We’re excited to introduce you to the always interesting and insightful Audrey Yacou. We hope you’ll enjoy our conversation with Audrey below.

Audrey, thanks for joining us, excited to have you contributing your stories and insights. Can you open up about a risk you’ve taken – what it was like taking that risk, why you took the risk and how it turned out?

I grew up in Guadeloupe, in the French Caribbean, in a household deeply rooted in Caribbean culture. My dad is from Guadeloupe, and my mom is from Martinique, making me an island girl at heart, a title I wear with immense pride. Growing up there profoundly influenced who I am today. Surrounded by a close-knit community, I was raised with the vibrant traditions and values of the island, fostering a deep appreciation for our heritage and the importance of family and tradition.

While growing up on an island can sometimes feel limiting, my parents always encouraged my sisters and me to pursue our goals no matter what. This mindset taught me resilience and adaptability, helping me overcome obstacles and seek opportunities.

As a little girl, I always talked about living in America, specifically New York City. But it seemed like just a dream.
I lived in Guadeloupe until I graduated from high school, then moved to Paris, France, to pursue my undergraduate studies. I lived there for about five years. One day, my school held a seminar about obtaining a degree in New York. In 2011, I attended the meeting just out of curiosity, thinking, “Why not dream a little bit, right?” I brought it up to my parents, and right off the bat, they were on board, discussing how to make it happen. I wasn’t shocked, as my parents had always been very supportive, but realizing my dream could come true was incredible. Fast forward to January 2012, and I landed in New York for the first time, with all my dreams and ambitions. I couldn’t believe it—I was living in the city of my dreams.

Relocating to New York was the biggest risk I had taken personally and professionally. This move was the bravest and scariest thing I had ever done, yet it turned out to be the best decision of my life. Since childhood, I had dreamt of living in New York and building my “American Dream.”

Adjusting to life in New York was both exciting and intimidating. I had to adapt to a new culture, language, and fast-paced environment while establishing myself in an unfamiliar setting. Picture this: no family, no friends, and a language barrier (French is my first language), but I was determined to make the most of this opportunity. I initially moved to pursue my master’s degree at the New York Institute of Technology (NYIT), where I graduated with distinction with a degree in Communications and Marketing (majoring in Media Management). What was supposed to be a one-year journey turned into twelve years. New York captivated me, and I didn’t want to leave. After graduating, I faced the big question: How could I find a way to stay and live the life I had always dreamed of?

Creating a life for myself was not easy, but as the driven person that I am, I couldn’t let any obstacle derail me from my goals. Career-wise, after college, I started as a Digital Marketing Coordinator, then moved to a Digital Manager position, both in digital marketing agencies. Today, I’m a PR and Marketing Executive for the Guadeloupe Islands Tourist Office. This feels like a full-circle moment. I’m very attached to my roots and culture, and having the opportunity to work in the city of my dreams to promote my islands in the USA is something I take immense pride in.

Ultimately, my upbringing in Guadeloupe made me a passionate and driven individual, always seeking growth and new opportunities. These values guide me in my personal and professional life, equipping me with determination and the ability to navigate challenges with grace.

My experience in NYC taught me invaluable lessons in resilience, adaptability, and perseverance. It reinforced my belief in the power of tenacity and resourcefulness and shaped me into a more determined individual, ready to tackle any challenge.

It was a life-changing decision for me. If had to, I would have made the same decision all over again.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

My decision to pursue a degree in communications at 15 or 16 was driven by a desire to become a sports publicist. My interest in PR and marketing grew gradually over time, heavily influenced by my family’s deep passion for sports. We often gathered around the TV to watch various events, sparking excitement and lively discussions about athletes and their performances.

A defining moment for me was seeing a sports publicist on TV who passionately and clearly communicated the stories of the athletes he represented. I was captivated by how he brought their journeys to life and connected with the audience. Realizing that I lacked the athletic skills to be a professional athlete, I saw an opportunity to contribute to the sports industry by promoting athletes and telling their stories through communication.

After high school, I moved to Paris for my undergraduate and later, graduate studies. My first internship at the major sports network L’Equipe TV was pivotal in cementing my desire to work in the sports industry. This experience immersed me in a fast-paced environment where I witnessed the power of strategic communication in shaping public perception and driving engagement. Working alongside seasoned professionals, I gained invaluable insights into effective communication practices within the sports sector.

This experience revealed PR as a powerful tool for crafting compelling narratives and meaningfully connecting with audiences. The blend of communication, sports, and storytelling ignited my passion for a career in PR, a passion that continues to drive me today. I strive to bring the same enthusiasm and dedication to my work that I saw in that publicist.

Upon graduating with a master’s degree in Communications and Marketing in New York, I began my career as a digital marketing coordinator at a small agency focused on sports. I later became a Digital Marketing Manager at a startup. During this time, I learned about the New York office of the Guadeloupe Islands Tourism Board. Although my initial focus was sports, promoting my home country was an opportunity I couldn’t pass up. Despite no formal job offer, I applied, and now I am a PR and Marketing Executive for the tourism board.

Promoting Guadeloupe to the U.S. market was challenging, given our primary audience had always been Europe. My goal was to attract American tourists amidst stiff competition from well-known destinations like Jamaica, the Dominican Republic, and St. Maarten, and to clear up the frequent confusion between Guadeloupe and Guadalupe, Mexico. We had to creatively highlight our unique qualities. Guadeloupe is not just a beach destination; it’s a cultural treasure.

One of my proudest achievements was coordinating the filming of two episodes of the PBS travel show “Bare Feet,” focusing on Guadeloupe’s vibrant carnival. This platform perfectly aligned with our strategy to showcase the island’s rich cultural heritage. The episodes provided an immersive view of Guadeloupe’s traditions, captivating viewers and earning Silver Telly Awards in both 2022 and 2023.

