Minister of Tourism Obie Wilchombe has confirmed the appointment of Joy Ann Jibrilu as the new director general of tourism, replacing 30-year tourism veteran, David Johnson, who is set to become the new chief executive officer of the Hotel Corporation of The Bahamas and oversee its transition to the Tourism Development Corporation.

The organizational restructuring comes amid an aggressive marketing campaign to reposition the Ministry to be more responsive to increased global demands and changing trends within the global tourism market to increase airlift, inventory, new tourism plants and room nights in The Bahamas.

Jibrilu is the current director of The Bahamas Investment Authority within the Office of the Prime Minister.

As director general, she will be supported by a team of Bahamian professionals including Ellison Thompson, the current deputy director general of tourism who will now assume responsibilities for global marketing.

The Ministry of Tourism has initiated a bold and aggressive programme to increase its market share by 4-5 per cent by tapping into markets in North America, Latin America, Europe, Asia and the Caribbean.

The Tourism Minister has assigned experienced Bahamian professionals throughout the world as the Ministry generates awareness of The Bahamas, cultivate relationships with airlines, tour operators and travel agents all designed to increase traffic flows into The Bahamas with the desired effect of increasing inventory and generating greater economic returns.

This new tourism marketing thrust includes an expansion of the digital platform and a greater networking presence on social media such as Facebook, Twitter, Instagram and other social tools that would enhance the country’s virtual presence globally.

The Ministry’s 16/16/16 wedding campaign, which involves 16 weddings on 16 Bahamian islands on January 16, 2015 exceeded expectations as more than 2,000 contestants have entered the competition, mainly through online social networking.

The Ministry intends to make more effective use of the Hotel Corporation through its conversion into the Tourism Development Corporation with a focus on increasing room inventory.

“With this organizational restructuring, new tourism plants and brands, an innovative marketing strategy including sports and religious tourism in addition to tapping into niche markets, the Bahamian tourism product is poised for a massive resurgence” said Tourism Minister Obie Wilchcombe.