Afro-Caribbean Travel Research Launch

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Afro-Caribbean Travel Research Launch


Travel Marketing and PR agency Be Distinctly Different in partnership with The Voice newspaper have launched their research project with Afro-Caribbean travellers at:

Respondents of the survey will have the chance to win a 7 night holiday to Saint Lucia courtesy of SN Travel, Bay Gardens Hotel and the Saint Lucia Tourist Board by completing the short survey before the 31st January 2018.

The research project aims to disprove myths and stereotypes that exist about the black travel market, proving travel intention as well as providing greater insight into the size and value of the UK black travel market, and understanding decision making behaviour for this group.

The partnership between Be Distinctly Different and The Voice newspaper marks the latest move in what is being called The Black Travel Movement. Fuelled by emerging online communities like Travel Noire, Nomadness Travel Tribe and Black Adventuristas, The Black Travel Movement is showcasing black travellers as they explore the world, offering an Afro-centric perspective that has been missing from mainstream media.

Director of Be Distinctly Different and project lead Jamie-Lee Abtar offered an insight into the black travel market: “Information on the UK black travel market is virtually non-existent. This research will provide valuable information on the UK black travel market and their propensity to travel which cannot be ignored by destinations, tour operators and other travel brands in the UK.”

As well as the survey, the research project will include in depth telephone or face to face interviews, and case studies with African Caribbean travellers who have taken a minimum of a seven night holiday in 2016, as well as UK travel companies who are successfully catering to this market. The Voice newspaper is the only national newspaper and multi-media platform serving black British communities with a mix of news, entertainment, sports and lifestyle features. The Voice will utilise the results of the research to develop a glossy quarterly travel magazine that will be distributed alongside The Voice as a new travel section.


Press information

Be Distinctly Different is a boutique travel marketing and PR agency giving travel and tourism brands the tools to grow, develop and make more money.

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