Found at: http://www.anguillaguide.com/article/articleprint/5272/-1/140/
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Anguilla Lights Up Canada
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For an entire week beginning Monday, September 24, Anguilla was received by Canadian travellers, travel agents, and the Canadian press corp with open arms.
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Mr. Banks (left) leader of the Anguilla delegation
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What began as an exciting 5-day CTO Caribbean Fair in Toronto, was immediately and totally ramped up by Anguilla’s exclusive 2-day affair which along one other Caribbean event, jump-started the week on Monday and Tuesday with a bang.
In this never-ending good story, one feature stands out among all others, and that is the Anguilla Delegation, lead by Hon. Victor Franklin Banks, Minister of Finance, Economic Development, Investment, Commerce and Tourism. Minister Banks was one of several Caribbean Ministers on the ‘scene’ for the week, and Canadians were properly impressed and grateful.
Minister Bank’s delegation consisted of the Hon. Donna Banks, Special Advisor to the Minister, Ministry of Tourism, John Benjamin, Chairman of the Anguilla Tourist Board, Amelia Vanterpool-Kubisch, Director of Tourism, Anguilla Tourist Board, Marie Walker, Director of Marketing for North America and Noel Mignott, Public Relations, USA. Anguilla’s very talented musician, Sprocka, provided all the entertainment. The events in Canada were orchestrated by Anguilla’s Director of Sales for Canada, Dale Pusching.
The story begins with a new idea….. The Anguilla Academy. Personal invitations for this first-ever Academy were extended to travel agents whose clientele mirrored that of visitors to Anguilla These travel agents yearned for information; most had never been to Anguilla, and some had trouble situating the island. “This attentive group asked the kinds of questions that convinces me of their genuine interest, and I believe the results in ’08 will prove it” said Marie Walker, Director of Tourism North America.
Walker was pleased with the hotel delegation and its mix from small to large properties.
The hotel delegation consisted of the Anguilla Great House (Wilbert Fleming), Cap Juluca and Ku (Lillian Day, Donna Quibell), CuisinArt Resort & Spa (David Lyon, Christy Connolly), Paradise Cove (Sherille Hughes), Shoal Bay Villas (Rebecca Haskins). Each hotelier gave an AV or power point presentation outlining the unique merits of their property, and were at hand pre-and-post Academy for conversations with agents.
Speaking to the Academy, Ms Amelia Vanterpool-Kubisch, Director of Tourism, made it clear that “we have never been, nor do we want to be a mass-market destination. Our ultimate goal is quality in all things that make our visitors happy”.
Dale Pusching (Anguilla’s Director of Sales for Canada) closed the Academy with sensational prizes, including Anguilla’s Pyrat Rum, and asked the new Anguillian graduates…. “who of you will make a booking to Anguilla within the next 30 days?”. About half the hands went up. “OK, who of you will make a booking to Anguilla by Christmas?” ALL hands went up.
All of Monday’s graduates received a framed Honour Roll Certificate, noting course outline, signed by Ms Amelia Vanterpool-Kubisch, Director of Tourism, Anguilla Tourist Board.
The most prized location at the Park Hyatt Hotel in Toronto is their ROOF lounge, and that is where Celebrate Anguilla began at 6:00 pm sharp. Students of The Academy arrived immediately, and new agents from Toronto and nearby cities joined them. “There was spirit in the air the minute the doors opened” said Chairman John Benjamin. “There wasn’t the usual lull to begin with, so to me, Canadian travel agents were very keen about Anguilla.”
Lillian Day, who represents Cap Juluca and Ku in Canada was the first to comment about Anguilla 40 Celebration: “There was serious red carpet treatment tonight.
The exquisite food stations, Sprocka’s keyboard, guitar and sax were unbelievable, the prizes, and the graciousness of the Anguilla delegation have knocked our socks off. Quite honestly, no special touch was missed.”
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The Anguilla delegation and other tourism personnel
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Every party must have a point, and weaving throughout 20 minutes in the evening Members of the delegation addressed an attentive, interested, group of travel agents.
