ANTIGUA & BARBUDA TOURISM AUTHORITY

The destination of Antigua and Barbuda was represented by the Antigua & Barbuda Tourism Authority (ABTA) and the Ministry of Tourism when it once again partnered with LIAT, the Caribbean Airline, in a Destination Drive recently held in San Juan, Puerto Rico.

The destination continues to work diligently along-side the Caribbean’s leading air carrier to continue to build destination awareness, and increase market share within the Caribbean market. The San Juan Destination Drive was the first in a series of regional road shows which are planned for the Caribbean market to encourage an increase in arrivals from visitors from within the region.

The Destination Drive, which took place in Plaza Las Americas shopping mall was primarily consumer focused. The ABTA, along with representatives from the St. Lucia Tourist Board and LIAT, distributed destination promotional material about Antigua and Barbuda that worked directly in conjunction with a special round-trip fare of USD$254.00, currently being offered by LIAT out of Puerto Rico for the month of June.

As a part of the promotion, both destinations and the regional carrier gave a presentation to a packed audience at the mall. The presentation highlighted each island’s tourism offering and stimulated interest in the destinations and LIAT. One very surprised audience member, who answered a question correctly about Antigua & Barbuda, won a trip for two to Antigua and Barbuda compliments Liat.

Minster of Tourism and Civil Aviation Hon John H. Maginley complimented the Tourism Authority on its strategy to boost arrivals from Puerto Rico.  “Activities like these will drive regional tourism figures from our Caribbean neighbours, while at the same actively supporting LIAT the Caribbean’s regional airline. This is critical to the growth of our air traffic and ulitimately the economic sustainability of Antigua and Barbuda and the entire region.”

CEO of the Antigua and Barbuda Tourism Authority Colin James added that this is a renewed push into SJU in conjunction with LIAT, which offers direct daily access to Puerto Rico; this comes on the heels of the departure of American Eagle from the region and a focus by the Authority to develop a series of Spanish-language promotional material to better market the destination to the large number of affluent Puerto Rican residents who are an important segment to target for stay-over arrivals.

Marketing Manager of the ABTA, Charmaine Spencer commented on the importance of not only maintaining the strategic relationship with LIAT but the significance of the Destination Drive by saying, ”We saw good value from the destination promotion, as we were able to gather information on top-producing Puerto Rican travel agents, in addition to recognizing first-hand that many Puerto Ricans are familiar with Antigua & Barbuda through Cruising, with many of the consumers inquiring more about the local tours and attractions and hotel packages, through the Destination Drive we were able to provide them first-hand with this information.”

The ABTA plans to continue to work with Liat over the summer months on a number of destination promotions geared at increasing regional arrival figures and improving awareness about leading on-island events and festivities.