ST. JOHN'S, Antigua and Barbuda – The Antigua and Barbuda Tourism Authority (ABTA) has announced two key leadership appointments aimed at strengthening the destination's global competitiveness and maximizing tourism’s economic contribution to the twin-island nation.

Effective June 1, Charmaine Spencer has been appointed Chief Marketing Officer (CMO), following a successful tenure as Director of Tourism for the Caribbean and Latin America, a position she held since 2018.

During her fifteen years with the Tourism Authority, Spencer served in several senior leadership roles, including Marketing Manager, Marketing Consultant, and Director of Tourism. She played a critical role in market diversification efforts, airline partnerships, trade relations, crisis management, and destination marketing initiatives that enhanced Antigua and Barbuda’s global visibility.

As Director of Tourism for the Caribbean and Latin America, she led regional campaigns that contributed to sustained growth and helped maintain the region as Antigua and Barbuda’s third-largest source market.

In her new role as CMO, Spencer will oversee global marketing and commercial strategy, brand development, integrated marketing, public relations, market intelligence, partnership marketing, and events strategy.

“The tourism landscape has changed dramatically over the last decade. Destinations today compete not only for visitors, but for attention, relevance, and emotional connection,” Spencer said. “Our focus will be on evolving Antigua and Barbuda from a destination brand into a dynamic global lifestyle brand that leverages storytelling, data, sustainability, culture, partnerships, and digital innovation to drive growth.”

According to ABTA Chief Executive Officer Colin C. James, Spencer’s appointment positions the organization to build upon its achievements and advance its tourism development goals.

Shermain Jeremy to Lead Caribbean and Latin America Markets

At the same time, Shermain Jeremy has been appointed Director of Tourism for the Caribbean and Latin America, bringing eighteen years of destination marketing experience to the role.

Jeremy most recently served as Special Projects and Events Manager, leading initiatives designed to strengthen Antigua and Barbuda’s brand, develop new tourism products, and increase visitor engagement.

Among her notable achievements was the expansion of the destination’s culinary tourism offerings. Under her leadership, Restaurant Week evolved into Antigua and Barbuda Culinary Month, helping the destination earn recognition as the Caribbean’s Best Emerging Culinary City Destination 2025 at the World Culinary Awards.

Prior to joining the headquarters team in Antigua, Jeremy worked in the Tourism Authority’s U.S. office, contributing to several award-winning destination marketing campaigns. She also played a major role in developing Antigua and Barbuda’s romance tourism sector, further strengthening the destination’s reputation as one of the Caribbean’s leading wedding and honeymoon destinations.

Jeremy said she is honored to assume the role at a pivotal moment for regional tourism.

“The Caribbean and Latin America are among the most dynamic and opportunity-rich markets in the world. I look forward to building stronger partnerships, driving meaningful growth, and creating strategies that connect travelers with the unique experiences our destination offers,” she said.

Strong Tourism Momentum

The appointments come as Antigua and Barbuda continues to report strong tourism performance. The Tourism Authority recently announced a 7% increase in stay-over visitor arrivals during the first quarter of 2026, reinforcing confidence in the destination’s growth trajectory.

With these leadership changes, Antigua and Barbuda aims to further expand its presence in emerging markets, leverage data-driven marketing strategies, and continue strengthening its position as one of the Caribbean’s premier tourism destinations.