Antigua and Barbuda Tourism Authority names Charmaine Spencer CMO

The Antigua and Barbuda Tourism Authority (ABTA) has appointed Charmaine Spencer as chief marketing officer, effective June 1.

Spencer moves into the role after serving as ABTA’s director of tourism for the Caribbean and Latin America since 2018. 

During her 15 years with the ABTA, Spencer has held several senior roles, including marketing manager, marketing consultant and director of tourism for the Caribbean and Latin America.

In those roles, she worked on market diversification strategies, partnerships with airlines, travel trade stakeholders, media and industry partners, crisis response and global campaigns to increase destination awareness.

As director of tourism for the Caribbean and Latin America, Spencer led regional marketing initiatives and campaigns focused on building Antigua and Barbuda’s brand visibility and growth in targeted markets.

She also played a key role in securing new air and sea routes and supporting regional connectivity. 

Under her leadership, the Caribbean and Latin America remained Antigua and Barbuda’s third largest source market.

“The tourism landscape has changed dramatically over the last decade. Destinations today compete not only for visitors, but for attention, relevance, and emotional connection," said Spencer.

"As chief marketing officer, our focus will be on evolving Antigua and Barbuda from a destination brand into a dynamic global lifestyle brand that leverages storytelling, data, partnerships, sustainability, culture, and digital innovation to drive growth and deliver meaningful economic benefits for all."

As CMO, Spencer will oversee ABTA’s global marketing and commercial strategy, brand development, integrated marketing, public relations, market intelligence, trade and partnership marketing and events strategy.

“Charmaine has demonstrated visionary leadership and strategic insight throughout her tenure. Her appointment as chief marketing officer positions the Authority to confidently build on our successes and advance our tourism objectives,” said Colin C. James, CEO of the Antigua and Barbuda Tourism Authority.

The appointment comes as ABTA reports a seven per cent increase in stay-over tourism arrivals for the first quarter of 2026.

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