Antigua and Barbuda should prioritize attracting higher-spending visitors and focus on quality rather than sheer numbers to sustain its tourism industry, according to Antigua and Barbuda Hotels and Tourism Association (ABHTA) Chairman Craig Marshall.
Speaking on the government’s weekly program Government in Motion, Marshall said the country has reached a level of maturity where growth should be measured not by arrivals alone but by the overall value tourism brings to the economy.
“I’ve always believed in Antigua and Barbuda that it’s quality over quantity,” he said, noting that the island’s main source markets — the United States and the United Kingdom — continue to record steady growth of 6 and 4 percent respectively. “At the end of the day, we’re a small island. We have amazing things to offer. It’s not going to be a volume game.”
Marshall described Antigua and Barbuda as inherently a luxury destination and said the country must embrace that identity while ensuring that the benefits of tourism are widely shared. “The best tourism dollars are spent through the economy,” he said. “It’s not necessary to keep it within our hotels. We need to encourage spending across communities and ensure everyone benefits.”
His comments align with the government’s recent push to diversify the tourism product and enhance service quality. Projects such as the reopening of the Barbuda International Airport and new airlift agreements are part of efforts to strengthen high-end, sustainable tourism. Meanwhile, training programs spearheaded by the Ministry of Tourism and the Antigua and Barbuda Hospitality Training Institute aim to prepare local workers to meet international standards.
Marshall added that maintaining Antigua’s luxury appeal requires investment in human capital and environmental stewardship. He said global travelers increasingly seek authentic experiences that balance comfort with culture and sustainability.
“Whether it’s our people, our service, or our natural environment, every part of the visitor experience must reflect quality,” Marshall said. “That’s what will keep Antigua and Barbuda ahead.”
