Greenberg gives inspiring talk to ATB representatives | THE DAILY HERALD

ATB overseas representatives with tourism officials.

Peter Greenberg at the ATB.

ANGUILLA–“BE – Beyond Extraordinary, Beyond Experiences, Better Engagement, Building Excitement” is the theme for this week’s meetings for the Anguilla Tourist Board’s (ATB’s) twelve overseas representatives. The Opening Ceremony on Monday morning on the ATB lawn gave a good start to the week with an exceptional address by Peter Greenberg, American travel journalist and CBS Travel Editor as well as former NBC’s Today, CNBC and MSNBC Travel Editor, with multiple Emmy awards.

ATB Chair Donna Banks said all the representatives were in Anguilla to discuss plans for the next year. She said some events during the week were for the public. Today, Tuesday, the ATB’s overseas representatives will hold a Market Spotlight Presentation with a question and answer opportunity. At the Friday public- and private-sector event the ATB will share its strategic plans for 2020 and beyond. There will be a Social Media and Strategic Communications seminar on Saturday that will be a workshop to improve communications on and offline – through social media as well as traditional channels – particularly in times of crisis.

Greenberg has been visiting Anguilla for the past 25 years. He said the travel industry is the largest in the world with one in 10 persons working in that field. Marketing is not about selling but about informing and not about length of stay but quality of stay, he suggested. He said Anguilla needed a plan rather than a theme and storytelling by all in the industry, including taxi drivers and maids, was more import than branding. He said there was a need to show people the experience they can have in Anguilla and make them want to visit. The importance of airlift was stressed by Greenberg and the need to work together with other islands on this. Being competitive on value rather than rates and giving people experiences outside the hotel were also included in his suggestions gained from his many years of experience in the industry.

The ATB representatives from overseas are from North America, Canada, Puerto Rico, South America, the United Kingdom and Italy.

Source: The Daily Herald