ANTIGUA AND BARBUDA TOURISM AUTHORITY ANNOUNCES NEW APPOINTMENTS
Charmaine Spencer appointed Chief Marketing Officer. Shermain Jeremy named Director of Tourism for the Caribbean and Latin America
The Antigua and Barbuda Tourism Authority (ABTA) has announced two strategic leadership appointments reinforcing the organization’s commitment to strengthening the destination’s competitiveness and maximizing tourism’s economic impact on the twin-island nation of Antigua and Barbuda.
Effective June 1, Charmaine Spencer has been appointed Chief Marketing Officer (CMO) of the Antigua and Barbuda Tourism Authority, following her successful tenure as ABTA Director of Tourism for the Caribbean and Latin America, a position she has held since 2018.
At the same time, Shermain Jeremy has been appointed Director of Tourism for the Caribbean and Latin America, succeeding Spencer and assuming responsibility for meeting the Tourism Authority’s objectives for the Caribbean and Latin America region.
During her fifteen-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 marketing strategy.
Reflecting on her appointment, Spencer stated: “The tourism landscape has changed dramatically over the last decade. 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 CMO, 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.
Chief Executive Officer of the Antigua and Barbuda Tourism Authority, Colin C. James, 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.”
Shermain Jeremy has been appointed Director of Tourism for the Caribbean and Latin America, bringing eighteen years of experience in destination marketing to the role.
Jeremy currently serves as Special Projects and Events Manager with the Antigua and Barbuda Tourism Authority, where she leads high-impact initiatives that strengthen the destination’s global brand, create new tourism products, deepen stakeholder engagement, and generate new reasons for travellers to experience Antigua and Barbuda.
Over the past four years, she has played a leading role in developing and expanding Antigua and Barbuda’s culinary tourism product, helping to evolve Restaurant Week into Antigua and Barbuda Culinary Month. That work has contributed to major international recognition with Antigua and Barbuda being named Caribbean’s Best Emerging Culinary City Destination by the World Culinary Awards in 2025.
Prior to joining the Authority’s headquarters team in Antigua, she served as Marketing Manager within the Antigua and Barbuda Tourism Authority’s USA office, where she contributed to the promotion of the destination across its main source market, initiating several award-winning destination marketing campaigns and initiatives. She has also spent more than a decade helping to build Antigua and Barbuda’s romance tourism product, work that continues to position the twin-island nation as one of the Caribbean’s leading destinations for weddings and honeymoons.
The Antigua and Barbuda Tourism Authority CEO said, “Shermain’s appointment reflects the Authority’s confidence in her leadership, deep understanding of destination marketing and ability to further strengthen Antigua and Barbuda’s presence in the Caribbean and Latin America region.”
Commenting on her appointment, Jeremy, said, “I am deeply honoured to step into the role of Director, Caribbean and Latin America at such an important moment for regional tourism. The Caribbean and Latin America are among the most dynamic, culturally rich, and opportunity-filled markets in the world, and I look forward to building stronger partnerships, driving meaningful market growth, and creating strategies that connect people, places, and experiences in more impactful ways. This role represents both a professional milestone and a personal privilege, and I am excited to contribute to the continued success and visibility of our destination across these important markets.”
The Board, management and staff of the Antigua and Barbuda Tourism Authority extend congratulations to both Charmaine Spencer and Shermain Jeremy on their appointments. The Antigua and Barbuda Tourism Authority remains committed to strengthening its leadership and developing the talent within the team.
The new leadership appointments come at a time when the Tourism Authority is reporting a strong seven percent increase in stay-over tourism arrivals for the first quarter of 2026 and is positioning itself to build on this performance.
Antigua (pronounced An-tee’ga) and Barbuda (Bar-byew’da) is located in the heart of the Caribbean Sea. The twin-island paradise offers visitors two uniquely distinct experiences, ideal temperatures year-round, a rich history, vibrant culture, exhilarating excursions, award-winning resorts, mouth-watering cuisine and 365 stunning pink and white-sand beaches – one for every day of the year. The largest of the English-speaking Leeward Islands, Antigua comprises 108-square miles with rich history and spectacular topography that provides a variety of popular sightseeing opportunities. Nelson’s Dockyard, the only remaining example of a Georgian fort a listed UNESCO World Heritage site, is perhaps the most renowned landmark. Antigua’s tourism events calendar includes the Antigua and Barbuda Wellness Month, Run in Paradise, prestigious Antigua Sailing Week, Antigua Classic Yacht Regatta, Antigua and Barbuda Restaurant Week, Antigua and Barbuda Art Week and the annual Antigua Carnival; known as the Caribbean’s Greatest Summer Festival. Barbuda, Antigua’s smaller sister island, is the ultimate celebrity hideaway. The island lies 27 miles north-east of Antigua and is just a 15-minute plane ride away. Barbuda is known for its untouched 11-mile stretch of pink sand beach and as the home of the largest Frigate Bird Sanctuary in the Western Hemisphere. Find more information on Antigua & Barbuda at: www.visitantiguabarbuda.com
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