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regions | caribbean


as unplanned as possible. Beach houses are among the favorite destinations for a JOMO trip, according to vacation rentals site, VRBO. Reducing stress and connecting with loved


ones are prime motivators for JOMO travel, which can be considered an offshoot of another major trend: regenerative travel. Nearly 75% of respondents say that vacations are essential for their wellbeing, according to the Marriott International CALA report, which cites growing demand for trips that focus on nature, relaxation and holistic wellbeing, along with a desire for authentic and meaningful travel experiences. As overtourism has led to major pushback


at popular destinations around the world, travelers are increasingly looking for more off- the-beaten-path vacations in the Caribbean. “There will be an increased desire for authentic, off-the-beaten-path experiences,” according to Booking.com’s 2025 Travel Predictions. “Growth in destinations like Grenada,


Antigua and Barbuda, St Lucia and Curaçao shows that travelers are increasingly open to exploring beyond well-established destinations,” says Dona Regis-Prosper, Secretary General and CEO of the Caribbean Tourism Organization (CTO). “While top-tier destinations like Puerto Rico, Dominican Republic, Bahamas and Jamaica continue to dominate, now more visitors seek the unique experiences that other emerging locations offer.”


Booking.com cites Willemstad, Curaçao as a


top 10 trending destination for travelers seeking a less-crowded vacation, while the Skyscanner 2025 Travel Trends report identifies Grand Turk island in Turks and Caicos as an alternative to busier destinations like Providenciales. Online searches for Grand Turk increased 528% through 2024, Skyscanner noted — the biggest surge of interest in any global destination. “As travelers turn to social media for


inspiration, Turks and Caicos has seen increased interest as celebrities like the Kardashians, the Biebers and Drake and influencer brand trips have popularized the destination — showcasing its natural beauty and perfectly Instagrammable backdrops,” the report says. “I’m seeing a lot of interest in going to more


off-beat locations and less interest in the typical Cancun/Punta Cana getaways,” says travel advisor Heather Klein Cross of VBH Travel, pointing to Curaçao and Grenada as Caribbean destinations that are getting more attention. “Being in the New York metro area, my


clients are spoiled with options for direct airlift to the Caribbean, but they are getting more open to spots that are a little trickier to get to,” adds Klein Cross. “I’m also seeing more travelers wanting to do split-stays to explore a destination in a deeper way and looking for destinations that have cultural attractions beyond the beach.”


The CTO’s Regis-Prosper agrees. “Travelers


now prioritize meaningful engagement and environmental responsibility,” she says. “Unlike in the past, when vacationers primarily sought beach relaxation, today’s tourists want to connect with local communities and enjoy authentic, interactive experiences.”


Families, groups and luxury Industry research and travel advisor insights both point to the increasing popularity of the Caribbean for family and group travel. The 2024 Caribbean Travel Trends report produced by the Caribbean Hotel and Tourism Association (CHTA), for example, found a 13% year-on- year increase in family-sized groups (three to five people) flying together to the region, with popular destinations including Curaçao, Belize, Aruba and St Maarten. The report also noted a 39% increase


in bookings in high-end aircraft cabins on Caribbean flights in the first half of 2024, with Turks and Caicos, the Cayman Islands and the US Virgin Islands collectively accounting for almost 10% of all premium-class arrivals. “Family travel, which has seen high demand


in several destinations, is one area destinations are actively promoting, balancing appeal for both relaxation and family-oriented activities,” says Regis-Prosper. “On the luxury end, premium travelers, especially those booking business or first-class travel, are flocking to high-end vacation spots.” “The Caribbean is eye candy with its new


roster of luxury resorts and the renovations to existing ones to offer modern amenities and luxury touches,” says Sharon Strelzer, a Viator- affiliated luxury travel advisor at Travel Made Special. “The luxury client wants that truly effortless experience and service, the design of the accommodations plus signature cuisine are all key. You see this with the luxury resorts partnering with celebrity and top-ranked chefs or liquor companies.”


Island-hopping made easier One way that Caribbean travelers are creating immersive cultural experiences is by visiting multiple islands. The CHTA report, for example, cites a 20% increase in intra-Caribbean airlift, which is key as the Caribbean seeks to attract more multi-destination travelers motivated to explore the diversity of the region. “Earlier, the focus was heavily on individual


Flamingos on a resort island beach in Aruba


islands,” says CHTA CEO Vanessa Ledesma. “Now, intra-regional connectivity and multi- destination itineraries are becoming key drivers of travel interest.”


78 | ASTA | Worldwide Destination Guide 2025/26


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