Tuesday, September 25, was another exclusive event hosted by Anguilla, where fifty members of the Press were invited to a special lunch, seated at tables of 4 where each table was hosted by a member of the Anguilla Delegation or Hotelier Delegation. It was an intimate affair, where four diverse people seated at one table could engage in meaningful conversation.
In her speech, Hon. Donna Banks, noted that the business from Canada has increased 10% for two consecutive years, and pointed out that five years ago, $1,000 USD cost Canadians $1500. Today, Canada is at par and Anguilla has never been so affordable.
“Our island is perfectly poised as a destination for the baby boomer who has ‘been-there-done-that’ in mainstream destinations. Our island is for someone who is discerning and wishes to travel independently. Who appreciates safety…fine food….top notch golf….and a generous array of accommodation”, said Hon. Banks.
As with all good events, the best is saved for last, including Hon. Victor Bank’s compelling remarks:
“The spirit of the Anguillian is as passionate today as it was in 1967 when our countrymen seceded from the Associated States of St. Kitts, Nevis and Anguilla, triggered the Anguilla Revolution, and we began our journey as a Territory of Britain.
“In 1977, our Government established the Tourism Department to pursue the development and promotion of Anguilla as a tourist destination. We recognized that “tourism can be profitable when careful management and constant innovation accompany its development” said Minister Banks. With emphasis on a quality experience, Anguilla took a deliberate decision to manage tourism growth to ensure that it is of a type and scale that is appropriate to the island’s national and social development. “
Minister Banks released information to the Canadian press such as the development of The St Regis Resort, Temenos Anguilla, Viceroy Resorts and Residences, The Tides Anguilla, and Anguilla’s newest Canadian connection: Fairmont Hotels and Resorts.
As well, over the years, festivals and events have been established, such as Anguilla Summer Festival, The Tranquility Jazz Festival, Moonsplash and the Anguilla Regatta.
At the end of his remarks, Minister Banks made a special presentation to Mr Colin Rickards, a journalist who covered the events in Anguilla 40 years ago in the international Press. This was a time when Anguilla wanted and needed the world to understand their independence.
Minister Banks was asked about his reaction to the best-kept secret getting out, meaning Anguilla, and his response was quick: “Increasing visitor arrivals is always important but the real measure of our success is increased visitor satisfaction, and the involvement of our people at all levels of the industry.
Travel trade coverage of Anguilla’s exclusive events on Monday and Tuesday was enormous, with interviews and stories accompanied by several photographs in literally every national travel trade publication: Travel Industry TODAY, Travelweek, Canadian Travel Press, Open Jaw, Travel Courier, and Travel Hot News.
Press coverage is expected from the consumer media at the press luncheon, Including Toronto Star, Globe & Mail, National Post, Wedding Bells, Golf Canada, Global Television, CBC Radio and other media.
The following day, Wednesday, September 26, the CTO Caribbean Fair kicked in with their official opening at Dundas Square in downtown Toronto. It was a lively all-day event which drew in hundreds of people from the downtown core. It was the consumer introduction for CTO’s first Toronto Grand Celebration.
Caribbean Fair included various events for the consumer and trade, such as cooking sessions with the government-owned liquor stores, and panel discussions at Ryerson University’s School of Hospitality.
Media Marketplace, a trade show for media of all stripes, took place on Thursday, September 27, and was followed by lunch and entertainment. Friday was the opening of The Toronto Travel Show, showcasing their exclusive Caribbean Pavillion, which ran through to Sunday, September 30. The marketing campaign assured thousands of visitors coming to search out their next vacation.
Did Anguilla light up Canada? Yes, indeed. Information and knowledge delivered in an elegant package that includes fun is sustaining. The Canadian travel industry has made a promise to Hon. Victor Franklin Banks that if a 10% increase in visitors to Anguilla has been de rigueur over the last 2-3 years, the Canadians are putting that lowly figure to bed. The Canadian travel industry has promised Hon. Victor Franklin Banks a surprise in 2008.