The Antigua and Barbuda Tourism Authority (ABTA) recently held a series of strategy meetings with their marketing teams from around the world. The aim of the meetings was to discuss a new marketing strategy for Antigua and Barbuda. Additionally, they were a forum to discuss the new way forward for the islands’ tourism. Attendees included teams and directors with responsibility for the United States, United Kingdom & Europe, Canada, Latin America & The Caribbean. They engaged in sessions that consisted of reviews of key elements of the islands’ marketing and brand strategy.
One of the highlights of the meetings was the discussion surrounding the Vision 32 plan. The Vision 32 plan is a tourism action plan which was published by the Ministry of Tourism. The Honourable Charles Fernandez, Minister of Tourism and Investment in Antigua and Barbuda offered some comments about the plan. He reminded attendees that in order to achieve it, they would have to create economic value for both residents and locals through maximum linkages.
Dr. Lorraine Raeburn, Chairman of the ABTA recognized the need for the islands to attract the “new traveller” in a tourism industry that is changing rapidly. She believes that the islands should start their reviews and re-evaluations now, so that they can make Antigua and Barbuda the preferred destinations for travellers. And, to achieve this, there must be a coordinated effort by all stakeholders to achieve their new vision.
New Marketing Strategy for Antigua and Barbuda
The new two-year marketing plan will see a stronger focus on:
- Growing visitor arrivals by cruise, yachting and air
- Positioning Antigua and Barbuda as a year-round destination
- Developing the romance, yachting and sailing, heritage and culture, and wellness niche tourism pillars
The Chief Executive Officer of the ABTA, Colin James summarized the meetings as a bottom-up approach to planning. And, the planning process included the entire ABTA team. He also noted that by having a sound strategy in place, they can build on the momentum started in 2022 and continue their growth in 2023.
Image: Antigua Barbuda Tourism Authority
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