A Way To Fund Tourism

Hoteliers and other private sector representatives meeting at CuisinArt Resort & Spa on Tuesday November 19 gave their full backing to a new proposal, by the Anguilla Hotel and Tourism Association in collaboration with the Anguilla Tourist Board, whereby sufficient funds could be generated to finance the island’s marketing programme. There were a number of on-the-spot ceremonial cheque presentations following the explanation of the campaign. Under the plan, phase one calls for member properties of the Association to invite their guests to voluntarily contribute one dollar for each night of their stay on Anguilla.

Scotiabank Anguilla Ltd. makes one of the first cheque presentations for the Dollar-A-Day campaign (L-R) Managing Director, Mr. Walter MacCalman, Relationship Officer Carlyn Carty and Executive Director Anguilla Hotel and Tourism Association, Mimi Gratton

In phase two, every registered local business will be requested to make an annual contribution of US$365.00 – the equivalent of one US dollar per day – to the fund. In phase three, monies raised as part of phases one and two will be matched dollar for dollar by an annual contribution from “a Matching Fund Strategic Partner.” It has been calculated that the campaign could fetch a total of US$795,700 added to the annual Tourist Board’s marketing budget of US$520,794. This would amount to US$1,316, 494 each year.

Chief Minister and Minister of Tourism, Osbourne Fleming, endorsed the campaign, saying it had filled him with excitement. “I am excited because it is confirmation that a wind of change is blowing around Anguillla and the business community is responding in unprecedented ways to form partnerships with Government for the social and economic advancement of our country.” He applauded the efforts of industry partners to supplement Government’s scarce resources for marketing Anguilla’s tourism product. “This is another fine example of public/private partnership in action,” he went on. “I am aware that many of our major hotels already commit significant resources for marketing their properties in the United States, Europe and throughout the world. This initiative will contribute additional resources for marketing the destination and will therefore impact all providers of this tourism service.”

Presentation from Dr and Mrs Franklyn Hughes on behalf of Paradise Cove

Chairman of the Tourist Board, John Benjamin, said that if the people of the island were to benefit from tourism development, they must take control and participate in that development. He stated that when the Dollar-A-Day campaign was mentioned, he was one of the first persons to volunteer to donate US$365.00 to ensure the start of the campaign. He hoped that everyone would pledge to contribute. “I see the equation of giving a dollar a day like planting a grain of corn. The only way we can eat corn if we plant it. The only way we will benefit from tourism is by marketing it,” he added.

Presentation from General Manager, Eustace Guishard on behalf of Cap Juluca

The campaign was hailed as an excellent fund-raiser by the keynote speaker, Vincent Vanderpool-Wallace, the acclaimed Deputy Director General of Tourism in the Bahamas. He has been largely credited with the success and growth of the multi-million dollar tourism industry there over the past ten years. He is considered to be one of the Caribbean’s pre-eminent tourism marketing experts.
Speaking at the launching ceremony of the campaign, Mr.Vanderpool-Wallace emphasised the need for greater private sector support and control in destination marketing and promotion. He outlined the many benefits of increased partnership between Government and the business community and commended the island’s Hotel and Tourism Association and the Tourist Board for embarking on the campaign.
Executive Director of the Anguilla Hotel and Tourism Association, Mimi Gratton, said the Tourist Board’s dwindling budget could not sustain the island’s marketing campaign. The Association had therefore proposed a fresh approach that would lessen the burden on the Board and put more responsibility and onus into the hands of the private sector for promoting itself.
“We suggested the establishment of a marketing fund similar to what is being done in the other islands in region,” she continued. “The idea of a marketing fund certainly isn’t new for Anguilla. The Tourist Board proposed a scheme that would impose a levy on hotel space, restaurant meals and car rentals as far back as 1995, but Hurricane Luis had other plans. A few years later the Tourist Board tried to introduce the levies again but the Government of Anguilla baulked at the suggestion saying the time was not just right for a new tax.”

Ms Gratton then introduced the new marketing campaign and spoke about how it would be carried out as explained earlier. There were no dissenting voices among those at the launching ceremony. In fact the audience was so supportive that one businessman even suggested that the Dollar-A-Day plan should be extended to day trippers visiting Anguilla, a suggestion which has been put on the back burner for now.
Mrs Gratton explained the plan as follows: “We have about 1200 rooms in Anguilla. Based on a 45 percent annual occupancy (which will go up) we have around 200,000 room night. If you get a dollar for each one of those room nights, we end up with US$197,100. In phase two, with the 550 registered local businesses paying US$365 each, you end up with $200,750; and if you combine those two amounts, you end up with a contribution of $397,854, a total of $795,700…If you look at the bigger picture, add this to the Anguilla Tourist Board’s annual marketing project of just over half a million dollars, and we will have $1,316,494 each year to enhance our product development, to market Anguilla and to make the experience for our visitors an unforgettable one.”

The fund will be managed by the Anguilla Hotel and Tourism Association in collaboration with the Anguilla Tourist Board and the Ministry of Tourism and is earmarked to enhance the island’s tourism product and embark on prominent marketing campaigns.

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