Over the last three years since this Government ascended to office, I have been particularly careful not to be overly critical of the management of Government agencies responsible for Tourism. It is my view that we need to be balanced in our comments on this very important national enterprise. However, in recent times I have been chided for not doing so in the face of critical situations that can affect the future of the industry on Anguilla. My latest challenge has been from one of my constituents, a strong supporter, who complained that I am not speaking out on the delay in the selection process for representation in our most important North American market and the alleged improprieties involved. I noticed that EJ Harrigan raised some of these very issues in one of his recent facebook postings.
As the Caribbean’s tourism industry rapidly rebounds Anguilla’s visitor arrivals remain sluggish. This is happening at a time when the Hughes administration is without marketing expertise or vision, the Anguilla Tourist Board (ATB) is paralyzed by indecision and while many in the private sector have expectations that there is a ‘messiah’ to be found that will deliver tourists to their businesses in Anguilla. In the meantime, I have gathered that there is a debate going on about our tourism strategy. On the one side are those who believe that we should focus on marketing and promotion – and on the other those who support a stronger public relations thrust. Unfortunately, one gets the distinct impression that many on both sides of the issue consider these approaches to be mutually exclusive.
After 9/11 visitor arrival figures from North America to the Caribbean recorded stellar performances until tempered by the crash of the world economy in 2008. Unfortunately, for Anguilla, this crash led to the loss of developments that were in the pipeline, as well as some that had actually broken ground.
The Hughes administration came to office at the time when competitors were using the “fall-off” in travel to the region to re-position their product; cultivate new investors; and adapt their marketing strategies to take advantage of the “social media phenomenon”. This administration also benefitted from having a number of properties coming on stream and a Tourism Master Plan in the late stages of completion. But if the activity that has taken place is to be the measure, there is no indication this plan has even been read by the decision makers within the political directorate.
It is unfortunate for the people of Anguilla that, rather than focusing on carving out their own unique product, key stakeholders in the tourism industry continue to suffer from a condition that is dubbed: “The St. Barths Success Envy.” Albeit the case that the St. Barths product is distinctively different to that of Anguilla. The Chief Minister’s son was appointed Parliamentary Secretary with responsibility for Tourism and he appears to be dazzled by those “marketeers” that promote their services by “name-dropping” connections to music moguls, star athletes and Hollywood icons. In his apparent desperation to increase tourist arrivals, the Parliamentary Secretary is entertaining proposals from self-proclaimed tourism marketing experts that seem to have “washed ashore” hawking their ‘snake-oil’ plans.
In this context, I have been hearing that a new ‘genius’ has surfaced in recent times that lays claim to having been responsible for spearheading the success of everything from the development of Miami’s South Beach to the creation of the St. Barths brand. Curious about these claims — I did my own reliable research and all my sources declared that these claims are laughable. For the unwitting officials that are making these decisions, I would strongly urge you to carefully check the references and credentials that are presented to you before you run headlong into long-term commitments.
It is widely known that the Ministry of Tourism and the Anguilla Tourist Board spent the last several months searching for in-market representation, globally. This exercise has now been carried out twice — yet no appointments have been made. Rather, as the sad saga continues, the Ministry and a freshly minted brand expert, an Agency from New York recently set about on a third (yes, 3rd!) search for representation to ‘re-calibrate’ Anguilla’s tourism. Interestingly, while this exhaustive search for Anguilla Tourist Board’s sales representation is taking place, there is no indication that the Ministry of Tourism put to tender a bid for the contract to ‘re-brand’ Anguilla. At “first blush” one may have good reason to conclude that appointing this agency, without recourse to the normal tendering process, constitutes a blatant disregard for “arms length negotiations” and good governance.
Those persons within the agencies of Government that have a fiduciary responsibility to ensure that these processes are conducted in an accountable manner — must not allow themselves to be tarnished by the political shenanigans that appear to be a part of the decision making process. And for the people of Anguilla — the clueless prolongation of the search for expertise to lead and manage our Tourist Industry is a woeful waste of both time and resources.
The fact is that Anguilla will never be St. Barths. And happily so! Anguilla has its own distinctive attributes that will appeal to travelers that are seeking their own special place of refuge and respite that is far, far, far away from those promising to deliver the ‘Bling’ millionaires. Too often these promises result in a passenger manifest culled from “B” list Rappers with their entourages. While we welcome all visitors to our paradise this is certainly not a sustainable platform on which to build our product. Equally, we cannot create our own brand by imitating others.
