The Antigua and Barbuda Tourism Authority has promoted Charmaine Spencer to Chief Marketing Officer, effective 1 June. Spencer, a 15-year veteran of the organisation, steps into the role as the Caribbean nation posts record tourism numbers and sets its sights on emerging source markets.
From Regional Director to Global Marketer
Spencer previously served as Director of Tourism for the Caribbean and Latin America, where she was instrumental in diversifying the destination’s visitor base. Her portfolio included securing new air and sea routes that strengthened connectivity with key hubs such as Miami, New York, London, and Toronto. She also led marketing campaigns that boosted brand visibility across traditional and digital channels.
“The tourism landscape has changed dramatically over the last decade,” Spencer said. “Destinations today compete not only for visitors, but for attention, relevance, and emotional connection. As Chief Marketing Officer, our focus will be on evolving Antigua and Barbuda from a destination brand into a dynamic global lifestyle brand that leverages storytelling, data, partnerships, sustainability, culture, and digital innovation to drive growth and deliver meaningful economic benefits for all.”
Her appointment comes at a time when the Authority is pushing to expand into markets such as the Middle East, South America, and parts of Asia. The strategy includes deeper collaboration with airlines like British Airways, American Airlines, and Virgin Atlantic, as well as cruise lines including Royal Caribbean and Carnival Corporation.
Colin C. James, CEO of the Antigua and Barbuda Tourism Authority, praised Spencer’s “visionary leadership” and said her appointment positions the organisation to build on recent successes. “Charmaine understands the nuances of our key source markets and has the creativity to capture new ones,” James noted.
The Authority reported a 7% increase in stay-over tourism arrivals for the first quarter of 2026, a sign that the destination is recovering strongly and gaining share in the competitive Caribbean landscape. The growth has been supported by expanded airlift, including new routes from JetBlue and WestJet, and increased marketing spend in digital channels.
Spencer will oversee the Authority’s global marketing strategy, brand development, and public relations. Her team will focus on data-driven campaigns, partnerships with travel agents and tour operators, and sustainability messaging that appeals to the modern traveller.
The appointment also signals a broader trend among Caribbean tourism boards to elevate marketing leadership as competition intensifies. Destinations such as Barbados, Jamaica, and the Dominican Republic have similarly restructured their marketing teams to better target high-value segments.
For travel professionals, the shift means more coordinated campaigns, clearer brand positioning, and potentially new incentives for agents and operators who promote the twin-island nation. The Authority is expected to roll out updated trade tools and familiarisation trip programmes later this year.
