by Derede Whitlock
The author is a seasoned marketing professional and served as Tourism Director to the USA from 2004 – 2014. As President of DSW Consulting Media, a marketing and public relations consultancy, she develops leading edge solutions for a varied client base. Whitlock is a member of Sales and Marketing Executives International (SMEI).
As Antigua and Barbuda prepares to reopen its ports it will not be business as usual, as our major source markets have been hard hit by the COVID-19 pandemic. While some visitors may be willing to immediately resume travel, the rebound will likely happen in a slow, careful, and highly phased manner.
As local tourism officials ponder how to get the right COVID testing policies in place to ensure the protection of guests and citizens, the hospitality industry should look to domestic tourism as a way to rebuild our economy.
Domestic tourism involves residents of a country vacationing within that country. So much culture and history abound on our piece of the rock. However, many who live here do not fully appreciate why visitors from all over the globe are willing to pay a premium to experience our unique attractions. “We live where you vacation,” a hashtag used on social media to proudly showcase our beauty, should now become “Let’s vacation where we live.”
In some Asian markets, the main strategy that helped to stabilize the hotel industry is a shift from targeting international visitors, to citizens traveling within their own country. Despite early panic in Japan and South Korea, tourism has started to show signs of recovery. But it is Hong Kong that stands out. After hitting a low in early February, domestic bookings grew 270% over a thirty day period. This uptick did not happen by chance, but because of swift action by hoteliers who turned to their domestic market when international travel to Hong Kong plummeted.
In Antigua and Barbuda, we must also begin to look more closely at domestic and regional markets, as well as the Diaspora market. Banner ads in popular local publications and targeted messaging in the appropriate media forums, will facilitate engagement and incentivize nationals to return home.
I challenge all nationals to visit at least ten major tourist attractions in Antigua and Barbuda before November 2021, when we will commemorate 40 years of political Independence. Rediscover our home with a sail to one of our many offshore islands, or explore our amazing hiking trails. Take a walk through English Harbour (the UNESCO World Heritage site) and journey back to the 17th century. Cruise around the island and see familiar landmarks, like St. John’s Cathedral from the vantage point of a tourist. Sample local bites along the way; from restaurants to beach bars. Be sure to explore beyond the beaches and take a guided tour to Walling’s Dam, Body Pond, or a trip to Barbuda to the Frigate Bird Sanctuary and the Caves at Two Foot Bay. With local feedback, tourism stakeholders can be confident that the experience will be unforgettable for our guests when they choose to return.
Going forward, domestic tourism can also help to stabilize the cyclical and seasonal flows of our tourism industry during the traditionally slow “off peak” periods. It can become a sustainable platform for year-round economic growth and development. Let us also embrace locally produced goods to strengthen tourism linkages with local farmers, fishermen, and agro-processors. We also have a duty to help protect the environment through better water conservation, avoidance of single-use plastics, a reduction in the use of chemical fertilizers and pesticides, and by keeping our nation clean.
I encourage entrepreneurs who offer innovative, authentic tourism experiences to join an organization like the ABHTA to capitalize on networking opportunities. The Antigua and Barbuda Associations United (ABAU) based in the USA, has a Facebook group where local businesses can interact with nationals in the Diaspora (www.abaunited.org)
Hotels should consider alternative revenue streams to diversify their products and offer local rates where possible. Sugar Ridge Resort has developed a weekly calendar of events featuring a line-up of local talent. Their welcoming open-door policy to locals has positioned the resort as one of the destination’s best “happy hour” spots. Rather than standard staycations, hotels should partner with local tour operators to market unique experiences, or with local artisans to develop specialty souvenirs.
A stronger connection to our country’s endowed natural resources will bring the achievements of our national heroes, trailblazers, and institutions into greater focus, thereby making us a stronger, more cohesive community. We must embrace domestic tourism industry as a national asset. Through nation building we can begin to strengthen our economy in a post-COVID era.
We salute our essential workers who ensure that our country remains healthy and safe during this global pandemic. As we reopen our doors let us also celebrate our hospitality workers — the waiters, chefs, housekeeping staff, taxi drivers, vendors, immigration and customs officers, red caps — the pride of our tourism industry. Their sterling service will help to drive the economic rebirth of our country.
Each endeavouring, all achieving! Let us celebrate our unique culture and heritage and support our local tourism industry, as we brace for the challenges and opportunities ahead.
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Awesome article and extremely valid points.
Thank you Derede for bringing some POSITIVITY to the current atmosphere.
