Antigua and Barbuda is taking another step toward expanding its presence in the global meetings and incentive travel market with the country’s Tourism Authority joining the Society for Incentive Travel Excellence (SITE).
The move comes as the Antigua and Barbuda Tourism Authority (ABTA) continues efforts to strengthen its Meetings, Incentives, Conferences and Events (MICE) strategy, with incentive travel identified as an important area for growth.
As part of that effort, the ABTA-US sponsored Sales and Marketing Officer Andy Liburd to participate in specialised training focused on incentive travel. Following the successful completion of the programme, Liburd became the first Certified Incentive Specialist within the ABTA.
His certification also qualified the Tourism Authority for membership in SITE, an international organisation with a presence in more than 90 countries and a focus on incentive travel.
The membership is expected to give Antigua and Barbuda greater access to an international network of incentive travel professionals, industry knowledge and opportunities for collaboration. It also provides the destination with additional resources to develop and market incentive travel experiences built around the country’s tourism product and hospitality sector.
ABTA-US Director Dean Fenton, who has advocated for expanding group travel opportunities for Antigua and Barbuda, described the development as an important step in the country’s MICE strategy.
“Andy’s initiative in pursuing this opportunity, and the ABTA’s membership in SITE, provide a foundation for us to build greater awareness of Antigua and Barbuda as a destination for incentive travel,” Fenton said.
Minister of Tourism H. Charles Fernandez also welcomed the development, saying incentive travel could provide opportunities to highlight aspects of Antigua and Barbuda beyond its traditional tourism offerings.
Government Relations Manager Senator Angelica O’Donoghue also congratulated Liburd, noting his previous work as Communications Lead for the SIDS4 Conference.
She said she had seen first-hand his commitment to delivering at a high level and his understanding of the importance of effective communication in major projects.
The development comes as Antigua and Barbuda continues to build its profile within the international MICE sector. The destination was recently named the Caribbean’s Leading Meetings & Conference Destination at the World Travel Awards and has received nine combined nominations for the upcoming World MICE Awards.
The country is also preparing to host the Commonwealth Heads of Government Meeting in November, placing additional attention on its capacity to accommodate major international conferences and events.
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