Cuisine as a Feature of Tourism View photo »

As the Antigua and Barbuda gears up to unveil its new brand image in the USA, there will be a major focus on the destination's cuisine among other attractions to bring greater attention to the new tag line "The beach is just the beginning."

In addition to a media event that has been planned to unveil the new logo during Caribbean Week, Antigua and Barbuda's cuisine will be a key feature of the destination's promotions during the week of festivities. The twin island destination has broken a record and has registered three executive chefs, including a chef from Barbuda, to participate in this year's Celebrity Chef Programme, coordinated by the Caribbean Tourism Organization (CTO). This is the largest number of chefs that any destination has ever entered in the Chef's programme. The Antiguan chefs will prepare signature dishes that meld island zest and international fare to create a mélange of tastes to suit every palate.

Celebrity chefs from various Caribbean destinations will conduct interactive cooking demonstrations at high-end department stores throughout New York City. Interest in the Chef's programme has grown significantly since its inception five years ago. This event has emerged as a major summer promotion for Bloomingdales, Williams-Sonoma and Macys department stores in New York City and continues to attract hundreds of shoppers and visitors all anxious to savor the flavors of the Caribbean.

Antigua and Barbuda has prepared individual Chef Cards that feature the chefs and will also used to promote the destination. These chef cards will be distributed at the cooking demonstrations and tourism officers will be on hand to answer questions and to distribute promotional materials, including the ever popular Food and Drink Guide which is seen by many as the most credible source for information on dining in Antigua and Barbuda.

In addition to cooking demonstrations, the Antiguan Celebrity Chef team has been selected to cater several events during Caribbean Week. These opportunities will provide significant media exposure for the chefs as well the destination. Chef Shawnee will provide catering services for the Players' and VIP tents at the Celebrity Cricket Match, Chef Murphy will be featured at a media reception preceding the OECS Music Legends Concert and Chef Hamlet will be one of three featured chefs at the Governments of the Caribbean State Ball at the Waldorf Astoria.

Tourism Director Derede Samuel-Whitlock commented "The message that we want to send to potential visitors is that dining in Antigua and Barbuda is an unforgettable experience and is first class all the way, from casual to creative, we cater to the most discerning tastes. Dining is a key component of our tourism product that has not been fully promoted. By highlighting our cuisine we will be better able to engage potential visitors about some of the attractions that Antigua and Barbuda has to offer beyond our pristine beaches."

Digital photos compliments Tourism Office NY