Over 40 guests from Government, tourism properties and local businesses gathered at Viceroy Anguilla on Monday night to mark the launch of the “Tourism Is Key” campaign.  The Campaign devised by the Caribbean Hotel and Tourism Association (CHTA) asks all people to treat tourism with the respect it deserves – as most of us are affected by its success or failure. The AHTA/ CHTA have produced a range of eye catching posters which will be displayed in public areas all over Anguilla and their messages highlight how critical tourism is to the Caribbean and Anguilla also. The campaign also requests the local media houses publish and broadcast these messages for free to help support its goal of increased awareness amongst the general public. The campaign has also been launched in other Caribbean destination such as Jamaica Curacao, Barbados, St. Kitts and St. Lucia.

The gathered crowd was welcomed by President of the Anguilla Hotel and Tourism Association (AHTA) and 3rd Vice President of the CHTA Mrs Sherille Hughes of Paradise Cove Resort. After offering regrets from Mr. Alec Sanguinetti: CEO and Chairman of CHTA  who was going to deliver a message in support of the campaign but who was unable to attend because of a delayed flight, Mrs Hughes gave a brief but compelling presentation on the importance of tourism in the Caribbean. She talked about the symbiotic relationship that exists between the Tourism sector and their businesses. -  the Banks, Insurance Companies, shops and supermarkets, gas stations, medical and health facilities, even our educational and judicial institutions and concluded that “This initiative requires partnership, this initiative requires commitment, this initiative requires the full support of every individual who is touched by this thing we call Tourism.  For it is only when we accept that Tourism truly is KEY that we will begin to treat this industry with the social and economic respect to which it is due.” 

Mrs Hughes was followed by Mr Haydn Hughes, Special Advisor Tourism for the Government of Anguilla. He spoke of how delighted he was to see this important initiative launched during tourism week and that it would complement other worthy awareness campaigns launched during the month – including SMILE, tourism is we ting and popular "Hello Tourist” Campaign all aimed and children and young adults. 

The presentations were completed by Mr Delroy Lake-Vice President of the AHTA, Member of the ATB and General Manager of Anacaona Boutique Hotel. Mr Lake who used some very powerful statistics to prove the point that Tourism was the economic engine of Anguilla including the fact that Travel & Tourism directly and indirectly employs 1.9 million people in the Caribbean (1 in every 9 jobs) but that in Anguilla that statistic was even more significant because on island Travel & Tourism employs 4,000 - which is an enormous 60.5% of total employment, or more than 1 in every 2 jobs. 

Mrs Hughes concluded by thanking all the guests for attending and particularly Viceroy Anguilla and its staff who had provided a delicious cocktail reception.