Strategic discussions are continuing at the Antigua and Barbuda Tourism Authority’s (ABTA) 2026 Tourism Marketing Strategy Meeting, which brings together tourism leaders, industry stakeholders and the Authority’s local and overseas teams.

Opening the meeting on September 15, Minister of Tourism, Civil Aviation, Transportation and Investment, the Honourable Charles Fernandez, emphasized that tourism growth must create meaningful value for the country.

“Marketing in tourism today cannot simply be about getting more people to come to Antigua and Barbuda. It must be about attracting the right visitors, creating the right experiences, generating greater value for our economy and ensuring that tourism continues to improve the lives of our people,” Minister Fernandez said.

Chief Marketing Officer of the Antigua and Barbuda Tourism Authority, Charmaine Spencer, spoke to the changes shaping the global tourism and destination-marketing environment.

“Today’s travellers are looking for more personalized, authentic and meaningful experiences. And, as we know, technology and AI are transforming how people discover and book destinations,” Spencer said.

The sessions are being facilitated by Charlotte Mair, Founder and CEO of The Fitting Room, an award-winning culture and communications agency. Mair will guide participants through a series of strategic discussions and exercises designed to encourage collaboration, innovation and forward-thinking.

Chairman of the Antigua and Barbuda Tourism Authority, Vernon Jeffers, urged the team to “use the sessions to move from activity to impact, from general ambition to clear priorities, and from good ideas to disciplined execution.”

The Tourism Marketing Strategy Meeting continues until September 18

This article was originally published by Antigua News Room. Read the original article here: Antigua and Barbuda Plans Stronger Tourism Growth Through New Marketing Strategy.