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Anguilla Tourist Board

The Anguilla Tourist Board, or ATB, is the organization responsible for the promotion and marketing of Anguilla as a tourism destination.

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Anguilla : Tourism Insights

We speak to Stacey Liburd, Director of Tourism at the Anguilla Tourist Board, about the organisation’s exciting future, unmissable island highlights, and what current trends are defining the nation as an all-encompassing destination.

Q&A WITH STACEY LIBURD, DIRECTOR OF TOURISM, ANGUILLA TOURIST BOARD

The Anguilla Tourist Board was established to promote the island as a tourist destination and attract visitors. It was founded as part of the government’s efforts to develop the tourism industry and boost the economy through tourism-related activities.  

Today, the organisation aims to market Anguilla globally, showcasing its unique attractions, culture, and experiences to travellers around the world.     

By implementing these promotional objectives, the Anguilla Tourist Board’s number one priority is to encourage visitor arrivals, prolong the duration of stays, and spur economic advancement whilst conserving the intrinsic allure and identity of the island.   

What are the Anguilla Tourist Board’s current goals in terms of promoting the nation as a first-choice travel destination?

Stacey Liburd, Director of Tourism (SL): The current objectives revolve around establishing Anguilla as a premier travel destination in the Caribbean, while underscoring our distinctive offerings and competitive advantages.  

Our primary goals include attracting specific traveller segments such as honeymooners and adventure seekers, and niche interest groups like golf enthusiasts and culinary aficionados, who value our world-class service, unspoiled beaches, and authentic cultural encounters.  

We’re prioritising environmentally sustainable developments, community-driven tourism programmes, and eco-conscious measures to ensure that our tourism expansion aligns harmoniously with the local community’s needs and the conservation of our natural surroundings.  

The growth of both new and existing accommodation, attractions, and genuine cultural activities are another focus, as this showcases the island’s distinct character. To guarantee seamless and convenient travel experiences for visitors, the new Blowing Point Ferry Terminal opened in January 2023 and, by autumn 2025, we aim to have completed the Clayton J. Lloyd International Airport’s terminal building redevelopment.  

Competing with the likes of nearby Caribbean islands in an increasingly saturated travel market, how do you market Anguilla competitively as a destination?

SL: Marketing Anguilla competitively requires a strategic approach that highlights our unique strengths, differentiators, and authenticity. Some of the key strategies that we employ to stand out from the crowd include emphasising the exclusivity and intimacy of the island. We market our island as an uncrowded and tranquil destination; our stunning beaches, crystal-clear turquoise waters, and coral reefs are truly unparalleled in the region.  

We also focus on providing an authentic, immersive cultural experience, highlighting our rich history, vibrant music, and delicious cuisine. Visitors can engage with locals, participate in traditional activities, and explore our hidden gems.  

Anguilla is renowned for its 5-star resorts, upscale villas, and gourmet dining, so we target travellers seeking luxurious accommodation, world-class amenities, and exceptional service.  

We also want travellers to know we have properties, dining experiences, and activities to suit all budgets. We work closely with travel agencies, travel agents, and tour operators to offer competitive packages, promotions, and exclusive deals. Additionally, we focus on creating unforgettable experiences that leave a lasting impression on visitors and encourage repeat visits.     

What makes Anguilla a popular destination for weddings and honeymoons?

SL: Anguilla is a popular destination for weddings and honeymoons due to its romantic and picturesque settings, luxurious accommodation, and intimate atmosphere.  

Our white sand beaches, turquoise waters, and breathtaking sunsets provide a dreamy backdrop for weddings and romantic getaways. Couples can exchange vows on secluded beaches, in lush gardens, or at historic churches. The island boasts a range of resorts, boutique hotels, and villas that cater to couples looking for a romantic, intimate stay.  

Many properties offer exclusive wedding and honeymoon packages with personalised services and amenities for groups of any size. Couples seeking privacy and seclusion can escape to Anguilla’s offshore cays, such as Sandy Island, Prickly Pear, or Scilly Cay, as these pristine islands offer a remote and intimate setting for weddings, receptions, or sunset cruises.  

We also have a wealth of experienced wedding planners, photographers, local chefs, and vendors who can help couples to create the wedding or honeymoon of their dreams.  

