downloadable - Visit Montserrat

Draft Final Report, 19 th July, 2012
The implication is that Montserrat has no exposure in the
marketplace. As there is no product on offer, any destination
marketing or generation of awareness activities are largely
ineffective.
Montserrat’s image in the market at present
In general it’s easier to say what Montserrat’s image is not,
rather than what it is. Montserrat is not known for luxury - chic,
health/wellness, culinary excellence, shopping – in fact, the
destination is an unknown quantity except for the volcano. The
image of the volcano is still in the forefront of many people’s
minds.
Niche markets or customer segments to be targeted
• The experienced traveller – those who have ‘done’ the
Caribbean and are looking for a more authentic ‘getaway’-
no big resorts, no casinos, no loud blaring music
• The retired ‘baby boomers’ who have more time to take
holidays and disposable income, making them ideal target
for villa vacations
• Scuba diving – Montserrat has good dive sites
• Hiking – has a well developed network of trails
• Bird watchers
• Volcano enthusiasts and those generally interested in
volcanoes
Montserrat’s main constraints in attracting visitors from
these market/customer segments
• Totally inadequate ferry service – the vessel is
inadequate, the journey time is too long, the service
infrequent
• Air services using 6 seater-planes, which potential first
time visitors are reluctant to use
• Virtually no ‘market ready’ accommodation for ‘high-end’
tourists. Only Olveston House and perhaps one other B&B
establishment are considered by tour operators to be
‘market ready’ for their ‘high-end’ clients. Tropical
Mansions is seen as being geared to the business
traveller
• Few attractions, things-to-see-and-do for the general
vacationer – no golf (particularly for villa tourists) , no
waterfront area, no focal point like Road Bay in Anguilla,
Gustavia in St. Barts, St. Lawerence Gap in Barbados,
where visitors and locals congregate.
Image Montserrat should try to promote in the market so
that it would be of appeal to the customer segments/niche
markets Montserrat should target
Montserrat should position itself as the next place to ‘really get
away’ from it all, as many travelers are looking to avoid the
overcrowded beaches and the ‘super size’ all inclusive resorts.
It needs to be repositioned as ‘unspoiled, authentic, smart’,
capitalizing on its
• Peace and tranquility
• Timelessness
• Safety and security
• Friendly and welcoming people
Type of accommodation that would be preferred by the
target markets
• ‘Beach-chic’ beach resort
• Eco-lodge – complementing the network of walking/hiking
trails
• B&B or Inns – Olveston House type or similar to inns on
St. Kitts/Nevis
• Villas – high quality, with range of services.
MONTSERRAT TOURISM DEVELOPMENT PLAN 2012 – 2022
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