 24Kitchen television crew highlighting the island’s local chefs and culinary
traditions, planned press trips for the second quarter, wrote and distributed press
releases on “24 New Experiences in 2024”, crisis communication, met with top-
ranked Dutch television crew for future filming in Bonaire and secured press hits in
top-tier publications through ongoing pitch efforts.
Top press hits from January to March – Europe
The top press hits of the first quarter include a 62-page Bonaire Special in Reisbizz,
highlighting many island partners and new businesses, a Bonaire story in TravelPro
Magazine, Triptalk.nl, Reisbizz.nl and TastyTrails.nl, highlighting the “24 New
Experiences in 2024”.
Upcoming
In the second quarter of the year, the Bonaire team will be coordinating and hosting
individual media visits from USA Today, Authentic Chica, Nature Scanner, Foodies
Nederland and a freelancer, and a press trip themed: “Bites & Nights”, focusing on
the island’s exclusive fine dining and after dark experiences.
TCB wishes to thank all participating private sector partners and stakeholders for
their continued support and cooperation with media hosting and content for ongoing
pitching efforts.
