The Antigua and Barbuda Tourism Authority (ABTA) has appointed longtime tourism executive Charmaine Spencer as its new Chief Marketing Officer, elevating a veteran leader as the Caribbean destination looks to build on record tourism growth and expand its global reach.
Spencer officially assumed the role on June 1 after serving as the Authority’s Director of Tourism for the Caribbean and Latin America since 2018. She brings more than 15 years of experience with the organization, where she has held several senior leadership positions, including marketing manager, marketing consultant and regional tourism director.
Her appointment comes as Antigua and Barbuda continues to capitalize on strong tourism momentum. The Tourism Authority reported a 7% increase in stay-over visitor arrivals during the first quarter of 2026, while pursuing expansion into emerging markets and increasing the use of technology and data-driven marketing strategies.
Throughout her tenure, Spencer has helped shape the destination’s marketing efforts by strengthening relationships with airlines, travel partners, media outlets and industry stakeholders. She also played a key role in diversifying source markets, guiding tourism campaigns during the COVID-19 pandemic, and helping secure new air and sea routes that improved regional connectivity.
Under her leadership, the Caribbean and Latin America remained Antigua and Barbuda’s third-largest tourism source market, according to the Tourism Authority.
“The tourism landscape has changed dramatically over the last decade,” Spencer said in a statement. “Destinations today compete not only for visitors, but for attention, relevance, and emotional connection.”
She said her vision is to transform Antigua and Barbuda from a destination brand into “a dynamic global lifestyle brand” by leveraging storytelling, partnerships, sustainability, digital innovation and data to drive tourism growth and generate broader economic benefits.
As Chief Marketing Officer, Spencer will oversee the Authority’s global marketing strategy, brand development, public relations, market intelligence, trade partnerships, integrated marketing campaigns and events strategy.
ABTA Chief Executive Officer Colin C. James praised the appointment, saying Spencer has consistently demonstrated strategic leadership throughout her career with the organization.
“Charmaine has demonstrated visionary leadership and strategic insight throughout her tenure,” James said. “Her appointment as Chief Marketing Officer positions the Authority to confidently build on our successes and advance our tourism objectives.”
The leadership change reflects the Tourism Authority’s continued focus on developing internal talent while positioning Antigua and Barbuda to remain competitive in the increasingly crowded global travel market as visitor demand across the Caribbean continues to strengthen.