Antigua & Barbuda - Exploring the MICE market

The twin-island paradise of Antigua & Barbuda is renowned worldwide as a dream location for discerning leisure travellers seeking sun, sea and sand. But as Antiguans often say, the beach is just the beginning – and these days that rings true for business travellers as much as it does for holidaymakers.

With the opening of a new convention centre at the American University of Antigua (AUA), the country has emerged as a serious contender in the global MICE (Meetings, Incentives, Conferences and Exhibitions) market – a sector worth an extraordinary US$782.80 billion in 2023 and forecast to soar to more than US$1.3 trillion by 2033. This is big business for any country, and Antigua & Barbuda is determined to claim its share.

The islands have already proved their capability by hosting major international gatherings, including the United Nations 4th International Conference of Small Island Developing States (SIDS4) in May 2024. In 2025, they welcomed the 43rd Caribbean Travel Marketplace in May and the 55th General Assembly of the Organization of American States in June. Looking ahead, Antigua & Barbuda will also proudly host the 2026 Commonwealth Heads of Government Meeting (CHOGM) – becoming the smallest nation ever to stage this prestigious summit. Each of these events brings international publicity, group business, and a higher profile on the global stage, further showcasing the islands’ growing influence in the MICE arena.

For the Antigua & Barbuda Tourism Authority, hoteliers, and other tourism stakeholders, expanding into the MICE market opens new avenues for the destination. Strategically, MICE travel helps address the issue of seasonality within the tourism industry by bringing delegates, incentive groups, sports teams and other large parties during what is typically considered the off-peak period from May to October. The steady flow of visitors keeps occupancy healthy year-round across the accommodation spectrum, from luxury resorts to boutique hotels, villas and self-catering apartments. Government investment in infrastructure is a key part of this success. Upgrades to conference facilities, sporting venues, transport links and high-speed internet are all helping to attract world-class events and ensure delegates have a seamless experience from touchdown to take-off. This commitment not only benefits the MICE sector but also strengthens Antigua & Barbuda’s overall tourism product.

With over 3,200 hotel rooms available, the islands can cater to groups of all sizes and budgets. Jolly Beach Resort and Sandals Grande Antigua boast multi-room conference facilities for up to 400 guests theatre-style, ideal for seminars, awards ceremonies and regional meetings. The American University of Antigua’s convention centre seats more than 1,000 delegates and has already hosted events of global importance. Additionally, Antigua & Barbuda offers venues that provide a memorable backdrop, turning business into an unforgettable occasion. Think opening ceremonies at the UNESCO World Heritage Site of Nelson’s Dockyard or Clarence House, cricket-themed evenings at Coolidge Cricket Ground, networking aboard luxury yachts, breakout sessions in the shadow of the sugar mill at Weatherills Estate, or wellness days at Humble and Free Wadadli.

The benefits of MICE travel ripple far beyond tourism and, unlike leisure trips, operate at a larger scale that demands specialised services. Transportation companies, caterers, audio-visual specialists, stand builders, designers, tour operators, sports facilities, artisans and entertainers all gain from the influx of delegates and the complex logistics involved. As more conferences and incentive gatherings are secured, these opportunities will continue to grow.

As an emerging Caribbean destination in the MICE market, one of the world’s most valuable tourism sectors, Antigua & Barbuda is poised for even greater success.

One of Antigua & Barbuda’s strongest assets in the MICE market is the extra value it offers business travellers. Known as one of the Caribbean’s top leisure destinations, it gives delegates the chance to turn a conference into something more – blending work with the kind of experiences that make it hard to leave. Many choose to stay on, enjoying the islands’ warm, hospitable and safe atmosphere – and of course, the lure of 365 beaches. For incentive groups, the menu of activities is just as tempting, from swimming with stingrays, rainforest ziplining and island safaris to catamaran cruises, sailing lessons, offshore conservation tours, rum tastings and cooking classes.

Ease of access is another advantage. A modern international airport with direct flights from the UK, US, Canada and across the Caribbean makes arrival simple, while visa-free entry for many countries removes barriers for organisers and delegates alike. The new ArriveAntigua.com online immigration and customs form speeds up the arrival process, allowing business travellers to get from plane to meeting – or even beach – in record time.

Sporting events add yet another layer of potential. With investment in sports infrastructure, Antigua & Barbuda is well placed to host major tournaments and training camps, complementing its growing MICE portfolio.

Through partnerships with the Antigua & Barbuda Hotels and Tourism Association and the Hospitality Training Institute, local suppliers, event planners, DMCs and hospitality staff are being equipped with the skills to deliver the polished, professional service that encourages return business.

As an emerging Caribbean destination in the MICE market, one of the world’s most valuable tourism sectors, Antigua & Barbuda is poised for even greater success. From summits and forums to sporting events, wellness retreats, destination weddings and incentive trips, the islands are proving that business here doesn’t just work – it works beautifully. And with government investment, a growing reputation for excellence, and a track record of hosting world-class events, the best is yet to come.

Article written by Maria Blackman, Marketing Communications Manager at Antigua & Barbuda Tourism Authority (ABTA).