Anguilla Tourist Board has new strategy for the United States

Monday, February 2, 2004

THE VALLEY, Anguilla: The Anguilla Ministry of Tourism and the Anguilla Tourist Board have formalized new initiatives to target the North American tourist market. 

Mrs Marie Walker, who was recently appointed Regional Director for Anguilla in the United States will be implementing the new strategy employing a sales team covering key states, coupled with intensive public relations activities and well-placed advertising.

Mrs Walker worked for the Jamaica Tourist Board in New York as Marketing Representative from 1985 to 1997 and as Advertising Manager from 1997 to 2002. She started her own company, Turnstyle Marketing in 2003.

The tourism official will be presenting the marketing programme to tourism officials here toward the end of this month.

Meanwhile, the number of visitors to Anguilla during December 2003 was the highest for that month since 1994.

11,500 visitors arrived in Anguilla during this month, representing an increase of 11.7 percent compared to December 2002. 

The large number of visitors in December contributed to the highest number of visitors for the last quarter of the year since 1997. 

In spite of the strength in the last quarter the total of number of visitors in 2003 was actually lower than in 2002 by just under two percent, mainly due to weakness in the first half of the year. 

Tourist arrivals in December set a record for the month of December with a total of 5,773. 

Tourists arriving in December tend to stay longer than those who arrive at other times during the year. 

More than half of the tourists said that they planned to stay for more than a week compared to 45 percent who on average stay for more than a week during the year as a whole. 

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