p10-11 Antigua may15 27/5/09 20:19 Page 10
in-depth
ttglive.com
Special Report: Antigua
A new Antigua tourism authority is working to revitalise the
beleaguered Caribbean destination’s image with a first-ever
TV advertising campaign in the UK. Sara Macefield reports
Antigua in need
of positive spin
M
urders, muggings, financial television advertising campaign. This follows
scandal, political turmoil and the authority’s latest promotion offering
even humiliation on the cricket discounts of up to £200 per person.
pitch – it’s not been a good 12 Tourism chiefs also want to widen Antigua’s
months for Antigua. The island’s authorities appeal from its sun, sea and sand image,
have been left reeling by a string of calamitous though it still sells itself on its 365 beaches.
events that have taken their toll on its The island has always been a strong
reputation at home and abroad. contender in the weddings and honeymoons
Tourism chiefs, mindful of the need to protect market and this is an area it wants to build on
the country’s most lucrative industry, are with more dedicated fam trips and a presence
determined to ensure Antigua’s tourist trade at wedding fairs around the UK.
stays on track following several years of growth. Having seen the success of Barbados’s
Taking action and, most importantly, being summer sports camps, in which famous players
seen to take action is key to rebuilding the coach local and tourist children, James wants
island’s tarnished image. to set up a similar initiative in Antigua based Rain stops play at the Antigua Recreation Ground in February this year. The Test Match
around sports academies.
The tourism challenge Bay manager James Lane. “A reputation takes
When considered against the gloomy backdrop Law and order years to build, but can be gone in seconds.”
of the global financial slowdown, the fall of ster- Negative headlines have dogged Antigua since However, the last few months have seen a
ling against the US dollar (on which Caribbean honeymooners Ben and Catherine Mullany were string of safety initiatives put in place by the
currencies are based) and the UK’s increased air murdered at their hotel last July. authorities, while hotels across the island have
passenger tax on Caribbean flights, the scale of In January, an Australian yachtsman was also tightened security.
the challenge cannot be underestimated. shot dead in English Harbour, then there was a The Scotland Yard team that flew in after the
But it is one that Colin James, chief executive spate of robberies of tourists and cruise pas- Mullany shootings has returned to the UK but
of the Antigua and Barbuda Tourism Authority, sengers in the capital St John’s and on beaches. remains on call.
is determined to tackle. He says the founding of “The double murder rocked the whole island Antigua’s police have set up a Crimestoppers
the new authority in February marked a turning and of course it’s had an impact,” says Galley hotline, which enables members of the public
point in the island’s to ring up with anonymous tip-offs.
approach to This, said James, had proved instrumental in
marketing, which helping to solve some crimes and murders from
will now be more the last year.
commercial and The island’s police force now has a $7 million
business-focused. radio system, more vehicles and a forensics
Such changes team. It has also recruited 60 new officers and
will become more has set up neighbourhood watch programmes
apparent this sum- in local communities. Street lighting has been
mer when Antigua improved while wasteland and abandoned
and its sister island buildings have been cleared.
Barbuda launch Now there are increased patrols in St John’s
their first UK St John’s Cathedral Antigua is renowned for its 365 beaches and its scuba diving and a new beach security and safety unit.
10 29.05.2009
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