With an impressive background in hospitality and tourism in both Anguilla and Turks and Caicos, Jameel Rochester brings a wealth of experience to his new role as director of tourism at the Anguilla Tourist Board (ATB). He also brings a fresh vision for taking the island’s tourism sector to the next level.
During a recent interview with us, he outlined several goals since taking office in May, including strengthening the island’s destination marketing strategies, enhancing stakeholder engagement, modernizing the operational and digital infrastructure and implementing one- and three-year “strategic roadmaps.”
"Together, these priorities ensure we’re not just growing numbers, but growing with intention, inclusivity and impact,” he said.
His approach is grounded in a focus on the three P’s, he says: people, product and purpose, which guides his leadership and decision-making priorities.
"Our greatest asset is our people, both within the Anguilla Tourist Board and across our tourism industry,” he explained. “My focus is on capacity building, creating opportunities for professional growth and fostering a strong, collaborative culture among staff and stakeholders.”
As for the “product” aspect of his priorities, Rochester stresses the need to preserve Anguilla’s “world-class” tourism product.
“We must continually refine and diversify it to meet evolving traveler expectations,” he said. “This includes investing in community-based experiences, enhancing the visibility of our mid-market accommodations, strengthening our events calendar and supporting sustainability initiatives.”
Rochester said the “purpose” element is informed partly by the needs of the local community. “I’m committed to ensuring that our marketing strategies are not only data-driven and results-oriented, but also rooted in a long-term vision that benefits all Anguillians,” he said. “This purpose also includes ensuring transparency, accountability and measurable impact across all our programs and partnerships.”
Encouraging Arrival Numbers
Rochester assumed his new role at a time when Anguilla was witnessing impressive growth: During the final month of last year, the island reported its highest number of visitors since 1993.
“December 2024 was a milestone for us, and it’s a testament to the resilience of the destination, the strategic marketing efforts of the ATB and the collective strength of our tourism stakeholders,” Rochester said. He noted that increased arrival numbers are the result of several factors, including improved airlift (especially new and expanded service linking the island with St. Maarten, San Juan and Antigua); increased visibility (through marketing tactics such as webinars, social media and trade marketing); and the launch of promotional campaign "Exclusively Yours.”
Rochester says the ATB’s new booking platform is also boosting arrivals and has been especially helpful during the shoulder season.
“The launch of Deals.IVisitAnguilla.com represents a strategic pivot in how we market and sell the destination,” he said, adding that targeted campaigns with travel consortia such as Virtuoso and Travel Leaders Network have also helped increase awareness and drive bookings.
During the final month of last year, the island reported its highest number of visitors since 1993.
Credit: 2025 Anguilla Tourist BoardRochester hopes for equally impressive growth numbers at the end of this year.
“We are cautiously optimistic that 2025 will yield continued growth, supported by refined marketing strategies, improved booking infrastructure and the strengthening of off-season travel through events and niche market promotions,” he said. “Looking ahead to 2026, we are working toward developing a destination management strategy that supports community-based tourism, sustainability and local economic participation.”
Anguilla’s Evolution as a Tourism Destination
According to Rochester, the island’s positioning as a vacation destination has evolved.
“Anguilla has transitioned from being a luxury best-kept secret to a more inclusive, diversified tourism destination that still retains its authenticity and charm,” he said, praising the development of a broader array of accommodation types and experiential tourism activities.
To compete successfully against other Caribbean destinations, Rochester says that Anguilla leans into its unique selling points, including its 33 beaches, culinary heritage, safety, friendliness and variety of offerings for wellness, romance and cultural travel.
“Ideal travelers for Anguilla are those who value privacy, authentic experiences, world-class beaches and a strong connection to local culture,” Rochester said. “Whether it’s a romantic getaway, family reunion or solo escape, Anguilla offers an intimate and unforgettable retreat.”
Working with Travel Advisors
The ATB aims to make it easy for travel agencies to sell more, according to Rochester.
“Travel advisors remain an integral part of our sales ecosystem, and we are committed to empowering them with the tools, training and support they need,” he said.
Advisor-targeted initiatives include one-on-one training sessions, destination webinars, fam trips, sales kits, an advisor e-newsletter and participation in trade shows and road shows.
“We see travel advisors as brand ambassadors and trusted partners,” Rochester said. “Our goal is to ensure that they feel knowledgeable and excited to recommend Anguilla to their clients.”
