For Joy Jibrilu, CEO of the Nassau & Paradise Island Promotion Board, the destination’s strongest stories begin with its people, culture and the experiences that take visitors beyond the resort.

Nassau & Paradise Island may be known for its beaches, but Joy Jibrilu wants visitors to look beyond the shoreline to the people, traditions and everyday experiences that give the destination its character.

“Our beaches are extraordinary, but the experiences that stay with you often come from meeting Bahamians, hearing their stories and understanding the traditions behind what you see,” she says. That could mean fresh seafood at Arawak Cay, a conversation about local heritage or learning about Junkanoo costume-making at the Educulture Museum.

Jibrilu says authenticity also guides how the destination chooses the stories it shares internationally. Feedback from Bahamian residents helped shape the “Discover the & More Vacation” campaign because they wanted their own lives, culture and perspectives reflected in its marketing.

“A story doesn’t have to be less local to connect internationally,” she explains. “The more specific and human it is, the more it can invite a traveler in.”

Food is one example. According to Jibrilu, a single dish can open conversations about family, migration, the sea and celebration, giving visitors another way to understand the destination through local voices.

That cultural connection can also encourage travelers to explore further and stay longer. Nassau & Paradise Island’s Bahamas Storytellers series features locals sharing the places and experiences they love, encouraging visitors to venture beyond their resorts and spend with local businesses.

“Promoting local culture gives travelers more to discover and more reason to stay long enough to explore beneath the surface,” Jibrilu says. “There is far more to a visit than a ‘fly and flop’ beach holiday.”

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