The Anguilla Tourist Board’s Director of Tourism, Jameel Rochester, shares exciting updates and future initiatives to enhance visitor experiences on this stunning Caribbean island. Discover how Anguilla is evolving as a premier destination whilst preserving its unique charm and cultural heritage.
Q&A WITH JAMEEL ROCHESTER, DIRECTOR OF TOURISM, ANGUILLA TOURIST BOARD
Firstly, what recent developments have occurred regarding both Anguilla and the tourist board since we last featured the island?
Jameel Rochester, Director of Tourism (JR): Over the past year, Anguilla has entered one of the most transformative periods in its recent history.
We have officially opened our new Clayton J. Lloyd International Airport (AXA) terminal, significantly enhancing the arrival experience and positioning the island for increased airlift and long-term growth. This has been complemented by continued improvements to our sea access infrastructure, ensuring smoother and more efficient connectivity across the region.
A significant milestone has been the expansion of direct, convenient air access from key Northeast US markets.
Through our strategic partnership with BermudAir, Anguilla has welcomed new and expanded services from cities such as Boston, Newark, Baltimore, and Washington DC, strengthening our presence in one of our most important source markets and making the destination more accessible than ever for both leisure and business travellers.
Equally important has been the continued strengthening of regional connectivity through our local and regional air carriers.
Anguilla Air Services (AAS) has expanded its regional route network to include services to St. Kitts, complementing the regional connectivity that Trans Anguilla Airways (TAA) has reliably served for over 15 years.
The Anguilla Tourist Board (ATB) and the Government of Anguilla remain committed to supporting local airline gateway expansion, recognising the critical role these carriers play in improving intra-Caribbean access, resilience, and seamless onward connections for visitors.
At the same time, the ATB has been focused on strengthening the overall tourism product. We continue to see sustained investment and innovation across luxury accommodations, world-class gastronomy, wellness and health tourism, sports tourism initiatives, and the preservation and elevation of our cultural and heritage offerings.
Together, these developments reflect a deliberate strategy to not only grow arrivals but to enhance the quality, sustainability, and authenticity of the Anguilla experience whilst remaining true to the island’s core values and identity.
What specific factors contributed to Anguilla being named the number one island in the Caribbean, the top island for cuisine, and the safest regional destination?
JR: Anguilla’s accolades stem from a combination of authenticity, consistency, and intentional stewardship.
- Unmatched hospitality – Our people are at the heart of our tourism product; the warmth, professionalism, and genuine care Anguillians extend to visitors set us apart globally.
- World-class cuisine – With more than 100 restaurants, from beachside grills to award-winning fine dining, Anguilla offers culinary excellence rooted in local flavours and international innovation.
- Safety and stability – Anguilla remains one of the safest and most peaceful islands in the region, supported by strong governance, community cohesion, and responsible development.
- Pristine natural environment – Our beaches, marine life, and low-density development ensure a serene and exclusive visitor experience.
These factors collectively deliver the level of excellence that Travel + Leisure magazine and other global publications consistently recognise.
What initiatives or strategies are being implemented to highlight the 3Ps: people, product, and purpose?
JR: We have fully integrated the people, product, and purpose (3P) framework into our 2026 – 2030 strategy:
- People – We are expanding training programmes, industry certification, and destination experience standards; celebrating cultural ambassadors through our recently launched campaigns like Faces Behind the Experiences; and increasing community tourism initiatives.
- Product – We are enhancing beach infrastructure, upgrading the port and airport experience, expanding our luxury and boutique accommodation offerings, and supporting development of wellness, sports tourism, and cultural tourism assets.
- Purpose – Sustainability, heritage preservation, and community benefits remain core to our mission. We ensure that tourism growth aligns with national development priorities and delivers lasting value to Anguillians.
Can you elaborate on the upcoming roadshows and training sessions? What topics will be covered, and who will be participating?
JR: Our upcoming ATB Virtual USA Travel Trade Roadshow will take place across the US, Canada, the UK, and select European markets. The sessions will feature:
- Destination training for travel advisors
- Updates on new airlift, experiences, and accommodation products
- Cultural immersion modules
- Sales and partnership opportunities
- Meetings with airline partners, tour operators, and media stakeholders
Participants will include the ATB’s overseas representatives, local tourism partners, hotel executives, and cultural representatives. These sessions aim to strengthen brand awareness, increase conversions, and foster stronger trade relationships.
