Antigua and Barbuda Tourism Authority is taking its summer festival directly to regional audiences. First, the goal is to drive early bookings.

Together with the Festivals Commission, the Authority has launched a Caribbean roadshow to promote the 2026 summer event. The festival runs July 25 to August 4 under the theme “Feel the Rhythm.”

Officials explained that the campaign targets regional travelers. Therefore, it aims to boost awareness and secure advance reservations. Charmaine Spencer, Director of Tourism for the Caribbean and Latin America, described the strategy.

“The festival is a major economic driver. By engaging regional audiences, we also create strong demand for airlines, hotels, mas makers, and event producers,” Spencer said. “In addition, it strengthens Antigua’s position as the Caribbean’s top summer celebration.”

The roadshow began in Trinidad and Dominica, coinciding with local Carnival events. As a result, the destination gained more visibility across the region.

In Trinidad, the team included Cleofoster Harris, Deputy Director of the Festivals Commission, Maria Blackman, Marketing Communications Manager, and Alfonsina Olmos, Tourism Marketing Officer. They connected with revelers at major events like Hyatt Lime and Ceasar’s Army – A.M. Beach.

Meanwhile, thousands engaged in branded activities and a “Win a Trip to Antigua” promotion. Moreover, media appearances on TV and radio expanded the festival’s reach.

In Dominica, Sharifa George, Digital Media Manager, and Kayla Christian, Marketing Communications Officer, led promotions. They used live broadcasts, on-site activations, and partnerships with KFC Dominica and Sunrise Airways.

The campaign highlighted the summer festival and broader cultural offerings. For example, branded giveaways and music showcases brought the event to life.

Ambassador Elizabeth Makhoul, Chairperson of the Festivals Commission, said direct engagement is central. She added that these activations give visitors an authentic preview of the festival experience.

In addition, officials promoted easy travel with LIAT Air and Sunrise Airways. Thus, attending the festival is simple for regional visitors.

Finally, the roadshow will continue across the Caribbean ahead of July–August. Hotels and excursion providers offer summer rates, value-added packages, and early booking incentives.

Overall, Antigua’s summer festival remains one of the Caribbean’s top experiences. As a result, officials hope the campaign converts regional excitement into confirmed reservations.