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Draft Final Report, 19 th July, 2012 Figure 13.1: Montserrat’s Tourism Sector ENVIRONMENTAL MANAGEMENT DESTINATION MARKETING PRODUCT DEVELOPMENT INSTITUTIONAL ARRANGEMENTS POLICIES, PLANNING, RESEARCH LAW/ REGULATIONS BUSINESS ENVIRONMENT SECTOR MANAGEMENT VISITOR FACILITATION HUMAN RESOURCE DEVELOPMENT ACCESS TRANSPORT AMENITIES/ ATTRACTIONS ENABLING ENVIRONMENT SEA PORT HOTELS/ RESTAURANTS AMENITIES, FACILITIES & SERVICES ROADS AIRPORT COMMUNITY SETTLEMENTS UTILITIES TERRESTRIAL ENVIRONMENT CULTURAL HERITAGE ECONOMIC INFRASTRUCTURE MARINE ENVIRONMENT ENVIRONMENTAL & CULTURAL RESOURCES MONTSERRAT TOURISM DEVELOPMENT PLAN 2012 – 2022 50
Draft Final Report, 19 th July, 2012 14. TDP 2 OUTCOMES AND LESSONS FROM EXPERIENCE Originally, TDP 2 was to cover the period 2008 – 2010, but was extended to March 2012 to facilitate the completion of a number of activities. 14.1 TDP 2’s AIMS AND COMPONENT ACTIVITIES Aims As described in the MTB TDP 2 project memorandum, the purpose of the project was to increase visitor arrivals and visitor spending; and to develop a range of tourist attractions to international standards. The benefits of the project were anticipated to include: • increase in tourist taxes by 10% in 2008, 13% - 15% in 2009, and 16% - 18% in 2010 • visitor numbers up from an estimated 9,000 in 2007 to 15,000 in 2010 • completion of 75% by value of planned tourism projects by Dec 2010 • an increase in foreign exchange earnings and tourist expenditure • an increase in tourism industry employment in the tourism industry • higher labour productivity, increased profitability of individual enterprises and the creation of up to 10 new businesses per annum • higher levels of tourist satisfaction as a result of professional standards in the tourism industry Components The main components of TDP 2 were: • Capacity Building − appointment of a Development Manager − staff and industry training − community education and involvement − tourism legislation • Access − visitor access improvements (Montserrat and Antigua) • Attractions − beach and marine environment improvements − new MVO Visitor Centre − Botanic gardens, Centre Hills field guide and trail improvements (amenities, interpretation) − preservation/restoration of historical buildings and a new National Museum • Marketing − appointment of a Marketing Manager − visitor information and statistics − advertising, marketing collateral, web and e-marketing and trade shows − PR representation and press publicity − tour packaging • Tourism Challenge Fund − fund to support the commercial realisation of creative ideas MONTSERRAT TOURISM DEVELOPMENT PLAN 2012 – 2022 51
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