The Antigua and Barbuda Tourism Authority’s recent marketing campaign within the United Kingdom, has contributed to the growth in revenue being reported by UK tour operators despite Brexit. Luxury tour operator, the Inspiring Travel Company (part of the ITC Travel Group, which also owns the Western & Oriental brand) has reported growth in Antigua bookings with the island becoming one of its strongest destinations in the Caribbean. The revenue for Antigua bookings for 2017 is up 3% year on year, despite a drop in room nights. This shows that the destination can earn more income with lower numbers. Revenue for 2018 is soaring.
Helen Tabois, Senior Product and Marketing Manager at ITC Travel Group comments, ‘Forward bookings for 2018 to Antigua & Barbuda are a real success story for us, with our room nights up 98% and our revenue up 123% as at 1 August. We’re trading strongly for the Caribbean overall, up 25%, but it’s clear that Antigua & Barbuda is leading the way. This increase in both volume of business and revenue has been driven by our focus on just a handful of hotels at the luxury end of the market.’
Jean-Marc Flambert, Vice-President Sales and Marketing UK & Europe at the Antigua & Barbuda Tourism Authority says; ‘The idea behind the campaign in June 2017 was to increase awareness of the destination beyond the beach, proactively push last minute summer and autumn sales to Antigua as well as bookings for 2018. We are delighted to see that tour operators are reporting not only strong bookings, but increased revenue. It showcases the strength of brand marketing and how despite the economic challenges in the UK, there is an appetite for exclusive destinations like Antigua and Barbuda. We look forward to continuing to support our tour operator partners by engaging with the UK consumer. ‘