By Reginald Andrew SANDALS Resorts held the 6th Annual Global Travel Advisor Golf Tournament, which attracted over 100 travel advisors. The event was well-received by visitors, with the host remarking that the project was an important opportunity to demonstrate “excellence in partnership and world-class golf.” Jake Coldiron, Sandals Resorts’ National Manager of Golf Sales, emphasised the importance of this promotional initiative. “This is the inaugural Golf Trade event in Saint Lucia, and we are thrilled to be here,” he said during the media launch on Wednesday at the Sandals Golf & Country Club at Cap Estate, where the event was held. The group consisted of 105 visitors divided into 17 teams. Coldiron described these travel advisors as ‘globe-trotting’ trendsetters who promote places all over the world. He stated that the competitors include “top travel advisors” from the United States and Canada, many of whom have competed in global tournaments, and that the elite players were flown to Saint Lucia to compete in Sandals’ largest travel advisors’ golf event. Coldiron emphasised the relevance of this program in attracting business to Saint Lucia and increasing bookings at Sandals Resorts. “While this event is about golf, it’s primarily focused on generating business for both Saint Lucia and Sandals Resorts,” he told reporters. He added that since famed golfer Greg Norman rebuilt the Cap Estate Golf Course in 2019, they had planned to hold a golf event in Saint Lucia. Furthermore, given Saint Lucia’s established status as a “popular destination,” Sandals needed to assure the allotment of 60 rooms between three resorts. Taking place throughout the Easter holiday break, the event provides participants with unparalleled hospitality. As part of a larger advertising campaign, visitors will learn about the complexities of the tourism industry. The trip includes visits to the three resorts and two rounds of golf, allowing participants to share their experiences in Saint Lucia with loved ones back home. Furthermore, Coldiron stated that one of the tour’s highlights would be a collaboration with the Sandals Foundation in Saint Lucia and across all the islands where Sandals Beach Resorts operate. He recognised the involvement of top local young golfers in the event, noting, “All funds raised and donations from travellers go back to the Foundation.” Previous competitions have collected more than USD 3,000 for the Foundation and its child-related programmes. Coldiron emphasised the importance of travel advisors in promoting the Sandals brand, adding that some have worked with them for more than 30 years. Regarding the rationale for including golf in the travel advisors’ tour, he noted, “Golf is an effective way to grow business. Many clients who visit Sandals Resorts are Country Club members back home, and many travel advisors are avid golfers themselves, eager to send groups to our destination. This approach not only expands business but also allows for enjoyment.” The tournament’s victors, who will compete in teams of four, will each earn a five-night stay at a Sandals Resort in Saint Lucia. Filius Laurent, General Manager of Sandals Regency, stated that this would be a “top-notch experience” for travel advisors, allowing them to better promote the resort and destination. He affirmed, “Sandals provides advisors with exceptional experiences that enhance their ability to market our resorts effectively.” Laurent emphasised the importance of returning guests at the resorts, stating, “Sandals builds its business on returning visitors, and our Tuesday night ‘Returning Guests’ Dinner regularly draws up to 100 guests across all our resorts.”