The Anguilla Tourist Board has, since the beginning of 2020, ramped up marketing efforts in a bid to deliver record-breaking tourist arrivals.
Building on the successes of 2019, the ATB is aiming to welcome 95,000 tourists to the British Overseas Territory. The target reflects a 20 per cent increase over 2016 tourist arrivals, which is the island’s best-performing year to date.
“We have set ambitious targets of a 20 per cent increase in tourist arrivals and a 60 per cent average occupancy level for 2020,” ATB Chairperson Donna Daniels-Banks declared at a marketing meeting in New York City.
Held with marketing representatives from ATB’s head office, the USA, the United Kingdom, and Canada, the meeting served to outline a road map for the destination in 2020.
The ATB also showcased the island’s tourism offerings at the New York Times Travel Show, North America’s largest travel show and trade conference, held at the Jacob Javits Center in New York City from January 24 – 26, 2020.
The Anguilla booth attracted thousands of travel advisors and potential visitors with a new digital display showing video footage of the island’s experiences and attractions.
In fact, Manager — Corporate Affairs Jameel Rochester delivered a short presentation on Anguilla’s festivals, including a dynamic video highlighting the island’s many exciting festivals. This was in keeping with the Caribbean Tourism Organization’s campaign to promote the region’s cultural events
In addition, the tourism marketing agency distributed a variety of special winter promotional offers so as to demonstrate the range of options and price points available to visitors to Anguilla.
Featured properties included Zemi Beach House Hotel & Spa-LXR Hotels & Resorts, Shoal Bay Villas, Carimar Beach Club, Long Bay Villas, Spyglass Hill Villa, and Tranquility Beach Anguilla.
General Manager of Carimar Beach Club Rolf Masshardt also joined the ATB booth to share information on a wonderful collection of mid-market properties that complement the island’s resort and villa accommodation sectors.
“We are very encouraged by last year’s performance and the enthusiastic response to Anguilla from both the trade and the consumer,” Daniels-Banks reiterated.
“We have identified and are determined to pursue a variety of strategic initiatives that will deliver additional business over the course of this year, enabling us to achieve our goals and take our island to a new level,” she continued.
The ATB also contributed to the Caribbean Tourism Organization-sponsored discussion “Focus on the Caribbean”. The round-table series forms part of the CTO’s comprehensive education programme designed for travel professionals attending the show.