Grenada Tourism Authority

What Grenada Tourism Authority does

The Grenada Tourism Authority (GTA) is a government statutory body operating under the Government of Grenada, headquartered at Burn's Point in St George's, Grenada. Founded in 2014 and operating with 11-50 employees, the GTA functions as the official destination marketing organization for the tri-island state of Grenada, Carriacou, and Petite Martinique, branded as "Pure Grenada - The Spice of the Caribbean." Its mandate is to promote the destination internationally, license tourism operators, and collect tourism-related fees including the Marine Protected Area (MPA) fee charged to visitors for access to the world's first Underwater Sculpture Park.

The GTA's core product is the Pure Grenada Destination Website (puregrenada.com), which serves as a unified marketing platform for trip planning, accommodation booking referrals, and experience discovery. This is supported by a portfolio of sub-brands and programs: the Grenada Travel Expert e-learning certification for travel agents, the 473 Connect diaspora ambassador program, the Pure Grenada Excellence Champion hospitality training program, the Simple Stays affordable accommodation portal, and the Voluntourism program. A Grenada Heritage Map mobile application distributed via Google and Apple app stores provides a digital wayfinding layer across the three islands. The organization does not disclose a proprietary technology platform and operates primarily as a marketing and licensing entity rather than a technology company.

The business model is government-funded, with revenue derived from tourism-related transaction fees and levies rather than commercial product sales. Revenue streams include MPA visitor fees, cruise passenger fees, and licensing fees from tourism operators, supplemented by government appropriations. The GTA does not sell to direct commercial customers but targets seven traveler personas (Couples, Adventurers, Families, Wellness Seekers, Nature Lovers, Digital Nomads & Creatives, and Day Trippers) through direct-to-consumer digital marketing. Distribution relies on a network of international and regional airline partnerships (JetBlue, American Airlines, Air Canada, British Airways, Virgin Atlantic, Condor, Caribbean Airlines, interCaribbean, SVG Air, LIAT, Sunwing) and cruise line partnerships serving the St George's Harbour cruise terminal.

Name

Grenada Tourism Authority

Legal name

Grenada Tourism Authority

Website

https://puregrenada.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

The Grenada Tourism Authority is a government statutory body that markets Grenada, Carriacou, and Petite Martinique as a Caribbean destination under the "Pure Grenada" brand. It promotes tourism through digital marketing, licenses operators, and collects visitor fees, serving international leisure travelers across seven experience personas.

Ownership category

akta.pro rank

Product category

Destination Marketing Organization

NAICS

Convention and Visitors Bureaus (561591), Tour Operators (561520), Nature Parks and Other Similar Institutions (712190)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD)

akta.pro secondary industry

Island, Beach & Resort Travel Agencies (THAKAFAL)

Keywords

• Destination marketing
• Tourism promotion
• Travel planning
• Tourism licensing
• Cultural tourism

Headquarters

HQ city

Saint George's

HQ country

Grenada

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure

Revenue model

1. Tourism Levies and Fees: GTA operates as a government tourism authority funded through visitor fees and tourism-related levies. Revenue is derived from the Marine Protected Area (MPA) fee charged to visitors, cruise passenger fees, and licensing fees from tourism operators and stakeholders.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels7 records

Core offering

The Grenada Tourism Authority (GTA) is the statutory government body that markets and promotes Grenada, Carriacou, and Petite Martinique as a Caribbean tourism destination under the brand 'Pure Grenada - The Spice of the Caribbean.' It operates the official destination website, mobile heritage map app, and travel trade programs, and provides tourism licensing, visitor information, and destination experience listings (40 beaches, 15 waterfalls, 30+ dive sites, the Underwater Sculpture Park, Spicemas carnival).

Product overview

The Pure Grenada destination platform is a unified tourism marketing ecosystem for Grenada, Carriacou, and Petite Martinique. The core product is the Pure Grenada Destination Website, supported by the Grenada Heritage Map mobile app, which together provide comprehensive travel planning resources. The platform also encompasses training and ambassador programs (Grenada Travel Expert, Pure Grenada Excellence Champion, 473 Connect), volunteer tourism initiatives, and the Simple Stays accommodation program. Key attractions include the world-renowned Underwater Sculpture Park and the annual Spicemas carnival festival. Tourism Licensing services are also provided through the platform.

Differentiator

Problem solved

Functional benefit

Brands

• Pure Grenada Excellence Champion: A comprehensive customer service training program promoting a culture of excellence for Grenada's hospitality enterprises.
• Grenada Travel Expert
• 473 Connect
• Simple Stays
• Voluntourism

Products and services

• Pure Grenada Destination Website
• Grenada Heritage Map App Virtual map application available via Google and Apple Stores that allows users to browse historical and natural points of interest in Grenada, Carriacou and Petite Martinique with directions.
• 473 Connect Ambassador Program Ambassador program recognizing Grenadians in the diaspora who promote Grenada to friends and colleagues, building referral advocacy.
• Grenada Travel Expert E-learning Program E-learning program for travel agents to become certified experts in selling Pure Grenada as a Caribbean destination, enabling travel trade partnerships.
• Pure Grenada Excellence Champion Training Program Customer service training program promoting a culture of excellence for Grenada's hospitality enterprises.
• Simple Stays Accommodation Program Affordable small hotel program offering accommodation options for every taste and budget, accessible via simplestays.puregrenada.com.
• Voluntourism Program Volunteering experience program allowing visitors to participate in the tri-island destination of Grenada, Carriacou, and Petite Martinique.
• Underwater Sculpture Park The world's first underwater sculpture park located in the Molinere Beauséjour Marine Protected Area, featuring sculptures by Jason de Caires Taylor and other artists that serve as artificial reefs.
• Tourism Licensing Service Regulatory licensing service for tourism operators and businesses in Grenada, issuing licenses and collecting operator fees.
• Spicemas Carnival Festival Grenada's annual carnival celebration held during the month of August, featuring vibrant colors, music, costumes, and masqueraders.

