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LONDON, UK – [July 2024] – Grenada’s Tourism Authority, Pure Grenada, has made history by becoming the first tourist board in the United Kingdom to host an international influencer trip comprised of all black content creators. The trip, which was cast and organised by inclusive influencer agency, Myra, aimed to shine a spotlight on the rich culture, vibrant heritage, and breathtaking beauty of Grenada, whilst also highlighting the welcoming nature, and safety of the country to black travellers.
“By allowing content creators the chance to visit Grenada, we’re allowing black travellers who are excited by the chance to explore the world, the opportunity to see themselves in these iconic travel spots.” said Christopher Roach of Myra. “Black travellers spend in excess of £10Bn annually on travel, so trips like this continue to tell black audiences globally, that they’re welcome and wanted.”
The select group of influencers experienced a four-day itinerary which focused on the beauty and culture of the island, pushing away from the narrative that the island is just golden sand beaches. The trip culminated with an international influencer exchange, where content creators from the United Kingdom were paired with content creators from Grenada and experienced a day in their shoes.
The videos from the campaign garnered over 8 million views across social media, resonating strongly with the African and Caribbean diaspora living in the United Kingdom. This initiative underscores Pure Grenada’s commitment to fostering inclusivity and representation within the travel sector.
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