A wonderful job. Thank you Deride for continuously showing the world our beautiful home
A reverse perspective of interisland and regional investing…crucial to Edutainment and Economic growth during these uncertain times of a New World. Many thanks for such insightful and immeasurable information. Antigua & Barbuda to the World.
Great Article Derede.I think we all need to do some staycation and rebuild our economy.
I love this. I was really hoping the tourism authority would be promoting this more. It seems like a no brainer that staycation can help get to tourism economy restarted even as we wait for our friends from abroad.
Thanks for standing up for Antigua and Barbuda, such an inspiring article. How tactfully you rediscovered the wonderful twin island of Antigua and Barbuda. I believe a natural wonder of the Hemisphere. You make me and my family want to visit , just added to our bucket list
“Move out of the way Christopher Columbus”
Not novel (but good), since it was pushed during the Global recession. Seems local money only becomes important when international money gone? I do agree though that things like this should be pursued, even when there is intl travel. The hotels here in the past have publicly argued its not lucrative. Yet in nearby islands stay-cations are pushed and many locals participate. There is no high intl marketing, no inl airline subsidy. Not as much of a concern that the locals will get drunk and engage in dangerous activities then sue the resort. There is the PR benefit of having local buy in. Recall back in 2015, took one to Keyonna Beach and loved it. Though I wished to do it again, never did because they stopped offering stay cation rates. Same type of room there now runs for some 910 USD per night. Still have to say, good experience.
Come on Tenman,spend those green backs.Stop being so frugal.See you in the New Year,Antigua.Not this year for sure.
“…concern that the locals will get drunk and engage in dangerous activities then sue the resort.”
This is more likely to be done by an international tourist than a local.
You missed this part “Not as much of a concern..”
Well said Lady Derede
At first glance she looks like Joy Lawrence. Any relation?
Well written with intriguing words for a nation under siege to vivid 19. Antiguan can now show their support by helping to restart their economy by participating in this order. It will also be an amazing 😉 example for the world 🌎 to see what you can do with what you have. wake up Antiguan and make this happen. i and others will be amazed by how resilient you are. let others see and follow in your foot steps. May God bless our nation.
Okay Miss Whitlock…. This is a beautiful article.
But I must tell you that if the nightly rates were more attractive for locals they would not have to call Antiguans to stay 3 nights at their hotels. And also, on a regular basis, pay for their parents long weekend stay at Sandals for their 20th Anniversary, 75 birthday, and so on… Locals are basically priced out of the market. But even if some locals save some $$$ and book a local hotel, they are usually given a room far around a dark corner waaaaay at the back the hotel away from the tourist.
Excellent article
There is a saying.I came unto my own and they received me not.This lady worked at our Tourism Office in New York.Based on all information I received she did an awesome job.However,when this Administration was elected into Governance .They got rid of her unceremoniously and gave the position to a Jamaican lady.That Jamaican lady knew not a darn thing about Antigua and Barbuda.She had never been to the islands.Needless to say her tenure was short lived at that position.Then a man from St.Kitts got a top position with this Administration in Tourism.His name is Ricky Skerritt,now with West Indies Cricket Board.What does this tell you.Them lob too much foreigners.
Tuna the Lady you mentioned Marie Walker , worked not only in Jamaica (as island ) but also in Anguilla, St. Lucia etc. By the way she died about a year ago Jul 2019. She had at least 40 years experience of working in the Caribbean region. The government made a mistake when they parted company with her because the seeds she planted started to bare fruit. You may be unaware, but stay over tourists records were broken year after year with us seeing over 300K last year (never before seen those numbers)
This message refers to TUNA. You are spot on with your article. It is the SYSTEM when the Antigua Labor Party Administration returns to be in charge of Antigua and Barbuda. Very indictive Administration.
Yet they kept Colin James as CEO (el honcho) of the Tourism Authority. You do realize the Vice President, Sales & Marketing (for whatever region) reported to the CEO? James is responsible for the day to running of the authority. Whitlock would have also reported to him. He (James) is the boards only employee a and reports to them.
” The Chief Executive Officer of the Authority, is subject to the directions of the Board and responsible to the Board for the execution of its policy and the management of its affairs.”
You do recognize there is a board which includes representatives from AHTA, the Financial Secretary of the Ministry of Tourism;the Chief Executive Officer (V. C. Bird International Airport);the PS of Tourism, representative from the Antigua and Barbuda Marine Association;a representative from the Antigua and Barbuda Cruise Tourism Association;a representative from the Airlines Association; A rep from the TUC, a representative from the Antigua and Barbuda Chamber of Commerce;a leading banking and finance professional; and the CEO as a Non voting member
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