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Here’s a new way for a tourism board to reach a key audience. The Bahamas Ministry of Tourism, Investments & Aviation has solidified a multi-year partnership with the Dallas Cowboys to tap into the U.S. Southwest market. The collaboration aims to reach Dallas Cowboys fans across the United States. As part of this multi-year agreement, The Islands of The Bahamas branding will prominently feature at AT&T Stadium home games in Arlington, Texas, along with TV and radio ads, Bahamian-themed promotions, and on-site activities. Cowboys fans will have the chance to win social media sweepstakes for a home game or an unforgettable trip to The Islands of The Bahamas. The Hon. I. Chester Cooper, The Bahamas’ Deputy Prime Minister and Minister of Tourism, Investments & Aviation, along with Ministry of Tourism Director General Latia Duncombe and other executives, were in attendance at the Dallas Cowboys versus Detroit Lions game on 30 December, to kick off the partnership and celebrate Jimmy Johnson’s induction into the Dallas Cowboys Ring of Honor.  Blue Lagoon, The Bahamas. JIM BYERS PHOTO It’s a great concept. Football fans (at least ones who go to games in person) are a relatively affluent bunch, and Dallas-Fort Worth is a huge market. The Cowboys (a rival to my San Francisco 49ers by the way) also are a big television draw in the U.S. and around the world, so there’s good exposure there, too. The NFL has grown to be by far the biggest and most followed league in North American sports. Maybe we’ll get Visit Florida or the Barbados tourism board sponsoring the Toronto Maple Leafs some day, or Martinique sponsoring the Montreal Canadiens.
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