Anguilla Tourist Board & Ministry of Tourism host successful strategic planning retreat

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The Valley, Anguilla, February 19, 2020 – The Anguilla Tourist Board (ATB) and the Ministry of Tourism are reporting that the recent one-day strategic planning Retreat was a resounding success. Held at the Four Seasons Resort & Residencies, the overall goal of the Retreat was to achieve greater collaboration between the main agencies responsible for guiding Anguilla’s tourism and to improve coordination and implementation of the ATB’s initiatives.

Anguilla Tourist Board Chair, Donna Daniels-Banks, who chaired the Retreat, led the list of presenters which included representatives of the ATB, Ministry of Tourism and the Trade and Investment Unit. The use of Technology in Travel, Data Analytics, Enhanced Tourism Experiences and the importance of an overall Needs Assessment Strategy were key topics on the agenda.

Mrs. Daniels-Banks lauded the Board, its staff and partners for their role in helping the destination achieve record results in 2019. “We are thrilled with the success Anguilla has accomplished during the past year and are confident that with a more coordinated and strategic program, we can achieve even greater success in 2020,” she noted. Mrs. Daniels-Banks added, “Based on the items discussed and the recommendations made, we will seek to work in a more integrated manner with our various partners in the marketplace to optimize the use of Anguilla’s resources in a series of carefully targeted press, promotional and travel trade initiatives.”

Diversifying the Anguilla tourism product was among the issues discussed during the all-day, fully interactive session. Participants proposed various initiatives to increase stopover arrivals to Anguilla and to further upgrade the quality of the visitor experience. Some of the areas of concentration would include additional sports and adventure events for a range of interests, an enhanced cruise and yachting focus, strategic deployment of the latest digital marketing technology, and strategies to attract greater investment to the island.

The Retreat discussed a number of key areas of the Tourism Master Plan and the Anguilla Tourism Board Act. Training, product development and the range of visitor accommodations were high on the agenda. In this regard, the Retreat examined ways of enhancing the value of Anguilla’s Charming Escapes Collection, a vital segment of the island’s accommodation sector.

At the conclusion of the Retreat, Chairperson Donna Daniels-Banks summarized the various proposals and outlined the next steps for taking Anguilla closer to achieving its full potential as the Caribbean’s premier tourism destination.

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