The Antigua and Barbuda Tourism Authority (ABTA) is turning heads across the streets of London this week with a creative new marketing initiative — a fleet of “Be Here” branded digital advertising vans showcasing the twin-island nation’s beauty, warmth, and culture.
The innovative Digivan Tour, which runs from October 26 to November 1, 2025, lights up London’s most iconic and upscale neighbourhoods, from Greenwich to Hampstead and Shoreditch to Richmond, bringing a burst of Caribbean sunshine to the autumn streets.
The campaign forms part of ABTA’s broader UK marketing strategy aimed at boosting destination awareness and inspiring travellers seeking authentic, luxurious, and wellness-oriented experiences. The digital vans feature striking visuals of Antigua and Barbuda’s 365 pristine beaches, vibrant Carnival scenes, mouthwatering cuisine, and welcoming people — all underscored by the bold and inviting message: “Be Here.”
The timing of the campaign — just as Britain’s clocks go back — is designed to entice Londoners to “swap the winter blues for Caribbean hues.” Each day, the digivans make stops across ABC1 neighbourhoods including Kensington, Chelsea, Regent’s Park, Canary Wharf, and Wimbledon Village, strategically targeting high-value audiences who appreciate culture, sophistication, and escape.
Cherrie Osborne, Director of Tourism for the UK & Europe, said the campaign was a vibrant expression of Antigua and Barbuda’s spirit.
“This campaign brings Antigua and Barbuda directly into the heart of London,” Osborne said. “By meeting audiences where they live, work, and socialise, we’re reminding them that our twin-island paradise is the epitome of escapism. Our digivan tour is a bold and creative way to keep the Caribbean top of mind for British travellers as they plan their next getaway, especially as the days grow shorter and winter sun beckons.”
The “Be Here” Digivan Tour follows the successful Antigua and Barbuda Mixer, a landmark diaspora networking event held earlier this month at The Qube Canary Wharf, celebrating Caribbean cultural excellence and community connection.
Together, these initiatives reflect the Tourism Authority’s commitment to deepening engagement in the UK market and strengthening Antigua and Barbuda’s position as a premier destination where culture, connection, and natural beauty converge.
Great to see our Tourism Authority getting creative. The “Be Here” message is simple but powerful. 👏🏾
We need to promote the island in other places like the middle east where nobody knows about us
I hope they paying attention and have a way of detecting the effectiveness of this campaign cause it looks like it cost some money but it only 10 people book flights to Antigua because of that then it would have been wasted money
Antigua and Barbuda shining bright in London! Love to see our little paradise getting the global spotlight it deserves.