The Anguilla Tourist Board officially set the tone for summer on Wednesday, 27th May 2026, unveiling an ambitious new tourism campaign alongside a digital platform designed to change the way visitors and residents experience the island.
Held before tourism stakeholders, partners and invited guests, the launch introduced the “Taste, Feel, Live” summer campaign and the new Xcape Destination App — two initiatives the Tourist Board believes will strengthen Anguilla’s visibility while making the island more accessible, interactive and experience-driven.
Far from presenting summer as a quieter period, officials made it clear that the season is being repositioned as one of Anguilla’s most vibrant and culturally rich times of year.
Chief Marketing Officer Mrs. Kendisha Hall-Prentice described the campaign as an invitation for visitors to experience Anguilla through every sense.
“This campaign is all about showing the world that summer in Anguilla is not an off-season,” she said. “It is one of the most vibrant, authentic, and culturally alive times to experience our island.”
With the slogan “Anguilla isn’t slower, it’s more alive,” the campaign centres around three themes — taste, feel and live — each crafted to showcase a different side of the island’s identity.
“’Taste’ represents our incredible culinary scene from roadside barbecues and beach bars to unforgettable dining experiences that continue to position Anguilla as a culinary capital of the Caribbean,” Hall-Prentice explained.
“’Feel’ captures the energy of our people, our music, our boat racing, our festivals, and especially the spirit of the Anguilla Summer Festival.”
“Live,” she added, “highlights the beauty of staying in Anguilla – the villas, the boutique properties, the luxury escapes, and the relaxed experiences that make our island feel so special.”
The campaign will be supported by an aggressive regional and international marketing push, including airline partnerships, influencer residencies, digital promotions, summer accommodation packages and a diaspora engagement initiative aimed at encouraging Anguillians abroad to return home for the festivities.
A weekly “Taste, Feel, Live” content series also begins on Thursday, 29th May 2026, spotlighting local personalities, food, music, culture and summer experiences across the island.
Director of Tourism Jameel Rochester praised the initiative as strategically timed ahead of Anguilla’s summer festival season and emphasised the importance of keeping tourism activity strong during what has traditionally been considered a slower accommodation period.
“This campaign comes at a very strategic time as we prepare for our vibrant summer festival season and continue our collective efforts to stimulate travel, visitor engagement, and economic activity,” Rochester said.
But while the summer campaign celebrated Anguilla’s culture and experiences, much of the excitement surrounded the official unveiling of the Xcape App — a project nearly three years in the making.
Destination Experience Manager Keri Rogers revealed that the idea grew from a desire to help visitors better navigate and experience the island, especially as Anguilla continues to see increasing numbers of day-trippers and independent travellers. She described the app as something intended not only for tourists, but also for residents seeking to rediscover experiences across the island.
Developers Wilson Jno Baptiste and Gavin Jean were credited as the creative minds behind the platform, with Rogers explaining that the concept evolved after discussions about creating something uniquely tailored to Anguilla.
During a live demonstration, Jean walked attendees through the app’s features, revealing a highly interactive platform that blends navigation, tourism information, live recommendations and artificial intelligence.
The app allows users to locate beaches, restaurants, entertainment venues and other attractions using precise coordinates rather than the often unreliable map pins that can frustrate visitors unfamiliar with Anguilla’s roads.
Using GPS-based navigation and voice guidance, the app directs users to destinations across the island while also identifying nearby beaches and attractions based on their location.
The demonstration showed how visitors can browse beaches, view photographs, rate locations, upload images and even receive weather-related guidance through the platform – the latter of which was one of the most talked about features.
The app’s AI Concierge analyses weather conditions, safety concerns and user ratings – advising users when sea conditions or tides may not be suitable and offering safer alternatives where necessary.
“That means we’re able to make sure that our visitors to the island are safe,” Jean explained.
Beyond beaches, the app also includes dining directories, entertainment schedules, ferry information and future flight schedule integration. Visitors can search restaurants, call directly to make reservations and eventually access menus and expanded photo galleries through the platform.
Business owners interested in featuring their establishments on the app have been encouraged to contact the developers, as the platform is expected to continue expanding with additional destinations, services and features over time.
The app is also closely monitored, with safeguards already in place to filter inappropriate searches and maintain the integrity of the platform.
Throughout the launch, the desire to ensure Anguilla’s tourism industry remains inclusive, authentic and experience-focused remained clear.
“At the Anguilla Tourist Board, we understand our positioning has been, and must always remain, luxury inclusive,” Rochester stated. “Regardless of the price point, every visitor should have the opportunity to enjoy curated experiences across our tourism sectors.”
He also reaffirmed what he described as the “three P’s” guiding the Tourist Board’s direction: “our people, our product and our purpose.”
“Our people are our greatest asset,” Rochester said. “Our product is our promise to the world, and our purpose is to ensure that tourism continues to create meaningful opportunities while preserving the authenticity, excellence, and identity of Anguilla.”
Closing remarks were delivered by Chantelle Richardson, who thanked partners and stakeholders for supporting both initiatives.
“This initiative reflects our continued commitment to strengthening Anguilla’s tourism product, enhancing our digital presence and connecting visitors more easily with the experiences, people and places that make our island truly special,” she said.
The launch signalled a growing effort to modernise the visitor experience while keeping Anguilla’s culture, personality and community at the centre of it all.
By Janissa Fleming
