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A seasoned marketing professional calls for a creative tourism approach

Beverly Nicholson-Doty, CEO of Figment Design (Submitted Photo)

Experienced marketing and hospitality professional Beverly Nicholson-Doty, CEO of Figment Design, believes that this year’s World Tourism Day theme, “Rethinking Tourism,” is a clear call for the private sector to focuses on “dynamism and unbridled creativity” to ensure a strong and sustainable future for tourism.

“We have a rare opportunity to use our skills to deliver the rebuilding and reinvention of the tourism sector following the devastation of COVID-19 that puts people, their communities and their environment first,” said Beverly Nicholson. -Doty, CEO of Figment. Design, a leading marketing and advertising agency based in Miami.

The veteran tourism executive, who served as tourism commissioner for the US Virgin Islands (USVI) for 12 years, and also served as CEO of the Saint Lucia Tourism Authority, said that to achieve such objective, “The private sector must partner with governments, communities and non-governmental organizations around a common vision for a more sustainable, inclusive and resilient sector,” she said.

“Building a future productive tourism sector will largely depend on how we shape and deliver our messages today,” said Nicholson-Doty, who warned there is not much time to reflect because international tourism is already showing a robust comeback. “Now is the time and we have to be intentional about this issue,” she said.

“The lifting of travel restrictions, as well as the restoration of consumer confidence, will be important drivers for the recovery of the sector. So we have both the opportunity and the responsibility to help restore millions of frontline industrial jobs around the world, while alleviating poverty, enriching history, promoting culture and protecting the world. environment,” Nicholson-Doty said.

She felt that creativity, audacity and, above all, commitment, are necessary to ensure the full rebound of tourism: “We can fuel optimism by giving our all to create and offer solutions that go beyond what the industry currently imagines is possible”.

The Marketing Director, whose accomplishments include creating a strategic plan to position USVI and St. Lucia as preferred Caribbean destinations through the implementation of robust marketing initiatives, is a former President of the Caribbean Tourism Organization. She also served as the CEO of the USVI Hotel & Tourism Association for over a decade.

As Tourism Commissioner, she presided over the destination’s remarkable recovery after being hit by Hurricanes Irma and Maria in 2017. Figment Design is a full-service advertising and marketing agency comprised of designers, developers of websites and digital marketers.

World Tourism Day will be celebrated on Tuesday, September 27.

About Figure Design

Figment Design is a full-service advertising and marketing agency comprised of enthusiastic designers, web developers, and digital marketers. The company offers exceptional, creative, the most comprehensive and competitive online marketing and media buying strategies in the industry, as well as the ability to track return on investment through a state-of-the-art reporting system. technology. For more information, visit

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