HAMILTON, Bermuda – The Eastern Caribbean island of Anguilla will continue its commitment to “low volume, high value” tourism, says Dr. Aidan Harrigan, Anguilla’s Permanent Secretary in the Ministry of Economic Development, Investment, Commerce and Tourism.
Speaking at this month’s Caribbean Hotel and Tourism Investment Conference in Bermuda, Dr. Harrigan said that neither rapid development nor over-development present a winning formula for a small 35 square mile island with a population of only 12,500. “Anything we do, we have to be able to absorb the level of development, so that’s why we have opted for a more gradualist approach (and) it has worked dividends for us,” said Dr. Harrigan, who notes that Anguilla continues to maintain the image of an up-and-coming, upscale, luxury destination.
Dr. Harrigan
“You can earn just as much money from that approach as from mass tourism,” said the Permanent Secretary, who notes that capturing the high yields also mitigates negative environmental and social impacts. “It’s not to say that it’s the approach for everybody … (but) it makes sense for us,” he said.
An integral part of Anguilla’s marketing strategy is to target upscale African-American travelers through the destination’s relationship with BET Networks. “We would like to see more African-American tourists … people are not aware that (in the African-American community) there are very high net worth individuals … and who knows what other kind of opportunities that (may be forged with them),” he said.
Anguilla hosts the annual Anguilla Tranquility Jazz Festival, produced by BET Event Productions which airs on BET and BET J. “(BET provides) a lot of marketing exposure … can you really buy that?” Dr. Harrigan asked, explaining that Anguilla’s partnership with BET provides a tremendous opportunity to attract visitors for the festival both during and outside of the festival season.
Cybelle Brown
Cybelle Brown, Vice President of Sales and Marketing with BET Digital Networks, said her team was already in preparation for the November 9-12, 2006 festival and is committed to continue significantly increasing visitor numbers to the festival. “This festival is our precious gem, and we will continue our tradition of providing an authentic ‘straight ahead’ jazz experience for the discerning traveler,” Brown said.
Anguilla is a pristine and private escape wrapped in a beautiful and brilliant turquoise sea. The island features 33 stunning, powder-soft white sand beaches, warm and friendly people, a wide range of first-class lodging options, activities, and entertainment that provides visitors with fun long into the night and beyond.
