Discovering Anguilla:10 Things I Learnt At Our First Caribbean Convention

Our first convention in the Caribbean!

By Azucena Micó

I've been lucky enough to travel to the Caribbean for work several times, including six trips to Cuba for one of my all-time favourite projects with UNIDO, and a very, very short trip to Puerto Rico to present the Creative Industries Strategy we designed for InvestPR, among others. However, this was the first time we were producing one of our own conferences in the region, and I was incredibly excited about it.

As I mentioned in my opening remarks, this was truly the most stunning conference destination we've ever visited. Anguilla has everything you could hope for: dreamy beaches, amazing food, artists that will leave you open-mouthed, and the warmest people.

One of my favourite things about our conventions is that you get to travel to a place and experience its local music and culture, while simultaneously learning from international experts during panels and presentations. I don't want to keep all this knowledge to myself, so here are 10 things I learned in Anguilla that I didn't know before!

More than 10 things I learned in Anguilla

1. Anguilla is famous for its reggae, calypso, soca and country music, some played on graters, washing machine boxes and robes

Anguilla boasts one of the world's most iconic music venues, the Dune Preserve, run by the legendary Bankie Banx, known as the "Anguillan Bob Dylan." He's rebuilt this beach venue after three storms, and locals say each time it's come back better. He also runs Moonsplash, one of the Caribbean's leading music festivals. There's a documentary about him that's a must-watch. I was as inspired by him as I was by his incredibly talented family. OSA Galaxy, a band formed by his son and two granddaughters, performed at the Convention… girl power at its finest!

Equally iconic was Gwen's Reggae Grill and its scratch band, playing Caribbean tunes with instruments made "from scratch", like a grater or a bass made from a washing machine box, a pole and a rope. The cherry on top? It's located on one of the island's best beaches. Absolutely marvellous.

Lastly, during the local music tour, we learned that there's an entire area on the island where country music is the main genre because they could pick up a radio signal from Tennessee.

2. Not everything is Carnival in the Caribbean, but Carnival is an extraordinary tradition that lives on today

As you saw in #1, there's incredible musical diversity across the Caribbean. However, Carnival stands out above the rest. This vibrant festival is deeply ingrained, widely celebrated, and meticulously preserved. While each island has its own traditions, from Junkanoo in the Bahamas and Crop Over in Barbados to stick fighting in Trinidad and Anguilla's thrilling Summer Festival, they all share a common history, undeniable passion, and profound cultural relevance.

3. The Caribbean has many wonders, but also challenges that directly affect its music ecosystems

I had the opportunity to lead a meeting about launching a Caribbean music tourism alliance with government officials from across the region. One particularly interesting demand was the need for an inter-island visa to encourage visitors to experience music and culture on multiple islands. A key goal of the alliance would be to ease travel, including government support like tax reductions to mitigate high inter-island travel costs.

4. Miami really knows how to showcase its music and culture—their strategies are world-class

Miami CVB's playbook for music tourism is an example for tourism agencies worldwide. Miami is a melting pot of cultures, hosts world-class festivals across all genres, boasts iconic venues, and has nightlife described as "unforgettable." Latin Music and EDM stand out, but Caribbean rhythms and hip-hop make it a hub for diverse genres.

My favourite tactic? Their partnership with the South Florida Concierge Association to update all hotel concierges about the city's music experiences. Imagine asking for evening recommendations and receiving a menu of live music options, the dream! They also collaborate with the airport and companies like Expedia and FlyLevel, making visitors feel immersed in a music destination from the moment they plan their trip.

5. In Curaçao, they know exactly how many visitors come for the music

Curaçao understands that music is a tourism magnet and has taken concrete steps to unlock this potential, including establishing a Music Export Office under CINEX. They gather insightful tourist data, but what impressed me most was that they ask visitors if music was their reason for travelling as part of customs procedures.

Did you know their language, Papiamentu, blends more than seven languages? The fusion of over 55 nationalities is reflected in its cuisine, music, and traditions, and in its architecture, which features European urban planning alongside Dutch, Spanish, and Portuguese colonial styles. The capital, Willemstad, is a UNESCO World Heritage site.

