February 8, 2009 (St. John's, Antigua) - As the destination continues to brace for a challenging 2008/2009 Tourist season, the newly appointed CEO of the Antigua and Barbuda Tourism Authority (ABTA), Colin C. James, began his official duties on February 2.
Describing himself as the "tourism evangelist", James has already met with all the directors in the main source markets to review marketing plans and devise a "recovery marketing plan" to defend the destination's competitive position.
He has also met with key players of the Antigua Hotels and Tourism Association (AHTA) who have provided vital input and pledged their support to the recovery plan.
Additionally, he has reached out to decision makers in other key sectors including the Antigua & Barbuda Marine Association, The Antigua and Barbuda Cruise Tourism Association and The Antigua & Barbuda Airport Authority.
James is currently making the media rounds and will continue on this extensive outreach program to mobilize industry partners, service delivery providers, the private sector and citizens alike.
In an introductory letter, issued to the principals of all stakeholder groups, the new CEO indicated that "in the next 30 days, I will embark on an intensive familiarization tour to increase my product knowledge, establish a strong alliance with key stakeholders and better understand some of the operational challenges that service providers face in delivering a first class tourism product."
James, who has likened the timing of his appointment to that of US President Barack Obama, in terms of the economic challenges that will put his performance under the microscope, said, that he will be drawing from the President's positive strategy of "outreach to all key players" during these tough times.
In the meantime, the offices for the Authority have been established on High Street at the Antigua Commercial Bank Financial Center.
James and his staff plan to host an open house for industry partners, government officials and other officials in the private and public sector. James said that this collaborative approach is of paramount importance to their strategy of building vital linkages with all industry partners as they tackle the global challenges facing tourism head on.
The newly formed Antigua and Barbuda Tourism Authority will facilitate public private sector cooperation in its effort to promote the Antigua & Barbuda destination brand, and increase visitor airlift to the islands. James, whose primary role will be to direct all of the destination's marketing efforts, will coordinate all of the marketing and promotions in the overseas offices.
