Antigua and Barbuda Launches Innovative ‘Be Here’ Campaign to Boost UK Tourism Awareness

With a brand-new, eye-catching tourism marketing campaign designed to draw tourists from the UK, Antigua and Barbuda has made a big impression in London. The twin-island paradise is introducing a little bit of Caribbean warmth and culture to the streets of one of the busiest cities in the world through a fleet of digital advertising vans called the “Be Here” Digivan Tour. The goal of this creative campaign, which runs from October 26 to November 1, 2025, is to draw attention to Antigua and Barbuda’s stunning natural surroundings, vibrant culture, and opulent experiences. Driven through some of London’s most famous and affluent neighbourhoods, the vans bearing the enticing “Be Here” slogan are generating excitement among locals and visitors alike.

Bringing the Caribbean to the Heart of London

The Digivan Tour is more than just a marketing gimmick; it’s a creative way for Antigua and Barbuda’s Tourism Authority (ABTA) to engage with the UK audience directly where they live, work, and socialise. The digital vans, featuring stunning visuals of the islands’ 365 pristine beaches, lively Carnival scenes, and mouthwatering cuisine, have been capturing the attention of people across London. The tour’s route includes some of the city’s most prestigious areas, such as Greenwich, Hampstead, Shoreditch, and Richmond, before moving into high-value neighbourhoods like Kensington, Chelsea, Regent’s Park, Canary Wharf, and Wimbledon Village.

These areas are particularly important, as they are home to a demographic of potential travelers who appreciate sophistication, cultural experiences, and luxury escapes. The visuals on the vans are paired with the campaign’s powerful tagline, “Be Here,” inviting Londoners to envision themselves in the tropical haven of Antigua and Barbuda. The timing of the campaign, coinciding with the shift to winter in the UK, aims to convince locals to escape the colder months and explore the warmth and allure of the Caribbean.

Campaign’s Strategic Goals

The main objective of this campaign is to raise awareness of Antigua and Barbuda as an ideal destination for a range of travelers. The “Be Here” Digivan Tour is part of the broader UK marketing strategy by ABTA, designed to capture the attention of those seeking not only sun and relaxation but also authentic and culturally rich experiences. The goal is to attract high-net-worth individuals and travelers who prioritise wellness, luxury, and unique cultural experiences. With its emphasis on natural beauty and the island’s welcoming people, the “Be Here” campaign seeks to inspire potential tourists to consider Antigua and Barbuda for their next getaway.

The campaign’s strategic execution takes advantage of the digital nature of the advertising vans. These vehicles, which are equipped with high-tech screens, display images of Antigua and Barbuda’s idyllic landscapes and vibrant events, such as Carnival. The digital format of the campaign allows the visuals to be dynamic, with the ability to rotate between various themes, from beachscapes to food and culture. This innovative use of technology ensures that the message remains fresh and attention-grabbing, even in a busy, bustling city like London.

Focus on Luxury and Wellness Tourism

A core focus of the “Be Here” campaign is to highlight the luxurious experiences available in Antigua and Barbuda. Known for their upscale resorts, exclusive wellness retreats, and top-notch hospitality, the islands are positioning themselves as a premier destination for high-end travelers looking to unwind in style. Wellness tourism, in particular, is being promoted, with the message that Antigua and Barbuda offers not only relaxation but also opportunities for rejuvenation in an idyllic setting. From spa treatments to yoga retreats overlooking the ocean, the islands cater to those in search of a peaceful, luxurious escape from the stresses of daily life.

In addition to luxury, Antigua and Barbuda’s rich culture is being highlighted as an integral part of the travel experience. The islands’ Carnival, renowned for its colourful parades and vibrant music, is showcased on the digital vans as a reminder of the lively cultural festivals that make Antigua and Barbuda unique. Travelers are encouraged to explore not just the natural beauty of the islands but also to engage with the local culture, making their vacation truly immersive.

Timing and Targeting: A Perfect Match for the UK Audience

The timing of the Digivan Tour is no accident. With the shift to winter and the British clocks going back, the campaign is designed to target those feeling the winter blues and seeking a warm, sunny getaway. The messaging invites Londoners to “swap the winter blues for Caribbean hues,” positioning Antigua and Barbuda as the perfect antidote to the cold and dreary months ahead.

The campaign also targets Londoners with a taste for the finer things in life. The selected neighbourhoods for the tour are strategically chosen for their high proportion of affluent individuals, people who are likely to appreciate the luxury and exclusivity that Antigua and Barbuda offers. Through this targeted approach, the campaign aims to tap into an audience that values culture, sophistication, and the allure of a tropical paradise.

Previous Success and Future Engagement

This campaign follows the successful Antigua and Barbuda Mixer, a networking event held earlier in October 2025 at The Qube Canary Wharf. The event celebrated Caribbean cultural excellence and community, further cementing the relationship between Antigua and Barbuda and the UK’s Caribbean diaspora. The ABTA’s efforts are aimed at deepening the engagement with this community, which plays an important role in promoting the island as a travel destination.

The Digivan Tour, along with other initiatives like the Antigua and Barbuda Mixer, reflects the Tourism Authority’s long-term commitment to strengthening the destination’s appeal in the UK market. These initiatives are not just about increasing tourism but about positioning Antigua and Barbuda as a destination that offers more than just a beach vacation — they offer a rich cultural experience that combines relaxation, luxury, and local connection.

Antigua and Barbuda’s Commitment to UK Tourism

The Antigua and Barbuda Tourism Authority’s continuous efforts to position the twin-island nation as a premier travel destination in the cutthroat UK market have reached a major milestone with the “Be Here” Digivan Tour. The campaign’s creative use of digital advertising is expected to draw in a valuable audience and serve as a reminder to tourists that Antigua and Barbuda provides a singular fusion of luxury, culture, and scenic beauty. This campaign is a colourful invitation to travel to a place where the sun never sets and every day feels like a vacation as winter draws near.

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