The Anguilla Executive Council has picked Kenroy Herbert as the new chairman of the Anguilla Tourist Board.

In his new role, Herbert will lead the seven-member Board in overseeing global operations of the Anguilla Tourist Board across all source markets.

They will be responsible for strategically managing Anguilla’s promotional, sales and marketing initiatives both on island and overseas, to expand tourism arrivals while optimizing the industry’s benefits for Anguilla’s residents.

Commenting on the appointment, Minister of Tourism, the Hon. Haydn Hughes said, “With rich experience in hospitality, designing and delivering unique vacation and travel experiences, Chairman Herbert is the ideal person to take up the chairmanship of the ATB at this time. I am confident he will successfully guide the Board and the organization in positioning Anguilla as the leading destination not only in the Caribbean, but also in the world.”

For his part, Herbert observed: “I am honored to have been appointed to such a significant position within the Anguilla Tourist Board.  I wish to extend my sincerest gratitude to the Minister of Tourism for his vote of confidence. My new chairmanship is an incredible opportunity to make a difference at a critical time in our tourism industry. I look forward to faithfully serving the people of Anguilla, growing Anguilla’s market share and the variety of immersive experiences for visitors gracing our shores.”

Herbert’s priorities include appointing a Director of Tourism; improving the arrival and departure experiences for all guests; a continuous increase in visitor arrivals from current and emerging markets; the development and improvement of the Anguilla/St. Maarten dock facilities; and the increase of tourism revenue through the exploration of new niche markets such as regional tourism and local experience tourism.

The impact of the COVID-19 crisis is being felt not only in Anguilla but throughout the entire tourism ecosystem.  Reopening and rebuilding the destination will require a collaborative approach and is another primary focus for Chairman Herbert.

He said that: “Particular emphasis will be placed on preparing a comprehensive tourism recovery plan to rebuild our destination with innovation and encourage investment, as we rethink the tourism sector.”

And Herbert added: “I am humbled to be a part of this extraordinary effort, together with our hard-working colleagues in the hospitality industry, and I look forward to taking this new challenge head-on. We have proven that what we have to offer, far surpasses our cerulean seas and pristine, white sand.”

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