Antigua and Barbuda must shift its tourism strategy to prioritize high-spending visitors and emphasize quality over quantity to ensure the industry’s long-term sustainability, according to Craig Marshall, Chairman of the Antigua and Barbuda Hotels and Tourism Association (ABHTA). Speaking on the government’s weekly program ‘Government in Motion,’ Marshall highlighted that the nation’s tourism sector has matured to a point where growth should be evaluated not just by visitor numbers but by the economic value generated. He stressed that Antigua and Barbuda’s identity as a luxury destination should be embraced, with efforts made to distribute tourism benefits more broadly across communities. Marshall noted that the island’s primary markets, the United States and the United Kingdom, have shown steady growth of 6% and 4%, respectively. However, he emphasized that the focus should remain on delivering exceptional experiences rather than pursuing mass tourism. The government’s recent initiatives, such as reopening the Barbuda International Airport and securing new airlift agreements, aim to bolster high-end, sustainable tourism. Additionally, training programs led by the Ministry of Tourism and the Antigua and Barbuda Hospitality Training Institute are equipping local workers to meet international standards. Marshall also underscored the importance of investing in human capital and environmental stewardship to maintain the islands’ luxury appeal. He pointed out that modern travelers increasingly seek authentic experiences that blend comfort, culture, and sustainability. ‘Every aspect of the visitor experience, from our people and service to our natural environment, must reflect quality,’ Marshall said. ‘That’s what will keep Antigua and Barbuda ahead.’
ABHTA Chair: Antigua Should Pursue Quality, Not Quantity, in Tourism Growth
