Bonaire Changing Brand to Market Toward Baby Boomers

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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