ann ruppenstein
It’s just after sunrise on the Monday morning of the August long weekend and Colin James, the CEO of the Antigua and Barbuda Tourism Authority, has opted not to sleep in. Instead, he’s joining Canadian travel advisors on location in Antigua for a scenic hike in the countryside.
“I got into hiking during the pandemic,” James explained ahead of the climb. “I never knew we had so many trails and such beautiful coastlines.”
As we set off to conquer Barters Hill, encountering wild donkeys along the way, he started pointing out various fruit and fauna growing along the trail, occasionally grabbing pieces for us to taste.
Reaching the top was a sweaty feat in the summer heat, but eventually our small group was rewarded with incredible bird’s eye views of the surrounding lush hills and the Falmouth Harbour in the distance – as a rainbow appeared above us.
“We know Canadians are asking for authentic cultural experiences and encounters that bring them closer to nature,” James told Travel Courier, highlighting that the destination has a lot to offer beyond the beach.
Back at sea level, the adventure continued as we waded through the water to reach Blake Island, a small island in the harbour that once served as a defensive fort, with remnants of cannons still found on its shores.
Of course, clients who prefer to sit back and relax will have no shortage of options to choose from. If one tested out a new beach every single day in Antigua and Barbuda, it would take a year to experience all of the white and pink sand beaches in the twin-island nation.
“Besides our 365 beaches and crystal-clear waters, Antigua has a wide range of activities for Canadians to enjoy,” he added. “For example, the adventure-seeker can find everything from kite-surfing, snorkelling, scuba diving and sailing.”
And if they’re so inclined to follow in our footsteps, stunning hiking trails.
Feel the vibe at Antigua Carnival
While many Canadians look to the Caribbean as a winter escape, Antigua Carnival continues to grow in popularity, putting the destination on the map as a hotspot for summer getaways. Petley O’Keiffe, director of national festivals for Antigua and Barbuda, describes the festivities as, “the greatest kept secret that is no longer a secret.”
Antigua Carnival dates back to 1957 and serves as a way to mark and celebrate emancipation from slavery.
“Carnival in Antigua is more than just a festival. It’s a celebration of freedom, culture and resilience,” shared Kayla Christian, marketing communications officer for ABTA.
The festival features a variety of events including music competitions and Carnival Mas, a parade where participants, known as masqueraders, dress in vibrant costumes with colourful feathers. Clients who want to take part in the parade can even opt to join a band and march with a group in full gear.
“It’s a really special time of year for us — everybody comes together,” added marketing communications manager Maria Blackman.
Another big draw is Panorama, where different groups go head-to-head on stage after many months of practicing to be declared the winner by an esteemed judging panel. This year’s winner, Hells Gate Steel Orchestra, celebrated their 80th anniversary. Founded in 1945, the group is the oldest continuously operating steelband in the world. The steel drums used in the competition started out as oil drums (cylindrical containers typically made of steel, used for storing and transporting liquids), and were cut down and shaped into different sizes to create different notes.
Notably, this year, Caribbean Airlines offered two special direct flights from Toronto to make it easier for Canadians to get down to experience Antigua Carnival.
Agents on location for Carnival in Antigua
On scene to learn firsthand what the destination offers and why clients should visit during Carnival time, the Antigua and Barbuda Tourism Authority held a FAM trip for Canadian agents that coincided with all the events and festivities taking place on the island.
“We hope that they gained a deeper appreciation and understanding of our Carnival,” shared Shamoi Richards, BDM for the ABTA in Canada. “It goes far beyond the mas that everyone thinks of when they think of carnival, with the feathers and beads and the masqueraders. We’re talking about competitions, concerts, fetes, pageantry — just an explosion of culture. Depending on what they’re drawn to, whether it’s music or the competition, there’s something for everyone, the different clientele. It’s not just for locals and diaspora, it does have appeal for tourists and persons who want to immerse themselves in that cultural explosion.”
