ANTIGUA will attempt to rebuild its ties with charter
airlines at World Travel Market as it looks to shed its image as a sun and sea
destination.
Air 2000 is currently the only charter carrier operating to
the Caribbean island after JMC and Airtours withdrew flights earlier this year.
It has led to a dismal year for Antigua with a 13% dip in UK visitors.
But Antigua ministry of tourism director general Charlene
Nibs said she was hopeful of persuading the charters to return.
“The competition has been tough for them but we have had
some encouraging signs and hope to rebuild that relationship,” she said.
But she added capacity on scheduled airlines will increase
from early November when the number of flights from the UK will rise from seven
to eight. Negotiations are continuing over a possible two further flights.
To improve Antigua’s fortunes, tourist officials are
ploughing £1.5 million into a UK marketing drive – a 50% increase on previous
years.
The campaign will focus on attracting a wider market.
“We are re-focusing our marketing and aiming to promote the
cultural and festival side of Antigua,” said Nibs. “The UK is our biggest
market and we want to capitalise on our very strong relationship and history.
“Antigua is primarily known as a sun and beach destination
and we are very good at promoting that image. But there is a lot more to the
island than that.”
The marketing will include advertising campaigns and direct
mail drops to customers.
Nibbs predicted a small increase in visitor numbers in 2002.