Eliana Willis

The Madeira Promotion Association has unveiled a brand refresh ahead of what the organisation hopes will be a busy summer.
As part of the overhaul there is a new slogan – ‘Madeira. Belongs to All’ – as a well as a new logo.
Developed from in-depth studies aiming to identify the greatest attributes of the territory, the conclusion was clear: Madeira is a place where everyone who visits feels a sense of belonging.
With over 600 years of history and more than 200 years of tourism, the region combines a subtropical mild climate and spectacular natural world, with a rich and unique historical and cultural legacy.
In the past, Madeira was a mandatory mid-Atlantic stopping point for European explorers on their way to the New World and as a result has had countless influences from many cultures over centuries.  ADVERTISEMENTMadeira is a safe destination, with an immense set of experiences for everyone, from the land to the sea.
The people are cheerful, dedicated and passionate about their island and ready to welcome whoever arrives. 
Based on this message, the visual identity is more contemporary and represents Madeira as it is: vibrant and playful.
The logo is composed from the deconstruction of the circle – a symbol associated with the idea of inclusion and the Madeiran spirit.
Graphically, the circle represents the idea of union and perfection, but simultaneously diversity.
The strategy was a collaboration with Bloom Consulting and the new identity came from the work of the creative agency BAR and will be present in all of Madeira’s communication materials, nationally and internationally.
For Eduardo Jesus, president of Madeira Promotion Bureau, the new Madeira brand: “Intends to trigger a unique feeling and to convey our purpose: To make each and every person feel that they belong here.
“This feeling of belonging is the reason why the brand exists.
“It is much more than the benefits or unifying characteristics of a region.
“The purpose of the brand is also its capability of bringing together our people and those who visit us around a common perception of what we propose to be and do.”
More Information
Madeira is considered the World’s Leading Island Destination by voters at the World Travel Awards.

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A Jamaican firm has been selected by the regional tourism development agency, the Caribbean Tourism Organisation (CTO), to conduct its first-ever regional skills audit to assess the competencies of the regional tourism workforce.
After a comprehensive process for procuring consultancy services to undertake this project, A-Z Information Jamaica was chosen to conduct this critical tourism human resources audit, as the industry seeks to navigate the next phase of Caribbean tourism and strategically plan for its future.
The exercise – funded by the Caribbean Development Bank (CDB) to the tune of US$124,625 – is aimed at assessing the levels of knowledge and competencies of the Caribbean tourism workforce and identifying future skills needs for the region’s tourism and hospitality industry.
“A- Z is deeply honoured to have been selected to execute this strategically pivotal project in collaboration with the CTO at such an unprecedented moment in the history of our region and people.
“The convergence of the potentially crippling impact of the Covid-19 pandemic and the rapidly growing effects of climate change present us with a unique opportunity in this regional HR audit of the industry’s current leadership and workforce knowledge, skills and attitudes,” said A-Z chief executive officer, Noel Watson. ADVERTISEMENT“We look forward to working together to help define and frame the profile of the creative, innovative and resilient tourism sector leadership and workforce that will help fashion 21st century Caribbean tourism.”
From an initial 12 companies expressing interest in providing consultancy services for the project, the Kingston-based firm was among four finalists invited to submit comprehensive proposals, and ultimately emerged the top-ranked firm.
The main goal of this project, which begins this month, is to help Caribbean tourism planners and policymakers better understand how to most effectively leverage human resource development for a more innovative and competitive industry.
Data obtained from the audit will contribute to effective human resource planning for the tourism industry in the region by providing a framework for decision-making, to guide the development and refinement of tourism education and training programmes by academic and training institutions in order to reduce skills gaps and mismatches and bring about more sustainable synergies.

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Jet2.com has delayed the restart of its holiday operations in the wake of the release of a report from the government on the reopening of borders.
The leisure operator had hoped to return next month, but has now cancelled all holidays before June 23rd.
“We have taken time to study the Global Travel Taskforce’s framework, and we are extremely disappointed at the lack of clarity and detail,” said Steve Heapy, chief executive of Jet2.com.
“After several weeks exploring how to restart international travel, with substantial assistance and input from the industry, the framework lacks any rigorous detail about how to get international travel going again.
“In fact, the framework is virtually the same as six months ago.”ADVERTISEMENTHe added: “Following the publication of the framework today, we still do not know when we can start to fly, where we can fly to and the availability and cost of testing.
“Rather than answering questions, the framework leaves everyone asking more.”
Heapy said, where customers yet to travel are affected by any programme changes, Jet2.com will automatically cancel their booking with a full refund.
He added: “It has been over a year since international travel was first suspended because of the pandemic.
“Much has been achieved in that time, making it even more frustrating that we are still to receive a clear framework on how to restart international travel.
“We know it can be done, in a safe and secure way, and we will continue to support the government to achieve this.”

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TUI Group has revealed plans to raise at least €350 million in fresh funding as the company seeks to whether the ongoing impact from the Covid-19 pandemic.
The new senior unsecured bonds will fall due in 2028.
TUI intends to use the cash to further improve its liquidity position as the Covid-19 crisis continues and subsequently for the repayment of existing financing instruments.
The company said the offering could go as high as €400 million.
The bonds, with a denomination of €100,000 each, will be issued at 100 per cent of their principal amount. ADVERTISEMENTUnless previously converted, redeemed or repurchased and cancelled, the bonds will be redeemed at their principal amount on April 16th, 2028.
The bonds will be offered with a coupon between 4.5 and five per cent per annum, payable semi-annually in arrears.
The bonds will be offered by way of an accelerated book-building to institutional investors outside the United States of America, Australia, Japan and South Africa.
Settlement is expected to take place on or around April 16th.

