Antigua and Barbuda could further capitalise on its Carnival celebrations to attract more international visitors, with Minister of State in the Ministry of Tourism Michael Freeland and soca star Machel Montano exchanging ideas on how the festival can increase its appeal beyond the country’s shores.
Machel Montano Sees Potential
The discussion took place during the recently concluded Antigua Carnival, when Freeland had an opportunity to speak with the internationally acclaimed entertainer about the strengths of the festival and what could be done to enhance its competitiveness within the Caribbean.
One area of discussion was the growing popularity of destination Carnivals and the competition among Caribbean countries for visitors travelling specifically to participate in major cultural festivals.
Barbados’ Crop Over was among the regional events referenced as the two considered what Antigua could do differently to capture a greater share of that market.
Montano believes Antigua and Barbuda is already well positioned, declaring during the conversation that “Antigua has everything”.
Among the advantages highlighted was Antigua Carnival’s two days of mas’ — a feature that could be marketed more aggressively to prospective visitors looking for a fuller Carnival experience.
The possibility of bringing more celebrities and other internationally recognised personalities to Antigua during the festival was also discussed. Their presence, coupled with stronger international marketing, could help generate greater exposure for the celebrations and encourage their large audiences to consider Antigua as a Carnival destination.
Freeland said the interaction provided an opportunity to exchange ideas with an artiste who has spent decades at the forefront of Soca and has experienced major Carnivals and festivals around the world.
The discussion comes as tourism officials continue looking at opportunities to expand Antigua and Barbuda’s tourism offerings beyond the traditional sun, sea and sand product.
Carnival presents one such opportunity, particularly during the summer months when the festival can generate additional demand for accommodation, air travel, restaurants, transportation, entertainment and other tourism-related services.
Antigua Carnival already combines mas, Soca, calypso, pageantry, concerts and cultural traditions, with Carnival Monday and Tuesday among the highlights of the annual celebrations.
The challenge going forward will be to turn those existing strengths into a more internationally recognisable Carnival experience while ensuring the festival retains the distinctive Antiguan culture and traditions that set it apart.
For tourism officials, greater international promotion, strategic partnerships and positioning Antigua’s two days of mas as a key selling point could form part of efforts to attract a larger number of Carnival travellers.
The exchange between Freeland and Montano has therefore added to the wider discussion about the future of the festival and whether Antigua Carnival can emerge as one of the Caribbean’s leading destination Carnivals.
