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caribbean | regions
As ASTA’s president and CEO, Zane Kerby, noted in his keynote at the ASTA Caribbean Showcase in Turks and Caicos in 2022, “The Caribbean continues to climb and is the second- most important outbound market for the U.S.” New air routes from key U.S. hubs opening up the potential to fly to lesser-visited islands, alongside increased flight capacity for some of the most popular, are encouraging for travelers. This also allows for more adventurous choices in destination, timing, length of stay and vacation style. And, while romance, wellbeing and beach getaways still win out, there are plenty of up- and-coming reasons to think creatively around a Caribbean break. These are some of the most interesting developments and trends set to shape the 2024/25 season.
Goodbye low season Post-pandemic flexibility, the rise of remote working and a financial crunch have edged the Caribbean from a winter destination to a year- round sell as travelers reconsider out-of-season breaks. The blurring of seasonal lines means more visitors are taking a chance on humid weather and hurricane season (with good travel insurance) for better pricing and smaller crowds. “The pandemic sparked a major rethink about
the Caribbean as a year-round destination,” says Simon Neggers, senior VP of sales, marketing and communications at Oetker Collection, whose properties include Jumby Bay in Antigua. “Sure, it’s a little hotter, but in general it’s the perfect beach weather.” Repositioning the summer as a viable season opens up the region to new opportunities, removing hospitality downtime and offering a smarter alternative to a spring break, particularly for families looking to maximize vacation time and stay on budget.
Island-hopping Inter-island ferry travel is now making waves in the region. Unlike the Mediterranean, where island-hopping is well-established, Caribbean islands haven’t naturally lent themselves to this style of travel, through lack of infrastructure and the relative expense of slow ferries against cheaper, quicker hopper flights. The recent expansion of the sleek Makana catamaran service, however, showed that cost-effective Caribbean island-hopping is possible, with round-trip fares less than half the price of a one-way inter-island flight. The service has put St Kitts within easy reach of Saba, St Eustatius (or Statia) and St Maarten. Speedy links offer a viable, comfortable and affordable way to see several islands that are largely overlooked by tourists — as well as
great twin-center vacation opportunities for those with just a little more time to play with.
Fresh shores Flight convenience drives destination popularity now more than ever and the popular places are still the ones that are easiest to get to, offering better pricing in the main, too. Jamaica and the Dominican Republic are still top choices for long weekends, however, increasing appetite to explore further afield looks to continue, particularly for destinations such as Tortola and Curacao, now benefiting from nonstop flights from key U.S. source markets. For regular visitors to the Caribbean, an uptick in the willingness to deal with longer travel times has also pushed the popularity of islands such as St Lucia, Anguilla, BVIs and Turks and Caicos, with growing interest in extended stays also having an impact on smaller islands, with increasing requests for 10+ day itineraries.
Celebrating culture “Over several decades we’ve seen the Caribbean morph into a year-round destination offering a broader and diverse appeal to discerning travelers,” says Nicola Madden-Greig, president of the Caribbean Hotel and Tourism Association. “Strategies to support this have included focusing on leveraging more than just sun, sea and sand and celebrating authenticity in our culture, food, music and experiences.” Culture-focused getaways to the Caribbean
are adding new dimensions to the ‘fly-and- flop’ beach formula, taking a fresh look at these unique islands through their history and architecture, including areas of special interest such as the UNESCO World Heritage Site of Bridgetown in Barbados. Alongside, travelers keen to explore new sides to familiar destinations are weaving in visits to the myriad arts and music festivals that celebrate local talent and culture across the region, such as Trinidad and Tobago Carnival and St Lucia’s Jazz Festival.
Sustainable adventures While not yet the primary decision driver for most travelers, sustainable tourism is certainly more on their radar when booking a vacation now. With sustainable tourism defined as ‘regenerative strategies that improve the surrounding landscape and give back to local communities,’* fundamental commitments such as the banning of single-use plastic are now being matched by active in-destination initiatives run by island organizations or resorts that add another aspect to the island experience and a feelgood factor that lasts long after the suntan fades. From EV
rental cars, to helping with sea turtle tagging, coral reef restoration or voluntourism such as Grenada’s successful program that launched in 2022, visitors can make a positive impact while deepening their own relationship with the destination at the same time.
Destination dining Traveling to the Caribbean for stellar dining experiences is a trend beginning to sizzle — from culinary icons such as Nobu springing up in the Bahamas, Barbuda and Punta Cana (opening in 2024), to the farm-to-table movements putting down roots, particularly on St Kitts, St Lucia and Jamaica. The opportunity of a local culinary experience is also shaking up the traditional all-inclusive offering, too. Sandals Royal Curaçao kicked off the brand’s first ever off-site dining program — ‘Dine Out’ — in 2022 to showcase local restaurants and cuisine to its guests. In the wake of this success, it’s now looking at rolling it out to properties in Jamaica and the Bahamas. “We introduced the luxury all- inclusive concept to the Caribbean 40 years ago, and now we have to take it to a whole new level,” says Gary Sadler, executive VP of sales and industry relations. “The dine out program is something we experimented with in Curacao and we’ve seen great demand. It’s about finding new ways to expand on what inclusion entails for ‘Sandals 2.0.’”
Into the wild The Caribbean might not have the Big Five, but it does have a kaleidoscope of wildlife and biodiversity, including the only rainforest in the world that’s actually expanding on St Kitts. Bird-, turtle- and whale-watching offer unique ecotourism experiences, from hawksbill turtles in Barbados to humpback whales around Turks and Caicos and Dominican Republic. Many islands are also now folding a nature adventure element into their offering, highlighting interiors traditionally overlooked for the beach. For St Lucia, nature and soft adventure opportunities increasingly complement its romantic destination profile. “From sales data we know that travelers are
exploring the island more,” says SLTA CEO Lorine Charles-St. Jules. “St Lucia is small but there’s lots to do such as diving, hiking, bird-watching and zip-lining, so we’re continuing to develop our adventure and nature portfolio to make it more accessible. This diversified product appeals to those wanting adventure- seeking vacations in a beautiful setting.” *Source: The International Ecotourism Society
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