London --- 15 Nov. 2006 --- “It stands to reason, according to analysts, that Montserrat is only now, through its over-hyped DFID sponsored tourism project, beginning to address the impact of 11 years of volcanic activity with all of the accumulated negative publicity; and as a result, must be prepared to keep its tourism strategy under constant review.”

That is how Peoples Television ended its news item which highlighted Montserrat’s participation at the World Travel Market (WTM) held in London last past week. The market is intended to provide an opportunity for the global travel trade to meet, network, negotiate, conduct business, and keep up to date with the latest developments in the travel industry.

Mr. John Ponteen, the new chairman of the Montserrat Tourist Board (MTB) joined Tourism director Ernestine Cassell and Marketing Specialist Ishwar Persad in the Montserrat booth. It was a busy week and according to a release from London and the PTV story reminded that last year “one of the key messages the delegation tried to get out was that Montserrat is open for business, and that the island has a unique and spectacular tourism product to offer visitors.”

This year however, according to releases coming out of England from Montserrat’s highly qualified, talented and potential GOM press officer Beresford Mack: “The four day trade show in London, has provided a major face to face opportunity for MTB officials to strengthen the key message,” still the same as last year’s.

“We have had lots of interest in Montserrat over the last two days from tour operators and the media… We have been talking to a significant number of tour operators, some existing ones, others new to our product”, said Ishwar Persad Marketing Manager of the MTB.

According to Mr. Mack the busy week schedule for the tourism officials included: Newspaper interview with the Caribbean Times in the UK, and photo opportunities of the Montserrat stand for two freelance photographers; Radio Interview with Colouful Radio in the UK; (There was an expected interview with the Travel Channel which was setup, but missed by Ernestine because she was in a meeting with a gentleman who wants to do a documentary on Montserrat, which has turned out to be a bit dodgy.) However, the Travel Channel team took footage of Montserrat's stand with both the Director, Chairman and Marketing Manager in the background to be included in next Friday's one hour show on Sky TV here in the UK.

In addition, a photo opportunity Photo was scheduled with two freelance photographers, as well as a telephone interview with Choice FM radio, while  the director was to appear on a live daytime TV show on BEN Television, with over 1.5 million viewers across Europe and Africa.

Against this seemingly busy effort on the part of the MTB with its brand new board, PTV says “questions revolve around in light of lack of any evidence of a resurgence of tourist arrivals,” referring to the efforts from last year.

The PTV story continued, “Not only are arrivals down according to tourism practitioners, but there is no evidence, based on enquiries, that a turnaround is close at hand.

Hitherto blamed on the difficulty of getting to Montserrat, the possibility of other deterrents are no longer being quickly dismissed.”

But quoting the new chairman who said “I think we need to be more proactive,” is also with the team in London. He knows that with tourism registering successive annual declines in three successive years, “Montserrat, the Caribbean Treasure-Spectacular by nature will remain a reclusive and elusive paradise unless the professional team succeeds in accomplishing the goals initiated by his board’s predecessors.

PTV ends its story, “If not, it stands to reason that the very goals themselves will shortly be in line for complete overhaul.”

Meanwhile in its continuing effort to improve and create more awareness of tourism and its grave economic importance to Montserrat, the MTB is in its final planning stages of a potential scaled down representation of Tourism Week with a view to taking the week, probably early next year, recreating it to a full blast.

Source: themontserratreporter.com