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Hon. Charles ‘Max’ Fernandez, Minister of Tourism, Civil Aviation, Transportation and Investment, and Colin C. James, Chief Executive Officer (CEO) of the Antigua and Barbuda Tourism Authority (ABTA) joined Director of Tourism, Tameka Wharton to officially open the ABTA’s Canada office, the Authority’s first independent overseas office, in Toronto, Canada last week.
Minister Fernandez shared with the audience, “the elegance of the office represents the destination brand in all respects. It is a one-stop shop that allows the Canadian tourism team to be more responsive and connected to trade and investment partners, along with media and travellers.”
CEO James reinforces the sentiment in extending his congratulations to Wharton and her team for setting a standard of excellence with this new office.
“They have created not just a workspace, but an inspiring hub that perfectly blends functionality with innovation. This facility sets a new standard for how a tourism office should operate to maximize productivity and collaboration,” he said.
The state-of-the-art office located at 201 – 100 Sheppard Avenue East is outfitted with sound-proof meeting booths, virtual reality and recording stations and the Black Pineapple Academy – a conference and training room designed for travel professionals and travel enthusiasts to delve into expert learning, to discover Antigua and Barbuda beyond the beach.
Director of Tourism for Canada Tameka Wharton noted that the office was a long-awaited achievement. “Ever since we moved to working remotely during the pandemic, this office has been a vision, years in the making.
To see it come to life is incredibly rewarding,” she said.
“The first consideration of the office was the wellbeing of each team member.
The team is now better positioned to build on our internal camaraderie while we collaborate with our travel advisors, media, and other partners to drive demand and inspire Canadians to choose Antigua and Barbuda for their next getaway.”
During their visit to Toronto, the high-level tourism delegation, which also included ABTA Board Deputy Chairman Alan Hosam, toured several Out-of-Home (OOH) marketing activations across the city.
Highlights included digital advertisements in Toronto’s bustling financial district’s underground PATH network, a mobile LED truck broadcasting vibrant Antigua and Barbuda videos, and the ABTA’s beloved mascot, Mr. Cool Pine as he engaged with families and other passersby.
Wharton emphasized that these activations are the continuation of a strategic, Canada-wide marketing push leading into the upcoming winter season.
Minister Fernandez and CEO James also hosted an exclusive Cocktail Reception at a rooftop restaurant and pool lounge, where they connected with high profile media representatives, leading travel professionals, and influential social media content creators.
James encouraged advisors, who he referred to as “our greatest ambassadors,” to keep Antigua and Barbuda top of mind ahead of the all-important winter season.
“You help us share the story of our beautiful twin islands and that means the world to us,” he said.
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