ST. JOHN’S — Antigua proudly boasts 365 beaches, one for every day of the year. In just one week, a FAM group of Canadian travel advisors of course couldn’t visit them all – but they did get plenty of beach time, along with the warm hospitality of this Caribbean island located north of Guadeloupe, between the Atlantic Ocean and the Caribbean Sea.

The FAM was organized by the Antigua and Barbuda Tourism Authority (ABTA), represented by Danièle Bouchard for the Quebec market and Matara Richards from the ABTA’s Toronto office. 

Together they put together a customized itinerary that gave the group a truly immersive, firsthand experience of the destination.

For Luc Dupont-Hébert, co-owner of Voyages Vasco Lachute, Laurentides and Sainte-Agathe, and the other experienced travel advisors accompanying him – Annabel Catherine Mourier (Voyages Laurier du Vallon), Chantal Sabourin (Voyages Club Évasion), Samir Daoud (Voyages Vasco Longueuil), Maryse Rheault (itravel2000), Suzanne Lebreux (Voyages Terre & Monde) and Alyssia Paulin (Voyages Solsya) – the trip provided a valuable opportunity to discover the destination’s diversity and potential.

SITE INSPECTIONS GALORE

The group was based at The Verandah Antigua, a gem in the Elite Island Resorts portfolio. Located on the northeast coast, close to the spectacular scenery of Devil’s Bridge National Park, this adults-only resort (ages 16+) has the welcoming feel of a traditional Caribbean village. With two white sand bays, tropical gardens and a wide range of amenities, including four pickleball courts and an 18-hole mini-golf course, advisors appreciated the property’s appealing balance between relaxation and recreation.

The trip also gave advisors an opportunity to explore the full Elite Island Resorts portfolio, which specializes in all-inclusive vacations and operates five properties in Antigua. In addition to The Verandah, Pineapple Beach Club offers a relaxed adults-only retreat, while St. James’s Club & Villas, situated on its own private peninsula, is the group’s only family-friendly property on the island.

At the luxury end of the spectrum, Hammock Cove Antigua offers an elevated experience with private villas featuring their own plunge pools and upscale dining. 

Galley Bay Resort & Spa, meanwhile, won over the advisors with its chic, secluded atmosphere, lush tropical surroundings, spectacular beach and strong focus on wellness.

Based at The Verandah Antigua during their stay, the delegation enjoyed an Italian-inspired dining experience

A TOUCH OF THE MALDIVES

The group also toured Antigua’s two Royalton resorts, the only properties on the island to offer overwater bungalows. Located on Deep Bay Beach, Royalton Antigua is a five-star resort with 294 suites catering to both families and couples. For a livelier atmosphere, Royalton CHIC Antigua offers an adults-only, all-inclusive experience on the famous Dickenson Bay, with 235 rooms and 12 luxurious Maldives-inspired overwater suites.

Also located on Dickenson Bay, Sandals Grande Antigua holds a special place in the brand’s history. Opened in 1991, it was the first Sandals resort outside Jamaica. The adults-only property stands out for its two distinct architectural styles: a Caribbean village with palm trees and tropical cottages on one side, and a Mediterranean-inspired complex featuring panoramic villas, gardens and fountains on the other.

For a more intimate experience, COCOS Hotel and Keyonna Beach Resort both offer couples-only accommodations on the island’s southwest coast. COCOS Hotel emphasizes rustic charm and panoramic views, with approximately 30 wooden cottages perched on a hillside. Keyonna Beach Resort, meanwhile, offers direct access to the soft sands of Turner’s Beach, with each accommodation assigned its own reserved Balinese beach bed.

The advisors also explored two of Antigua’s landmark properties. Established in 1960 and still operated in the tradition of a family-run resort, Blue Waters Resort & Spa impressed the group with its classic Caribbean elegance, set amid seven hectares of tropical gardens and sheltered coves. Jolly Beach Antigua, a mainstay of the island’s tourism industry since 1979, stood out for its excellent value and direct access to one of the most beautiful beaches on the southwest coast.

Sandals Grande Antigua marked a milestone in 1991 when it became the first Sandals resort to open outside Jamaica

“A REAL FAVOURITE THAT NO ONE SAW COMING”

Between hotel inspections, the Canadian delegation had a chance to experience the destination through a selection of signature activities.

The advisors attended the famous Shirley Heights Sunset Party, where steelpan music, barbecue and rum punch come together against a spectacular backdrop overlooking English Harbour, from a former 18th-century military lookout.

On the water, an underwater scooter excursion at Galleon Beach allowed them to glide effortlessly alongside sea turtles.

An underwater scooter excursion at Galleon Beach allowed the advisors to glide effortlessly alongside sea turtles

The group also enjoyed some duty-free shopping among the colourful boutiques of Heritage Quay in St. John’s, before learning the secrets of rum punch during a workshop at Quin Farara, a longstanding institution in Antigua’s rum industry dating back to 1924.

“This was my first FAM trip here and, judging by the advisors’ enthusiastic reactions, it was an extremely positive experience,” said the ABTA’s Bouchard.

“They were able to thoroughly assess the hotel offering, from three-star properties to more intimate boutique resorts. Blue Waters was a wonderful surprise and a real favourite that nobody saw coming, as was Keyonna Beach, an intimate hotel with a very high rate of repeat guests.”

Annabel Mourier with Voyages Laurier du Vallon, seconded the motion on Blue Waters Resort & Spa. “It’s a magnificent hotel offering an exceptionally high standard of service and amenities,” she said. “I also really appreciated the unspoiled atmosphere at Galley Bay. As for activities, the underwater scooter excursion to see the turtles was a real highlight. The fact that you leave directly from the beach means you avoid a one-hour boat ride to reach the viewing site. That’s a major selling point for clients.”

It was Mourier’s first visit to Antigua. The trip proved to be “a revelation,” she said. “It’s the ideal destination to recommend to travellers looking to venture beyond the usual vacation spots in the Dominican Republic or Mexico.”

THE RACE FOR THE BLACK PINEAPPLE

Antigua’s lift from Canada includes nonstop flights with Air Canada and WestJet. To help drive sales in Quebec, ABTA has high hopes for the launch of nonstop flights from Montreal, eliminating the need to connect through Toronto. “The airline partner has yet to be confirmed, but we’re targeting fall 2027, ideally with year-round service,” said Bouchard.

In the meantime, the race for the ABTA’s Black Pineapple Awards is officially underway. The prestigious awards, named in honour of Antigua and Barbuda’s national fruit, said to be the sweetest pineapple in the world, will be presented in Toronto on Dec. 1. The awards recognize the Canadian travel advisors who have recorded the highest number of bookings to Antigua and Barbuda, as well as the advisor who has generated the highest sales volume. 

For more information check out AntiguaBarbudaTA.com.

Lead image caption: The ABTA’s Danièle Bouchard and Matara Richards with Canadian advisors at Galley Bay Resort & Spa, one of the standout properties of the FAM trip (all photos courtesy Malik Cocherel)