The Anguilla Tourist Board (ATB) is continuing initiatives to enhance the total tourism experience on island.
Mr. Jameel Rochester, Manager of the Destination and Experience Unit at the ATB, was a guest at the Government’s press conference on Monday, January 17, and gave a brief update on tourism matters. Among other things he outlined the responsibilities of his Unit within the ATB.
He noted: “Ultimately, I am responsible for engaging with tourism stakeholders to develop and manage the on-island tourist experiences including all elements of Anguilla’s tourism product.”
Mr. Rochester said that his unit is also there to manage public and private sector relations; to ensure ongoing familiarisation with the development of Anguilla’s tourism experience; to coordinate internal and external training for stakeholders in the elements of hospitality; and to develop and implement strategies specific to meetings, incentives, conferences, sports tourism, cruise tourism and education travel strategies.
“Anguilla will not remain competitive as a destination if we do not improve or enhance the total experience [for our visitors]”, Mr. Rochester observed. “We cannot solely rely on our hotels and restaurants to market the destination or cultivate our Anguilla experience. We must continue to create value for our stakeholders through our restaurants, hotels, activities, and events.”
Mr. Rochester said that his Unit at the ATB – the Destination and Experience Unit – remains committed to marketing and promoting Anguilla’s tourism industry by strengthening the pillars of its tourism product. He noted: “We continue to host experiences and events that promote and enhance the pillars that are considered to be the strength of our destination – romance, events and culture, adventure, culinary, health and wellness, and family.”
In addition to strengthening and developing the pillars of Anguilla’s tourism product, the Destination and Experience Unit of the ATB will continue to provide training to public and private sectors through the Excel Tourism programme, as well as implement strategies to enhance the cruise and yachting sector of small to medium-size vessels that come to our destination in the November-April season.
