Travel Writers’ Trip a ‘Huge Success’

This article has been updated to correct a previous error which stated the £1m was return to the island’s economy, which was incorrect. 

Spending £50,000 on hosting the a travel writers’ AGM could be worth over £1m of equivalent advertising spend.

Visit hosted over 50 members of the British Guild of Travel Writers the UK’s leading association for travel media professionals, for their AGM .

During their time on the island the writers were treated to trips out on the railways, to heritage spots like the Laxey Wheel and dined out at of the island’s hospitality businesses.

The opportunity to host the AGM was a strategic move by Visit Isle of Man to build on the momentum gained from the Agency’s successful PR outcomes achieved in 2023.  Amplifying the island’s presence through extensive and robust PR initiatives, the success of the campaign was evident in the exponential increase in reach, growing from 250,000 in June to 5.8 billion by the end of 2023.

Ranald Caldwell, Chair of Visit Isle of Man, said: ‘With a modest investment of approximately £50,000, 97% of which was spent with on-Island tourism and hospitality businesses, we anticipate a substantial return on investment exceeding £1 million based on the equivalent advertising spend in previous years.

‘Moreover, the potential reach and syndication of articles by the travel writers will further amplify our promotional efforts. It is estimated a reach figure of over 125 million will be achieved based on the commissions secured by the writers.’

Deborah Heather, CEO of Visit Isle of Man, added: ‘Visit Isle of Man has always hosted journalists through individual press visits, and this was a brilliant opportunity to up the ante, host the travel writers collectively, in a cost effective way. With the writers representing publications in our biggest feeder markets, we are deliberately driving coverage pre-season, hopefully impacting on consumer buying decisions.’

While Daphne Caine MHK, Political Member with responsibility for Tourism and Motorsport, added:‘We are thrilled to have had the opportunity to showcase our extraordinary Island to such esteemed travel professionals. Collaborations like these are invaluable in elevating the Isle of Man’s profile on the global stage, fostering deep connections with influential voices in the travel industry, and ultimately attracting more visitors to experience our rich heritage, vibrant culture, stunning landscapes and warm hospitality first-hand.’

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