As President of the AHTA, I am very pleased to address you on the unveiling ceremony of the Tourism is Key Billboard Awareness campaign.

 

Tourism is Key is CHTA’s regional advocacy campaign to raise awareness with regards to the importance of tourism, and its contribution to virtually every sector of the economy, whether it’s in the area of  employment, investments or exports.  The campaign seeks to highlight and educate our people on the importance of Tourism to every facet of our island’s economy with the aim of safeguarding its development so as to ensure sustainability for the benefit of our future generations.  This campaign was first launched in Jamaica in July 2010, and has since appeared in Curacao, Barbados, St. Kitts, St. Lucia and Anguilla.  It continues to play a major role in raising tourism awareness across communities.  Today, in Anguilla we are joining our partners, the Anguilla Tourist Board, to broaden and expand the reach of this very important tourism awareness message. 

 

Thus far we have circulated our message through news paper, radio and television ads, and through the display of posters in hotels, restaurants, commercial banks, Government public areas, like Customs, Immigration, Inland Revenue and of course, at three main ports of entry into our island.    

 

The truth is, ladies and gentlemen, given the current, prevailing global economic climate, and the uncertain and volatile environment within which we are operating here in Anguilla, it is now, more than ever, that we believe this message must resonate across our communities.  Our theme for Caribbean Tourism Month is One Sand, One Sea, One Voice, and for us, this message carries an underlying note which is weighted in its irony, for truly we have only one sand, truly we have only one sea, truly we have only one voice, and truly we have only one industry on this island, and it is the tourism industry. We firmly believe that a critical part of safeguarding this industry lies in strengthening the awareness of tourism’s importance to this economy, and the critical role that people play in determining the quality of our visitors’ vacation experience. 

 

As partners in the development of tourism the Anguilla Hotel & Tourism Association and the Anguilla Tourist Board have recognized that we have to take a proactive approach to tourism awareness. We cannot afford to stand by and assume that our children, who are the future of this nation, understand the importance of this industry.  Every effort must be made to raise the level of their consciousness of the scope of tourism, and the integral part it plays in shaping the life-style that we all enjoy. 

 

Nor can we assume that those who are presently employed in the industry are still cognizant of the important role that they play in the success of the industry.  Every effort must be made to re-sensitize them to the importance of achieving and maintaining excellence in the provision of tourism products and services.

 

And we certainly cannot assume that our partners in this industry are aware that there is, in fact, a symbiotic relationship that exists between the Tourism sector and their businesses. And here, I am talking about the Banks, Insurance Companies, shops and supermarkets, gas stations, medical and health facilities, even our educational and judicial institutions.  Likewise, no effort can be spared in ensuring that these entities realize that they are not separate and apart, but in fact they are part and parcel of this engine that drives our economy, because, as recent events have clearly demonstrated, if the tourism industry fails, the island’s economy also fails.  

 

Our official statistics state that 68% of Anguillians are employed in the Tourism industry, but if we look just a little more closely, we will see that the number jumps to almost 90% (or higher!) when we consider the multiplier effect of tourism, and the way in which the majority of jobs are indirectly linked in one way or the other to tourism. 

 

As today’s leaders in the tourism and hospitality sector, we have recognized this importance, and we recognize equally that if we are to attain sustainability in this industry, we must develop our human resources and ensure that the youth understand the importance of educating themselves so they can participate in the ownership and economic benefits of this vital tourism industry.

 

This initiative requires partnership, this initiative requires commitment, this initiative requires the full support of every individual who is touched by this thing we call Tourism.  By placing these billboards in strategic locations around the island we are taking another major step to ensure that this vital message is placed at the forefront of everybody’s consciousness.  Isn’t it time that we accept that Tourism is KEY and that we ALL should treat it with the RESPECT that it deserves?  Thank you.