that Antigua and Barbuda Tourism Board Long-time appointed tourism executive Charmaine Spencer Like new Chief Marketing OfficerThe leadership appointments come as the destination continues to record strong tourism growth and expands its global marketing efforts.
The appointment took effect on June 1.
Spencer takes on the role after assuming the role of the Authority. Director of Tourism for the Caribbean and Latin AmericaFrom 2018. During her 15-year tenure with the organization, she held several senior positions, including Marketing Manager and Marketing Consultant.
The promotion comes at a time when Antigua and Barbuda is reporting continued tourism momentum. The Tourism Office said that the number of visitors has increased compared to the previous year. 7% in the first quarter of 2026Officials are seeking to build on these gains through expanded marketing initiatives and increased engagement in emerging markets.
In his new role, Spencer will oversee the tourism board’s global marketing and commercial strategy, including brand development, integrated marketing campaigns, public relations, market intelligence, trade and partnership marketing, and event strategy.
“Charmaine has demonstrated visionary leadership and strategic insight during her tenure,” he said. Colin C. JamesChief Executive Officer, Antigua and Barbuda Tourism Board. “Her appointment as Chief Marketing Officer allows the Authority to confidently build on our success and advance our tourism goals.”
Spencer has been a key figure in Antigua and Barbuda’s tourism marketing efforts for the past 15 years, helping to develop market diversification strategies while strengthening relationships with airlines, travel advisors, media partners and tourism stakeholders. She also played a key role in the destination’s response to industry disruption, including during the pandemic, while supporting campaigns designed to raise awareness of Antigua and Barbuda in international markets.
As Director of Tourism for the Caribbean and Latin America, Spencer led marketing programs that supported the growth of key source markets while helping to increase awareness of the destination throughout the region. The tourism board said she also played a key role in securing new airlift and cruise connections, helping to strengthen Antigua and Barbuda’s position as a regional hub.
Under her leadership, the Caribbean and Latin America remained the destination’s third largest source markets.
“The tourism landscape has changed dramatically over the past 10 years,” Spencer said. “Today, tourist destinations compete not only for visitors, but also for attention, relevance and emotional connection.”
She added that the authority’s focus will be on advancing Antigua and Barbuda’s positioning through a broad marketing approach that integrates storytelling, partnerships, sustainability initiatives, cultural experiences, digital innovation and data-driven decision-making.
“As Chief Marketing Officer, I will focus on evolving Antigua and Barbuda from a destination brand to 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,” said Spencer.
The tourism board said the appointment reflects its ongoing commitment to strengthening leadership within the organization and advancing talent development across the team.
Spencer’s promotion comes as Antigua and Barbuda continues to see strong demand from key international markets, supported by expanded air services, increased hotel investment and a series of tourism development initiatives designed to sustain long-term growth across the twin island destinations.
