NEW YORK, New York – The Antigua and Barbuda Tourism Authority (ABTA) USA is strengthening its connection with both the travel industry and the Antiguan and Barbudan diaspora through a communications strategy that is delivering exceptional results.
The Authority’s New York office now publishes two monthly electronic newsletters—one targeted at travel advisors and industry partners and another tailored specifically to members of the diaspora.
Together, the publications have achieved an impressive 75 percent open rate, significantly outperforming industry averages and underscoring the value readers place on timely, destination-focused content.
Dean Fenton, Director of Tourism for the Antigua and Barbuda Tourism Authority USA, North America, said the success reflects the team’s commitment to providing meaningful and relevant information.
“Our team has done an outstanding job of identifying and sharing content that resonates with both the travel industry and our diaspora,” Fenton said. “Achieving a 75 percent open rate is a testament to the value our audiences place on staying connected with the latest developments, opportunities, and experiences from Antigua and Barbuda.”
Building on that momentum, the Tourism Authority is expanding its marketing efforts as consumer interest in travel continues to rise during the United States’ 250th Independence celebrations.
Among the initiatives is an expanded familiarization (FAM) trip programme that brings travel advisors to Antigua and Barbuda, allowing them to experience the destination firsthand.
The North America team is also partnering with fellow Caribbean tourism organizations to host a series of Lunch and Learn training sessions designed to equip travel professionals with the knowledge and resources needed to confidently promote Caribbean vacations.
The Authority is also preparing for a fall roadshow across key North American markets to showcase the country’s diverse accommodation offerings. Branded as the Antigua and Barbuda Islands Collection, the campaign will highlight the destination’s boutique hotels and independently owned properties, providing travel advisors with unique options for clients seeking authentic and personalized Caribbean experiences.
“Effective communication is one of our strongest marketing tools,” Fenton said. “Whether we are engaging travel advisors, the diaspora, airline partners, or the media, our objective is to ensure that Antigua and Barbuda remains top of mind. By providing timely, relevant, and inspiring information, we strengthen our relationships with our partners and ultimately drive greater visitation to our twin-island nation.”
Through an integrated marketing strategy that combines high-performing digital communications, immersive travel advisor experiences, strategic partnerships, and innovative destination promotions, the Antigua and Barbuda Tourism Authority USA continues to reinforce the country’s position as one of the Caribbean’s leading destinations.
With global demand for travel continuing to grow, the Authority remains focused on expanding awareness, increasing market share, and inspiring more visitors to experience Antigua and Barbuda’s renowned hospitality, vibrant culture, and its famous 365 beaches—one for every day of the year.
