The Antigua and Barbuda Tourism Authority is taking its flagship summer festival directly to regional audiences.
The Authority, in partnership with the Antigua and Barbuda Festivals Commission, has launched a targeted Caribbean roadshow to promote Antigua Carnival 2026, set for July 25 to August 4 under the theme “Feel the Rhythm.”
The initiative is designed to boost regional awareness and secure early bookings for the summer shoulder season, officials said.
“Antigua Carnival is more than a celebration, it is a major economic driver for tourism,” said Charmaine Spencer, Director of Tourism for the Caribbean and Latin America at the Antigua and Barbuda Tourism Authority. “By engaging regional audiences, we are generating strong demand, locking in early bookings for our airline and hotel partners, our mas makers and event producers and cementing Antigua’s position as the Caribbean’s premier summer festival destination.”
Roadshow Begins in Trinidad and Dominica
The regional campaign began with activations during Carnival celebrations in Trinidad and Tobago and Dominica, increasing Antigua and Barbuda’s visibility and positioning Antigua Carnival 2026 as a key date on the regional carnival calendar.
In Trinidad, the Antigua and Barbuda team — including Cleofoster Harris, Deputy Director of the Antigua and Barbuda Festivals Commission; Maria Blackman, Marketing Communications Manager at the Tourism Authority; and Alfonsina Olmos, Tourism Marketing Officer — connected with carnival travelers at major events including Hyatt Lime and Ceasar’s Army – A.M. Beach.
The team engaged thousands of revelers through branded activations and a “Win a Trip to Antigua” promotion. Media appearances across television and radio further expanded the festival’s reach in the market.
In Dominica, promotions were led by Sharifa George, Digital Media Manager, and Kayla Christian, Marketing Communications Officer. Activities included media engagements, live broadcasts and on-the-ground activations in partnership with KFC Dominica and airline partner Sunrise Airways, along with outreach at the Bayfront Artisan Market.
Branded giveaways and cultural showcases highlighted Antigua Carnival, the destination’s broader summer offerings and the ongoing “Win a Trip to Antigua” promotion.
Positioning Carnival as a Regional Must-Experience Event
Ambassador Elizabeth Makhoul, Chairperson of the Antigua and Barbuda Festivals Commission, said the strategy centers on direct engagement with regional travelers.
“Through meaningful on-the-ground engagement, curated promotional packages, and dynamic brand interactions, we did more than promote a festival; we delivered an authentic preview of the Antigua Carnival product experience,” Makhoul said.
“These engagements will ensure that Antigua Carnival 2026, under the theme ‘Feel the Rhythm,’ remains highly visible and competitively positioned within the regional carnival landscape.”
Officials also emphasized seamless access for Carnival travelers, highlighting airlift options with LIAT Air and Sunrise Airways.
Summer Offers to Support Campaign
The Antigua and Barbuda Tourism Authority and the Festivals Commission plan to continue the regional roadshow with additional stops across the Caribbean in the lead-up to Carnival 2026.
The broader summer campaign will be supported by a series of promotional offers across participating hotels, excursions and experiences. According to the Authority, travelers can expect special summer rates, value-added packages and early booking incentives designed to drive advance reservations for the July and August festival period.
Antigua Carnival remains one of the Caribbean’s leading summer events, drawing regional and international visitors for 10 days of mas, music and cultural programming. With the roadshow now underway, tourism officials are aiming to translate early regional momentum into bookings well ahead of the 2026 celebrations.
Caribbean Journal Staff
2026-02-25 22:30:00