Anguilla is set to make a splash in the Canadian market this year, with a heavier presence than ever before. We sat down with Stacey Liburd, Vice Chair for the British Overseas Territories with the CTO and Director of Tourism at the Anguilla Tourist Board to learn about plans for this year.
First congratulations on your appointment as Vice Chair
representative for the British Overseas with CTO. What are
your top objectives you’re hoping to achieve with CTO this
year and how does Anguilla fit into those?
Thank you for the congratulations on my appointment as Vice Chair for the
British Overseas Territories with the CTO. It is truly an honour to be able to
work alongside the good folks at the CTO and my counterparts throughout
the region.
Our key objectives are closely aligned with the CTO’s mission to position the
Caribbean as a premier, year-round destination. We are particularly focused
on three areas: sustainable tourism, regional collaboration, and market
expansion.
In terms of how Anguilla fits into these objectives, our partnership with the
CTO is essential in promoting responsible tourism practices that preserve
both our cultural heritage and environmental resources. This aligns perfectly
with the CTO's goal of safeguarding the region’s natural assets while
fostering tourism growth.
We also see immense value in strengthening relationships with other
Caribbean destinations. By collaborating through the CTO, we can share best
practices and pool resources to boost Anguilla's global competitiveness and
contribute to the overall success of the region.
Furthermore, with the CTO’s support, we aim to expand our presence in both
traditional and emerging markets. Through CTO-led promotions and market
insights, we plan to raise awareness of Anguilla’s unique offerings in key
markets such as North America, Europe, and Latin America. The CTO’s
efforts to promote the Caribbean as a whole help position Anguilla as part of
a vibrant, interconnected region that provides diverse experiences to
travellers.
Ultimately, our collaboration with the CTO will not only help us drive
sustainable growth but also strengthen Anguilla’s position as a thriving and
competitive tourism destination within the region.
Let’s talk a bit about why you’re in town and how important the travel trade is to Anguilla?
Anguilla has been absent from the market for some time, and while we do
have representation in Canada, it’s crucial for us to engage directly with
travel trade and media. Not only do we need to provide destination updates,
but also reaffirm the importance of their role in our success. Media, travel
advisors, and tour operators drive a significant portion of business to
Anguilla. I view this as a partnership, and like any partnership, it's essential
to make the other party feel valued and appreciated.
You have record visitor arrivals in first quarter 2024 with
United States and Canada as your largest source markets,
Canada seeing an increase of 22% over 2023. What do you see
as that attributed to?
We are thrilled to see record visitor arrivals in the first quarter of 2024,
particularly from the United States and Canada. I believe this growth can be
attributed to all the above. Ease of access is critical, and we have
successfully worked with our airline partners to enhance connectivity and
increase flight options to Anguilla. This improved airlift has made it easier for
travellers from both markets to reach our beautiful island. Similarly, our
recent marketing initiatives have focused on showcasing Anguilla’s unique
offerings, including our pristine beaches, accommodations, and authentic
cultural experiences. By leveraging digital platforms and social media, we
have effectively engaged potential visitors and highlighted the reasons to
choose Anguilla as their vacation destination. We can’t forget, however, that
agent training and support is also key. We’ve placed a strong emphasis on
training travel agents, ensuring they have the knowledge and tools to
promote Anguilla effectively. By equipping agents with up-to-date
information and resources, we enable them to confidently recommend our
destination to their clients. Lastly, our collaboration with stakeholders,
regional partners and organizations like the CTO has helped elevate
Anguilla's profile in the market. Participating in joint promotions and events
has increased our visibility among travellers. Overall, these combined efforts
have contributed significantly to the increase in visitor arrivals, and we are
excited to continue building on this momentum throughout the year.
How important is the Canadian travel community to Anguilla?
What do agents who maybe aren’t selling a lot of Anguilla right
now, need to know most about the country?
Canada is one of our top source markets, and we recognize the vital role that
travel agents play in connecting travellers with our destination. Their
expertise and recommendations significantly influence travel decisions, and
fostering strong relationships with agents is essential for us to increase our
market share in Canada.
For agents who may not be selling Anguilla frequently now, it’s important to
understand a few key aspects about the destination. (1) Anguilla is
renowned for its stunning beaches, world-class accommodations, and award-
winning dining experiences. It's a destination that offers tranquillity,
appealing to travellers looking for an off the beaten path destination they
can truly immerse themselves in. (2) Beyond our beautiful shores, Anguilla
boasts rich cultural heritage and a welcoming local community. Agents
should emphasize the various activities available, such as water sports, eco-
tours, and culinary experiences, which cater to different interests. (3) We
have worked hard to improve airlift and accessibility from Canada, making it
easier for travellers to reach Anguilla. This includes direct flights and
convenient connections, allowing for a seamless travel experience.
And
finally, Anguilla is committed to sustainable tourism practices, ensuring that
our natural beauty and resources are preserved for future generations. This
commitment resonates with many travellers today who prioritize responsible
travel. I believe that by sharing these insights, agents can better position
Anguilla as an attractive destination for their clients, helping us to grow our
presence in the Canadian market.
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