ANTIGUA & BARBUDA TOURISM AUTHORITY

The Antigua & Barbuda Tourism Authority has initiated a local Tourism Awareness Campaign with the release of a new Public Service Announcement titled, “Pieces of the Tourism Puzzle,” which is set to air on local media via ABS television and the Karib Cable Network.

The strategic concept behind the campaign is to reinvigorate the public’s appreciation of the industry and its contribution to the economy. The tourism PSA is geared towards a younger demographic, yet it  demonstrates to the entire community how we as citizens within the country are at the core of the tourism product, and each play an integral role in providing the vital services that visitors come to experience when visiting the destination. 

Colin C. James, CEO of the Tourism Authority explained, “Tourism is the islands’ leading industry and generates 75% of GDP; every dollar spent by a visitor is a dollar that goes directly into Antigua & Barbuda and stimulates our economy and benefits our people. To continue to grow our economy we all have to be actively involved in the positive messages and the experience that we give to visitors to our shores.  This is the essence of the PSA’s message.”

Minister of Tourism, Civil Aviation and Culture, the Hon. John Maginley added, “The global tourism industry is very competitive and in order to encourage increased visitor arrivals, every citizen has to recognize that he/she plays a critical part in showcasing and promoting the islands of Antigua & Barbuda. Our people and our product are two of the main reasons that persons choose to come to our islands; this is our home and we all play a part in promoting the best of what Antigua & Barbuda has to offer.”

In positioning the theme for the PSA, Marketing Manager of the Antigua and Barbuda Tourism Authority, Charmaine Spencer said, The theme, ‘Pieces of the Tourism Puzzle’, is also an appeal to the social media generation, it was used as an example to show how today we are all inter-connected and when we work together in a positive direction our best is manifested; if we continue to send a consistently positive message about our island product then it will be seen throughout the world.”

The PSA also features local soca celebrity, Tian Winter, which helps to make it easily identifiable and also timely for Antigua’s upcoming Carnival festivities. The Tourism Awareness Campaign was launched in preparation for the next winter tourist season, the timing of the launch aims to provide awareness to better develop our tourism product during the traditionally slow season.

The campaign’s catch-line includes the famous tagline associated with Antigua & Barbuda’s Tourism that ‘the beach is just the beginning’.  However, it reinforces the point that, “the rest is up to me and you”.