Tuesday, April 25, 2006

ORLANDO, USA: Officials from the Antigua and Barbuda Ministry of Tourism and a representative from the Ministry of Finance recently met with the Orlando-based Yesawich, Pepperdine, Brown & Russell to review and discuss the tourism strategy in the North American market.

“Tourism is our nation’s primary industry and we need to remain vigilant in our efforts to support the continued development and growth of our product through an integrated strategic marketing plan,” Lorraine Headley, Director General of Tourism, explained.

Derede Samuel-Whitlock, Director of Tourism in the US, and David Matthias, Budget Director for the Ministry of Finance, joined Headley for the planning and review session.

An evaluation of the competitive marketplace indicates that destinations throughout the Caribbean are achieving results through clearly defined brand and integrated marketing campaigns. With this in mind, discussions focused on how the Ministry of Tourism can achieve its tourism goals by utilizing a mix of public relations, promotions, marketing and sales.

“We are developing a strategy to differentiate Antigua and Barbuda’s product and to provide a consistent, long-term plan to communicate this to the travel trade and visitors from the United States,” Headley said.

A primary focus is to develop stronger relations with key partners such as Delta Vacations, LibGo, and other major wholesalers with strong business into the Caribbean, particularly from the Southeast, to support the Delta flight originating in Atlanta.

In addition, this year the MOT will bring to fruition an initiative designed to host targeted travel agents on the islands to participate in the “Rediscover Antigua and Barbuda Trade Expo and Agents Fam Trip.”

Next month, approximately 80 agents will be visiting Antigua and Barbuda to see, touch, feel and experience the destination so that they are more willing and prepared to sell it to their clients.

“We want to ensure that we transform this significant growth in awareness to bookings of vacations to Antigua and Barbuda through collaboration with the wholesalers and travel agents,” Headley explained. “In the next few months we will be directly targeting travel agents using experienced sales agents.”

The publicity and promotions results achieved in the past six months were reviewed and as a result of the Ministry of Tourism’s commitment to reinvigorate the US market, Antigua and Barbuda have been featured in a number of major magazines over the past few months, including Bon Appetit, Caribbean Travel & Life, Sport Fishing, Islands magazine and Virtuoso Life.

Promotional placements also appeared in Oprah, Modern Bride and Destination Weddings and Honeymoons magazines.

The discussions closed with a look at upcoming placements secured for Antigua and Barbuda including a spot on the Wheel of Fortune and on the Jones Radio Network.

Headley commented, “The islands are seeing a dramatic rise in the level of editorial and promotional spots on radio and TV and in magazines featuring Antigua and Barbuda and we are looking forward to the continued support of our hotels to provide the necessary prize stays and other assistance required to take advantage of these media opportunities.”

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