The UKhas overtaken the US as Antigua’s biggest overseas visitor market for the first time. British arrivals for the first six months of 1999 are up 30% on last year and in May and June surpassed the island’s primary American market.
Antigua and Barbuda Tourist Office UK director Sandra Scotland said: “These results are very heartening. Although the major part of this success story is due to the increase in air services to Antigua, recent efforts and initiatives to increase bookings during our traditionally slow periods have also helped. We are hoping that with a continued marketing offensive the increase will be sustained into the next millennium.”
Most of Antigua’s promotional efforts so far this year have been directed at the public, through consumer travel shows and press advertising in specialist publications.
“We have stepped up our efforts to promote Antigua as a summer destination, particularly for the family market, highlighting special deals and keen pricing offered by our hoteliers,” said Scotland.
“We have also been concentrating on the weddings market which has grown in the past two years. We will be attending the big millennium wedding exhibition at Olympia in March next year.”
There’s no doubt that increased air capacity to Antigua has also contributed to its revival.
Virgin Atlantic launched its twice-weekly service to the island last autumn, while yachting company Sunsail began its own winter charter last December and has exclusively chartered an Air 2000 Boeing 767 for the coming season.
British Airways, BWIA, Britannia and Caledonian Airways also continue to serve the island.
Like Barbados and St Lucia, Antigua has benefited from a fierce price war between Virgin Atlantic and BA. Prices have at times got so low that both airlines have been undercutting the charter carriers.
“Our seat-only market has boomed since Virgin started, and this has been good news for our smaller hotels and inns who pick up a lot of business from people who are arranging their own accommodation,” said Scotland.
Virgin’s strength in the family market has also helped its tour operating arm, Virgin Holidays, make a big impact in Antigua in its first summer on the island. The operator has concentrated on featuring properties that appeal to families, including Odyssey Antigua, the St James’ Club and Rex Halcyon Cove.
Unijet’s confidence in Antigua has prompted it to add two new flights to the island – from Gatwick on Caledonian and from Manchester on Britannia – plus various money-saving bonuses to further support the product.
“Antigua is not growing in the same way Cancun is, but it’s a small, steady year-on-year growth,” said Unijet sales and marketing director Alan Hopley.
Antigua is outperforming the rest of the Caribbean market, according to British Airways Holidays’ product manager worldwide Lesley Rollo. “The island is well known, but a lot of people still haven’t been there and it’s cheaper than Barbados,” he said.
Antigua and Barbuda
Sovereign Worldwide: offers seven nights at the all-inclusive St James’ Club from £1,199. Sovereign brands the property Four Crown Superior and recommends it for weddings. Early-booking offers and a free night are also featured.
Tradewinds:from £1,469 for seven nights all-inclusive at Sandals Antigua Resort and Spa. Everything is included in the package, except for treatments at the spa. Also available is Sandals’ new free wedding package for couples who book four rooms or more a minimum of 30 days in advance.
Unijet: from £1,229 for 14 nights at the all-inclusive Odyssey Resort Antigua, formerly Club Antigua, a three-and-a-half-star resort 30mins drive from the airport. Unijet highlights the resort as ideal for weddings and families.
Kuoni: seven nights room-only at the Royal Antiguan costs from £625 and includes free motorised watersports. There is also an all-inclusive option, which leads in at £932 for seven nights.
Complete Caribbean: from £2,095 for seven nights full board at the K Club on Barbuda, a 15min flight from Antigua. The price includes return British Airways flights.