Quantifiable outcome

• Grenada became the first Accredited Culinary Capital by the World Food Travel Association

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core and minor.

• JetBlue AirwayscoreChannel Partner/ Reseller/ DistributorJetBlue operates daily non-stop service from JFK, New York, and a weekly (Saturday) direct flight from Boston. As the primary U.S. carrier serving Grenada, JetBlue is a core distribution partner enabling tourist arrivals.
• American AirlinescoreChannel Partner/ Reseller/ DistributorAmerican Airlines operates daily non-stop service from Miami and a weekly seasonal direct flight from Charlotte, providing key U.S. gateway access to Grenada.
• Air CanadacoreChannel Partner/ Reseller/ DistributorAir Canada operates non-stop winter service from Toronto, 4 times weekly starting October 29, providing key Canadian market access with promotional offers on the Pure Grenada website.
• British AirwayscoreChannel Partner/ Reseller/ DistributorBritish Airways operates three weekly flights from London Gatwick, providing key UK and European market access to Grenada.
• Virgin Atlantic AirwaysminorChannel Partner/ Reseller/ DistributorVirgin Atlantic operates two weekly flights from London Heathrow Airport, complementing British Airways service with additional UK gateway access.
• CondorminorChannel Partner/ Reseller/ DistributorCondor operates a weekly seasonal flight (Sunday) from Frankfurt during the winter season (November to May), providing German market access.
• Caribbean AirlinescoreChannel Partner/ Reseller/ DistributorCaribbean Airlines offers daily flights between Grenada and Trinidad and Barbados, serving as a key regional inter-island carrier.
• interCaribbean AirwaysminorChannel Partner/ Reseller/ DistributorinterCaribbean Airways operates daily flights between Grenada and Barbados with connections in St. Vincent, providing regional inter-island connectivity.
• SVG AirminorChannel Partner/ Reseller/ DistributorSVG Air operates flights between St. Vincent, through Carriacou, five times a week, enabling intra-Grenadines travel to the sister islands.
• LIATminorChannel Partner/ Reseller/ DistributorLIAT provides flights into Grenada from multiple Caribbean islands, serving as a regional feeder carrier.
• SunwingminorChannel Partner/ Reseller/ DistributorSunwing operates a non-stop weekly (Sunday) winter service starting November 5, serving the Canadian leisure market with bundled vacation packages.
• Cruise Lines (Florida and Puerto Rico)coreChannel Partner/ Reseller/ DistributorInternational cruise lines departing from Florida and Puerto Rico serve the St. George's Harbour cruise terminal, bringing day-trippers and short-stay visitors to the island.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Tourism Authority of Thailand: National tourism authority marketing Thailand internationally through destination content, travel trade, and experience campaigns. It is a broad incumbent peer in destination promotion and digital audience development, rather than a local island specialist.
• Brand USA: U.S. national destination marketing organization that promotes the country through consumer content, trade partnerships, and international campaigns. It is comparable in mission and distribution model, but operates at a much broader geographic scale.
• Visit Portugal: Portugal's national tourism promotion organization, with destination content, trade marketing, and visitor planning. It is comparable in the national DMO model and experience-led positioning, though its market and scale are larger.
• Visit California: State destination marketing organization using digital content, travel trade, and consumer campaigns to promote California tourism. It overlaps with GTA's destination-marketing and stakeholder-distribution role, but serves a much larger and more diverse market.
• Visit Florida: Official state tourism marketing body promoting Florida through consumer content, travel trade, and partner distribution. It is comparable in the destination-marketing and visitor-acquisition model, but has a much larger market and operator base.

Regional players

• Barbados Tourism Marketing Inc. Official tourism marketing organization promoting Barbados through destination content, accommodation and experience discovery, and travel-trade activity. It is comparable because it markets a small Caribbean island's beaches, culture, accommodations, and visitor experiences.
• Jamaica Tourist Board: National tourism authority promoting Jamaica's attractions, accommodations, culinary and adventure experiences through digital and trade channels. It is comparable as an island destination marketing organization with a similar consumer and travel-agent audience.
• Aruba Tourism Authority: Tourism authority promoting Aruba as a Caribbean destination through a consumer site, travel trade, and experience and accommodation content. It is comparable because it packages beach, wellness, adventure, and cultural travel around one island.
• Saint Lucia Tourism Authority: Official tourism authority responsible for promoting Saint Lucia, its experiences, accommodations, and travel planning resources. It is comparable to GTA's mandate to market a distinct island destination and coordinate tourism demand.
• Discover Puerto Rico: Official destination marketing organization for Puerto Rico, with a consumer website, experience discovery, travel-trade content, and promotion of island tourism. It is a direct category peer to GTA's Pure Grenada destination platform, although it serves a different Caribbean market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/puregrenada
• Facebookfacebook.com/puregrenada
• Instagraminstagram.com/puregrenada
• LinkedInlinkedin.com/company/grenada-tourism-authority

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Grenada Tourism Authority