Antigua and Barbuda strengthens its global presence with a focus on Europe and Latin America

What is the importance of the European market for Antigua and Barbuda, and how is the destination currently positioned?

WTM London is one of the most important events on our calendar, the main one in Europe. Antigua and Barbuda has a long-standing relationship with the UK, which continues to be our second strongest source market after the US. Approximately 30% of our visitors come from the UK.

We have daily flights from London operated by British Airways and a weekly flight from Frankfurt, Germany, with Condor. The European market has recovered strongly: by mid-year, we recorded 5% growth in arrivals from Europe, compared to 4% overall.

And how is interest progressing from Latin America?

Latin America is becoming increasingly strategic for us. We have a public relations team in the region and a department dedicated exclusively to this market because we recognize its potential. Arrivals from Latin America grew by 13% in the first half of the year, demonstrating the growing interest.

We are working to position the destination and lay the groundwork for future direct flights. When it's winter in Argentina or Chile, Antigua and Barbuda enjoys warm weather and more affordable fares, making our country an ideal option outside of the European or North American peak season.

Are there any advances in air connectivity with South America?

We are actively working on this. We regularly participate in the Routes conferences , where we meet with airlines such as GOL, Copa Airlines, and Avianca. Our regional airline, LIAT Air, is also evaluating the possibility of opening routes to Colombia. Antigua and Barbuda has a world-class airport with all the necessary facilities for international operations. We know that connectivity will come, and we are working very hard to make it happen.

What kind of support do you offer to travel agents and tour operators?

We have very active incentive programs. Through our Travel Agent Connect platform , agents register their bookings and can participate in familiarization trips, because we know that agents sell what they know.

In addition, we hold the Black Pineapple Awards , an annual awards ceremony that recognizes the top 100 salespeople worldwide—from Latin America, the US, Canada, the UK, and Europe—with an incentive trip to Antigua. The black pineapple, a symbol of our hospitality and considered the sweetest in the world, embodies the spirit of this recognition.

Antigua and Barbuda has been recognized for its leadership in sustainability. What specific measures are they implementing?

For us, sustainability is not a slogan, it's a vital necessity. We are a small island nation, highly vulnerable to climate change. We have been pioneers in the Caribbean in eliminating single-use plastics: we banned plastic bags in 2016 and, the following year, polystyrene containers and plastic cutlery.

We also banned sunscreens containing oxybenzone, which is harmful to corals, and developed reef restoration programs using live coral. At the same time, we are moving towards a clean energy mix, especially in Barbuda, which will be a 100% green island by 2030. These are concrete actions that reflect our genuine commitment to the environment.

What is the vision for the destination in the next five years?

We want Antigua and Barbuda to be recognized globally as one of the top sun and beach destinations, especially among Latin American travelers. We aspire to become the first destination that comes to mind when thinking about the English-speaking Caribbean.

We are also promoting meetings and incentives tourism (MICE). In 2026, we will once again host the Caribbean Travel Marketplace , the region's most important tourism business event. And next year, from November 1st to 4th, we will host the Commonwealth Heads of Government Summit , which will bring together more than 5,000 delegates. These events are a great opportunity to position Antigua and Barbuda as an ideal destination for both corporate and leisure tourism.