June is Romance Month in Antigua and Barbuda and the twin-island Eastern Caribbean State, already established “as an award-winning destination for weddings and honeymoons,” has come up with a new sequel to its tourism marketing programme. The well-thought-out initiative is called Romantic Rhythms Music Festival. It is geared towards promoting the State as a major cultural music centre and a growing attraction for thousands of visitors from its regional and international tourism markets during the period June 12-15.

Cross section of attendees at the Launching Ceremony

The annual festival was launched by the State’s Ministry of Tourism, Civil Aviation, Culture and The Environment on Friday, April 18, during a large gathering which included local and regional media representatives. The Anguillian newspaper was one of the region’s media houses invited to the launching ceremony. The upcoming festival has been described as more than just music. It is designed to offer visitors a unique opportunity to fall in love with the beauty of Antigua and Barbuda.

In the words of Joyce Henry, Director of Marketing and Promotion, “The event provides an opportunity to showcase the destination’s cuisine, heritage and other attractions, and it supports the development of music festival tourism, an emerging niche market throughout the Caribbean.”

Ministry of Tourism Officials in Antigua

Cartwright Marshall, Director General (Acting) and Chairman of the Board, Dr. Alvin Edwards, stated that although Antigua and Barbuda was coming behind a number of other islands with a music festival, the event was aimed at making the two islands the number one destination in the region for romance and music. They were delighted that the festival was receiving much support and encouragement in the region and were looking forward to the event which would take the Caribbean “by storm.”

The objectives of the Antigua and Barbuda International Music Festival have been defined as: elevating the destination’s profile on the Caribbean Entertainment Calendar; strengthening the islands’ cultural identity: broadening the appeal of the destination as the cultural centre of the Eastern Caribbean; and combining off-peak discounts with a culturally-enriching music experience.

Representatives of Sponsors in Antigua

The State’s Romantic Rhythms Music Festival Committee has put together an impressive slate of international, regional and local performers from various music genres. The noted entertainers are expected to help create “the Romantic Experience of a Lifetime”. The two main concerts will be held at the scenic Sir Vivian Richards Stadium (which has a seating capacity of 20,000 and standing room for 10,000). There will also be concerts at other intimate settings throughout the destination.

Lionel Richie, Grammy award-winning singer, and Kenny Rogers, a prolific music singer, are the primary headliners. Brian McKnight and Keyshia Cole, two well-known R&B artistes, will also give performances. The performing Caribbean entertainers will include Shaggy, Maxi Priest, Destra Garcia and the Atlantik Band. Among the local performers will be Claudette Peters, Tizzy and the Burning Flames, who will ensure that ‘visitors get a taste of sweet Antigua music.’

“Romantic Rhythms will appeal to music aficionados, cultural tourists and other visitors who are in search of a uniquely enriching experience,” said Joyce Henry. “It will be packed with special events and packages that everyone can enjoy. The event will appeal to large audiences throughout the Caribbean region and from major source markets in the UK, USA and Canada.

The Festival is being marketed throughout the region including Anguilla, Dominica, St. Kitts-Nevis, St. Maarten, St. Lucia, the US and British Virgin Islands, Jamaica and Trinidad. The Antigua and Barbuda US, UK and Canadian Tourist Offices have launched their own marketing campaigns to cover their regions.

According to Dr. Edwards the response from corporate Antigua and Barbuda has been tremendous. There are four levels of sponsorships. The largest sponsors are Cable and Wireless, ABI Financial Group, Antigua Motors (Chevrolet) and American Airlines. The others include LIAT (1974), Antigua Distilleries, Premier Beaches Oasis Water, English Harbour Rum and Abbott’s Jewellery & Perfumerie.

There is a considerable amount of excitement in Antigua and Barbuda as plans continue for the State’s Romantic Rhythms Music Festival.

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