ABTA Targets Caribbean Travellers With ‘Switch On Summer 2027’ Campaign

The Antigua and Barbuda Tourism Authority has begun a regional campaign to attract Caribbean visitors for summer 2027, launching “Switch On Summer” in Trinidad and Tobago with media appearances and outreach to travel agents.

Held on October 29 and 30, the launch aimed to encourage early holiday planning and build interest in group travel from Antigua and Barbuda’s largest Caribbean source market.

Trinidad and Tobago accounted for 7,217 visitor arrivals in 2025, an increase of approximately 19 per cent over the 6,068 recorded in 2024. Between January and October 2026, arrivals totalled 5,791.

The campaign promotes four main attractions across the summer calendar: Culinary Month in May, Romance Month in June, the 70th anniversary of Antigua’s Carnival from July 20 to August 3, and cricket-related travel during August and September.

Culinary activities will include FAB Fest and Restaurant Week, while the June promotion will focus on weddings, honeymoons and couples’ getaways. Together, the offerings target families, groups of friends, food enthusiasts, Carnival visitors and sports fans.

ABTA’s Director of Tourism for the Caribbean and Latin America, Shermain Jeremy, led the Trinidad and Tobago visit alongside Marketing Officer Alfonsina Olmos. The team participated in eight television and radio engagements, including appearances on CNC3’s Morning Brew and TV6’s Morning Edition.

The authority also hosted more than 30 travel agents at an appreciation luncheon at Meena House, presenting the campaign and outlining opportunities for group bookings.

According to ABTA, agents showed particular interest in the group travel initiative. The authority will follow up with airlines, hotels and other tourism partners to explore packages and promotional offers.

“Trinidad and Tobago is our largest Caribbean source market, and launching ‘Switch On Summer’ here was a deliberate decision,” Jeremy said.

“We want Caribbean travellers to think about Antigua and Barbuda early when planning their summer holidays.”

Jeremy said the response from travel agents provided a valuable starting point, with the next phase focused on developing bookable summer experiences alongside industry partners.

The media outreach also promoted Love Link Caribbean, a regional reality dating series filmed in Antigua and Barbuda. The programme features contestants from seven Caribbean territories, including Trinidad and Tobago’s Angel B. ABTA serves as an executive producer.

Targeted advertising will continue in Trinidad and Tobago for the remainder of 2026, with the campaign set to expand into Jamaica, Barbados, Guyana and St. Kitts.

Hotels, restaurants, tour operators, event organisers and other tourism businesses are being invited to submit summer packages and experiences for potential inclusion. Interested partners can contact ABTA Business Development Manager Shamoi Richards at [email protected].