Antigua and Barbuda Tourism Authority Names Charmaine Spencer CMO, Shermain Jeremy Tourism Director

The Antigua and Barbuda Tourism Authority has appointed Charmaine Spencer as Chief Marketing Officer and Shermain Jeremy as Director of Tourism for the Caribbean and Latin America. The promotions reflect the Authority’s focus on sustained tourism growth, market expansion, and strengthening the destination’s competitive position globally.

ST. JOHN’S, Antigua and Barbuda – The Antigua and Barbuda Tourism Authority (ABTA) has announced two significant executive appointments that underscore the destination’s commitment to strengthening its tourism leadership team as visitor arrivals continue to climb.

Effective June 1, longtime tourism executive Charmaine Spencer has been promoted to Chief Marketing Officer (CMO)while Shermain Jeremy assumes the role of Director of Tourism for the Caribbean and Latin America. The appointments come as Antigua and Barbuda reports a strong seven percent increase in stay-over visitor arrivals during the first quarter of 2026 and seeks to expand its reach in both traditional and emerging source markets.

Spencer Elevated to Chief Marketing Officer

Spencer brings fifteen years of experience with the Tourism Authority to her new position. Since 2023, she has served as Director of Tourism for the Caribbean and Latin America, where she led initiatives that increased destination visibility, strengthened airline and trade partnerships, and enhanced regional connectivity. Her appointment follows a career progression that includes roles as Marketing Manager and Marketing Consultant.

As CMO, Spencer will oversee the Authority’s global marketing and commercial strategy, including brand development, public relations, market intelligence, trade partnerships, and event marketing.

“The tourism landscape has changed dramatically over the last decade,” Spencer said. “Destinations today compete not only for visitors, but for attention, relevance, and emotional connection.” She indicated that her focus will be on transforming Antigua and Barbuda from a destination brand into a broader lifestyle brand that leverages storytelling, sustainability, culture, data analytics, and digital innovation.

ABTA Chief Executive Officer Colin C. James praised the appointment, noting Spencer’s “visionary leadership and strategic insight” throughout her tenure.

Jeremy Takes Regional Leadership Role

Succeeding Spencer as Director of Tourism for the Caribbean and Latin America is Shermain Jeremy, a tourism professional with eighteen years of destination marketing experience.

Jeremy most recently served as Special Projects and Events Manager at the Tourism Authority, where she spearheaded initiatives designed to strengthen Antigua and Barbuda’s international profile and develop new tourism products. Among her most notable achievements has been the expansion of Antigua and Barbuda’s culinary tourism program, helping transform Restaurant Week into the broader Antigua and Barbuda Culinary Month. That initiative contributed to international recognition for the destination’s food tourism sector.

Before joining the Authority’s headquarters team, Jeremy worked in the organization’s United States office, contributing to destination marketing efforts in one of Antigua and Barbuda’s most important visitor markets. She also played a significant role in promoting the country’s wedding and honeymoon sector, one of the pillars of its tourism offering.

In accepting her appointment, Jeremy described the Caribbean and Latin America as “among the most dynamic, culturally rich, and opportunity-filled markets in the world,” emphasizing her commitment to building stronger partnerships and driving market growth across the region.

Strategic timing

The leadership changes arrive at a pivotal moment for Antigua and Barbuda’s tourism sector. The twin-island nation has been building on record-breaking tourism performance in recent years, while investing in enhanced airlift, digital visitor services, and new market development initiatives. The Tourism Authority has also focused on expanding regional connectivity and strengthening its position as a Caribbean hub.

Industry observers note that promoting experienced executives from within the organization ensures continuity while bringing fresh perspectives to the destination’s marketing strategy. With tourism remaining a critical driver of Antigua and Barbuda’s economy, the appointments signal the Authority’s intention to sustain growth and maintain competitiveness in an increasingly crowded global marketplace.