How is Anguilla using its digital presence to engage potential travellers, and would you consider it a successful revenue stream?
JR: Our digital strategy is built on storytelling, emotional connection, and analytics-driven marketing. We leverage:
- High-impact social media campaigns
- Destination video content
- Retargeting and conversion focused digital advertising
- Strategic partnerships with influencers and media platforms
- A revamped Anguilla tourism website designed for inspiration and bookings
Digital engagement has become one of our strongest revenue drivers. We are now converting more lookers to bookers, increasing average length of stay, and strengthening brand affinity amongst younger and first-time travellers.
What features can we expect from the new marina, and how will it benefit the local community and tourism industry?
JR: Planned to open in the coming years, the new marina will represent the latest concept in modern boating and marine facilities and is designed to elevate Anguilla’s appeal within the global yachting and marine tourism sector whilst delivering meaningful benefits to the local community.
The new marina will feature:
- Expanded berthing capacity for luxury yachts and mid-size vessels
- State-of-the-art marina infrastructure aligned with international standards
- Duty-free retail, dining, and marine service amenities
- Improved passenger processing and arrival experience
- Enhanced marine security, customs, and port-of-entry facilities
- Dedicated spaces for local operators, charters, and water-based activities
This framing adds aspiration, positions the marina competitively, and reinforces its role as a strategic tourism asset rather than just infrastructure.
How is the island planning to continue its tourism growth whilst preserving its culture and environment?
JR: Our approach is rooted in sustainable growth:
- Strict development controls to maintain low density and protect natural landscapes
- Blue and green economy initiatives
- Marine conservation and beach management programmes
- Investments in cultural heritage – festivals, crafts, music, and culinary preservation
- Mandatory environmental and cultural considerations in new tourism projects
Anguilla’s identity – quiet luxury, authenticity, and natural beauty – remains at the forefront of every decision we make.
Are there any partnerships with other Caribbean islands to enhance regional tourism efforts?
JR: Yes. Anguilla works closely with:
- The Caribbean Tourism Organisation (CTO) on airlift, marketing, and sustainability initiatives
- The Organisation of Eastern Caribbean States (OECS) tourism programmes on capacity-building and community tourism
- Regional aviation partners to strengthen multi-island connectivity
- Neighbouring islands for collaborative marketing and twin-island vacation packages
These partnerships enable shared learning, increased visibility, and greater regional competitiveness.
What improvements will the new airport terminal bring for travellers? How will the latest links to the US East Coast via BermudAir enhance connectivity?
JR: The new AXA terminal delivers:
- Increased passenger capacity
- Faster processing times
- Modern security and immigration systems
- Expanded retail and dining options
- A significantly upgraded arrival and departure experience
The introduction of BermudAir’s service connecting Anguilla to Boston, Newark, Baltimore, and Washington DC, via Bermuda marks a major milestone. This reinforces that Anguilla already enjoys direct international access, including a non-stop service on American Airlines out of Miami, for travellers who may not be aware of it.
These new routes further improve East Coast access by shortening travel time, diversifying gateways, enhancing schedule flexibility, and positioning Anguilla more competitively across key North American markets.
Finally, what makes 2026 the perfect year to experience the beauty of Anguilla?
JR: 2026 is shaping up to be an exceptional year to experience Anguilla at its most vibrant, authentic, and joyful. The island’s calendar is filled with experiences that celebrate our culture, music, and way of life, offering visitors meaningful opportunities to connect with the heart of the island beyond the beach.
From the electrifying energy of Anguilla Summer Festival (Carnival) – with its parades, music, food, and community spirit – to globally celebrated events such as Moonsplash Music Festival and Welches Fest, 2026 will showcase Anguilla’s rich cultural expression and creative talent in unforgettable ways.
These signature events are complemented by an expanded programme of village festivals, culinary showcases, heritage celebrations, and live music experiences that bring visitors closer to our people and traditions.
Coupled with improved air access, upgraded infrastructure, and refreshed destination campaigns, 2026 offers the perfect balance of relaxation and celebration.
It is a year where travellers can enjoy Anguilla’s world-class beaches and luxury offerings by day, and immerse themselves in culture, rhythm, and community by night – making it an ideal moment to discover, or rediscover, the true spirit of Anguilla.
