Digital Marketing Index 2015 for 35 Caribbean Destinations

Home » Caribbean Region » Digital Marketing Index 2015 for 35 Caribbean Destinations

Caribbean destinations like most throughout the globe spend millions each year to attract new and returning tourists to the region — in total 25.1million stay-over tourists last year. Many of the marketing campaigns are via traditional television and print media, but we are starting to see more marketing activity online. While the exact level of investment for digital marketing by Caribbean destinations is not known, Caribbean & Co. conducted some analysis to determine which were more successful with their efforts. For each Caribbean destination, we compiled publicly available information including but not limited to:

  • * Date Website Domain Created, Domain Authority, Page Authority;
  • * Number of Inbound Links to Website Domain;
  • * Number of social media followers across six major channels including Facebook, Twitter, Instagram, Pinterest, Google Plus and YouTube; and
  • * 3rd party rankings such as Alexa and SimilarWeb.

Based on proprietary weighting of the data, below is a digital marketing ranking for 35 Caribbean destinations.

Rank Caribbean Destination Score 2014 Stay-Over Tourists
1 Aruba 716 1,072,082
2 Bahamas 701 1,421,860
3 Jamaica 682 2,080,181
4 Belize 644 321,217
5 Curaçao 625 450,953
6 Dominican Republic 587 5,141,377
7 Puerto Rico 582 1,688,472
8 Bermuda 570 224,246
9 Martinique 565 489,561
10 Barbados 558 519,598
11 Turks & Caicos Islands 512 368,164
12 Cayman Islands 502 382,816
13 British Virgin Islands 478 386,049
14 United States Virgin Islands 456 730,367
15 Trinidad & Tobago 432 412,537
16 Grenada 430 133,521
17 St Kitts 378 104,730
18 Nevis 339 included with St Kitts figures
19 Guadeloupe 332 ???
20 Dominica 329 81,472
21 St Lucia 324 338,158
22 Bonaire 307 130,000
23 Guyana 304 205,824
24 Anguilla 285 70,927
24 Montserrat 275 8,804
26 St Maarten 220 499,920
27 Suriname 214 251,611
28 Saba 204 ???
29 St Vincent & The Grenadines 186 70,713
30 Cuba 172 3,001,958
31 St Martin 170 ???
32 St Eustatius 166 ???
33 Antigua & Barbuda 152 249,316
34 Haiti 138 465,174
35 St Barthélemy 90 ???

The 2014 stay-over tourists figures above were reported to the Caribbean Tourism Organization and are provide for reference only and have not been factored into the ranking as it is not possible to ascertain from just public information what percentage of stay-over tourists should be given partial or full credit to a destination’s online/digital marketing activity. Further insight would be needed on spend across all marketing channels.

That said, it should also be noted:
1. The majority of websites were established in the mid to late 1990s.
2. Collectively, the websites have approximately 750,000 inbound links; Bermuda alone has 227,000 links.
3. The 35 Caribbean destinations collectively have 5.1million social media followers across the six major networks.
4. The top three social media networks include: Facebook – 87%; Twitter – 10% and Instagram – 2.5%.
5. Jamaica alone has 856,000 social media followers representing approximately 17% of the total.
6. Cuba is the only destination with over 1million stay-over tourists for 2014, that did not rank well. No surprise, as their internet infrastructure is still somewhat limited and are investing more heavily into more traditional marketing (print, television, trade shows, etc.).
7. Aruba’s #1 ranking is not surprising considering their continual creative campaigns online including The Happiness Builder launched earlier this summer which allows potential visitors to explore nearly 100 videos featuring adventure, relaxation, romance and cultural activities in Aruba.

Top photo: Aruba – Family at Butterfly Farm. Photo: © Aruba Tourism Authority.

The following two tabs change content below.

Ursula Petula Barzey

Founder/Editor/Blogger/Digital Influencer at Caribbean & Co.
Ursula Petula Barzey is a digital marketing professional and Founder of Caribbean & Co. which has allowed her to reconnect with her Montserratian and Caribbean roots!

Latest posts by Ursula Petula Barzey (see all)