Contribution to Budget Debate 2013
Hon John H. Maginley, Minister of Tourism, Civil Aviation and Culture
Primary Objectives of the Ministry of Tourism and Civil Aviation for 2013 • make tourism businesses more sustainable so that they can promote greater sector growth • create more and better jobs • consolidate higher investment returns • benefit local development and contribute to poverty reduction • raise awareness and support for the sustainable use of natural resources
Strategic Policy Framework • Five fundamental pillars of growth human resource development strong enabling environment for the development of the sector product development marketing and promotion, and airlift
Pillar 1: Human Resource Development
Human Resource Development • emphasis will be placed on training and capacity building, tourism awareness programmes, and voluntary certifications • In 2013 the Ministry will continue to work with regional organizations, the private sector, and other non-governmental organizations to consolidate the training policy framework to ensure that the needs of the sector for skilled and trained workers are satisfied
Project Implementation • 2013 will see the implementation of projects from the National Sustainable Tourism Development Plan which was commissioned in 2012. • The plan will be completed shortly and will focus on enhancing our governance structure, marketing, product development, quality assurance, and infrastructure development.
Travel Agent Familiarisation Programme • a new Travel Agent Familiarisation Programme targeting 100 agents from each source market will be launched in 2013 with high producing agents • an online travel agent programme to increase on-line training by 100% has been agreed with Travel Alliance in the US market. This will be duplicated in European and Canada markets for the travel agents who sell the destination.
Pillar 2: Enabling Environment for Tourism Development
Tourism Investment Strategy • Improving the environment for investment is critical to the Ministry’s growth strategy. • The attraction of direct foreign investment is a priority on the Ministry’s agenda for the development of new tourism projects.
Public Awareness Strategy • In 2012, the Ministry launched its Service Excellence Antigua and Barbuda Initiative at the National Tourism Awards Ceremony at Sandals Grand Antigua. • The overall objective of this initiative is to create a culture of service of excellence in Antigua and Barbuda by establishing a minimum standard threshold to improve service quality
Pillar 3: Product Development
Product Development Strategy • This strategy will include a market-driven product development approach. • All tourism activities will therefore be designed to improve local business development
National Sustainable Tourism Development Plan • The platform of our sustainable governance structure that will be introduced in 2013 includes discussion of an Inter-ministerial Tourism Committee, and the institutionalization of our Public-Private Tourism Partnership Initiative. • A Cabinet Committee for Tourism Development chaired by the Minister of Tourism is also an option.
Pillar 4: Marketing and Promotion
Marketing and Promotion Strategy • The 2013 marketing strategy will seek to promote and develop the image of A&B in traditional target markets and new market niches strengthen the positioning of the destination and upgrade the existing brand improve the tourism marketing network and to focus commercialization on the new products and on key markets develop a market intelligence system which supports strategic decision making to lead and support collaboration with airlines to sustain air arrivals growth with the aim of reducing seasonality increase air connections and improve revenue and jobs
Antigua and Barbuda Ministry of Tourism Digital Evolution "bringing Antigua and Barbuda to life"
http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life�
“To create a world-leading digital presence to promote Antigua and Barbuda in both existing and new markets”
http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life”
• To create an integrated online strategy to deliver the best in-class digital experience to all of our visitors across all digital channels and markets we operate today, and ones we want to operate in the future
http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life�
• In the summer of 2012 we started our digital journey; and in the next couple of weeks we will start to show the foundations of our strategy with the launch of the English version of our site
http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life�
• Included in our roadmap: a brand new global website, integrated social media, world-class user experience including dynamic content management, booking facilities, mobile commerce functions and a geotargeted multilingual function with 8 different languages
http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life�
The Website • The Site has been built using the latest CMS Drupal. This gives us capability to up-date the content locally and quickly as events happen. • We have used version 7 and with the impending release of version 8 we have built the site so it can be upgraded easily to take advantage of what the new CMS could offer us.