Tourism marketing is not rocket science but to be successful requires a deep understanding of the industry and the evolving marketing environment. It is advantageous to have a product with unique selling propositions and that delivers value for money while positioning and promoting Anguilla at a level that can be heard. And it is imperative to develop and nurture solid relationships in the travel and tourism industry. The lack of a meaningful investment in tourism marketing is indicative of the fact that the Ministry continues to ‘whisper’ while competitors are ‘shouting’. Other islands are showcasing a sparkling array of freshly refurbished accommodations while a significant number of Anguilla’s hotel inventory is worn, torn and dated. This is confirmed by Anguilla’s conspicuous absence in recent years from the many surveys done by the leading travel publications like Travel+Leisure and Conde Nast Traveler magazines. There was a time when Cap Juluca, CuisinArt and the now closed Malliouhana dominated these lists. Have they lost their sheen while truly luxurious products recently built throughout the region are taking over? Anguilla’s ‘down-market’ positioning seems to be further reinforced with the recent broadcast of ‘The Real Housewives of Atlanta’ television show and the lewdness that was depicted by some of the characters.
There is so much that can be done and should be done. The Hughes administration needs to invest resources on a marketing program to build on the strides that were made over the ten years of the AUF administration. Access to Anguilla remains difficult and the arrival facilities are not in keeping with the high-end appeal the island’s tourism was built on. Arrival experience through St. Marten must changed so as to become a seamless, convenient arrangement. And the facilities at Clayton Lloyd International Airport and the Blowing Point Ferry Terminal need to be upgraded so they are both attractive and efficient.
Hoteliers need to understand that the fact that their property is located in Anguilla is not enough to make tourists select their place to stay. These stakeholders need to carefully assess their product to make sure it is in keeping with what the potential visitor is seeking in a vacation. Though the foundation of Anguilla’s reputation is her exquisite beaches — properties that are not on the beach also have products that have their own distinctive value. This is particularly true for small hotels that are often built to fulfill a dream. They must also develop a keen understanding of the market and take some responsibility for ensuring that they are meeting those requirements. There is enough blame to go around but even if the “blame” was accurately directed that is not helpful to arriving at a solution or an effective strategy to strengthen our tourist industry.
The government needs to seek out new hotel investors to grow Anguilla’s share of the Caribbean’s travel market. And this does not necessarily mean new properties. It means investment in existing facilities and the purchase of failed ones. A rising tide will make the tide rise for the entire accommodations sector as deep-pocket developers use their marketing dollars to help keep the Anguilla tourism product “top-of-mind” with the trade and consumers.
It is a fair question to ask whether there is adequate leadership in the various government agencies administering tourism programs? Especially, in the context of the statements made by the Parliamentary Secretary in response to questions that were raised about what is now being called the “Anguilla Wharf in St. Maarten”. He was quick to throw the Anguilla Tourist Board “under the bus”. This unwillingness to take responsibility for the management of the sector by the political directorate is doing the people of Anguilla a great disservice. The Anguilla Tourist Board’s Overseas Offices continue to operate in an environment of uncertainty while the levels of dysfunction within the Tourist Board are said to be on the rise and demanding immediate intervention.
The Chief Minister constantly makes the claim that he is a man of principle. Should he not therefore exhibit more patriotism and less nepotism — and not completely abdicate his responsibility to manage the island’s most important industry? It is time for the Hughes administration to genuinely embrace the importance of tourism and foreign investment to Anguilla’s economy, engage and learn from past and present industry stalwarts and take advantage of their expertise to put tourism back on solid footing.
There is no time for ‘mutton dressed up as lamb’ entrepreneurs with their ‘snake-oil’ marketing plans to hustle their way to Anguilla’s scarce marketing dollars for their own profit. As the US economy steadies itself, the actions taken by Chief Minister Hughes over the coming months will be critical for the island to prosper — because for Anguilla to thrive the spotlight must be on tourism.
The Chief Minister must take urgent steps to purge the bureaucracy and politics that are stalling and polluting the decision making process in the ATB and his Ministry. This is the only way Anguilla will find her way back to being the centerpiece for the authentic Caribbean holiday, and the time for him to act is now. Any other approach will be tantamount to “killing the goose that lays the golden egg!”
