Caribbean Tourism Drives Economic Growth and Empowers Regional Prosperity

Friday, December 27, 2024

The Caribbean Hotel and Tourism Association (CHTA) is at the forefront of sustainable tourism and regional collaboration, implementing innovative strategies to secure long-term growth and resilience. Key initiatives include coral reef restoration, supported by partnerships with The Nature Conservancy, and actionable responses to the sargassum crisis, coupled with energy efficiency training for member properties. The Caribbean Hotel and Tourism Association (CHTA) champions waste management reform and the reduction of plastics as part of its broader climate adaptation agenda, ensuring environmental stewardship across the region.

Advocating for visa-free travel and bolstered intra-Caribbean air connectivity, the Caribbean Hotel and Tourism Association (CHTA) is removing barriers to travel, catalyzing economic growth, and enhancing visitor accessibility. In parallel, trends like authentic cultural tourism, sports tourism, and personalized travel experiences are reshaping the industry, while emerging markets in Latin America and underserved regions in the U.S. are being strategically tapped.

Collaboration underpins the Caribbean Hotel and Tourism Association (CHTA) initiatives, as exemplified by the Caribbean Travel Marketplace and MICE Exchange, which foster dynamic partnerships among stakeholders. The organization emphasizes sustainable tourism development, focusing on environmental conservation, community engagement, and stronger linkages with local industries. Through these efforts, the CHTA is positioning the Caribbean as a resilient and innovative destination that balances tourism growth with ecosystem preservation and community well-being.

This exclusive interview with Sanovnik Destang, President of the Caribbean Hotel and Tourism Association (CHTA), features his insights for Travel And Tour World on the strategies Caribbean tourism is employing to promote its offerings to key source markets.

What specific sustainability initiatives is the Caribbean Hotel and Tourism Association (CHTA) promoting among its member hotels and resorts?

The CHTA is committed to driving sustainability in the region, and we are actively promoting several key initiatives. One of our priorities is Coral Reef Management and Restoration, where we have conducted policy research – which is included in the Guide to Coral Reef Restoration for the Tourism Sector – hosting webinars and collaborating with partners like The Nature Conservancy. Additionally, we continue to advocate and highlight solutions and best practices for the challenges posed by sargassum along with conducting impact research and advocating for government support.

Our efforts also include promoting the World Travel and Tourism Council’s Sustainability Basics, offering webinars and resources to help the industry leverage these tools. Furthermore, we are actively supporting energy efficiency assessments and training to reduce the environmental impact of our member properties.

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How is the CHTA working with governments to expand visa-free travel across the Caribbean, and what impact do you expect this to have on regional tourism?

The Caribbean Hotel and Tourism Association (CHTA) is continuously advocating for streamlined travel policies across the region, including expanding visa-free access. We recognize that reducing travel barriers will have a profound impact on tourism, as it will not only increase visitor flow but also enhance the ease of travel within the Caribbean. By encouraging more seamless travel across borders, we anticipate a boost in regional tourism, benefiting both our member hotels and the broader economy.

What are the key trends and scenarios shaping the Caribbean tourism industry in 2024 and 2025?

Several dynamic trends are shaping the future of Caribbean tourism. We are seeing expanded airlift, which is opening new market opportunities, particularly as we continue to increase access across our member destinations.

The development of new accommodations and the upgrading of existing attractions are also key drivers of growth. Additionally, there is a shift towards more diversified and niche tourism offerings, which include a greater focus on nature and community tourism, particularly appealing to younger travelers.

At our annual Caribbean Hospitality Industry Exchange Forum (CHIEF), we’ve seen significant discussions around trends like authenticity and personalization, where travelers seek genuine, local experiences and customized services. Sports tourism, as well as festival and cultural tourism, are also growing sectors, with events like cricket matches, regattas, music festivals, and cultural celebrations helping to boost off-season occupancy.

There’s also a strong emphasis on sustainability and responsible tourism, with a focus on environmental sustainability and regenerative practices. Lastly, improving regional connectivity remains a critical factor for continued growth.

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How does the Caribbean Hotel and Tourism Association (CHTA) view the role of travel agents in driving tourism growth across the region, and what support systems are in place for them?