http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life”
• Key features of the site are its Geo Targeting capabilities. We will be able to recognise which country you are in and display the content in the appropriate language on the site. • We can Geo target to district level in the major western countries to give us the capability to monitor marketing spend, and more data about our users http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life�
• In 2013 the days of serving the same content to everyone are over! With our CMS we can target users who arrive at our site with keywords from Google and deliver them content to which they are looking for • Our Dynamic content engine is one of the latest advancements in the digital world and matches our aspirations to be a leader in the digital space. For example, if you come to our site from Google after searching for something involving sailing we show you a front page all about sailing and content to match http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life�
• We are using the latest video technology in Brightcove which powers the majority of the world’s best websites including Sky, Fox and Discovery. With technology including the ability to click and book in the Video, world class analytics and multiplatform display including all smart phone formats
http://www.visitantiguabarbuda.com/
• We have been approached and signed a deal with Earth TV, a global TV camera company with over 300 cameras worldwide, which stream on to TV networks globally. Antigua and Barbuda were selected for two TV camera placements and will be the first Caribbean Island to have these cameras. They will stream live feeds on to the site plus on to European and North American TV networks • Increasing our exposure and giving us huge returns for a minimal cost of just paying for the power and the internet rather than the annual cost of $30,000 each per year
http://www.visitantiguabarbuda.com/
• The world of E-commerce in the UK and USA during 2012 was worth over $300 Billion, with expected growth to hit $350 Billion in 2013. On our new site you will be able to book hotels, flights, activities even tables in restaurants later in the year • We are using one of the world leading booking engines, called Inntopia based in Vermont as recommended to me by the head of Expedia. This technology carries across all of our websites and apps which we will talk about later http://www.visitantiguabarbuda.com/
• The Homepages which will rotate or will differ with different keyword entry. These are screen shots and do not show the interactive footer • These pages are visual, with high-impact to bring Antigua and Barbuda to life, like everything these images can be changed in minutes to keep the site fresh and in line with campaigns we will be running
http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life”
http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life�
http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life�
http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life�
http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life�
http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life�
http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life�
http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life�
http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life�
• The Category pages which are visual and clean in keeping with web design in 2013. We have 8 category pages currently but at any time we can add more as we grow our product easily and efficiently
http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life�
http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life�
http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life�
Some of the inner content pages and interactive map features
http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life�
http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life�
http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life�
Search Engine Optimisation strategy in 2013
http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life�
• We have two full time SEO specialists which are led by a head of Search Engine for Travel Digital, Peter Borgen Neilson. Peter was formerly Deputy SEO Director at Omnicom worldwide, the 2nd largest agency group in the world who employ 8000 people globally • With the introduction of the latest trends from Google including Penguin, Panda and Caffeine we have built the site and the strategy to work with Google to develop a wide SEO strategy to create more web traffic in more languages from a wider amount of key words to give us more exposure to our consumers and our trade partners http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life”
http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life�
Social Media in 2013
http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life�
http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life�
• In 2013 we will continue the work on our social media campaigns but increase our offering by launching our first Pinterest page and Tumblr pages. We will be developing our social media into more markets with more campaigns and through Travel Digital our efforts will be led by Lloyd Salmon, who is one of the worlds experts on social media • In 2009/10 he chaired the UK social media council and has previously worked on the the Beatles, Rolling Stones, Virgin Galactic plus some of the world’s leading brands on their Social Media Strategy http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life”
http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life�
http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life�
Trade partner marketing
http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life�
• Through digital channels we can increase our exposure to more travel agents giving them the tools to sell Antigua and Barbuda • With our B2B module travel agents will be able to sign up, receive digital training, become partners, create custom documents, receive leads from the site and ultimately sell Antigua and Barbuda to more people using our digital assets. This is an exciting development which no one is doing and again puts us firmly in front of the competition in our digital offering. We will update it in the coming months after the research has finished http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life�
http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life�
Mobile Strategy 2013
http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life�
• Smart phones have taken over in the western markets with the rise of apps, mobile websites and MCommerce with 30 million mobile devices sold in the UK alone • The rise of Mobile commerce hit £5.4 Billion in the UK in 2012 which is expected to hit £13.6 Billion in 2013. Today’s consumer wants to book through their devices, in February 2013 Antigua and Barbuda will be the first country to launch a fully functioning MCommerce APP. In 2013 Antigua and Barbuda will be at the forefront of mobile technology in the global Tourist board market http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life”
Our IPad app
http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life�
http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life�
Mobile commerce Capability
http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life�
Deep rich content
http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life�
Our Digital Roadmap • In January 2013 new site will launch • In February our IPad and IPhone apps will launch, along with our Pintrest and Tumblr pages • In March we will see the start of our other languages • In April we will deliver the final language sites • In May our IPad apps in all languages will be delivered • In August our B2B travel agent module will be launched http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life”
The Key Facts • The site includes over 35,000 words in 8 languages which makes nearly 300,000 words • The site has over 400 images and 2 hours of video • We are using some of the best technology in the world in Brightcove and Inntopia • The team behind this have over 100 years of digital experience between us; with the worlds leading brands • We are the first to launch an M commerce iPad app for a tourist board http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life”
• In 2012 we were invited to present our new site at the World Travel Market on the travel technology stage in front of 300 people
http://www.visitantiguabarbuda.com/
"bringing Antigua and Barbuda to life�
"bringing Antigua and Barbuda to life"
Destination Awareness Strategy (1) • Antigua and Barbuda’s awareness has been significantly heightened in the US market with high visibility TV ads on NBC affiliates in Miami, New York and Connecticut during the year. • A full TV programme will be embarked upon in the USA using the NBC affiliates in Miami, New York and Connecticut
Destination Awareness Strategy (2) • Internet Strategy Three main online marketing initiatives were launched in 2012. The awareness of the destination will continue to be built on the success and visibility created on Facebook, Flicker, Twitter, and YouTube along with new media Pintrest.
Destination Awareness Strategy (3) • Press Trip Strategy The aim is to identify high profile writers from prestigious travel publications and introduce them on press trips to the island. The use of high profile celebrities and their endorsement of the destination help to positively position Antigua and Barbuda in the eyes of visitors who are looking for the ideal Caribbean getaway.
Destination Awareness Strategy (4) • Weddings and Honeymoon The Ministry will build on the success of the recent Preston Bailey Wedding Love in Antigua Seminar and Bride Villa event, with a least two events this year targeted at reinforcing the destination’s reputation as a leading Wedding and Honeymoon destination.
Destination Awareness Strategy (5) • Yachting Strategic Support This will provide direct marketing support to the yachting Industry by ensuring the destination is well represented at high profile international events such as the Monaco Yacht show. New additions to the yachting calendar such as Russian Business Sailing week, Early bookings for RORC 600 and Antigua Sailing Week already up and the “E-Sea Clear” pre-notification online immigration system for arriving yachts have helped to drive a 76% increase in yachting arrivals in 2011.
Destination Awareness Strategy (6) • Yachting Strategic Support continued The Ministry launched a new event “Antigua and Barbuda Hamptons Challenge” in the Hamptons, Long Island, NY. which has successfully positioned the destination among an affluent yachting community. The winning sailing team from last year’s Hamptons event will be competing in 2013 Antigua Sailing Week.
Cruise Industry • For the 2012/13 season A&B will be receiving increased summer cruise calls. • New vessels for the season include the “Jewel of the Seas” from Royal Caribbean Cruise Line and the “Carnival Breeze” from Carnival Cruise Lines. Both vessels will also be calling during the winter season.
Pillar 5: Airlift
Airlift Strategy • The Ministry of Tourism through the Antigua and Barbuda Tourism Authority embarked on an aggressive airlift strategy in 2012. The Authority will continue to focus on this as a priority in 2013.
Airlift Highlights • Virgin will add a 4th flight in October three of these flights will be Antigua turnaround only. • American Airlines daily from Miami in addition to 4 times weekly direct from NY
Actual Arrivals for 2003 -2011 over Airlift for 2013
Stay-over Arrivals • Antigua and Barbuda tourism growth rate has been linear for the most part, in spite of some disruptions. • This trend is consistent with the other major destinations in the Caribbean.
