Antigua is known for its beaches, but the tourist board is ready to put other island attractions centre stage, and promote its new airport. Jean-Marc Flambert, UK and Europe sales and marketing vice-president, sets out his strategy to Katherine Lawrey
The island celebrated its new airport last month
For a long time now, Antigua’s tourism brand has traded off the strength of its beaches. With 365 to choose between – one for every day of the year – it was a logical move.
But Jean-Marc Flambert wants to talk about much more than beaches in his new role as vice-president, sales and marketing UK & Europe, at the Antigua & Barbuda Tourism Authority.
“They are amazing beaches,” he admits. “But we also need to showcase the variety of hotels, dining and activities on offer.”
“We have a strong collection of luxury resorts, including Blue Waters; Jumby Bay, a Rosewood Resort; and Carlisle Bay and we also have lots of good family three and four-star resorts,” he says.
Eighteen hotels have representation in the UK. The most recent to enter the market is South Point Antigua, a contemporary boutique hotel in Falmouth Harbour.