The Antigua and Barbuda Tourism Authority (ABTA) has announced that growth in the industry will slow this year as it reviews the country’s marketing strategy.
The authority did not indicate the rate of projected growth which is coming after the country achieved six per cent increase in stay-over arrivals for 2016.
“Growth is expected to slow in 2017, but with further growth to be fueled over the next three years by a projected increase in hotel room construction and new airlift connections,” the ABTA said.
It held a retreat over the weekend and Cabinet Is expected to hear of the new marketing plans on Wednesday.
Minister of Tourism, Asot Michael said, “The team will be presenting marketing plans designed to improve the performance of stay-over air arrivals and expenditure, through increased destination sales activity and related activities over the next three to six months.
The marketing teams and stakeholders also engaged in discussions on the pricing strategy and profitability of the destination’s hotels, the hotel mix, room stock and airline connectivity.
CEO of the ABTA, Colin. C. James said, “An analysis of the performance of the destination in the marketplace indicated quite clearly the growing dynamism of the market, and the need to be competitive and react quickly to the changing needs of the consumers”.
James said, “Our number one priority is keeping average daily rates (ADR) and arrivals strong, to the benefit of all stakeholders.”
Antigua News Room requested data on Antigua’s first quarter performance which we will present once complied.
