Reggae icons on song for Caribbean comeback

Caribbean were affected more than they were. Most of our properties were unaffected and are fully open, but they’re seeing reduced bookings.”

Antigua is one of the most tourismdependent countries in the world, making up 65 per cent of the country’s GDP. Last year the Caribbean as a whole welcomed 29million tourists, spending nearly £27billion. With the exception of Americans, British tourists make up the largest visitor demographic. But a recent survey found that half of British tourists are not planning to return to the Caribbean this winter, believing the whole area to be badly storm-damaged. In such a tourism-dependent region, a reduction in visitor numbers would have a financially devastating impact, affecting everyone from hoteliers to street food vendors.

“There is major rebuilding work to do, and the last thing local governments need now is an economic downturn associated with a reduction in tourism,” says Thompson. “Having been part of creating that industry, we have to do the right thing by the communities who have become very reliant on tourism.”

Hurricane Maria was the 10th most powerful Atlantic storm on record, and although many tourism hotspots, including Barbados, Jamaica and St Lucia, escaped unscathed, other island nations were devastated. Hurricane Irma left 10 Cubans dead, Irma and Maria collapsed the infrastructure, electricity and communications lines of the British Virgin Islands, one third of Dutch Sint Maarten’s buildings were Antigua and Barbuda, above; Ali Campbell, Astro and Mickey Virtue, top and below; Anna Hart in the music video, left ruined, and in the US Virgin Islands many people remain without power. The rugged island of Dominica, which I visited last year, was ravaged, leaving 27 people dead, more than 50 people missing, and 90 per cent of buildings damaged or destroyed. Meanwhile, Puerto Rico’s death toll continues to climb, currently at 64, and the island remains a Federal Disaster Zone.

Although Antigua has bounced back quickly, with rebuilding work driven by a sense of urgency not to miss out on the crucial winter peak tourism season, its tiny neighbour Barbuda remains largely uninhabited, the population of 1,600 having been repatriated to Antigua.

“Everyone from Barbuda is here on Antigua now. There’s nothing for them in Barbuda any more,” is how my taxi driver puts it. “Lots more people on the island now, needing lots more jobs, so we need lots of tourists.”

James Lane is general manager of Galley Bay Resort in Antigua, which is closed and undergoing repairs – but set to reopen this January. “Many of our regular guests have contacted us to ask how they can help, but really, the best thing they can do is come back,” he says. “Look into which islands are operational. By coming out here and having a holiday here, you’ll impact the economy not just on Antigua, but on the surrounding islands that need help.”

At Elite Island Resorts’ Pineapple Beach Club, where today’s filming is taking place, and St James’s Club, where journalists and the film crew are holed up, there is little sign of the 175mph winds that whipped through the Caribbean in September. Buffet breakfasts still roll, beach bars still dish out piña coladas, and catamaran snorkelling tours still trace Antigua’s legendary coastline, returning tipsy guests to resorts at sunset.

It’s this image of the Caribbean as an easy, breezy winter sun destination, where palms sway and rum punch flows, that the new UB40 music video is tasked with presenting to sun-starved Brits watching Christmas telly. It might not be the story on every Caribbean island, but it’s certainly the story on Antigua, and one aspect of responsible tourism is directing travellers, and their wallets, to the places where they’re needed.

“We were touring in America over the summer, and watched a lot of the hurricane coverage in hotel rooms,” says Campbell. “CNN, they really were the prophets of doom. We’re here to tell people that one of the best decisions they can make this winter is to travel to the Caribbean.”

The band were approached because of their “strong links to the Caribbean,” and Campbell, Astro and Mickey Virtue, the members present for filming, have as much of an affinity with the Caribbean as they do with their native Birmingham. Astro’s parents are Jamaican, and Campbell has been visiting Jamaica since 1981.

“Coming from Birmingham and loving reggae music, the first place we were going to travel, as soon as we could afford to, was the Caribbean,” says Campbell, who, having sold 70 million records worldwide, can afford not just to visit the Caribbean, but order bottles of Veuve Clicquot to their table. “I lived in Jamaica for seven years, had a studio and a house there. Every time I come out here, I lose half a stone and my eyes start sparkling again. I go back healthier than when I left.”

“You come out here and your body just rejuvenates,” interjects Astro. “Because all you’re eating is fresh fish, fresh fruit, no additives, no preservatives, just honest-togoodness… organic stuff.” I’m sure that’s just how the tourism board would put it.

“And they’ve legalised marijuana in Jamaica now [in small amounts], which makes things even more wonderful as far as we’re concerned,” beams Campbell.

The band might be considered unlikely ambassadors, but Campbell and co are treated like royalty here in the Caribbean – and their enthusiasm for the region is infectious. “We’ve never had any problems with the Caribbean people accepting us,” says Campbell. “We’ve only ever had trouble from white middle-class journalists. Most kids in the Caribbean grew up on UB40 music, so we feel part of the Caribbean, even though we’re from England.”

Two hours later, myself and all the other “extras” in the audience are mouthing the words en masse, “Come back darling, give me another try…” Right in the thick of it is Colin James, CEO of Antigua and Barbuda Tourism. “We’ve never had a year like this, and we did take a battering, but as we depend so heavily on tourism we need to nurture and promote it,” he tells me. “Natural disasters will happen, but it’s really important to get the word out that, in the Caribbean, we’re open for business.”