Spencer Named ABTA Chief Marketing Officer

by Brian Major
Last updated: 8:05 AM ET, Sat June 6, 2026

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

The Antigua and Barbuda Tourism Authority (ABTA) has appointed Charmaine Spencer as its chief marketing officer.

Spencer's ascension to the position reinforces the organization's commitment to strengthening the destination’s competitiveness and maximizing tourism’s impact on the twin-island nation.

During her 15-year tenure with the Authority, Spencer has held several senior leadership roles, including marketing manager, marketing consultant and most recently, director of tourism for the Caribbean and Latin America. She has played an instrumental role in market diversification strategies, strengthening partnerships with airlines, travel trade stakeholders, media and industry partners, navigating crises and pandemics, and increasing destination awareness through global campaigns.

As director of tourism for the Caribbean and Latin America, Spencer led regional marketing initiatives and campaigns that enhanced Antigua and Barbuda’s brand visibility and drove growth across targeted markets. She also played a pivotal role in securing new air and sea routes, boosting regional connectivity and further positioning Antigua and Barbuda as a Caribbean hub. Under her leadership, the Caribbean and Latin America remained Antigua and Barbuda’s third largest source market. Spencer's appointment to chief marketing officer comes at a significant time, as the destination builds on its tourism momentum, expands its presence in emerging markets, and integrates new technology and data-driven insights into its marketing strategy.

“The tourism landscape has changed dramatically over the last decade,” said Spencer. “Destinations today compete not only for visitors, but for attention, relevance, and emotional connection. 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 chief marketing officer, Spencer will oversee the ABTA’s global marketing and commercial strategy, brand development, integrated marketing, public relations, market intelligence, trade and partnership marketing and events strategy. Colin C. James, chief executive officer of ABTA said, “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.”

The new leadership appointment comes at a time when the Tourism Authority is reporting a strong seven percent increase in overnight, land-based tourism arrivals for the first quarter of 2026 and is positioning itself to build on this performance.

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