Thursday, April 25, 2024

Roach set to chart a new path for Grenada’s tourism


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ST GEORGE’S – Petra Roach was formally appointed the new chief executive officer (CEO) of the Grenada Tourism Authority (GTA).

GTA chairman Barry Collymore said Roach, a fellow Barbadian, was expected to chart a new course for Grenada’s tourism industry and product.

“Petra is a recognised leader in the tourism sector, and we are thrilled she has agreed to take on the challenge the GTA has presented her,” Collymore said.

“This is a huge win for Grenada, Carriacou and Petite Martinique, as we saw the urgent need to have someone with not only the understanding of the Caribbean marketplace, but with the skillset to help lead our unique destination through recovery and start a new chapter for our tourism product.”

Roach will lead the destination through its COVID-19 pandemic recovery process, placing an emphasis on innovative and competitive marketing campaigns, in what is surely to be an exciting and game-changing time for Grenada’s tourism.

“I feel honoured to lead the team as the GTA’s new CEO and be tasked with pushing forward GTA’s success during these challenging, but equally exciting times,” she said.

“I also look forward to working with all of the industry stakeholders, as we collectively chart a dynamic upward course for the destination.”

Roach brings an incredible amount of expertise to this position, having previously served in the Barbados Tourism Marketing Inc. (BTMI) for the past 27 years.

During her tenure at the BTMI, she held various positions, including vice-president of marketing and sales for the United Kingdom, director of sales and marketing for the United States, global head of markets and interim CEO.

Roach successfully elevated the Barbados brand, and was instrumental in Barbados’ increase in airlift prior to the COVID-19 pandemic.

The GTA said her in-depth knowledge of both marketing and the tourism industry would be a welcomed skillset to her new role at the GTA.

The GTA said it recognised the importance of international marketing expertise and powerful relationships and contacts within the tourism and airline industries as a requirement for the role of CEO. (AR)


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