Antigua and Barbuda must ensure its tourism marketing generates measurable bookings and greater economic benefits for citizens, Tourism Authority Chairman Vernon Jeffers has said.

Speaking at the Antigua and Barbuda Tourism Authority’s 2026 Strategy Session, Jeffers acknowledged strong stayover, cruise and yachting activity but warned that global competition remains intense.

“Tourism is highly competitive, our competitors will not stand still, and neither can we,” he said.

Jeffers pointed to JetBlue’s withdrawal of its New York service as evidence that tourism gains cannot be taken for granted, particularly as the United States remains the country’s largest source market.

He said airlift development must be driven by reliable data and commercial analysis, while Antigua and Barbuda continues strengthening markets in the United Kingdom, Canada, Europe, the Caribbean and elsewhere.

Jeffers also called for closer scrutiny of tourism marketing spending to determine whether campaigns and partnerships are producing bookings and adequate returns.

“Our goal is not simply to attract more visitors,” he said. “It is to build a resilient, competitive and sustainable tourism economy that delivers greater value to our people.”

He said tourism growth should translate into increased visitor spending, stronger local businesses, more jobs and greater opportunities for Antiguans and Barbudans.

This article was originally published by Antigua News Room. Read the original article here: Jeffers: Tourism Marketing Must Deliver More Bookings and Benefits for Antiguans and Barbudans.