Overall, Anguilla offers a perfect blend of natural beauty, accommodation at every price point, romantic settings, and professional services that make it a top choice for unforgettable celebrations.   

What more can you tell us about the island’s exciting culinary scene?

SL: Anguilla is renowned as the culinary capital of the Caribbean, offering a vibrant and diverse dining scene that celebrates the island’s rich gastronomic traditions and influences. The Anguilla Culinary Experience (ACE) is a must-do event that highlights the island’s top chefs, local flavours, and unique dining experiences.  

ACE brings together talented chefs, both local and international, to showcase the best of Anguillian cuisine through cooking demonstrations, exclusive tasting menus, parties, and special events.   

There are a wide range of dining options on the island, from beachfront shacks serving up delicious seafood to upscale restaurants offering gourmet dishes using locally sourced ingredients.  

The culinary scene is characterised by its fusion of flavours to create distinctive dishes that are a true reflection of Anguilla’s cultural diversity. Food festivals, cooking classes, and farm-to-table experiences are also popular, allowing visitors to immerse themselves in the local food culture and engage with the island’s culinary heritage.

What other cultural, historical, or sporting activities attract visitors to the island?

SL: Anguilla offers a variety of cultural, historical, and sporting activities that attract visitors to the island. Visitors can relax on our incredible beaches and get active snorkelling, scuba diving, kayaking, and paddleboarding. The island has a rich history, and visitors can explore sites such as Wallblake House, historic churches, and heritage museums to learn about Anguilla’s past. 

The island has a lively music and festival scene, with events like Moonsplash Music Festival, Anguilla Summer Festival, August Monday Beach Party, and Eyes Wide Shut attracting visitors from around the world.  

In my opinion, a stand-out attraction that appeals most to travellers is Anguilla’s pristine beaches. With 33 to choose from, none of which are private and each offering its own unique charm and beauty, visitors can enjoy breathtaking views, relaxation, and water activities in serenity and tranquillity. Shoal Bay, Meads Bay, and Rendezvous Bay are some of the top beaches that showcase Anguilla’s natural splendour and allure.   

What advice would you give to travellers visiting the island of Anguilla for the first time?

SL: For first-time visitors to Anguilla, I recommend renting a car or Moke as an excellent way to discover the island at your own pace. Seize the chance to sample Anguilla’s local cuisine at local establishments like Mabel’s Soup, Ken’s BBQ, Paper BBQ, Sharkey’s, Vincy’s, Andy’s, E’s Oven, and Sunshine Shack, all of which offer fresh seafood, traditional Caribbean flavours, and Anguillian charm.  

Elsewhere, you can enjoy outdoor activities to explore Anguilla’s stunning natural beauty. Remember to pack light, breathable clothing due to the island’s tropical climate.  

We’re a friendly and welcoming destination, so respect our local customs and culture and unwind and soak up the relaxing island ambiance by spending time at the beach and admiring the breathtaking views that define this Caribbean paradise.  

What recent trends, such as the digital nomad scene, are transforming the travel industry in Anguilla, and how are you utilising them?

SL: In recent years, several trends have emerged that are transforming the travel industry in Anguilla, including the rise of remote work and digital nomadism. Anguilla’s peaceful atmosphere, reliable internet connectivity, range of villas, and short or long-term stay properties make it an attractive option for digital nomads looking for a paradise-like setting to work from.  

Travellers are increasingly conscious of their ecological footprint and are seeking destinations that prioritise sustainability and environmental conservation. Anguilla has been working towards promoting sustainable tourism practices, such as conservation efforts and responsible tourism initiatives that go beyond traditional activities.   

Anguilla has seen a rise in demand for customised itineraries, private tours, and immersive cultural experiences that allow visitors to connect more authentically with the destination.  

Wellness tourism is another growing trend, with travellers prioritising activities that focus on health, relaxation, and rejuvenation. Anguilla’s spas, yoga retreats, and resorts cater to this trend by offering wellness programmes, spa treatments, and fitness activities that promote overall well-being. Anguilla has taken proactive steps to welcome and capitalise on these trends to improve visitor satisfaction and bolster the local economy.

