Antigua and Barbuda’s tourism sector must move beyond celebrating visitor arrivals and ensure that its marketing investments generate measurable bookings and greater economic benefits for citizens, Tourism Authority Chairman Vernon Jeffers has said.

Jeffers issued the call during his opening remarks at the Antigua and Barbuda Tourism Authority’s 2026 Strategy Session, where tourism officials, industry partners and representatives from overseas markets gathered to assess the destination’s performance and establish future priorities.

While acknowledging encouraging stayover figures, strong cruise activity and continued growth in the yachting sector, Jeffers warned that Antigua and Barbuda operates in an intensely competitive global tourism market.

“Tourism is highly competitive, our competitors will not stand still, and neither can we,” he said.

Jeffers pointed to JetBlue’s withdrawal of its New York service as a clear indication that the country’s tourism achievements cannot be taken for granted.

The United States remains Antigua and Barbuda’s largest and most valuable source market, with the New York metropolitan area playing a particularly important role in visitor arrivals.

According to Jeffers, the development of airlift must therefore be approached as a strategic discipline supported by reliable data and strong commercial analysis, not simply as a series of discussions with airlines.

“At the same time, we must continue to protect and grow our relationships in the United Kingdom, Canada, Europe, the Caribbean and our emerging markets,” he said.

Jeffers said the Tourism Authority continues to engage travel advisers and tour operators, deepen relationships with airline partners, develop the meetings and incentives market and expand its digital reach.

The destination has also increased its international visibility by promoting its culinary, cultural, romance, wellness, sailing and luxury tourism offerings.

However, the chairman said the authority must now critically assess whether those activities are producing the results required by the country.

He challenged tourism stakeholders to determine whether marketing expenditure is generating measurable bookings, whether Antigua and Barbuda is reaching the right travellers at the right time and whether its partnerships are delivering sufficient returns.

Jeffers also questioned whether the country possesses the data, technical expertise and institutional capacity required to compete effectively.

“These questions are obviously not criticism; they are necessary questions for an authority entrusted with protecting and expanding the country’s most important economic sector,” he said.

The chairman stressed that increased visitor arrivals must produce tangible benefits for Antiguans and Barbudans through higher visitor spending, stronger local businesses, expanded employment and improved opportunities.

“Our goal is not simply to attract more visitors,” Jeffers said. “It is to build a resilient, competitive and sustainable tourism economy that delivers greater value to our people.”

He also called for closer coordination among the Tourism Authority’s board, the Ministry of Tourism, management, overseas offices and private-sector partners.

Jeffers said the strategy session should produce clearly defined priorities, measurable objectives and greater accountability for delivering results.

“Let us use this session to move from activity to impact, from general ambition to clear priorities, and from good ideas to disciplined execution,” he said.