Antigua and Barbuda Tourism Authority appoints Charmaine Spencer as Chief Marketing Officer

The Antigua and Barbuda Tourism Authority (ABTA) has named Charmaine Spencer as its new Chief Marketing Officer (CMO), in a strategic leadership move aimed at strengthening the destination’s global competitiveness and expanding the economic impact of tourism across the twin-island nation.

The appointment, effective June 1, follows Spencer’s tenure as ABTA Director of Tourism for the Caribbean and Latin America, a role she has held since 2018. She brings 15 years of experience within the organization, having previously served in senior positions including Marketing Manager and Marketing Consultant.

Throughout her career at ABTA, Spencer has been closely involved in market diversification efforts, airline and travel trade partnerships, and destination marketing campaigns designed to raise Antigua and Barbuda’s global profile. She also played a role in supporting the country’s tourism recovery and resilience through periods of global disruption, including the COVID-19 pandemic.

In her most recent role overseeing Caribbean and Latin American markets, Spencer led regional campaigns aimed at boosting visibility and strengthening air and sea connectivity. Under her leadership, the region remained Antigua and Barbuda’s third-largest source market, supported by expanded partnerships and route development initiatives that enhanced access to the destination.

Spencer said the evolving tourism landscape requires destinations to compete beyond traditional marketing metrics.

“The tourism landscape has changed dramatically over the last decade,” she 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.”

In her new role, Spencer will oversee ABTA’s global marketing and commercial strategy, including brand development, integrated marketing, public relations, market intelligence, trade partnerships and events strategy.

Chief Executive Officer of ABTA Colin C. James praised the appointment, describing Spencer as a leader with “visionary leadership and strategic insight,” adding that her elevation strengthens the Authority’s ability to build on recent progress.

The announcement comes as Antigua and Barbuda reports a 7% increase in stay-over arrivals for the first quarter of 2026, signaling continued recovery and momentum in the tourism sector.

The Tourism Authority said the leadership transition reflects its broader focus on talent development and sustaining growth in key international markets as it positions the destination for its next phase of expansion.