The Antigua and Barbuda Tourism Authority (ABTA) has announced a new strategic leadership appointment reinforcing the organization’s commitment to strengthening the destination’s competitiveness and maximizing tourism’s economic impact on the twin-island nation of Antigua and Barbuda.
Effective June 1, Charmaine Spencer has been appointed Chief Marketing Officer (CMO) of the Antigua and Barbuda Tourism Authority, following her successful tenure as ABTA Director of Tourism for the Caribbean and Latin America, a position she has held since 2018.
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During her fifteen-year tenure with the Authority, Spencer has held several senior leadership roles, including Marketing Manager, Marketing Consultant and, most recently, Director of Tourism for the Caribbean and Latin America. She has played an instrumental role in market diversification strategies, strengthening partnerships with airlines, travel trade stakeholders, media and industry partners, navigating crises and pandemics, and increasing destination awareness through global campaigns.
As Director of Tourism for the Caribbean and Latin America, Spencer led regional marketing initiatives and campaigns that enhanced Antigua and Barbuda’s brand visibility and drove growth across targeted markets. She also played a pivotal role in securing new air and sea routes, boosting regional connectivity and further positioning Antigua and Barbuda as a Caribbean hub. Under her leadership, the Caribbean and Latin America remained Antigua and Barbuda’s third largest source market. Spencer’s appointment to Chief Marketing Officer comes at a significant time, as the destination builds on its tourism momentum, expands its presence in emerging markets, and integrates new technology and data-driven insights into marketing strategy.
Reflecting on her appointment, Spencer stated: “The tourism landscape has changed dramatically over the last decade. Destinations today compete not only for visitors, but for attention, relevance, and emotional connection. As Chief Marketing Officer, our focus will be on evolving Antigua and Barbuda from a destination brand into a dynamic global lifestyle brand that leverages storytelling, data, partnerships, sustainability, culture, and digital innovation to drive growth and deliver meaningful economic benefits for all.”
As CMO, Spencer will oversee the ABTA’s global marketing and commercial strategy, brand development, integrated marketing, public relations, market intelligence, trade and partnership marketing and events strategy. Chief Executive Officer of the Antigua and Barbuda Tourism Authority, Colin C. James, said, “Charmaine has demonstrated visionary leadership and strategic insight throughout her tenure. Her appointment as Chief Marketing Officer positions the Authority to confidently build on our successes and advance our tourism objectives.”
The Board, management and staff of the Antigua and Barbuda Tourism Authority extend congratulations to Charmaine Spencer on her appointment. The Antigua and Barbuda Tourism Authority remains committed to strengthening its leadership and developing the talent within the team.
The new leadership appointment comes at a time when the Tourism Authority is reporting a strong seven percent increase in stay-over tourism arrivals for the first quarter of 2026 and is positioning itself to build on this performance.
