19 DEC 2018: Anguilla is back and promising to make a bang in Canada. After “some time” away, the tiny Caribbean island’s tourist board is vowing to do “much more” in Canada to reflect this country’s growing visitation numbers and status as number two international market after the US.

The Anguilla Tourist Board delivered the news at a trade evening held at the Four Seasons in Toronto last week. And while not suggesting that ATB will again have a rep in Canada (it’s been about five years since Dale Pusching enthusiastically manned the post), ATB chairperson Donna Banks said, “We will be redirecting some of our budget to Canada. We have every confidence that Canada can deliver and that we can deliver to Canada.”

Admitting that Anguilla is a destination that is “shrouded in mystery” to many, Banks says the country, located a stone’s throw from St. Maarten and considered part of the British Caribbean, will now have much greater visibility in Canada.

And that starts with a new promotional campaign, which was launched in Toronto (and the night before in New York) by an VIP island delegation that included Banks, parliamentary secretary of tourism Cardigan Connor, and Shellya Webster, manager, corporate affairs at the ATB head office.

Dubbed “Beyond Extraordinary,” the campaign – aimed at both consumers and travel planners – touts the island’s 33 public, pristine white sand beaches and turquoise waters; festivals; music; award-winning dining scene; boating and sport events; horseback riding; golf; off-shore cays; caves; and more. It also aims to capture the “diversity and richness” of the Anguilla experience using stunning visuals to highlight the island and varied activities across digital advertising, search engine marketing, social media, online video, and many other tactics.

That includes the refreshed web site www.ivisitanguilla.com, which boasts dynamic images of beautiful beaches and easier user navigation, plus useful features for visitors to explore Anguilla, including an interactive map of the island that allows users to quickly find the best places to eat, sleep, relax, and celebrate; a custom itinerary builder where visitors can “favourite” any restaurant, hotel, or activity to organize a personal travel experience; and Editor’s Picks with suggested itineraries for three-, five- and seven-day trips geared toward different types of travellers.

The campaign paints a picture of Anguilla as a generally upscale destination – “a playground for the rich and famous, and the not so rich and famous” – and a long way from a destination that, according to Banks, was “once seen as only being fit for raising goats.”

Indeed, Connor highlighted two new luxury brands that now call Anguilla home – Relais & Chateaux and Belmond – joining the Four Seasons and Auberge Resorts Collection, and independent brands CuisinArt Golf Resort & Spa and Zemi Beach House.

Moreover, Connor pointed out that most hotels on the island are better than ever, having turned “adversity to advantage” by renovating and upgrading in the aftermath of Hurricane Irma, which devastated the island in September, 2017.

Banks similarly declared the island “open for business,” crediting the resilience of islanders for a quick recovery from the storm. “We’ve had the greatest comeback. You would never know that a hurricane like Irma hit us. Today we are better than when Hurricane Irma hit,” she stated.

That includes upgrades at the island’s airport and plans for a new state-of-the-art ferry terminal.

Banks also noted that the island is both safe and secure, and now zika-free – the latter being an important development for the island’s popular wedding and honeymoon’s market. “Romantic interactions are welcome on Anguilla,” she laughed.

Canadians wishing to do so, and those with other agendas, can reach the island via two major gateways: Puerto Rico, connecting on Seabourne airline, and St. Martin with a short 30-minute public or private ferry ride to complete the journey.

With such easy access and all that Anguilla has to offer, Banks is sure that her home and Canada are destined for a “perfect marriage.” After all, she smiles, “We are not just first alphabetically.”