“Travellers are increasingly conscious of their ecological footprint and are seeking destinations that prioritise sustainability and environmental conservation” Stacey Liburd, Director of Tourism, Anguilla Tourist Board

What challenges does the tourist industry in Anguilla face today, and how do you navigate these?

SL: Like many destinations, the tourism sector in Anguilla encounters challenges such as natural disasters, seasonality, accessibility, and competition from neighbouring Caribbean destinations. To overcome these hurdles, Anguilla has expanded its tourism offering by promoting cultural attractions, ecotourism, adventure activities, and wellness retreats.  

We are extending our travel season, as the island was previously closed for tourism from late August to mid-October. However, this is beginning to shift with the likes of Aurora Anguilla now staying open year-round and some resorts and restaurants closing for a shorter duration than before.  

The island has also enhanced its infrastructure to withstand natural disasters and upgraded accommodation to cater to varying tourist needs. Collaborative efforts with local businesses, community groups, and government agencies have fostered partnerships, resulting in shared resources, expertise, and innovative solutions.  

Embracing sustainable tourism practices to protect Anguilla’s natural beauty and cultural heritage for future generations reinforces the island’s commitment to responsible tourism. By implementing these strategies and remaining flexible to evolving trends and market dynamics, Anguilla can effectively address tourism industry challenges and maintain its status as a highly desirable travel destination.   

Are you optimistic about the future of the tourism industry in Anguilla?

SL: I’m very optimistic about the future of the tourism industry in Anguilla. I firmly believe that our island’s distinct allure, natural landscapes, and exceptional hospitality will continue to entice visitors from across the globe.  

The Anguilla Tourist Board has been diligently working to promote the destination, enhance our infrastructure, and elevate the overall visitor experience. I’m confident that our compact size enables us to swiftly adapt to changing market trends and evolving traveller preferences. We’re well-equipped to capitalise on the increasing demand for genuine, immersive travel experiences that highlight our vibrant culture, history, and environmental treasures.  

While we must remain vigilant in addressing forthcoming challenges, such as climate change and global economic shifts, I’m assured that with the collaborative efforts of the government, private sector and community partners, Anguilla’s tourism industry will flourish in the years ahead.

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ANGUILLA TOURIST BOARD: INSPIRING TRAVEL TO ANGUILLA

In 2018, the Anguilla Tourist Board (ATB) launched its Beyond Extraordinary destination campaign which aims to capture the diversity and richness of the Anguilla experience, and promote the organisation’s mission – to inspire travel to Anguilla. Mr Georgios Tserdakidis, Chief Marketing Officer, and Ms Chantelle Richardson, Coordinator for International Markets, appeared as guests at the government’s press briefing on Monday, March 3, and spoke about the strategies that the ATB is working on to promote its mission. Mr Tserdakidis noted that “the strategic pillars of the ATB are built towards international marketing” – tactics he hopes will help the marketing team achieve its goals for the 2022-2023 tourism season and beyond. Speaking at the briefing, Mr Tserdakidis presented the ATB’s marketing strategy.

• Maximise the Leisure Travel Market The ATB is investing heavily into a partnership with American Airlines to get the Miami/Anguilla flights full. Mr Tserdakidis stated: “We want them [American Airlines] to be successful…Anguilla has become so much closer to the US than it had been before. We [now] have a one-stop shop, even for travellers coming from Europe. This is a great opportunity for us. “We have engaged with different travel brands on global partnerships, be it online travel agencies such as Expedia or other publishing houses that we haven’t had the opportunity yet to work with.”

• Pushing the Group Business The ATB is also identifying travel opportunities for persons desirous of travelling in groups. Mr Tserdakidis noted: “We are pushing the group business, looking at incentive travel, and multigenerational family travel.” He explained: “We are looking at niche programmes such as destination weddings and romance activities… a great playground for us (ATB) to be a part of. We are also seeing that multigenerational family travel is one of the globally developing trends coming out of COVID”, and so the ATB is marketing Anguilla as the destination of choice to these travel demographics.

