Summer business soars as #WhatCoolLooksLike summer campaign delivers positive growth


The Antigua and Barbuda Tourism Authority’s summer campaign #WhatCoolLooksLike is delivering on target, as just three months into the campaign, the Ministry of Tourism is reporting month on month growth for the summer.

Minister of Tourism, Charles Fernandez has expressed satisfaction with the increases. He said, “With the launch of the campaign in May, the tremendous support from our partners, hotel openings, and new destination events on our tourism calendar like the Optimist World Championships, we are seeing double-digit increases, at a time when this is not the norm.”

The latest tourism statistics released from the Ministry of Tourism show a 10% increase in total stayover air arrivals for the month of May 2019. June and July provisional figures are also reflecting double-digit increases when compared to figures during the same months in 2018.

According to the provisional figures, for the year up to July, Antigua and Barbuda received a 10% increase in overall stayover air arrivals with 187,701 visitors.

“This healthy 10% uptake in the summer is significant. It means that on top of the phenomenal growth we received from January to July 2018 of 171,147 visitors in comparison to the 159,764 in 2017, that the Antigua and Barbuda Tourism Authority’s marketing strategy, as well as other key factors, have really allowed us to steadily build arrivals, year on year,” said the Tourism Minister.

The #WhatCoolLooksLike Campaign was designed to run during the destination’s traditional shoulder season from May – October. With record-breaking results achieved during the summer, Antigua and Barbuda Tourism officials are proving that Antigua and Barbuda is more than a winter destination.

The Antigua and Barbuda Tourism Authority’s CEO Colin C James said, “We are changing the narrative. Antigua and Barbuda is open year-round. Our partners are communicating to us, that the campaign has made a huge difference and we are seeing it not only in increased arrivals but in the increased ABST revenue coming into the country during the summer months.”

Antigua and Barbuda adverts appeared in places like cinemas, airport lounges, on in-flight screens, outdoors, in malls, on undergroundS and at consumer shows.

The Antigua and Barbuda Tourism Authority’s #WhatCoolLooksLike campaign was recently awarded a Silver Winner, in the 2019 Travel Weekly Magellan Awards. Being selected a Magellan Award Winner is a tremendous achievement and proves winners represent a high standard of excellence within the travel industry.