I was heartened to learn of a new radio talk show that brings issues related to tourism development to the forefront. This effort is to be applauded as it helps to support the message the Anguilla Tourist Board and the Anguilla Hotel and Tourism Association have been trying to inculcate in our minds: Tourism is Key. While we must make every effort to diversify our economy, there is no doubt that tourism will most likely remain the main economic driver of our small island. The question for us is: are we giving it the attention it deserves?
There has been lots of talk about the importance of tourism. In fact, our Government invested significant sums of money in the development of a Sustainable Tourism Master Plan. There was extensive consultation with the general public, and various interest groups, in the process of developing the plan. On completion the plan was presented to the public and was discussed in various communities. Overall, the plan seemed sound, well thought out, and provided a blueprint for the development of a sustainable tourism industry, just as the name implied.
Despite this, I am compelled to enquire: what has become of the plan? I would hope that after all the effort that was put into its development, we would see various aspects of it being implemented. From my vantage point this does not seem to be the case. What I see, appear to be haphazard, uncoordinated efforts to revive the tourism industry. From time to time there have been discussions about diversifying our tourism product in areas that are not reflected in the plan. Additionally, the approval of new tourism developments does not always appear compatible with what the plan contemplates. I am not in any way suggesting that plans cannot change over time, but it seems like this plan is being completely ignored. I would think that since we have a solid plan developed by industry experts, after conducting extensive research and after consultation with industry partners, we would exercise more caution in diverging from the path set out in the plan – diverging simply on the basis of individual speculation and ideology.
Tourism is key means that tourism must be sustainable. While we are concerned about the sluggish industry, we have to think strategically about how we want the industry to develop over time. There will obviously be pressure to have quick fixes that will bring visitors to Anguilla. However, we have to be careful of the long-term implications that these quick fixes may have. We may in fact be undermining our long-term goals for tourism development especially when our short-term actions alter our image, and our product, to such an extent that we no longer appeal to the type of clientele needed for a sustainable industry.
Using the Master Plan as the guide, we should be paying closer attention to, and spending our money on, improving those things that will have the most positive impact on the industry in the long-term. Undoubtedly, focusing on these areas will also bring short-term benefits. Attention should be paid to marketing Anguilla properly, rather than on who markets Anguilla. We need to be the destination of choice for the type of tourists we want to attract. As with any other business, good marketing can make the world of difference to the success or failure of the venture.
Additionally, we should invest in diversifying our tourism product. If I recall correctly, according to the Master Plan, the island has been divided into different tourism areas each focusing on a different aspect of the tourism product. This is a welcome move as it seeks to add to the tourists’ experience, once they are in Anguilla, by providing a myriad of options for their enjoyment during their stay and showcasing the things that make Anguilla a unique destination.
Lastly, and perhaps most importantly, we have to find solutions to the issue of access to Anguilla. If I were a tourist, why would I go through the hassle of coming to Anguilla when I can fly directly to another Caribbean island, with beautiful beaches and delectable restaurants, for probably half the cost? I acknowledge that some efforts are being made to deal with this issue – and those efforts must be commended. However, one cannot help but feel that this needs to be addressed in a more comprehensive way. I cannot imagine that the long-term solution to Anguilla’s access issue is to build a ferry terminal for Anguilla in St Maarten. I would prefer to think that we are giving consideration to the number of tourist arrivals needed for a viable industry, the size of the aircraft needed to bring those numbers to Anguilla, the size of the airport needed to accommodate the aircraft now and in the future, key markets from which there can be direct access – and the like. Our airport and seaport development have to be commensurate with the needs of the tourism industry if indeed tourism is key.
These are all areas worthy of investment. There is a saying “you have to spend money to make money”. Given our current financial limitations, it is even more important that we spend our money in the right areas. In the budgeting process, has our Government paid sufficient attention to the needs of the tourism industry, and will there be the investment needed to put the industry on a sound footing for the benefit of future generations? This is absolutely necessary if this industry is to survive. If tourism is key – then show me the money.
