On Wednesday, June 19th, 2024, Munaluchi’s CEO and Editor-in-Chief, Jackie Nwobu, was one of three esteemed panelists invited to speak at Caribbean Week 2024 on building bridges between Caribbean and Black American marketing.
If you’re unfamiliar with ‘Caribbean Week,’ this annual conference hosted by the Caribbean Tourism Organization (CTO) brings delegates and representatives from the Caribbean, members of the press, and travel enthusiasts together for a week of educational panels, networking, and island culture.
from Sunday, June 16th to Thursday, June 20th, guests gathered at the Intercontinental New York Times Square hotel for Caribbean Week 2024.
Attendees enjoyed presentations by members of the CTO and iconic faces in global Tourism, media, and tech. Munaluchi Bride’s very own Jackie Nwobu also took the stage.
Led by moderator Melissa Noel of Essence, Nwobu spoke alongside Elinor R. Tatum, Publisher and Editor-in-Chief of the New York Amsterdam News, and Irwine Clare, Chairman and CEO of Team Jamaica Bickle, about the rise of Black American travel, trends in tourism, and the need for more diverse and intentional marketing.
Our demographic is becoming the fastest growing demographic.
– Jackie Nwobu
Media & Marketing: With Black American travel accounting for over $100 billion in travel spending in the U.S. alone, Nwobu stressed the importance of niche marketing.
“People want to see themselves in your marketing,” Nwobu explained. “If you are a destination with venues that are LGBTQ+ friendly, you should be marketing that so they understand this is a safe place.”
As a multicultural wedding magazine, Munaluchi’s marketing revolves around travel. Our latest magazine cover, Issue 31, featuring Netflix’s Love is Blind couple Tiffany and Brett Brown, was produced and shot in the Cayman Islands.
Posing before beautiful tropical backdrops, Nwobu revealed the cover was viewed over one million times! This is just one of many Munaluchi cover shoots highlighting Caribbean destinations, Black love, and luxury travel.
Moderator, Melissa Noel of Essence, also stressed the importance of targeted marketing, stating: “Marketing is the intersection of storytelling.”
To authentically market tourism in the Caribbean, one must “understand the nuances of the Caribbean,” she explained. “The Caribbean extends beyond those who were born in the diaspora. There are different cultures within these communities.”
According to Noel, telling stories authentically is key. “It starts with storytelling,” she stated.
Travel Trends: Destination weddings and events are growing exponentially.
“It’s a market everybody has to pay attention to,” Nowbu shared. “The global market [for destination weddings] was 28 billion in 2023. It is projected to go up to 77 billion in 2027.”
Multi-day experiences are also on the rise. Instead of saying “I do” and jet-setting to a new location for their honeymoon, couples host welcome parties, their actual wedding, and an after-party over several days or a weekend. Some events are even longer!
Milestone events and celebrations such as 50th birthday parties and anniversaries are also trending for global destination travel. Nwobu noted that ‘voluntourism’ (tourism and volunteering) is equally growing.
The younger generation wants to know what they can do that will be good for the environment and good for their soul.”
– Jackie Nwobu
She advised destinations to consider building elements of volunteering into the experience of their destinations. This way people can do something meaningful while also enjoying everything the island offers.
Elinor R. Tatum, Publisher and Editor-in-Chief of the New York Amsterdam News, echoed Nwobu, stating, “People of color are into eco-tourism, and luxury, and want to learn about their community.”
Tatum’s “Black to Nature” column in the New York Amsterdam News further highlights the Black community’s love for nature, sharing stories that undermine unfair stereotypes suggesting otherwise.
Irwine Clare, Chairman and CEO of Team Jamaica Bickle, noted the impact of sports on destination travel trends.
“In Jamaica,” he explained, “it’s about our culture, food, and music.”
With 2 MVP clubs and summer camps available for kids, Clare shared that many families are planning two-week trips. “One week for training and one week for vacation.”
Clare also advised destinations to be mindful of the growing diaspora, and understand culture and cultural sensitivity. “Introduce an appreciation for your culture in your children,” he stated. “Market with influence.”
Collectively, these trends reflect the evolving wants and needs of travelers today. It’s integral that destinations pay attention to these interests so they can better attract travelers, specifically the growing Black American market.
Creating a Legacy: Munaluchi continues to make an impact in the Caribbean.
Setting sail for St. Thomas, US Virgin Islands this year for our 10th annual Coterie Retreat, Munaluchi’s one-of-a-kind business retreat celebrates Black-owned businesses and multicultural wedding vendors.
Hosted at luxurious destinations across the Caribbean, the event is a testament to the growing Black American market in tourism. Bringing 150 to 200 people to a new destination every year, over half of attendees are wedding planners.
“The wedding planner is the quarterback of your wedding,” Nwobu explained. “They are the ones that are going to bring business back to the destination.”
The Coterie Retreat is therefore a “win-win” for tourism and wedding vendors bringing new business to the Caribbean and facilitating vendor connections every year. With the rise of more destination weddings and events, strengthening these bonds becomes even more important.
Ultimately, creating inclusive and intentional marketing is no longer an option in the travel industry.
Today’s travelers crave authenticity and representation. They don’t want to imagine themselves lounging in a cabana poolside, they want to see it.
Jackie Nwobu and her colleagues’ insights on the growing influence of Black American travelers and the rise of destination weddings further amplify a need for targeted marketing that reflects the diversity and unique aspirations of the next generation of travelers.
As Nwobu eloquently stated, the future of travel marketing lies in creating meaningful and inclusive experiences. These experiences must resonate with diverse audiences, foster connections, and celebrate the beauty of multiculturalism.
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