Tourism Week has historically been regarded as a time when the tourism and hospitality sectors can officially recognise and celebrate various aspects of tourism which have helped Anguilla to compete in a global leisure market where the stakes are as high as the players and numerous.
Tourism continues to be the main driver of Anguilla’s economy with almost 90% of our labour force being employed directly or indirectly in some aspect of tourism. Given the propensity of this fragile yet volatile industry to respond to external shocks at various levels of the social and economic barometer, we need to ensure that we sustain our competitive position within the marketplace.
The fact that Tourism is Key to Anguilla’s overall success as a nation cannot be discounted, and Tourism Week provides us with the opportunity to heighten the awareness of our people about the role tourism plays in all of our lives. Our theme for this year is a simple one but, in its simplicity, it reflects the stark reality that if tourism fails, we all fail.
The formula for success requires a strategic approach to our tourism planning and promotions that speaks to who we are and what we are as a destination (our product); how we perceive ourselves, and how we are perceived by our potential customers (our position); the important role of the human resource component in differentiating the tourism experience (our people); and the way in which all sectors and stakeholders must work together in a complementary fashion to advance the development of the island (our partnerships). Our challenge is to ensure that all the players, all the stakeholders, of this fragile industry understand the role they play, collectively and as individuals, in establishing the standards of excellence that are required for the achievement of success.
Tourism Week is organised jointly by the Anguilla Tourist Board and the Anguilla Hotel and Tourism Association, in conjunction with the Ministry of Tourism. Working in tandem with Anguilla’s local hospitality and tourism sector, and the overseas Marketing Representatives in the USA, Canada, United Kingdom, Italy, Germany, Puerto Rico and Latin America, the Anguilla Experience is promoted as the Caribbean’s premier, exclusive quality vacation experience, offering a range of accommodation options that are accessible to all; a superlative culinary experience; and a rich cultural heritage that reflects the warmth and friendliness of the Anguillian people.
