A Charmaine-to-Shermain Transition Signals New Era for Antigua Tourism

Charmaine Spencer Promoted to Chief Marketing Officer; Shermain Jeremy Takes Over Caribbean and Latin America Portfolio

The Antigua and Barbuda Tourism Authority (ABTA) has announced a major leadership reshuffle as the destination continues to record strong tourism growth and positions itself for further expansion in key international markets.

The appointments see veteran tourism executive Charmaine Spencer elevated to the newly expanded role of Chief Marketing Officer (CMO), while experienced destination marketer Shermain Jeremy assumes responsibility as Director of Tourism for the Caribbean and Latin America.

The changes, which took effect on June 1, come as Antigua and Barbuda reports a seven percent increase in stay-over visitor arrivals during the first quarter of 2026 and seeks to capitalize on growing demand across traditional and emerging markets.

Spencer’s promotion follows more than 15 years of service with the Tourism Authority, during which she played a pivotal role in shaping the destination’s marketing strategy and strengthening its regional and international presence.

Having previously served as Marketing Manager, Marketing Consultant and Director of Tourism for the Caribbean and Latin America, Spencer helped drive market diversification efforts, expand airline and travel trade partnerships, secure critical regional air and sea links, and guide the destination through unprecedented challenges including the COVID-19 pandemic.

Under her leadership, the Caribbean and Latin America remained Antigua and Barbuda’s third-largest source market, while regional marketing campaigns significantly increased brand visibility and visitor arrivals.

Speaking on her appointment, Spencer said the tourism industry has evolved significantly and requires destinations to compete for attention and relevance in an increasingly crowded marketplace.

“The tourism landscape has changed dramatically over the last decade. Destinations today compete not only for visitors, but for attention, relevance and emotional connection,” she said.

“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 the Tourism Authority’s global marketing and commercial strategy, including brand development, public relations, market intelligence, trade partnerships and major promotional initiatives.

ABTA Chief Executive Officer Colin James described Spencer as a visionary leader whose strategic thinking has helped shape many of the destination’s successes.

“Charmaine has demonstrated visionary leadership and strategic insight throughout her tenure. Her appointment as Chief Marketing Officer positions the Authority to confidently build on our successes and advance our tourism objectives,” James said.

Meanwhile, Shermain Jeremy steps into the role of Director of Tourism for the Caribbean and Latin America after building a reputation as one of the Authority’s most innovative tourism professionals.

Jeremy previously served as Special Projects and Events Manager, where she led several high-profile initiatives designed to strengthen Antigua and Barbuda’s international appeal and create new visitor experiences.

She was instrumental in expanding the destination’s culinary tourism offerings, helping transform Restaurant Week into Antigua and Barbuda Culinary Month — a move that contributed to the country being named the Caribbean’s Best Emerging Culinary City Destination at the 2025 World Culinary Awards.

Prior to joining the Authority’s headquarters team, Jeremy worked in ABTA’s United States office as Marketing Manager, where she helped execute award-winning tourism campaigns targeting the destination’s largest source market.

She has also played a significant role in developing Antigua and Barbuda’s romance tourism sector, helping to maintain the country’s reputation as one of the Caribbean’s leading wedding and honeymoon destinations.

James said Jeremy’s appointment reflects confidence in her ability to build stronger regional partnerships and further elevate the destination’s profile throughout the Caribbean and Latin America.

“Shermain’s appointment reflects the Authority’s confidence in her leadership, deep understanding of destination marketing and ability to further strengthen Antigua and Barbuda’s presence in the Caribbean and Latin America region,” he said.

Jeremy described the appointment as both a professional milestone and a personal honour.

“The Caribbean and Latin America are among the most dynamic, culturally rich and opportunity-filled markets in the world, and I look forward to building stronger partnerships, driving meaningful market growth and creating strategies that connect people, places and experiences in more impactful ways,” she said.

The Tourism Authority said the appointments form part of its ongoing commitment to developing leadership talent and strengthening its ability to compete in an increasingly competitive global tourism marketplace.