We also spotlighted Chevalier Saint-Georges, a Guadeloupean violin virtuoso, conductor, composer, civil rights hero, and exceptional fencer from the French Revolution era. The release of the film “Chevalier” last year was a major opportunity for us. I organized a significant PR event at the Hall des Lumières in New York, presenting Guadeloupe as the Caribbean’s next cultural capital.

My PR efforts have successfully positioned Guadeloupe in top media outlets like The Wall Street Journal, The Washington Post, Afar, Vogue, Ebony, and CNN Travel. Coverage in these prestigious publications has boosted Guadeloupe’s visibility and solidified its reputation as a must-visit travel destination.

A particularly memorable project was our participation in the 2020 New York Times Travel Show. It was the largest consumer show I had produced, and we had exciting news about new airlift routes from New York (JFK) with JetBlue. We had two booths: one in the sponsors’ pavilion and another in the Caribbean pavilion. As silver sponsors, we showcased Guadeloupe’s charm by designing our main booth to resemble a local house. Winning the People’s Choice Award that year highlighted the impact of our presentation.

Our involvement extended beyond the show floor, culminating in the honor of ringing the New York Stock Exchange bell with other sponsors. Representing the tourism board on such a prestigious platform solidified our commitment to showcasing Guadeloupe to the world. Celebrating the inaugural flights with JetBlue from New York in 2020 was another highlight, with carnival music and Guadeloupean flavors filling JFK Terminal 5. Watching a carnival band march through the terminal and share our rich traditions was extraordinary.

This year, I am deeply honored to be nominated for a tourism medal by Atout France, the French Government Tourist Office. This nomination recognizes my dedication and passion for promoting the Guadeloupe Islands. It validates the hard work and innovative strategies I’ve implemented in marketing and PR, confirming that our efforts effectively capture travelers’ interest.

On a personal level, this nomination is incredibly rewarding. It signifies that my contributions have made a meaningful impact in promoting tourism to the Guadeloupe Islands, a place dear to my heart. This recognition motivates me to continue advocating for the region and striving for excellence in my work. Overall, being nominated for a tourism medal by Atout France fills me with pride and gratitude, reinforcing my commitment to showcasing the Guadeloupe Islands’ beauty to travelers worldwide.

Can you share a story from your journey that illustrates your resilience?

Having grown up in Guadeloupe, I was surrounded by people who shared my background and cultural experiences, which gave me a strong sense of belonging. However, moving to Paris presented a significant shift. Suddenly, I was part of a minority group, which brought new challenges. Despite being French, just from the Caribbean, I was often teased for my “Creole accent” and constantly asked, “Where are you from?” This was a stark reminder of the limited awareness about the diversity within France.

This period was challenging. It was the first time I had to navigate a world where my identity was questioned, and my accent became a point of distinction. However, these experiences taught me the importance of resilience. Instead of letting these challenges deter me, I embraced my identity even more firmly and used these moments to educate others about the rich history and cultural diversity of Guadeloupe.

Moving to New York was another turning point. In New York, particularly in Harlem where I lived for 12 years, I experienced the opposite. There, my identity was not questioned but celebrated. People were curious about my background because of my accent, not my complexion. This environment allowed me to fully embrace my identity and my Blackness without the need to justify my reality.

These contrasting experiences in Paris and New York have been invaluable. They have shaped me into a more empathetic, culturally aware, and adaptable professional. They taught me the power of resilience—how to stay true to oneself amidst external pressures and to turn challenges into opportunities for growth. Today, I bring this perspective to my work, fostering inclusive and dynamic environments where diverse perspectives are not only welcomed but celebrated.

Any advice for growing your clientele? What’s been most effective for you?

The most effective strategy for growing our tourism clientele has been to highlight the Guadeloupe Islands’ rich cultural heritage rather than merely promoting it as a typical beach destination. While our pristine beaches are undoubtedly a draw, we recognized that to stand out in a crowded market, we needed a unique angle. Therefore, we positioned Guadeloupe as the next cultural capital of the Caribbean.

Our focus has been on showcasing the islands’ vibrant traditions, history, and artistic heritage. For example, we emphasized the significance of Guadeloupe’s carnival, a lively and colorful event offering visitors an immersive cultural experience, as well as our rich Black heritage.

As I mentioned earlier, one of our key initiatives was orchestrating the filming of two episodes of the PBS travel show “Bare Feet,” which centered around Guadeloupe’s carnival. These episodes authentically portrayed our cultural richness, captivating viewers and earning Silver Telly Awards in 2022 and 2023. This recognition boosted our visibility and validated our strategy of promoting culture as a key attraction.

We also highlighted our rich Black heritage through many of our trailblazers and heroes. We promoted the story of Chevalier Saint-Georges. The release of the movie “Chevalier” brought his story to a global audience, further enhancing interest in Guadeloupe. Additionally, the “International St. Georges Music Festival”, held in Guadeloupe, celebrates his legacy and draws music enthusiasts from around the world.

Another prominent figure we’ve highlighted is the late Maryse Condé, a trailblazing author whose works delve into the complexities of Caribbean identity and history. Her contributions to literature and culture have been instrumental in positioning Guadeloupe as a center of intellectual and cultural excellence.

By focusing on these unique cultural elements, we have been able to attract a more diverse and engaged audience interested not only in beautiful beaches but also in meaningful cultural experiences. This strategy has been instrumental in growing our clientele and establishing Guadeloupe as a must-visit destination for American travelers.

• Linkedin: https://www.linkedin.com/in/ayacou/

Image Credits

1st headshot: Felix Gamez
Other pictures (as indicated in files name:
– Marc Enett
– Personal archives