Anguilla’s Overseas Marketing Representatives have been updated on the new tourism initiatives now being embarked upon as the island continues to develop its hospitality industry at the upper end of the market.

Annual Meeting of Anguilla’s local and overseas Tourism Representatives

This opportunity was afforded them at the Annual General Marketing Meeting of the Angulla Tourist Broad held here last week.

The Tourist Board’s Overseas Marketing Representatives are Spennette Maurizio, Monaco/Spain; Stefano De Paoli, Italy; Rita Morozow, Germany; Carolyn Brown, United Kingdom; Guillermo, Puerto Rico; Sari Ruda, Canada; and Maria Walker, United States. All of them were present at the meeting in the conference room at the office of the Tourist Board except Ms Morozow whose absence was due to the death of a family member.

Marketing Director in Anguilla, Merlyn Rogers, in giving her report, explained that the United States was the only place where this island has a Tourist Board office which is located in White Plains, New York. In the other countries there are representatives working on behalf of Anguilla.

Miss Rogers said the Tourist Board presented an overview of the tourism product on the island in terms of rooms and attractions; what is on the current proposed list and coming on stream for 2005/2006; and the future proposed list beyond that period and up to 2014. She reported that the island’s official Travel Planner listed that Anguilla has close to 1200 rooms available at hotels, villas and self-contained holiday suites but noted that there were more than that number.

Mr. Banks and Mrs. Remi Goldstone

The Marketing Director stated that there were more villas coming into operation and she was of the view that villa business will change the face of tourism as the island goes forward. According to Miss Rogers, from January to June 2005, some 138 new rooms in villa development were approved by the Planning Department. In addition there are a number of other developers whose investment plans include villas.

Continuing her report, Miss Rogers said: “We looked at and got reports from the various markets represented: what they are doing, how they perceive Anguilla and what can be done in terms of plans and programmes going forward to keep the momentum. The island’s profile as a destination has increased and we are looking at what can be done to make Anguilla not number four as a honeymoon destination, but number one in the world.

“We are also looking at collateral pieces taking into consideration our new iconic images including the new logo – Feeling is Believing. We are standardising everything so that wherever we go in the world, we are carrying the same message but of course much of this takes into account the financial resources we have.” She said the marketing budget for the new tourism season 2005/2006 was being put together but recalled that last year’s budget was in the area of two million US dollars.

Miss Rogers noted that Anguilla’s marketing budget was still “way under” that of its immediate competitors. “The meeting highlighted the fact that we cannot do advertising as an island destination because, to truly advertise, you have to be consistent in advertising for it to be effective,” she went on. “We do not have the means to advertise hence we continue to barter and look for press and lots of PR. Unfortunately, we still cannot advertise so there can be no Anguilla advertisement running consecutively for a true advertising campaign can be effective. At least six ads must run consecutively whether print or visual.”

Meanwhile, during their visit the overseas representatives were hosted at a reception and cocktail dinner at Villa Exclusivity at Captain’s Bay on the eastern end of the island. The villa is owned by Mr. and Mrs. Goldstone.

Among those present were Minister of Tourism Victor Banks, who heard of some of the plans and concerns of the representatives as to how best to promote Anguilla; Ministers Kenneth Harrigan and Evans Rogers; Tourism Adviser, Donna Banks, Director of Tourism, Amelia Vanterpool-Kubisch; Deputy Director, Gina Brooks-Hodge, Merlyn Rogers; members of the Tourist Board James Lake, Cossilda O’Loughlin ansd Carol Hodge and newly-appointed Executive Director o the Anguilla Hotel and Tourism Association, Anne Van-Deventer.

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