One of the travel advisors on hand for the FAM was Michelle Vuong, travel concierge at Latitude Concierge Travels, who was visiting for the first time although she already sells the destination for leisure travellers and honeymooners.
“More and more of my clients are seeking experiences that go beyond a typical all-inclusive beach vacation,” Vuong told Travel Courier. “Carnival in Antigua is the perfect blend of cultural immersion and relaxation. The island itself is breathtaking, and the added excitement of Carnival brings a rich, authentic layer that I know my clients will love.”
After a week of immersing herself in the destination and experiencing Antigua Carnival, she noted that she’s excited to share what she’s learned.
“FAMs are incredibly valuable because they allow me to speak from personal experience when recommending resorts and activities. Seeing the destination in person provides insights that simply can’t be captured online — from the vibe of the resort to the warmth of the people,” she noted. “These kinds of FAMs fuel my passion for this industry — and I can’t wait to bring that enthusiasm back to my clients and community.”
Similarly, Richards believes nothing captures the true essence and authenticity of a destination than firsthand experience. He reminds advisors to save the date and start planning trips for clients to experience Carnival in 2026.
“Mark your calendars, you have 365 days to plan for it next year,” he said. “It’s coming July 25 to Aug. 4, 2026.”
Welcome to Antigua Mas
From Caribbean Melting Pot, a showcase of soca artists and musicians from across the region, to J’ouvert, an early morning celebration that starts before sunrise, clients can take part in multiple events throughout the week — and at various times of the day and night.
“Antigua and Barbuda’s carnival was one of these festivals that started to commemorate the abolition of slavery — our Carnival is really tied to Emancipation Day, which is the first of August,” said National Festivals Minister Daryll Matthew, adding that the government is focused on maintaining elements of culture within the fun party celebrations. “Carnival celebration is about more than just us having a good time, it’s about how we portray ourselves to the world. It is how we demonstrate what it means to be Antiguan and Barbudan to the rest of the world. Over the last two to three years, especially this year, we’ve seen a massive uptick in terms of persons having an interest in Carnival. We have put tremendous effort into fusing culture into our carnival celebrations.”
Although he understands that Antigua Carnival overlaps with Toronto Caribbean Carnival, formerly known as Caribana, Matthew said that those who come down for Carnival can take part in the events while enjoying the best of what the destination has to offer.
“The numbers this year will demonstrate that the word is, in fact, getting out. We do believe that Antigua and Barbuda is really a choice destination in the Caribbean. We have a fantastic Carnival celebration, we have multiple events taking place, we have beautiful beaches, fantastic cuisine, great people, why would they not want to come visit?,” he asked. “The economic benefit that it brings to this country during a traditionally slow time of the year is really valuable.”
Photos: Desran Mckie
A room with a view
While taking part in Carnival was a highlight of the FAM trip, Lorraine Rose, senior cruise and vacation specialist at Uniglobe Bon Voyage Travel, shared that it was great to see the range of hotels offered in the destination since she first visited 20 years ago.
“I saw some phenomenal properties with some awesome rooms and decor, dining and areas to relax, beaches. They will appeal to the more discerning clientele who want to feel pampered,” she said. “Royalton Chic was a standout for me, the room categories, the furnishings, it will give their competitor a run for the money… I also liked The Verandah, which had large spacey rooms, with an easy walk to restaurants. Honestly, all the hotels we saw were beautiful and sell themselves. I have to qualify my clients and send them to the right property that will fulfill their needs.”
With a range of three to five-star accommodations, boutique properties, and villas, there are lots of options for clients. One of the highly anticipated new openings is Nobu Beach Inn, set to debut in Barbuda in 2026.
“We have all-inclusive resorts that can accommodate couples and families at every budget level,” added James.
As for getting there, Air Canada and WestJet have multiple flights a week, allowing Canadians to get from Toronto to the island in as little as four-and-a-half hours.
“We think Canadians — whether they are interested in delicious food, eco tourism, luxury spas, or just beachside relaxation — will find a lot to love,” James said.
