Antigua and Barbuda Tourism Authority Names Charmaine Spencer Chief Marketing Officer

The Antigua and Barbuda Tourism Authority has named longtime tourism executive Charmaine Spencer as its new Chief Marketing Officer, a leadership appointment that comes as the destination continues to post strong tourism growth and expands its global marketing efforts.

The appointment became effective June 1.

Spencer moves into the role after serving as the Authority’s Director of Tourism for the Caribbean and Latin Americasince 2018. During her 15-year tenure with the organization, she has held several senior positions, including Marketing Manager and Marketing Consultant.

The promotion comes at a time when Antigua and Barbuda is reporting continued tourism momentum. The Tourism Authority said stayover arrivals increased by 7 percent in the first quarter of 2026, with officials looking to build on that performance through expanded marketing initiatives and greater engagement in emerging markets.

In her new position, Spencer will oversee the Tourism Authority’s global marketing and commercial strategy, including brand development, integrated marketing campaigns, public relations, market intelligence, trade and partnership marketing and events strategy.

“Charmaine has demonstrated visionary leadership and strategic insight throughout her tenure,” said Colin C. James, Chief Executive Officer of the Antigua and Barbuda Tourism Authority. “Her appointment as Chief Marketing Officer positions the Authority to confidently build on our successes and advance our tourism objectives.”

Spencer has been a key figure in Antigua and Barbuda’s tourism marketing efforts over the last decade and a half, helping to shape market diversification strategies while strengthening relationships with airlines, travel advisors, media partners and tourism stakeholders. She also played a significant role in the destination’s response to industry disruptions, including the pandemic years, while supporting campaigns designed to increase awareness of Antigua and Barbuda in international markets.

As Director of Tourism for the Caribbean and Latin America, Spencer led marketing programs that helped raise the profile of the destination across the region while supporting growth from key source markets. The Tourism Authority said she also played an important role in securing new airlift and cruise connectivity, helping strengthen Antigua and Barbuda’s position as a regional hub.

Under her leadership, the Caribbean and Latin America remained the destination’s third-largest source market.

“The tourism landscape has changed dramatically over the last decade,” Spencer said. “Destinations today compete not only for visitors, but for attention, relevance, and emotional connection.”

She added that the Authority’s focus will be on evolving Antigua and Barbuda’s positioning through a broader marketing approach that incorporates storytelling, partnerships, sustainability initiatives, cultural experiences, digital innovation and data-driven decision-making.

“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,” Spencer said.

The Tourism Authority said the appointment reflects its ongoing commitment to strengthening leadership within the organization and advancing talent development across its team.

Spencer’s promotion arrives as Antigua and Barbuda continues to see strong demand from major international markets, supported by expanded air service, growing hotel investment and a series of tourism development initiatives designed to sustain long-term growth across the twin-island destination.