The Montserrat Tourism Authority (MTA) recently hosted TikTok and Instagram influencer Xavs Kitchen on a memorable familiarization visit to Montserrat from November 11 to 19, 2024.
Xavs Kitchen, a culinary social media platform is the creation of Xavier Bramble, highlights stews from around the world and boasts a growing global audience. As a Montserratian descendant, Xavier’s visit was dual purpose: to connect with his Montserratian heritage and master the art of cooking the island’s national dish, Goatwater.
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During his week-long stay, the MTA organized a vibrant itinerary that allowed Xavier to immerse himself in Montserrat’s rich culture and breathtaking landscapes. Key highlights included:
Exploring the Buried City of Plymouth.
Hiking tours showcasing Montserrat’s verdant trails and scenic views.
Visiting the iconic Runaway Ghaut to drink the natural spring waters.
Participating in a Hills of Montserrat tour.
Learning the traditional masquerade dance.
Cooking with local restaurant chefs, culminating in a Goatwater masterclass led by Elizabeth ‘Betsy’ Gerrald of Jaxxons.
The MTA also hosted an interactive workshop where local aspiring influencers engaged directly with Xavier, gaining insights into successful content creation and navigating challenges in the digital space.
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Cherise Aymer, Market Development Officer, lauded the visit a resounding success: “Xav’s enthusiasm to embrace Montserrat’s culture, history, and people was inspiring. Through his content, he is creating a bridge between Montserrat and the diaspora, encouraging others to reconnect with their roots, visit and invest in the island.”
At the conclusion of his stay, Xavier expressed heartfelt admiration for Montserrat’s vibrancy, pledging to share its story with his followers. True to his word, Xavier’s subsequent posts have garnered significant engagement, resonating strongly with Montserratians at home and abroad.
Notable performance highlights to date include:
A TikTok video showcasing Goatwater preparation amassed 229,300 views, 26,100 likes, 373 comments, and 1,343 shares.
On Instagram, the same Goatwater video reached 245,000 views, 11,000 likes, and 198 comments.
An “I went home” video capturing Montserrat’s serene beauty received 33,600 views, 4,046 likes, 261 comments, and 153 shares.
Collaborating with influencers and journalists on press trips is a strategic way for Montserrat to amplify its global appeal. These partnerships allow the island to showcase its unique culture, breathtaking landscapes, and authentic experiences to wider audiences through trusted voices.
Influencers like Xavier bring stories to life, capturing Montserrat’s charm in compelling visuals and narratives that resonate with their followers and readers. Their first-hand experiences create a ripple effect, generating a buzz and encourages potential travelers to explore Montserrat.
The overwhelmingly positive response to Xavier’s shared content underscores the importance of these initiatives in positioning Montserrat as a must-visit destination on the world stage.
Follow @Xavskitchen on TikTok and Instagram to experience Xavier’s Montserrat journey and discover why this island should be your next adventure.
