Antigua’s youthful tourism director

If you follow the international news these days, you would think that it is just lately that Jamaica and Antigua-Barbuda have become connected. Not so, says Sascha Mercer, director of tourism Caribbean and Latin American markets, Antigua &Barbuda.

Mercer was in the island recently for the Air Jamaica, Island Grill Island’s Taste of the Caribbean competition recently.

All Woman had a quick chat with Mercer who feels that the islands are connected in more ways than one.

“Let me tell you a story,” she begins. “I was at an international tourism trade show in Argentina. One of their tour operators asked me to tell them about the Caribbean. In my halting Spanish, I said that we in the Caribbean speak English. Then they asked what kind of English? I thought about it and I then gave an example. I said that one word that we in Antigua use is pickney. The tour operator then said, oh yes! Pickney is what Bob Marley sings in ‘No Woman No Cry.'”

Laughingly, she states that it is that type of connection that our countries share. She continues, “not only in the way we speak but even in our temperaments.” She hastens to add, “but we Antiguans are a little calmer than Jamaicans. Another thing that our countries have in common is cricket.”

She tells All Woman that while Antigua has a rich cricketing history, she always thought the game was boring until she came to Jamaica. “I went with some friends to Sabina Park and thought that it would be boring. But the Jamaicans that surrounded us were having such a good time that it opened my eyes to the game.”

So just who is this young director of tourism? Looking at least ten years younger, 34-year old Sascha has held this position since February 2001. “My career in tourism first started by sitting next to my Grandfather in his taxi and interacting with visitors from a very young age and tourism has been in my blood ever since.

“I studied Hotel Management at The Hague, Netherlands and knew I always wanted to return to Antigua one day.” She then tells All Woman that, “tourism fits perfectly with my personality. I have a passion for my country and an inborn desire to meet and interact with other persons. My greatest aim is to see ‘One Caribbean’ in which we would work together as one on all levels.”

She encourages Jamaicans to visit Antigua. Even though it is a small country, with 70,000 people on Antigua and 1419 on Barbuda, there are 365 beaches in Antigua and Barbuda boasts a 17-mile long pink sand beach. She explains how Barbuda came to have pink sand.

“The sea shells and pieces of coral reef are crushed by the waves of the sea and deposited on land.” She states, “we are the in the top three worldwide destinations for honeymoons and in the top five for weddings.”

She admits that Jamaican music has more world-wide recognition. “We are not as developed as you on the music scene. I don’t think that we will even try. In fact, Jamaican artistes that we would go crazy for, Jamaicans would not even lift their eyebrows to.”

Now we had to ask about the ‘Sniper’ and his Antiguan connections. Gracefully bowing out, she stated, “I decline to speak about the situation. I will say that there are many conflicting documents and when it is sorted out the Antiguan government will give an official statement.”

She says that like Jamaicans, Antiguans have cringed at the negative publicity that has been generated by the tragic events. However she displays some skepticism with the slant that certain international media houses have taken to the story.

“Tourism is a competitive market. I won’t call names, but every country is trying to keep their tourist in bound.” She states that the only way to combat negative publicity is with determination and inter-regional support. “Caribbean people should realise that travel in the Caribbean is good for all of us. All the islands have a distinct character, we should capitalise on this.”

In terms of the effect of the September 11 terrorist attack on Antigua, she states, “We have only experienced a 4 to 5 percent decline. The British market is very strong and they have pulled us through this time.” However, she is firmly committed to bringing her country’s tourism product to the next level.

“Antigua and Barbuda is one of the more ‘mature’ Caribbean destinations. We have to keep re-inventing ourselves in this competitive world and environment. ‘Sun, sea and sand’ can no longer be a selling point for us in the Caribbean, so we have to find other ways to make ourselves attractive over and over again. Antigua is the place of many beaches, but it is the tranquility and hospitality of its people that has made it world renowned.”