Charmaine Spencer has been appointed Chief Marketing Officer (CMO) of the Antigua and Barbuda Tourism Authority (ABTA) following her successful tenure as the twin-island nation’s director of tourism for the Caribbean and Latin America, a position she has held since 2018.
During her 15 years with the Authority, Spencer has served in several senior leadership roles including marketing manager, marketing consultant and, most recently, director of tourism for the Caribbean and Latin America. She has played an instrumental role in diversifying source markets, strengthening partnerships with airlines, the travel trade, media and industry stakeholders, navigating periods of crisis, including the COVID-19 pandemic, and elevating destination awareness through global marketing campaigns.
As director of tourism for the Caribbean and Latin America, Spencer led initiatives that enhanced Antigua and Barbuda’s brand visibility and drove growth across key markets. She also played a pivotal role in securing new air and sea routes, boosting regional connectivity and further positioning Antigua and Barbuda as a Caribbean hub.
Spencer’s appointment comes at a significant time as the destination builds on its tourism momentum, expands its presence in emerging markets, and integrates new technology and data-driven insights into its marketing strategy.
As CMO, she will oversee ABTA’s global marketing and commercial strategy, including brand development, integrated marketing, public relations, market intelligence, trade and partnership marketing, and events strategy.
Shermain Jeremy will succeed Spencer as director of tourism for the Caribbean and Latin America, bringing 18 years of destination marketing experience to the role.
Jeremy currently serves as ABTA’s special projects and events manager, where she leads high-impact initiatives that strengthen the destination’s global brand, create new tourism products, deepen stakeholder engagement and generate new reasons for travelers to experience Antigua and Barbuda.
The leadership appointments come as ABTA reports a strong 7% increase in stayover visitor arrivals during the first quarter of 2026 and positions itself to build on that momentum.
