The Antigua and Barbuda Tourism Authority (ABTA) brought the sights, sounds, and flavours of the Caribbean to UK travellers last week with a vibrant showing at the Destinations: Holiday and Travel Show in London.
Held at Olympia London, the four-day consumer travel exhibition attracted an estimated 50,000 visitors from international markets, all seeking inspiration and expert guidance for upcoming holidays.
The ABTA team used the platform to engage directly with potential visitors and industry professionals, highlighting Antigua and Barbuda’s diverse tourism offerings and previewing the islands’ 2026 on-island calendar, including Carnival, Art Week, and Culinary Month.
ABTA was joined on its stand by hotel partners Elite Island Resorts and Azingo Hospitality, showcasing the destination’s broad mix of boutique properties and larger resort experiences to suit a wide range of travellers.
A standout moment of the exhibition came on the Taste The World stage, where Antiguan heritage chef Kareem Roberts brought the islands’ culinary traditions to life. Promoting Antigua and Barbuda’s upcoming Culinary Month, Roberts delivered a live demonstration of making traditional tamarind balls, while explaining the cultural roots and local ingredients behind the popular sweet-and-sour treat.
He was joined by British television presenter and chef Andrew Dickens, who explored the cultural significance of Antiguan food with the audience.
Following the demonstration, visitors gathered at the ABTA stand for tastings, giving many their first opportunity to sample the iconic snack. Roberts also used the occasion to showcase his newly released cookbook, Cassava and Cardamom, further spotlighting the depth and creativity of Antiguan cuisine.
“It is an incredible opportunity to share what Antigua and Barbuda has to offer through food,” Roberts said. “From our landscapes to our people, there is so much untapped potential, and we are only just beginning to showcase the creativity, flavours, and experiences that make our islands truly unique.”
Cherrie Osborne, Director of ABTA UK & Europe, emphasized the importance of the destination’s presence at major consumer travel events. “These platforms are vital for showcasing Antigua and Barbuda’s culture and heritage,” she said. “By highlighting signature experiences and key events such as Culinary Month 2026, we can clearly demonstrate what sets our twin islands apart.
Ambassadors like Kareem Roberts help bring our stories and traditions to life in an engaging and authentic way.”
The Destinations Holiday and Travel Show left attendees inspired by the tastes, traditions, and experiences of Antigua and Barbuda, reinforcing the destination’s appeal and keeping the islands firmly on the radar of UK travellers planning their 2026 holidays and beyond.
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