Charmaine Spencer Antigua Barbuda Tourism CMO is now official. The Antigua and Barbuda Tourism Authority announced Spencer’s appointment to the role of Chief Marketing Officer with an effective date of June 1, 2026. Moreover, she brings more than 15 years of service to the Authority into her new position, having most recently served as ABTA Director of Tourism for the Caribbean and Latin America since 2018. Furthermore, the appointment comes at a pivotal moment for the destination as it builds on record tourism growth and expands into new markets. Consequently, the ABTA has entrusted one of its most experienced internal leaders with driving the next phase of its global marketing strategy.
Spencer has held multiple senior roles throughout her tenure at the Authority. She has served as Marketing Manager, Marketing Consultant, and Director of Tourism for the Caribbean and Latin America before rising to the CMO position. Moreover, in each of those roles she contributed to market diversification, airline and cruise route development, and destination awareness campaigns. Additionally, she played a key part in navigating the Authority through crises and pandemic-era disruptions. Consequently, her institutional knowledge and market relationships give her immediate credibility in the new role.
What Spencer achieved as Director of Tourism for the Caribbean
Spencer’s track record in her most recent position demonstrates exactly why the ABTA elevated her to the CMO role. During her years as Director of Tourism for the Caribbean and Latin America, she led regional marketing initiatives that enhanced Antigua and Barbuda’s brand visibility across targeted source markets. Moreover, she played a pivotal role in securing new air and sea routes that boosted regional connectivity and helped position Antigua and Barbuda as a Caribbean hub. Furthermore, under her leadership, the Caribbean and Latin America region became and remained Antigua and Barbuda’s third largest source market.
Those achievements reflect both strategic thinking and hands-on relationship management. Moreover, airline and cruise route negotiations require sustained partnership work that goes well beyond traditional marketing. Additionally, the ability to maintain and grow a top-three source market during a period that included a global pandemic demonstrates exceptional resilience and adaptability. Consequently, Spencer carries into the CMO role a proven ability to deliver results in both stable and challenging environments.
Spencer’s vision for Antigua and Barbuda as a global lifestyle brand
In reflecting on her appointment, Spencer articulated a clear and ambitious direction for the destination’s marketing future. She described her focus as evolving Antigua and Barbuda from a destination brand into a dynamic global lifestyle brand. Moreover, she said that strategy would leverage storytelling, data, partnerships, sustainability, culture, and digital innovation to drive growth. Furthermore, she noted that destinations today compete not only for visitors but for attention, relevance, and emotional connection in an increasingly crowded global marketplace. Consequently, her vision aligns contemporary brand-building approaches with the specific strengths and assets that make Antigua and Barbuda distinctive.
As CMO, Spencer will oversee the Authority’s global marketing and commercial strategy alongside brand development, integrated marketing, public relations, market intelligence, and trade and partnership marketing. Moreover, she will also lead events strategy across ABTA’s entire portfolio of international activities. Additionally, her mandate includes integrating new technology and data-driven insights into the marketing operation in ways the Authority has not previously pursued at this scale. Consequently, the scope of her new role is significantly broader than her previous position.
The tourism growth context behind this appointment
The Charmaine Spencer Antigua Barbuda Tourism CMO appointment arrives against a backdrop of strong performance in the first quarter of 2026. The Authority is reporting a 7 percent increase in stay-over tourism arrivals for the period compared to the previous year. Moreover, that growth figure positions Antigua and Barbuda favorably relative to many Caribbean competitors that have struggled to sustain post-pandemic momentum. Furthermore, the timing of Spencer’s promotion signals the ABTA’s intention to accelerate that momentum rather than simply maintain it. Consequently, her appointment represents both a reward for past performance and an investment in future ambition.
ABTA Chief Executive Officer Colin C. James praised Spencer’s appointment directly. He described her as a visionary leader with strategic insight and said her elevation to CMO positions the Authority to confidently build on its successes and advance its tourism objectives. Moreover, the Board, management, and staff of the Authority all extended their congratulations to Spencer on the appointment. Additionally, the ABTA described the promotion as part of its broader commitment to strengthening leadership and developing talent within its team. Consequently, the appointment sends a clear message to the industry that the Authority values internal career development alongside external recruitment.
Source: Antigua and Barbuda Tourism Authority press release
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