UK TOURIST OFFICE TARGETS LUXURY MARKET TO FURTHER GROWTH Wednesday 15th June 2011
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| Filming at the Museum of Antigua and Barbuda |
The luxury accommodation sector in Antigua and Barbuda will receive a extra boost, as the Antigua and Barbuda Tourism Authority’s UK Office directs a portion of its marketing activities towards the luxury holiday market.
Minister of Tourism John Maginley said: “Our UK office has rightly focused on the luxury traveller. “While most UK travellers are still cautious when it comes to holiday spending, tapping into this lucrative market presents the perfect opportunity to further grow our business.”
Today, June 14, UK film crew from “Inside Luxury Travel” wrapped up a week of filming in settings throughout Antigua and Barbuda, for a one-hour episode that will showcase the destination to over 500 million television viewers worldwide. Inside Luxury Travel currently airs in 18 different languages in over 160 countries with a distribution that includes CNBC and the Travel Channel.
Antigua and Barbuda was pitched to Inside Luxury Travel producers as boasting some of the finest luxury resorts in the world offering the ultimate escape, stunning scenery, heritage, a range of quality activities and events, privacy and warm hospitality.
The Antigua and Barbuda episode airs in November. It will showcase luxury properties, dining, sailing and cultural activities in both islands.
Following the Inside Luxury Travel press trip, a group of 12 travel specialists will visit the destination in July on a familiarisation trip. The Travel specialists represent luxury tour operators: Elegant Resorts, ITC Classics, Azure Collection, Carrier, Trailfinders, Travel Counsellors, Kenwood Travel, Tropical Sky,Turquoise Holidays, and Carolyn Lodge Travel.
Suzanne Walford, Market and Product Manager for Carrier, one of the luxury tour operator's on the planned trip, said: “Antigua is a hugely important destination for Carrier within our luxury Caribbean portfolio – with the new high-end openings over recent years, the significant investment in perennial favourites and the direct access from the UK, the island presents a very credible alternative for the luxury traveller.
She said that they found that clients who had visited one particular Caribbean island on a number of occasions were asking advice on alternative islands offering the same level of luxury accommodation. "Antigua is the destination we turn to first. As our second largest Caribbean island, we always aim to send our staff over as soon as possible so that they can confidently sell with the in depth firsthand knowledge that our clients expect.”
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Filming gets hot, when Inside Luxury Travel whip up a batch of Susie's Hot Sauce with maker, Rosie McMaster
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The Ministry of Tourism and the Antigua Hotel and Tourist Association are preparing an itinerary for the group that will showcase Antigua and Barbuda's up-market tourism product.
The latest UK visitor arrivals reported by the Statistics Division in the Ministry of Tourism, showed an increase of 13.74 % in the first quarter of 2011.
Hilary Modeste, the Director of Tourism for the UK and Europe commented: “We have launched a number of initiatives and activities to proactively support the trade and drive business. We are pleased by the momentum in visitor numbers and expect to have a rebound year in 2011.”
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