Travel advisors remain essential partners in driving tourism growth across the Caribbean. The CHTA recognizes this and has launched the Caribbean Travel Advisor program, which offers a range of resources and objectives designed to support the travel advisor community. We provide regular briefings and actively participate in the Caribbean Travel Marketplace, where we facilitate connections between travel advisors and Caribbean tourism suppliers. This direct interaction ensures that travel advisors are well-equipped with the latest information and offerings, enabling them to better serve travelers and boost regional tourism.

What strategies is the CHTA implementing to strengthen the collaboration between Destination Management Companies (DMCs) and local stakeholders?

The Caribbean Travel Marketplace plays a pivotal role in fostering collaboration between Destination Management Companies (DMCs) and other local tourism stakeholders. This event not only allows DMCs to connect with buyers but also facilitates networking opportunities with suppliers from across the region, sparking potential collaborations.

Additionally, we have the Caribbean MICE Exchange program, which specifically targets the meetings, incentives, conferences, and events (MICE) sector, creating a platform for DMCs and other suppliers to engage with MICE buyers. These strategies strengthen the overall ecosystem and encourage the growth of regional tourism through effective partnerships.

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Can you highlight any new airlines or routes introduced recently that are expected to enhance air connectivity to the Caribbean?

Increased air connectivity is a key driver of tourism growth, and we are pleased to see several new routes that will expand regional access. New intra-Caribbean routes from destinations like San Juan, Puerto Rico, and Antigua are making it easier for travelers to explore multiple destinations within the region. These new routes enhance connectivity from key markets, opening up more opportunities for travelers to visit and enjoy the diverse offerings of the Caribbean.

What are the current top source markets for Caribbean tourism, and how is the region positioning itself to attract new visitor demographics?

The Caribbean continues to see strong visitor arrivals from traditional markets, including the US, UK, Europe, and Canada. Additionally, intra-Caribbean travel has increased rapidly compared to last year, with strong interest from regional travelers, although it has not quite reached post-pandemic levels.

We are also seeing encouraging growth from Latin America and an expansion of our reach within the US, particularly beyond the East Coast, as additional airlift opens up more markets. To appeal to new demographics, the region is diversifying its offerings, positioning itself as a destination that caters to various types of travelers, from luxury seekers to adventure enthusiasts and those interested in cultural and community experiences.

What new luxury hotel developments are being planned or recently launched, and how do they align with the Caribbean’s tourism growth strategy?

There are numerous hotel and room projects currently in the planning stages across the region, as indicated by the STR Pipeline report. These developments align with the broader tourism growth strategy, helping to expand the range of accommodations and experiences available to visitors. By increasing the supply of diverse lodging options, the region is positioning itself to attract a wide variety of travelers seeking unique and memorable experiences.

The data numbers below are an excerpt from CHTAs 2024 Caribbean Construction and Investment Benchmarking Report.

How is the CHTA addressing the challenge of balancing tourism development with the need to protect local ecosystems and communities?

We believe that sustainable tourism is the key to ensuring long-term success for both the environment and local communities. The CHTA is committed to raising awareness about the importance of environmental protection and community engagement. Through training programs, best practice recognition, and awards, we encourage hotels to actively engage with their communities and protect natural resources.

In addition, there has been a growing focus on improving linkages between the tourism sector and other local industries. As part of this effort, the CHTA has established a Linkages Task Force to strengthen these connections, ensuring that tourism development contributes to the broader economic growth of the region. Many of our members are now offering guests opportunities to participate in environmental conservation efforts, such as visiting schools, taking part in eco-tours, or engaging in local cultural experiences. These initiatives help preserve the Caribbean’s unique ecosystem while ensuring that tourism development benefits everyone.

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What strategies are being employed to adapt to climate change impacts and ensure the resilience of the Caribbean tourism industry?

Adapting to climate change is an ongoing priority for the CHTA. We provide essential crisis readiness and response training for the industry, ensuring that destinations and hotels are prepared for potential challenges.

We also offer guides and support to help hotels improve their energy efficiency, with hundreds already participating in our energy-saving programs. In addition, we share climate forecasts and monitor sargassum movements to keep the industry informed and proactive.

As part of our continued commitment to sustainability, we are developing a major initiative aimed at improving the use of plastics and waste management across the region. These efforts ensure that the Caribbean tourism industry remains resilient in the face of climate change while safeguarding the environment for future generations.

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