Interview with ABTA Chief Colin James

Antigua & Barbuda is one of the Caribbean’s fastest-growing travel destinations. At the forefront of this success is Colin C. James, CEO of the Antigua and Barbuda Tourism Authority (ABTA) since 2009. His strategic leadership has been instrumental in enhancing airlift, diversifying tourism offerings and promoting sustainable development in the twin islands. Colin James delves into the strategies propelling this growth and what lies ahead for the country’s tourism sector.

Air arrivals hit a record 325,000 in 2024, with a peak day of 51 flights. What were the main challenges in scaling up, and how are you preparing for greater growth?

2024 was both a validation of our destination’s appeal and a result of the amazing efforts by our teams. In fact, the surge in air arrivals, particularly with the hosting of large conferences, did present some logistical challenges, which we successfully overcame. The key issues included ensuring sufficient staffing at ports of entry, streamlining customs and immigration processes, and scaling up transportation, accommodation, and service delivery.. We responded by enhancing collaboration across government agencies and the private sector, investing in training programmes, and increasing capacity at V.C. Bird International Airport.

A recent major achievement was the launch of paperless entry with the ArriveAntigua.com system, which has dramatically improved processing time for arriving visitors. We have expanded and updated the VIP lounge infrastructure and creatively used AI to digitise services for improved visitor satisfaction. The other key advantage of the new arrival system is the enhanced data analytics that not only allows us to anticipate and manage peak periods more effectively but also provides a wealth of data on our visitors, enabling strategic and focused marketing campaigns.

With Condor now flying direct from Germany, are you targeting other key European markets for future direct airlift?

Our Condor flight is actually our Central European flight, allowing seamless same-day connections via Frankfurt from Austria, Switzerland, Poland and northern Italy. We are actively exploring opportunities in France, the Netherlands and the Nordics, particularly in Sweden and Denmark, where interest in Caribbean travel is increasing. We are working closely with tour operators and aviation partners to assess demand, build strategic partnerships and secure seasonal or year-round routes. The success of Condor demonstrates the appetite for direct European connections, and we aim to build on that momentum.

2024 was both a validation of our destination’s appeal and a result of the amazing efforts of our teams.

What opportunities do you see for expanding into new aviation partnerships, especially for niche markets?

There is strong potential in niche markets such as luxury private aviation, eco-tourism circuits, and multi-destination Caribbean travel. We are exploring regional collaborations to connect other islands, including the BVI, Anguilla, Montserrat and Dominica via short-haul flights, particularly from Europe. We are also in dialogue with airlines serving Canada’s secondary cities and emerging markets in Latin America. Our goal is to ensure Antigua & Barbuda is accessible to diverse traveller segments, not just through traditional hubs.

How are initiatives like Culinary Month and Art Week helping position Antigua & Barbuda as a vibrant destination beyond the peak season?

As Antigua and Barbuda’s tourism continues to evolve, we are shifting away from the traditional focus on the winter season and embracing strategies to attract visitors year-round. By staging events during what was once considered the off-season or shoulder period, we’re creating opportunities to engage travellers seeking authentic experiences that go beyond the classic sun, sand and sea. Culinary Month, which began as Restaurant Week three years ago, has grown into a remarkable success with a whole month now dedicated to all things culinary. With over 60 restaurants participating, it’s now drawing foodies from around the globe.

Art Week highlights our creative community and supports cultural tourism. These events create authentic experiences, encouraging repeat visits and longer stays.

How is ABTA capitalising on American University of Antigua’s new conference facility to develop MICE (Meetings, Incentives, Conferences and Exhibitions) tourism?

The new facility has significantly enhanced our capacity to host largescale events. We are actively promoting Antigua & Barbuda as a premier MICE destination by participating in international trade shows, forging partnerships with global event planners and developing tailored packages. The facility opens doors for academic, medical and tourism professional conferences.

Our MICE strategy includes actively courting the industry MICE buyers who were hosted at the recent CHTA Marketplace so they can see our product up close and in living colour. The hosting of these large conferences provides us with the opportunity to show just how seamlessly Antigua & Barbuda can coordinate and collaborate with airlines, hotels and transportation providers to deliver a world-class experience.

Antigua & Barbuda hosted Caribbean Travel Marketplace for the first time in May. What did this mean for the country’s tourism profile, and what lasting benefits do you expect?

Hosting the Caribbean Travel Marketplace, the premier Caribbean Hotel and Tourism’s annual event, was a major milestone. This was the second time in the CHTA’s 43-year history that the event was staged in the Eastern Caribbean. Although we are the smallest country to have ever hosted the event, the feedback has been extremely positive. It has positioned Antigua & Barbuda as a leading player in regional tourism and provided an invaluable platform to highlight our infrastructure, hospitality and attractions to hundreds of international buyers. The long-term benefits include increased bookings, enhanced visibility, stronger industry partnerships and momentum to attract more large-scale events.

With luxury brands like Nikki Beach and Rosewood Barbuda set to open soon, how will these highend developments shape Antigua & Barbuda’s tourism experience and brand image?

These luxury developments will elevate our destination’s global brand and attract high-value travellers seeking exclusive experiences. They will enhance the islands’ reputation for world-class hospitality, drive investment and create employment opportunities. In this regard, Robert De Niro’s Nobu Beach Inn, currently under construction in Barbuda, is an example of balancing the tourism ecosystem by catering to the premium segments while encouraging excellence and innovation across all service levels. It’s also no secret that luxury hotel brands help make the destination more resilient to the geopolitical and economic shocks that occasionally affect the region.

How is Antigua & Barbuda using Wellness Month to promote year-round wellness tourism?

We have dedicated January as our Wellness Month in Antigua & Barbuda, integrating wellness into the core visitor experience. Wellness Month strategically raises awareness, but we are also supporting local wellness practitioners, such as our ‘astronaut,’ Keisha Schahaff, and expanding our marketing efforts to reach health-conscious travellers year-round.

As Antigua and Barbuda’s tourism continues to evolve, we are shifting away from the traditional focus on the winter season and embracing strategies to attract visitors year-round.

How are you working with cruise lines to enhance visitor experiences and encourage longer engagement with the destination?

We’re working with cruise lines and local operators to develop immersive, high-quality shore excursions that reflect the culture and natural beauty of our islands.

Our strategy in partnership with cruise lines and shore excursion providers includes encouraging pre-and post-cruise stays, improving port facilities and offering seamless transit between the cruise port and key attractions.

Looking to the future, what are ABTA’s top priorities?

Our nation’s top priorities include upgrading infrastructure, particularly roads, signage and digital connectivity. A case in point is the resurfacing of our airport runway, which is scheduled to take place this summer, ensuring that the airport maintains its reputation as a first-class facility.

At the same time, we are diversifying our source markets with a focus on Europe, Latin America and emerging segments like wellness and adventure tourism. Embracing digital innovation and the advantages that AI offers is also key: we are investing in data analytics, improving our online presence and leveraging AI and automation for marketing, customer service and destination management. These efforts will ensure that we remain competitive, enabling us to continue thriving in a rapidly evolving global tourism landscape.