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| Agency overview | |
|---|---|
| Formed | |
| Jurisdiction | Government of Antigua and Barbuda |
| Headquarters | Sir John E. St. Luce Finance & Conference Centre, St. John’s, Antigua |
| Employees | Approximately 30 (2024) |
| Annual budget | EC$60 million (2024 projected marketing levy) |
| Agency executive |
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| Parent department | Ministry of Tourism |
| Key document |
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| Website | https://www.visitantiguabarbuda.com/ |
The Antigua and Barbuda Tourism Authority (ABTA) is the national tourism agency of Antigua and Barbuda. It is responsible for promoting the twin-island nation as a premier travel destination and operates under the Antigua and Barbuda Tourism Authority Act. ABTA leads tourism marketing, manages destination branding, and supports sustainable tourism development across key markets including North America, Europe, Canada, Latin America, and the Caribbean. [1]
ABTA was established under the Antigua and Barbuda Tourism Authority Act to replace the Department of Tourism and Trade. The Act defines its legal mandate, fiscal structure, and governance. ABTA functions as a statutory corporation reporting to the Ministry of Tourism and plays a central role in implementing national tourism strategy. [2]
The agency is governed by a Board of Directors appointed by the Minister of Tourism. The Chief Executive Officer is Colin C. James, who has led the Authority since 2009. [3] In 2025, the Antigua and Barbuda Hotels and Tourism Association (ABHTA), closely linked to ABTA, elected Craig Marshall (Blue Diamond Resorts) as chairman for the 2025–2027 term. [4]
ABTA operates regional offices in St. John's (Antigua), New York, Toronto, and London. These offices are responsible for marketing campaigns, airline partnerships, tourism expos (e.g., World Travel Market and ITB Berlin), and public relations in each region. Together, they contribute to increasing visitor arrivals from their respective markets. [1]
In 2023, the Authority faced budgetary constraints as no funds from the 3.5% ABST marketing levy were remitted to overseas offices despite a projected EC$60 million in allocations. [2]
ABTA has launched several award-winning campaigns, including "Your Space in the Sun" and "Be Here". The "Why Choose A&B" campaign generated strong ROI, particularly in the North American market. [5]
In April 2025, ABTA and Winair entered a strategic partnership to expand regional travel and connectivity within the Eastern Caribbean. [6]
At ITB Berlin in March 2025, ABTA announced a second season of service with Condor Airlines, citing increased German visitation. [7]
ABTA hosted multiple events in its core source markets. In March 2025, it honored industry partners at a New York gala including travel advisors and tourism officials. [8] In February 2025, ABTA showcased Antigua and Barbuda in Puerto Rico through a trade and consumer promotional event engaging over 5,000 participants. [9]
The Authority also participated in CTO’s Caribbean Week in New York in June 2025, reinforcing ties with diaspora audiences and travel media. [10]
In April 2025, ABTA and the Immigration Department launched ArriveAntigua.com, a digital pre-clearance portal allowing travelers to upload passport and health data prior to arrival at VC Bird International Airport. The QR-enabled system aims to reduce processing time. [11] [12]
In 2024, Antigua and Barbuda welcomed over 330,000 stay-over visitors and 824,000 cruise passengers, surpassing pre-pandemic benchmarks. IMF projections for 2025 cite 4.3% GDP growth, largely driven by tourism. [13]
ABTA supports the CARPHA Tourism and Health Program (THiS), which was formally launched in Antigua and Barbuda in December 2024. The initiative includes health surveillance, food safety training, and infectious disease preparedness for tourism operators. [14]
ABTA also promotes marine sustainability and participated in the 2025 UN Oceans Conference in France, advocating for the UWI Centre of Excellence in Oceanography and the Blue Economy. [15]
Plans for a US$14 million international airport in Barbuda have met with criticism from the Barbuda Council and local environmental groups. Concerns include lack of consultation and ecological disruption. [16]