Stay-over Arrivals for 2006 to June 2012 for Selected Caribbean Countries 2000000
1800000
1600000
1400000 Antigua and Barbuda
1200000
Barbados Jamaica
1000000
St. Lucia St. Kitts and Nevis
800000
The Bahamas 600000
400000
200000
0 2006
2007
2008
2009
2010
2011
2012
Sources: Caribbean Tourism Organisation and Eastern Caribbean Central Bank. Stay-over arrival for Antigua/Barbuda for 2012 was 246,926, a 2.3% increase over 2011 which was 241,331
Percentage Change in Stay-over Arrivals - 2003 to June 2012 for Selected Caribbean Countries 40
30
20
10
Antigua and Barbuda Barbados Jamaica
0 2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
St. Lucia St. Kitts and Nevis The Bahamas
-10
-20
-30
-40
Sources: Caribbean Tourism Organisation and Eastern Caribbean Central Bank
Hotel Room Availability •Antigua and Barbuda counts approximately 3,300 rooms from 2* to 5* deluxe.
Source: T&L Europraxis Research
Small Properties • There are 51 locally operated properties that offer a limited number of accommodations • Approximately 35% of the properties are composed of apartments and inn accommodation. 12% are small hotels, 27% are villas and cottages and 26% guest houses and bed & breakfast accommodations
Hotel Occupancy and Seasonality •
The average occupancy rate of the island includes 4 underperforming hotels (1,000 rooms). Without them, the occupancy rate reaches 60% during the low season and 75% during the high season
Visitor Spending • According the World Travel and Tourism Council, visitor spending in Antigua and Barbuda has remained constant over during the period 2003 - 2012. • Even during the years of significant decline in stay-over arrivals, visitor spending has remained constant.
Total Inbound Tourism Expenditure - 2003 to 2012 for Selected Caribbean Countries 3
2.5
2 Antigua and Barbuda Barbados Jamaica
US$bn 1.5
St. Lucia St. Kitts and Nevis The Bahamas 1
0.5
0 2003
2004
2005
2006
2007
2008
Source: World Travel and Tourism Council, Economic Data
2009
2010
2011
2012
Other Initiatives • Green Tourism Initiative Programme Green Tourism initiative was designed to assist tourism operators to assess and reduce their environmental impacts. improving the sustainability of the industry by recognising the environmental impacts of tourist activities, and helping operators to reduce their energy use, water use and waste production.
Long Bay Public Park • Long Bay Public Park A strategic objective of the Ministry is to create an efficient and robust infrastructure to facilitate the development and enhancement of our tourism, culture and heritage. The Long Bay Public Park is integral to achieving this objective.
Tourism Statistics • To effectively plan, monitor and evaluate the success of the Ministry’s policy options and plans, an effective, timely and scientific data collection and dissemination mechanism is required. • The Ministry of Tourism and Aviation will continue to work with the Statistics Division to improve such mechanism.
Civil Aviation • Work continues on the New Airport Terminal with the previously started 17,000 sq. m building progressing to the stage where the structural steel main rafters have been installed. • It is estimated that the new expanded facility will be completed by the end of the first quarter of 2014.
Meteorology • From September 1st 2012, the Meteorological Office rolled out its ISO 9001:2008 Quality Management System(QMS). • This management tool will guide the entire organization towards ensured compliance. • At present the Met Office is just about 95% and will be seeking certification in 2013 to demonstrate its compliance.
Conclusions (1) • 2012 was a good year for the Ministry of Tourism and Civil Aviation. • The 2% marketing fund was finally established to promote and develop the sector through collaboration and consensus by both publicprivate sectors.
Conclusions (2) • Stay over visitors in 2012 increased by 2.32%. • Air access to the country also increased. • 2012 has also seen concerted efforts in promoting and positioning the country as a destination for Meeting and Convention tourism, sports tourism and agro-tourism. In all these three areas we have seen noticeable increased in growth.
Thank You!