SABA–The Public Entity recently welcomed its new Director of the Saba Tourist Office Malinda Hassell.
Hassell, who is of Saba descent, in August will officially succeed Glenn Holm who will go on pension. Hassell has an extensive 12+ years background involving the intricacies of destination marketing, tourism board processes, developing distribution strategies, and generating market demand for different destinations. A collective history that has positioned her to become the attributed directive asset she is today.
Hassell brings a wealth of experience, having worked at the Tourism Corporation Bonaire (TCB), the Aruba Hotel & Tourism Association (AHATA) and the Discover Dominica Authority (DDA). At the TCB, she worked as the Marketing Manager, leading the marketing team, enhancing destination marketing strategies, and strengthening dynamic business relationships.
Her next lateral move consisted of becoming AHATAs Communications Manager, an experience that sharpened her marketing communication skills and understanding of a hotel association and private sector partner dynamics.
Hassell was also the Destination Marketing Manager at Dominica’s tourism authority DDA, overseeing aspects of headquarter marketing, and developing marketing campaign activations including a multifaceted global digital awareness campaign. Along with leading several PR firms within various countries, while adapting to post-covid industry recovery challenges.
“It’s an honor to be appointed Director of Tourism for Saba, the island of my roots. With my knowledge and expertise, I look forward to contributing towards the success of Saba’s sustainable tourism development during a post-covid economic and industry recovery, by developing and achieving the goals and future action plans needed in collaboration with the stakeholders, industry partners, and the Saba Government. The friendly community, the unspoiled queen feeling, gastronomy, and nature (above and below water) make Saba a strong and attractive tourism niche product and brand to be repositioned within the trade, consumer, and media platforms,” said Hassell.
The new tourism director speaks four different languages, English, Dutch, Spanish and Papiamento, and holds a degree in Tourism Marketing and Consultancy from the Breda University of Applied Sciences of the Netherlands.