Isle of Man changes tack to focus on travel trade

The first UK-based role to drive the Isle of Man’s partnerships with the travel trade has been filled by Caroline Hadfield.

She joins in the newly-created role of business development manager from Jersey-based Modern Hotel Group, having worked in the travel and tourism sector for more than a decade.

The new role follows the release of a 10 year visitor economy strategy and signals a move to raise trade relationships to drive tourism growth.

The move supports new Visit Isle of Man chief executive Deborah Heather’s target of attracting 500,000 visitors a year by 2032.

Hadfield’s initial focus will be on the UK and Irish markets, with the potential to develop international GSA (general sales agents) networks in the future.

She will also be looking to develop package holidays and to promote the island as an attractive short break and domestic holiday destination.

The Isle of Man will also be promoted as a key destination for meetings, incentives, conferences and exhibitions and for expanded shoulder season travel.

The island’s representation and profile will also be raised in conjunction with trade bodies such as Antor (Association of National Tourist Offices and Representatives) and UKinbound.

Heather said: “The appointment of Caroline as our new business development manager in the UK signifies a change in focus and aspiration for Visit Isle of Man as we build upon our network and explore new ways of attracting people to visit the Isle of Man. 

“Caroline will be identifying growth areas and ensuring the Isle of Man is a destination or venue of choice for travel trade, MICE organisers and industry bodies.

 We are delighted to have Caroline on board and look forward to working with her to raise awareness of the Isle of Man, and its offering, as we look to achieve the ambitious targets outlined in the strategy.”

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