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Bonaire Changing Brand to Market Toward Baby Boomers

October 23, 2006 By: Joe Pike Travel Agent

The Bonaire Tourism Board announced that it will be tweaking the branding of the destination by marketing more toward the baby boomer, scuba-diving enthusiast. Named by CNN last year as one of the top four scuba diving destinations in the world, Bonaire first became a scuba diving hot spot in the '60s. And many of the same scuba-loving travelers who visited Bonaire more than 40 years ago are still coming, something the tourism board wasn't aware of until a recent marketing study, says Candice Adams Kimmel, president of Adams Unlimited, which represents the Bonaire Tourism Corporation.

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