Antigua and Barbuda tourism authority calls for data-driven strategy

Vernon Jeffers, Chairman of the Antigua and Barbuda Tourism Authority, has called for a strategic shift in the nation’s tourism approach to ensure marketing investments translate into measurable bookings and economic benefits for citizens. Speaking at the authority’s 2026 Strategy Session, Jeffers emphasized that while stayover, cruise, and yachting sectors show strength, the industry faces intense global competition.

Jeffers cited JetBlue’s withdrawal of its New York service as a warning that tourism successes are not guaranteed. Given that the United States is the country’s most valuable source market, he argued that airlift development must be managed through data-driven commercial analysis rather than informal discussions.

Moving forward, the authority aims to strengthen relationships in the United Kingdom, Canada, Europe, and the Caribbean while expanding into emerging markets. The goal is to build a resilient tourism economy that increases visitor spending, supports local businesses, and creates more jobs for Antiguans and Barbudans.