TORONTO — Grenada, better known as the Spice Island of the Caribbean, is looking to capitalize on its differentiators as it forges a strong path out of the pandemic.

Grenada Tourism Authority’s new CEO, Petra Roach, says Grenada’s natural assets will play a key role in campaigns for the island going forward.

GTA Chairman Barry Collymore (left) and CEO Petra Roach (right) with Minister of Tourism Dr. Clarice Modeste Curwen

“We have to give definition to what our natural assets are, our competitive advantage,” says Roach. “People know about Grenada, they know it’s an island in the Caribbean, but they don’t know that value proposition, that experiential proposition.”

Roach was introduced as the Grenada Tourism Authority’s CEO at a recent virtual brunch and media briefing. 

While she’s new to her role at the GTA, Roach is well known in the industry, most recently from her 19 years at Barbados Tourism Marketing Inc. (BTMI).

While ‘Pure Grenada, the Spice of the Caribbean’ has been the destination’s tagline for several years, the GTA may be looking to bring ‘The Spice Island’ messaging to forefront again, to highlight Grenada’s special offering among the Caribbean islands.

Beach vacations still fuel Grenada’s tourism industry, but there’s an advantage to showcasing the island’s other strengths too, says Roach. The island’s spice trade, and its gorgeous gardens, are just the beginning. “We need to stop being lumped into just a beach holiday,” she said. 

Travellers heading to Grenada will find an outline of the island’s health and safety protocols at https://www.puregrenada.com/travel-advisory/. 

A ‘Pure Safe Travel Authorization Certificate’ is needed by each traveller, including children, arriving in Grenada. Fully vaccinated travellers are only required to quarantine for 48 hours, pending a negative PCR test on entry. A PCR test within three days of arrival is also required.

Grenada has navigated the pandemic exceptionally well, with only 162 confirmed cases since January 2020, and one death. 

The protocols are in place to protect travellers, and residents, said Barry Collymore, Chairman of the Grenada Tourism Authority. “Grenada’s tourism is not just about come and visit. It’s about come and visit and be safe,” he said at the briefing.

Grenada’s Minister of Tourism is also a doctor, boosting the island’s strong position on safe visits, added Collymore.

Minister of Tourism Dr. Clarice Modeste-Curwen was at the briefing. 

“Grenada is no longer the best kept secret,” Dr. Modeste-Curwen said about the island’s growing popularity. “It’s a hidden gem that is no longer hidden. Now is the time to show our strength, our resilience, our beauty and our ability to compete, both regionally and internationally.”

The Grenada Tourism Authority’s website with more information about Grenada, Carriacou and Petite Martinique, can be found here.