• Inspire International Travel Mr Tserdakidis envisions Anguilla as a destination of choice for persons desirous of twin-destination travel which he believes will benefit stakeholders and the Anguilla community as well. He stated: “Another strategic pillar [of the ATB] is to inspire international travel as a whole. This goes beyond our brand, and is a purpose-filled activity that we are doing given the fierce competition that we have world-wide. We want to be on top of everyone’s minds, communicating the position of safety, security, and that Anguilla is open for business.” • Open the Destination to New Audiences Mr Tserdakidis would like to market Anguilla as a destination opened up to new audiences, especially in the US where the ATB is putting out a sales and outreach calendar to support this pillar. He noted: “When we talk about new audiences, we are talking about new demographics as well – a younger demographic and different interests. We already have opportunities here that we are marketing, but also with that [some travellers] are looking for soft adventure, entertainment and culture. “We see people who are looking to lose the crowd, to set themselves off from what the mainstream is doing for the time being. This is especially true coming out of COVID as more countries open up and citizens are allowed to travel.” Although Ms. Chantelle Richardson, Coordinator for International Markets, has been focused on trade and media activities through the ATB’s sales and outreach calendar of events in the US, the UK, and Italy, the marketing team realises the need to re-engage stakeholders as many marketing and destination organisations have been inactive for the last two years. “It is our first opportunity to start retraining again the different travel trades, the different sellers of destinations, and the media. We need to be out there to promote the destination [Anguilla] basically from scratch. “The competition is fierce, and there are a lot of countries investing a lot of money into their destinations and partnerships, to become “top of mind” – where we have been and other destinations have been. So, we need to be out there as well. With the very strong programme and strategy that we have right now, we are going to be able to achieve this,” Mr Tserdakidis said. The marketing team at the ATB has been active in five markets worldwide: Canada and North America – being the highest volume markets – the UK, Italy, and the South America region.

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Anguilla Introduces "Uniquely Anguilla," An Exciting New Destination Magazine

Jesson & Co /MNI Alive

Tuesday, june 6, 2023.

The Anguilla Tourist Board (ATB) is pleased to introduce its first ever destination magazine,  Uniquely Anguilla , a glossy new publication that brings the destination to life.  

Compelling imagery, in-depth features covering every aspect of Anguilla’s rich and vibrant heritage and culture, along with helpful travel tips on getting to and around the island, make this magazine the most comprehensive source for information about the island.

“We are proud to launch our first destination magazine, which we hope will become an annual edition,” declared Hon. Minister of Tourism, Mr. Haydn Hughes.  “In  Uniquely Anguilla  readers will discover the multi-textured, authentic encounters that distinguish Anguilla from other islands.  We are confident that it will be an invaluable resource for our marketing teams and their partners in all our source markets as we promote and sell Anguilla.”

“The production of  Uniquely Anguilla  was truly a labor of love -- it is a vital information source for both the trade and consumer, for visitors and residents alike,” declared Mrs. Stacey Liburd, Anguilla’s Director of Tourism.  “We are thrilled with the overwhelming support by our stakeholders from every business sector on the island, whose generous contributions helped to make this wonderful magazine possible.” 

The 110-page publication is a celebration of Anguilla, offering a deep dive into what makes the island unique, and explores the variety of experiences on offer – for families, honeymooners, culture buffs, adventure seekers, culinary enthusiasts, sports enthusiasts, scuba divers and sun worshippers.  In addition to the travel and tourism features, the magazine also provides information on investing in Anguilla, and on the government’s Digital Nomad residency program, for those who may be considering Anguilla for more than just a vacation. 

The magazine is available electronically for easy access and sharing on the ATB’s website and media microsite; the print edition is available free of cost from the ATB head office.    

Enjoy the first edition of Anguilla’s new destination magazine at  UNIQUELY ANGUILLA - ANGUILLA TOURIST BOARD MAGAZINE ED1 .

For more information on Anguilla please visit the official website of the Anguilla Tourist Board:  www.IvisitAnguilla.com ; follow us on Facebook: Facebook.com/AnguillaOfficial; Instagram: @Anguilla_Tourism;  YouTube ; Twitter: @Anguilla_Trsm, Hashtag: #MyAnguilla.

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Anguilla Tourist Board TV Spot, 'I Love You Anguilla'

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The sound of the waves crashing on the beach accompanies a woman singing an a capella love song to the British Caribbean island of Anguilla. While she sings, viewers see the crystal-clear waters, people riding on horseback, a man teeing off on the golf course and a family playing in the sand.

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