The ABTA Team engaged in media and travel trade engagements in Trinidad and Tobago as ‘Switch On Summer’ campaign launches regionally (Photos courtesy, the Antigua and Barbuda Tourism Authority
The Antigua and Barbuda Tourism Authority (ABTA) has officially launched its ‘Switch On Summer 2027’ regional campaign in Trinidad and Tobago, marking the first stop in a wider regional marketing push designed to encourage Caribbean travellers to plan their summer holidays in Antigua and Barbuda.
The October 29 – 30 launch focused on building early awareness, strengthening travel trade relationships and generating interest in group travel. Trinidad and Tobago is Antigua and Barbuda’s largest Caribbean source market, recording 7,217 visitor arrivals in 2025, up approximately 19 per cent from 6,068 in 2024. A further 5,791 arrivals were recorded from January through October 2026.
Led by Shermain Jeremy, ABTA’s Director of Tourism for the Caribbean and Latin America, accompanied by Marketing Officer Alfonsina Olmos, the visit included eight television and radio engagements. These featured CNC3’s Morning Brew and TV6’s Morning Edition, as well as Vibe CT 105 FM, 95.1 FM, Slam 100.5 FM, Red 96.7, Hott 93 and TAJ Radio.
Under the theme ‘Switch On Summer’, the campaign brings together four major travel moments: Culinary Month in May, featuring FAB Fest, Restaurant Week and island flavours; Romance Month in June, highlighting couples’ escapes, weddings and honeymoons; the 70th anniversary of Antigua’s Carnival from July 20 to August 3; and cricket-related travel opportunities during August and September. Together, the experiences are designed to appeal to couples, groups of friends, families, food enthusiasts, Carnival lovers and sports fans.
ABTA also hosted more than 30 travel agents at a Travel Agent Appreciation luncheon at Meena House, where agents received a presentation on ‘Switch On Summer 2027’ and the opportunities for group travel. Agents expressed particular interest in supporting the summer group travel push. ABTA plans to follow up with airlines, hoteliers and other tourism stakeholders to explore packages and offers that can help turn that interest into bookings.
“Trinidad and Tobago is our largest Caribbean source market, and launching ‘Switch On Summer’ here was a deliberate decision,” said Jeremy. “We want Caribbean travellers to think about Antigua and Barbuda early when planning their summer holidays. The enthusiasm from travel agents, particularly around group travel, gives us a valuable starting point. Our next focus is working with airlines, hoteliers and local partners to develop compelling, bookable summer experiences”, she added.
The media programme also highlighted Love Link Caribbean, the regional reality dating series filmed in Antigua and Barbuda and featuring contestants from seven Caribbean territories, including Trinidad and Tobago’s Angel B. ABTA serves as an Executive Producer of the series, which forms part of its approach to reaching new audiences through Caribbean storytelling and creative partnerships.
Following the launch, ABTA plans to sustain awareness in Trinidad and Tobago through targeted advertising for the remainder of 2026 and expand the campaign to other priority Caribbean markets, including Jamaica, Barbados, Guyana and St. Kitts.
Antigua and Barbuda’s hotels, restaurants, tour operators, event organisers and other tourism partners are invited to share summer packages, experiences and promotional offers for potential inclusion in the campaign. Interested partners may contact Shamoi Richards, Business Development Manager, at shamoi.richards@visitaandb.com
This article was originally published by Antigua News Room. Read the original article here: ABTA Launches ‘Switch On Summer 2027’ in Trinidad and Tobago as Regional Marketing Push Begins.