Trade contact: Email:
Austinmason@gmail.com
INTERVIEW FALKLAND ISLANDS In Person with...
TONY MASON
Promoting a largely unknown destination has its challenges but when it's the Falklands at least the penguins know you!
TONY MASON MANAGING DIRECTOR The Falkland Islands Tourist Board
What led you to your new role at the Falkland Islands Tourist Board? I was previously MD of a large travel group in London and representing a tourist board was top of my list of things to do next. The prospect of representing a destination that, although recently in the press for political reasons, wasn't well known to travellers was really interesting. Lets face it most people wouldn't even know how to get here!
How would you describe your role? I am managing a tourism strategy to improve the economics and awareness of a small country. I hope to see improvements and advancements in infrastructure, land- based tourism and cruise tourism. I would like to see the introduction of a five-star hotel in the capital, Stanley, investment in the resorts on both the east and west islands, improved relations with international airlines and help to increase the wealth of the country through some effective tourism strategies.
What are your key priorities? My first priority is to work on improving the infrastructure so we can effectively handle both cost-conscious and luxury travellers. Then we need to increase destination/brand awareness around the world; and make sure our guests know how and where to book holidays to The Falklands.
Agents need to know that our airport is listed as MOUNT PLEASANT on websites. The airport code is MPN and LAN offers flights which can be booked directly on their website. We also have local agents who are more than happy to assist with bookings. Increasing our agent network and enhancing our commission structure will be key; and to help the trade we also intend creating an agent portal for training on the Falkland Islands.
Which key assets do you want the Falklands to be best known for? The Falklands is a very exciting place to live and visit. We are best known for our flora and fauna, with more than 220 species of bird including five species of penguin, and over 60% of the world's black-browed albatross population. There are also 14 species of regularly occurring marine mammal such as the southern elephant seal, southern sea lion, commerson's dolphin, peale's dolphin and killer whales. We also have over 350 species of plant of which 13 are endemic and 175 are native.
How important will the trade be in your development plans? Our trade relations are paramount to our development plans. I am looking at our long-term tourism strategy and coming from the agent side of the business, I clearly understand the need for trade relations. I am always available to assist any agent who needs support, day or night. I feel confident that over the next few years our agent network will expand. I will certainly be looking after the agents that work with me now to build and promote our cruise and land-based tourism initiatives.
Do you have any specific trade initiatives planned? We are currently working on plans for a FAM trip. It's very important that agents experience the Falkland Islands for themselves. Once people visit and experience the hospitality of the people and the
“The penguins are spectacular; they are so tame they come right up to you. It's amazing”
beauty of the scenery it will be easy for them to automatically think of the Falklands for their clients' next holiday. There's a lot to see and visit. We are also offering commissions and incentives to agents.
Tell us the things you think agents should know about the Falklands. The Falklands is more than 740 compact islands situated 400 miles off the southeastern tip of South America. The wildlife is the best in the world and the weather is much like London's. We are as close to the South Pole
as London is to the North Pole. On average the Falklands is slightly cooler than London in the summer but warmer in the winter. Our currency is the Falkland Pound which is 1/1 with the British Pound. When booking the Falkland Islands experience for your passengers, remember the listing on your booking engines is MPN and is bookable on LAN. We also have a charter flight available which agents can request details about directly from our office.
How can agents improve their knowledge further? We are happy to provide literature to any agent; they need to just get in touch. We are also in the final phases of launching our new website, which will have a fully-interactive agent training and information portal. Currently there's lots of information on our website that can assist agents in selling the destination. And please don't forget our team of qualified travel executives in the Falkland Islands are always happy to assist travellers or agents at any time.
What is your favourite thing to do on the Falklands? It goes without saying that the penguins are spectacular! I could stare at them all day. They are so tame they will come right up to you, it's amazing! I also enjoy getting out and just enjoying the beauty. Just outside my front door is the harbour which is covered with beautiful geese and ducks. Life is good!
Left: Arriving in the Falkland Islands. Above: The tame and friendly penguins of the islands are a real highlight
www.sellinglonghaul.com • October 2012 53
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