Editorial Staff
4 months ago

Editorial Staff
4 months ago

Tourism officials work to maintain prominence in the UK market

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Tourism Authority CEO Colin James

By Aabigayle McIntosh

The UK Tourism Office of Antigua and Barbuda is intensifying its endeavors to capitalize on the rising influx of tourists.

Colin James, the Chief Executive Officer of the Antigua and Barbuda Tourism Authority, has disclosed that the team, under the leadership of Director of Tourism Cherie Osbourne, is garnering favorable responses.

“Most of the Tour Operators that we met have said that the demand for the destination is strong, particularly going into 2024. One of our major partners said the destination is up 38 percent for 2024 based on what they did for this year,” James explained.

He attributes this to the Royalton Sheik which is to be constructed shortly, the Hawksbill which was closed this summer and will be reopened this month, and the rebranded Jolly Beach Resort and Spa, and other properties.


“We are fulling the back of the plane but we have a good product to sell to the premium part of the market which is really, really strong in Europe,” James said.

James said the luxury market offers a higher yield, higher taxes to be collected and more funds to be directed to promotional activities.  While the UK Is behind the US market in terms of visitor arrivals annually to this country, he explains why this market is important.

“UK visitors tend to stay longer on average 10 to 14 days and because of the currency as well we get a better yield. So, the UK is a really critical market for us, particularly with some of our business such as the yachting sector,” the tourism authority CEO said.


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