Director of BVITB, Hadassah Ward speaking at one of the meetings.

Over a three-day period industry leaders, local entrepreneurs and keynote speakers discussed and strategised on various ways to develop and sell Brand BVI on a worldwide level.

Tourist Board Chairman, Neil Blyden explained that the Annual Tourism Stakeholders Meetings was beneficial to everyone.

“Brand BVI is important because every major corporation is spending millions of dollars to get their name out, and the BVI has an established reputation over time and now must reinforce it to a modern day market,” he said.

“In 1997 when I was Chairman of the Tourist Board I thought it was important that all of the industry partners get together, including staff to make sure they are on the same page. Now, in 2011 it is good to know that this has been implemented. We all gain various experiences and putting them together can only make us stronger in promoting the BVI.”

In the first round of workshops attendees were provided with a unique opportunity to share their concerns about tourism, develop tourism strategies to aid in promoting the BVI, and schedule face-to-face meetings with BVI Tourist Board members.

Panelists pinpointed a need to build the territory’s agricultural tourism and incorporate tourism education into schools. They spoke heavily on the importance of maintaining the islands’ heritage and suggested implementing programmes specifically designed for BVI youth to include lessons in conservation and the environment.

Hotel proprietor Margaret Penn of Treasure Isle Hotel who attended the workshops and Marketplace at Maria’s By the Sea valued all three days. “What I found to be most beneficial during the workshops was being able to obtain the details of the products being offered by other local businesses. I especially liked the discussion and interaction with local industry partners,” she said. “I think more discussions are needed to develop a more cohesive product for the territory.”

One of the most dynamic sessions was held by Hugh Darley, a visionary in port development and an expert in branding destinations. Darley delivered a passionate presentation on cruise tourism speaking to the measures that could be used to improve the BVIs’ port infrastructure. He outlined the importance of creating first impressions, developing proper training and cultivating opportunities to capitalise on our unique product. “If you’re selling a destination, you have to view it like a tourist would,” he said.

Dynamic port cities include attractions that can be used year-round by locals and visitors alike. Darley cited children’s rides, ice-cream parlours, eateries, and entertainment facilities as attractions which are capable of generating revenue yearly.

“Cruise ship development is very important to the success of the BVI,” said the Premier Honourable Ralph T. O’Neal. “It is a good thing to encourage cruise ship visitors while protecting and investing in our overnight visitors. This is why the hotel ordinate is so important to small and developing hotel owners.”

Panelists from agencies representing the BVI in Latin America and Europe presented their market statistics during the Emerging Markets workshop and the Board’s Marketing Manager, Lynette Harrigan, highlighted the significance in attracting visitors from India, China and Russia, noting their likelihood of travelling to the BVI during the slower summer months, their booming economies and disposable incomes.

She highlighted that while other Caribbean markets are now moving into Latin America, BVI is an established destination for that market. Previous Boards had not seen the importance of enticing new and different markets but Board staff had persevered to work with the BRIC countries.

The Premier supported these facts. “In the early days it was important for us to continue to market all over the world. If Chinese investors are buying out properties in the BVI such as Little Dix Bay then they are going to encourage their citizens to visit the BVI, therefore we should be thinking globally,” the Premier said. “We have to move in time. We can’t sit around and wait for things to come to us. If we do that we would be left behind.”

In the “Business is Green” workshop, panelists who are working to improve sustainability issues in the territory alerted everyone to the global shift in environmental consciousness. Materials are increasingly becoming more prevalent for commercial, industrial and residential projects which aid in reducing energy costs, improving efficiency and protecting the environment, and many countries have developed comprehensive plans aimed at protecting their environment and educating their citizens on the benefits of using alternative and recycled goods. The Board has now established a monthly “Business is Green” brainstorm meeting geared at involving Public and private sector in the process of creating a green destination.

The BVI Tourist Board Annual Tourism Stakeholders Meetings left a significant imprint on those whom attended. “I thought it was wonderful, very well conducted. I thought the speakers were good and very informative,” said Anita MacShane Cottoy, proprietor of Fort Recovery Beachfront Villa and Suites Hotel. “Coming from the hotel side, I think the Tourist Board did a really magnificent job.”

“Tourism is a sector that we cannot ignore. It is our bread and butter. These strategy meetings are significant in helping us to continue to grow and develop the tourism industry. With the combination of ideas from our staff as well as from stakeholders in the different tourism sectors both locally, and abroad, we at the BVI Tourist Board can move forward into the New Year with a coordinated approach for sustaining and promoting tourism in the BVI,” said Hadassah Ward, Director of Tourism.