minister of tourism john maginley budget debate presentation

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 �strong enabling environment for the development

of the sector

�product development

�marketing and promotion, and

�airlift

Pillar 1:

Human Resource

DevelopmentDevelopment

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 • 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. 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 DevelopmentTourism 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 • 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 DevelopmentProduct 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 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 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 PromotionMarketing 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 � 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”


• To create an integrated

online strategy to

deliver the best in-class

digital experience to all

of our visitors across all

digital channels and digital channels and

markets we operate

today, and ones we

want to operate in the

future


• 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 foundations of our strategy with the launch of the English version of our site


• Included in our

roadmap: a brand

new global website,

integrated social

media, world-class

user experience

including dynamic

content management, content management,

booking facilities,

mobile commerce

functions and a geo-

targeted multilingual

function with 8

different languages


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 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.


• 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.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


• 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 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


• 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 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 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


• 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


• 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 • 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


• The Category pages which are visual and clean in

keeping with web design in 2013. We have 8 category 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


Some of the inner content pages and interactive map

features


Search Engine Optimisation strategy in 2013


• 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


Social Media in 2013


• 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 mediaand 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


Trade partner marketing


• 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 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


Mobile Strategy 2013


• Smart phones have taken over in the western markets with the rise of apps, mobile websites and M-Commerce 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. 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 M-Commerce APP. In 2013 Antigua and Barbuda will be at the forefront of mobile technology in the global Tourist board market


Our IPad app


Mobile commerceCapability


Deep richcontent


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 pagesalong 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


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 • 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 iPadapp for a tourist board


• 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


"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 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


• Internet Strategy

�Three main online marketing initiatives were

launched in 2012.

�The awareness of the destination will continue to �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.


• Press Trip Strategy

�The aim is to identify high profile writers from

prestigious travel publications and introduce them

on press trips to the island.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.


• 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 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.


• 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 � 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.


• 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 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 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:

AirliftAirlift

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 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.

1000000

1200000

1400000

1600000

1800000

2000000

Stay-over Arrivals for 2006 to June 2012

for Selected Caribbean Countries

Antigua and Barbuda

Barbados

Jamaica

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

0

200000

400000

600000

800000

1000000

2006 2007 2008 2009 2010 2011 2012

St. Lucia

St. Kitts and Nevis

The Bahamas

0

10

20

30

40

Percentage Change in Stay-over Arrivals - 2003 to June 2012


Antigua and Barbuda

Barbados

Jamaica

St. Lucia

-40

-30

-20

-10

0

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 St. Lucia

St. Kitts and Nevis

The Bahamas

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.the period 2003 - 2012.

• Even during the years of significant decline in

stay-over arrivals, visitor spending has

remained constant.

1.5

2

2.5

3

US$bn

Total Inbound Tourism Expenditure - 2003 to 2012


Antigua and Barbuda

Barbados

Jamaica

0

0.5

1

1.5

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

US$bn Jamaica

St. Lucia

St. Kitts and Nevis

The Bahamas

Source: World Travel and Tourism Council, Economic Data

Other Initiatives

• Green Tourism Initiative Programme

�Green Tourism initiative was designed to assist

tourism operators to assess and reduce their 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 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 • 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 to promote and develop the sector through

collaboration and consensus by both public-

private 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 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!

minister of tourism john maginley budget debate presentation

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