TikTok and Instagram influencer Xavier Bramble spent a week in Montserrat, experiencing the island’s breathtaking scenery, delicious cuisine and vibrant culture.
Bramble, who manages the social media pages ‘Xavs Kitchen’, uses his platform to highlight foods from around the world and boasts a growing global audience of more than a million followers.
Having Montserratian heritage, his visit had dual purpose – to connect with his roots and master the art of cooking the island’s national dish, goat water.
The Montserrat Tourism Authority hosted the English culinary content creator’s ‘familiarisation visit’ from 11 to 19 November.
During his stay, he enjoyed a vibrant itinerary that included exploring the Buried City of Plymouth, participating in a ‘Hills of Montserrat’ tour and learning the traditional masquerade dance.
He also took part in hiking tours showcasing Montserrat’s verdant trails and scenic views, and visited the iconic Runaway Ghaut to drink the natural spring waters.
In a highlight for his channel, he cooked with local restaurant chefs and took part in a goat water master class led by Elizabeth ‘Betsy’ Gerrald of Jaxxons.
The Montserrat Tourism Authority also hosted an interactive workshop where he engaged with local aspiring influencers, allowing them to gain insights into successful content creation.
Market development officer Cherise Aymer said Bramble’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,” she added.
At the conclusion of his stay, Bramble expressed heartfelt admiration for Montserrat’s vibrancy, pledging to share its story with his followers.
True to his word, his subsequent posts have garnered significant engagement, resonating strongly with Montserratians at home and abroad.
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This includes a TikTok video showcasing goat water preparation which by 29 November had amassed 229,300 views, 26,100 likes, 373 comments, and 1,343 shares.
On Instagram, the same goat water 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.
A press release from the Montserrat Tourism Authority said 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,” it read.
It explained that influencers like Bramble 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 travellers to explore Montserrat,” the authority said.
“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.”
