ABTA Begins Two-Day Strategy Talks to Shape Tourism Priorities Through 2028
The Antigua and Barbuda Tourism Authority has opened two days of high-level marketing strategy meetings aimed at assessing the tourism sector’s performance and establishing the destination’s priorities for the next two years.
The meetings, scheduled for September 15 and 16, are expected to provide a platform for participants to examine current tourism trends, identify emerging opportunities and consider strategies for strengthening Antigua and Barbuda’s competitiveness in the global travel market.
Discussions will focus on the sector’s recent performance and the effectiveness of existing marketing initiatives, while exploring opportunities to attract new visitors and expand the country’s presence in key and emerging source markets.
Participants are also expected to consider changing traveller preferences, airlift, destination branding, digital marketing and the continued promotion of Antigua and Barbuda as a leading Caribbean destination.
The sessions come as destinations across the region intensify their efforts to capture a greater share of the international travel market. Antigua and Barbuda will be seeking to build on its established reputation for luxury accommodation, beaches, yachting, romance and major events while developing additional experiences that encourage visitors to stay longer and spend more.
The involvement of tourism stakeholders is expected to ensure that the strategies being considered reflect the realities facing local operators and the wider industry.
The discussions will help guide ABTA’s marketing direction and influence the programmes, campaigns and partnerships used to promote the twin-island destination over the next two years.
Officials are expected to use the outcomes of the meetings to develop a more coordinated approach to tourism promotion, strengthen collaboration across the sector and position Antigua and Barbuda to respond effectively to new challenges and opportunities within the international travel industry.
This story was first published by Antigua News on September 15, 2026: antigua.news/2026/09/15/abta-begins-two-day-strategy-talks-to-shape-tourism-priorities-through-2028. © 2026 Antigua News. Republication without permission is not allowed.
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