The purpose of the Sustainable Tourism Masterplan, written by Halcrow and CHL Consulting Tourism Plan (2011), is to increase the tourism in Anguilla to a certain level from 2010 to 2020 that all stakeholders will benefit from the income that will be generated by the tourism in Anguilla. To achieve, tourism growth must be based on the reality of what Anguilla can approve and must reflect what is exclusive about what Anguilla has to offer.
Over the past ten years, Anguilla has become increasingly known as a leading tourism destination with a warm and friendly welcome and a clean and luxurious environment. Anguilla offers a unique holiday experience ‘ excellent accommodations and service, beautiful beaches and culinary and authentic cultural experiences with a typical Caribbean flavour.
The objective of the vision of the Sustainable Tourism Master Plan is to translate the vision into reality. The Tourism Vision: ‘We are a premier Caribbean destination known for our world class beaches; pristine azure waters; top class resorts and restaurants; relaxed ambience; sense of place, peace and tranquillity in a safe setting among a friendly and hospitable people that take pride in their identity, cultural heritage and environment’.
The economic distribution for tourism marketing and promotion considerably increased. Currently, tourism is the main income of the Anguilla islands. Reflecting the augmented demand, air and sea admittance was reinforced with airlines and ferry operators now enjoying higher load factors. Cruise tourism and the number of yachts visiting the island have enormously increased. Adjacent to this, the occupancy rates and tariffs of the existing hotels and villas are also increased and consequently making higher profit margins and more money for re-investment in property preservation and improvement. Furthermore, the appendage of innovative golf resorts and spa developments have increased the island’s appeal for the increasingly crucial golf and Health & Wellness niche markets. Anguilla is also now famous for its pool of the finest rented villas in the Caribbean.
Sustainable development has been promoted through the designation of three Tourism Development Areas (TDAs) for the island in 2011. A TDA is an area that contains tourist attractions, accommodation and other tourist facilities and services, all well serviced by a road network. Designation of tourism management areas provides the basis for integrated planning of the area so that it functions efficiently and is relatively self-contained.
The goals of the TDA Actions Plans are to protect and reinforce the current product and to develop landscape and town/village scope features. Adjacent to it, total visitor skilfulness has to be improved. Furthermore, an indication of the limits of development has to be made.
For each TDA, TDA Action Plans were drawn-up, to accomplish the integration of inventors’ suggestions, ecological management plans, government plans and infrastructure programmes.
Three TDA’s are described for Anguilla, namely West End, Central and East End TDAs.
The focus of the execution of the Action Plan of the West End TDA was to ‘ this area as the most exclusive beach destination in the Caribbean, but also worldwide. The Action Plan of the Central TDA has effected a big change. The Central TDA has become the island’s hub of tourist/local social interaction. Moreover, the Action Plan of the East TDA has functioned to focus on the improvement of the natural and cultural heritage, capitalizing on the vivacious community life of the Anguillians in the East.
The product, while still based on the landmass world-class beaches, unique accommodation and culinary experiences is more improved and diverse with an increased variety of attractions and activities. Regarding this, a big attention has been on the marketing of ancient and archaeological locations and attractions.
Anguilla now offers excellence service that surpasses customers’ prospects. Currently, young Anguillians are more interested than ever to seek and find work in the tourism sector.
The issue of social development has also been considered. Halcrow and CHL Consulting Tourism Plan are proud to maintain Anguilla’s reputation as a clean and green island destination.
The GOA acknowledges that sustainable tourism ‘ economic, environmental, social and cultural impacts ‘ can construct precious aids to the complete prosperity of Anguilla through refining the quality of life of its inhabitants and sheltering and improving the natural, heritage and cultural resources.
The objective of the Mission Statement is to develop the tourism sector as a nationwide urgency in an environmental and suitable way, with observance to global developments so that tourism will importantly add to the sustained development of quality of life in Anguilla meanwhile stimulating the country’s cultural and natural heritage.
The most important thing to accomplish this aim is to increase the tourism income. There are nine strategic initiatives to deal with the issues confronting Anguilla’s tourism sector.
To increase the tourism income, more effective marketing and sector management should be implemented and the air and sea access should be improved. Furthermore, the service standard has to be upgraded and the product should be enhanced, enriched and diversified. The institutional arrangement should be reorganised. Physical and environmental planning improved and will preserve and protect the natural environment. Better integration with community and economy.
Several planning concepts are applied to the future development of tourism in Anguilla, like TDA’s, Tourism Centres, Tourism Clusters, Dispersed vs. Concentrated Development and Off-Shore Islands.
The goal of the Tourism Centres is to dispense a density of facilities, services and information for tourists. Furthermore, Tourism Clusters are areas within various attractions, to appeal more tourists.
The cause of the increased spreading throughout the Anguilla’s is that Anguillians living in the East End feel socially excluded from the tourism industry. It is very crucial to improve a product that efficaciously incorporates the attraction element, a diversity of events and activities, with the purveyance of residence.
On the Off-Shore Islands, Halcrow and CHL Consulting hope to see the consolidation and maintenance of current legislation for the enactment for the threatened with extinction areas.
An improvement concept that describes three TDA’s each with a divers character deliberating its prospect development.
In the 2020, the tourism segment will be more arranged and organised and handled. Then, improvement of the tourism segment has created extensive advantages for everybody.
This has not negatively impacted on what attracts people to Anguilla time and time again, namely unparalleled luxury and the feeling of intimacy and bonding with local Anguillians in a safe, peaceful and beautiful environment.
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