St. Vincent and the Grenadines unveils new tourism brand identity

The St. Vincent and the Grenadines Tourism Authority (SVGTA) has unveiled a new destination brand identity, “Set Your Spirit Free,” supported by an international marketing campaign designed to strengthen the country’s global visibility.

The new identity highlights three pillars: nature and adventure, marine paradise, and culture and celebration.

Previewed at the SVGTA Diamond Awards Gala on Oct. 24, the brand was officially unveiled during the country’s Independence Day celebrations on Oct. 27 with an international rollout beginning this week.

The colorful emblem features La Soufrière’s volcanic silhouette, a waterfall, birds in flight, a smiling symbol inspired by Indigenous petroglyphs, a sailboat reflecting the country’s maritime traditions and diamond motifs drawn from the national flag.

“There is real work behind this program, a lot more than a logo,” said SVGTA CEO Shafia London at an Oct. 31 media briefing.

The rebranding followed months of consultation involving more than 100 participants.