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Barbados Tourism Marketing is bidding farewell to global head of markets and temporary chief executive, Petra Roach.
After nearly two decades with the organisation, the industry veteran is leaving to take up a new opportunity with the Grenada Tourist Board later this year.
In a statement from the board, Barbados Tourism Marketing chairman, Roseanne Myers, thanked Roach for her notable contribution to the local tourism industry over the years.
“On behalf of the board, management and staff we say a sincere thank you to Petra Roach for her years of service and leadership,” Myers said.
“She has been a tremendous asset to Barbados for two decades and her contribution to the growth and development of tourism sector has been outstanding.”ADVERTISEMENTRoach’s tenure with the Barbados tourism authorities began in 2002 with the then Barbados Tourism Authority, where she worked with the United Kingdom team as vice-president.
Following a brief stint as interim chief executive in 2014 during the company’s transition period to Barbados Tourism Marketing, she would then make her mark as director for the United States in 2015, before assuming the role of global head of markets in 2019.
She has held the post of interim chief executive since last year November.
In a personal statement, Roach thanked Barbados Tourism Marketing, adding: “I wish brand Barbados well because it’s been a great experience that has helped me hone my skills.”
In order to affect a seamless transition over the next few critical months, current UK director, Cheryl Carter, will act as head of global markets.
The board, with a new commercially focused marketing mandate, will be expediting its recruitment of a chief executive.

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ABTA has written to officials at the department for business, energy and industrial strategy (BEIS) to protest at levels of grant support being made available to the retail travel industry in England.
The body argues the cash is at odds with those provided to other business sectors. 
Restart Grants, recently announced by the chancellor, are to be allocated to businesses based on the category they are deemed to fall into, such as non-essential retail, hospitality, leisure and personal care.
Retail travel agents fall into the first category, meaning that they are eligible for grants up to £6,000 depending on their rateable values. 
However, as ABTA points out to BEIS, while travel agents can open from Monday, they will not receive any new income for many weeks at least.  ADVERTISEMENTNot only is it currently illegal to travel overseas, government guidance issued earlier this week stated that customers should not book overseas holidays for the time being.
Other businesses are eligible to receive grants of up to £18,000, despite being able to welcome customers and generate new income from Monday.
ABTA has made clear to the department that this is a growing source of frustration and anger among its members and the wider travel industry, and has asked for an explanation of the rationale behind the decision. 
Luke Petherbridge, ABTA director of public affairs, said: “It seems illogical that financial support is being funnelled towards businesses that will not only be open from next week but, in the case of hairdressers for example, are likely to be in very high demand from the off, while travel businesses that will continue to have significant constraints on their trade are offered lower levels of support.
“Unlike in Scotland or Northern Ireland, travel businesses in England have not received any sector-specific support in recognition of the unique circumstances our sector is in.
“Meanwhile, the level of business support offered by the Welsh government has been based on revenue-loss, which has meant better comparative outcomes for many businesses.
“ABTA is continuing to strongly press for tailored assistance for all businesses in the travel industry in England, not least in the light of further ‘don’t book a holiday’ messages from government this week.
“In addition, we are in contact with the devolved administrations around the need to keep financial support under review, and the importance of a four-nations approach to restart.”

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The annual Economic Impact Report (EIR) from the World Travel & Tourism Council reveals that the dramatic collapse of the sector in the UK has wiped out a staggering £148 billion from the economy.
The contribution of tourism to GDP in the UK dropped by a precipitous 62 per cent last year, according to the body.
Tourism GDP fell from £238 billion (10 per cent) in 2019 before the pandemic struck, to just £90 billion (four per cent) – a mere 12 months later – in 2020.
A year of crippling travel restrictions and ineffective hotel quarantines, which have brought international travel to a grinding halt, resulted in the loss of 307,000 tourism jobs across the country.
This is, however, a tenth of the three million jobs, the WTTC was warning could go during the height of the crisis last year.ADVERTISEMENTHowever, WTTC believes the true picture could be significantly worse, if not for government fiscal and liquidity incentives, as well as furlough and job protection schemes. 
Across all sectors they are estimated to be currently protecting more than 11 million jobs, hiding the true extent of the losses, as well as the devastating social impact they could bring.
According to latest figures, the UK government is estimated to have spent more than £46 billion on job retention schemes, with that figure expected to rise to £80 billion by the time the various programs end in October.
These job losses were felt across the entire UK tourism ecosystem, with small- and medium-sized enterprises, which make up eight out of ten of all businesses in the sector, particularly affected.
The report also revealed domestic visitor spending declined by 63 per cent due to nationwide lockdowns.
Gloria Guevara, WTTC president, said: “The loss of more than 300,000 tourism jobs across the UK has had a devastating socio-economic impact, leaving huge numbers of people fearing for their future.
“But the situation could have been far worse if it were not for the government’s prompt action, which introduced job retention schemes to save millions of jobs under threat and helped to halt the total collapse of the tourism sector.”

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