6. The development of Saudi Arabia's music ecosystem will blow your mind

Schools in Saudi Arabia don't teach music yet, though they're training teachers to start soon. Concerts and movie theatres were banned until 2017. Yet, the music ecosystem is growing at a frenetic pace. According to cultural economist Will Page, Saudi Arabia is projected to become a top-20 global music market by 2034, driven by recorded music revenues estimated to reach USD 500 million within a decade.

Some of my favourite facts: the Saudi National Orchestra has performed at venues like the Sydney Opera House; they have world-class venues like Maraya, the world's largest mirrored building in AlUla; and they focus their leisure and entertainment activities around wellbeing. The incredible work of the Saudi Music Commission is truly praiseworthy. We saw this firsthand during Riyadh Music Week and hope to return soon!

By the way, if you're in Riyadh, check out their light festival, Noor!

7. Emerging musicians in Nova Scotia can get national exposure at the biggest awards ceremony

The Junos are Canada's premier music awards, with over 1.3 million national TV viewers annually, more than 100 events in the host city during JUNO Week, and an estimated economic impact of $7–12 million CAD for host communities. For the 2024 ceremony in Halifax, the Host Committee launched The Wavemakers Tour to discover the next generation of East Coast artists. A jury selected winners from each participating city to serve as ambassadors and perform during JUNO Week.

8. If you plan to attend Tomorrowland, you can embark on a surprise global journey or board a party flight

Tomorrowland, the iconic electronic music festival in Antwerp, Belgium, has been organising tours for attendees to discover Belgium and other European cities for 20 years. Their Global Journeys packages include special tours in chosen cities or surprise tours where accommodation and activity details remain secret until arrival. Our speaker, pianist Daniel Verstappen, has performed on some of these tours; you need to watch the video! Tomorrowland also offers special Party Flights for attendees.

9. The UK is currently piloting the Green Events Code of Practice

The Green Events Code of Practice is a national pilot in the UK testing progressive environmental standards at scale. It's a collaboration between event organisers, local government, and the cultural sector to democratise access to research, knowledge, and resources for implementing change. As our speaker, Andrew Lansley, noted, regional collaboration is key to addressing global challenges like hurricanes, rising sea levels, and coral bleaching in the Caribbean. This pilot could provide valuable insights for Caribbean countries starting similar initiatives.

10. What do Justin Bieber, Björk, Skrillex and Yungblud have in common? They've all recorded albums in Santorini

Kostas Kalimeris, the beaming manager of Black Rock Studios, runs a recording studio complex that blends modern and traditional Cycladic architecture with the Aegean landscape. This studio has put Greece on the recording industry map, helping to attract world-renowned artists, win awards, and be showcased in publications from all around the world, all without spending a euro on marketing! Their success comes from a focus on quality, world-class experiences, and word of mouth.

Beyond this, the studio gives local musicians opportunities to play with international stars, popularises traditional Greek instruments, and allows local artists to record in a top-tier facility. I wish them the best in their future endeavours, exciting changes are ahead!

Bonus track: 11. Anguilla has the best people, the most hospitable and chatty, who taught me some fun facts about the island

Anguilla operates without traditional street addresses; mail goes to the local post office, and navigation relies on landmarks and local knowledge. The entire island shares one postal code: AI-2640. There are only six traffic lights. According to FIFA World Rankings, Anguilla's national football team is tied for last place with San Marino, which might explain all the Barça fans I met! And, by the way, if you are like me, this may be helpful: it's pronounced An-gwi-lla.

Never stop learning!

This trip confirmed that anything is possible in the Caribbean, like visiting three countries (France, the Netherlands, and the UK) in under 20 minutes. It reinforced my belief that the world is full of inspiring examples of people, organisations, and governments using music and culture to drive positive change. The sky's the limit. Our task is to learn from these initiatives, adapt their successes to our communities, and share these ideas widely.

I'm looking forward to continuing this global learning journey at our upcoming conventions in Los Angeles, Kingston Upon Hull, and Calgary in 2026, and I promise to bring those valuable insights back to all of you!