Minister of State in the Ministry of Tourism Michael Freeland has held informal discussions with soca superstar Machel Montano on ways Antigua and Barbuda can strengthen its Carnival product, attract more international visitors and compete more aggressively with other major Caribbean festivals.

The two spoke on the sidelines of the recently concluded Antigua Carnival celebrations, with their conversation focusing on the potential for the country to position the annual festival as an even bigger tourism attraction.

A key point raised during the discussion was Antigua Carnival’s ability to distinguish itself from competing regional festivals, including Barbados’ Crop Over.

Montano pointed to several strengths already possessed by Antigua and Barbuda, including the country’s established Carnival culture and its two major days of mas.

The discussion also touched on the potential for greater celebrity involvement and international promotion to encourage more visitors to travel to Antigua specifically for Carnival.

With major Caribbean festivals increasingly competing for international travellers, celebrities, influencers and members of the Caribbean diaspora, the conversation centred on how Antigua can make better use of what it already has.

For Freeland, who has responsibility within the tourism portfolio, the exchange provided an opportunity to hear the perspective of one of the Caribbean’s most internationally recognised soca artistes on how Antigua Carnival could expand its reach.

Among the ideas discussed was the importance of promoting Antigua’s two days of mas as a major selling point, while exploring opportunities to attract more celebrities and high-profile personalities who can generate additional international attention for the festival.

The conversation also considered how Antigua Carnival can rival the popularity and international pull of Barbados’ Crop Over, while maintaining its own identity and traditions.

Antigua Carnival, billed as the Caribbean’s Greatest Summer Festival, brings together music, mas, pageantry, cultural activities and major entertainment events, culminating in the traditional Carnival Monday and Tuesday celebrations.

The informal exchange between Freeland and Montano could help fuel a wider conversation about taking the festival beyond being primarily a national cultural celebration and further developing it as a major regional tourism product capable of attracting thousands more overseas visitors.

With Antigua and Barbuda already boasting strong airlift, an established tourism industry, beaches, accommodation and a vibrant entertainment culture, stakeholders have increasingly viewed Carnival as an opportunity to drive additional visitor arrivals during the summer period.

The challenge now is how to package, market and promote the experience internationally so that Antigua Carnival becomes a must-attend event on the global Caribbean festival calendar.