New trends emerging in Caribbean tourism
Published:Friday | January 17, 2025 | 12:08 AMJanet Silvera/Gleaner Writer
Western Bureau:
The Caribbean, one of the world’s most sought-after vacation destinations, is witnessing a dynamic shift in tourism trends as it rebounds from the global pandemic.
Travelers are redefining what they seek in a vacation, with an increasing emphasis on authenticity, sustainability, and technological integration, says new president of the Caribbean Hotel and Tourism Association (CHTA), Sanovnik Destang.
These shifts, he adds, are shaping the strategies of regional stakeholders eager to meet the evolving demands of both traditional and emerging markets.
Speaking from his offices at the Bay Gardens Hotel in Castries, St Lucia, Destang told The Gleaner that, coming out of the recent Caribbean Hospitality Industry Exchange Forum (CHIEF) in Miami, Florida, today’s travelers are placing a premium on authentic experiences that immerse them in the culture and traditions of their destinations.
“This shift has brought festival tourism, sports tourism, and culinary adventures to the forefront. Islands such as St Lucia are leading the charge by celebrating their rich cultural heritage through events like their annual Jazz Festival and Carnival, while other destinations emphasise unique offerings like traditional food tours and immersive local interactions.
“Visitors no longer want to be mere spectators; they want to engage and participate,” said the regional tourism official. “From learning how to cook local dishes to dancing in the streets during a festival, authenticity is now a cornerstone of the Caribbean travel experience.”
He was also quick to point out that despite varying recovery rates across the region, the Caribbean is on track to achieve its best year ever for visitor numbers and expenditure. Popular destinations such as Jamaica, the Dominican Republic, and the Bahamas continue to draw large crowds from traditional markets like the United States, Canada, and the United Kingdom. However, non-traditional markets, including Latin America and even regions in Asia, are beginning to emerge as significant contributors.
“This growth underscores the resilience of Caribbean tourism and the effectiveness of targeted marketing campaigns, partnerships, and innovations designed to reassure travelers and showcase the region’s unique offerings,” Destang stated.
BALANCING LUXURY, FLEXIBILITY
Accommodation preferences are evolving, with both all-inclusive resorts and alternative options like Airbnb-style rentals thriving. While traditional resorts offer the convenience and luxury many travelers seek, there is a growing trend towards private villa rentals, complete with bespoke services like personal chefs and private tours.
This dual preference highlights the importance of catering to diverse needs. Luxury travelers often seek exclusivity and high-end services, while others value affordability and the opportunity to explore their destination more independently, he pointed out.
Technology, he shared, has become a double-edged sword in modern travel. On one hand, many visitors desire to disconnect entirely, seeking a retreat from their digitally saturated lives. On the other, there is a growing expectation for destinations and accommodations to integrate advanced technological solutions to enhance convenience and personalisation.
Artificial intelligence-driven chatbots, digital concierge services, and smart hotel rooms are becoming more prevalent across the Caribbean. These innovations cater to tech-savvy travelers who expect seamless experiences from booking to departure, without sacrificing the region’s hallmark warmth and hospitality, he argued.
CULINARY TOURISM
The Caribbean’s diverse culinary offerings have emerged as a significant draw for travelers. Local flavours, from jerk chicken in Jamaica to Creole dishes in Dominica, are a core part of the vacation experience. Events like the ‘Taste of the Caribbean’ competition and initiatives to promote regional culinary ambassadors are helping elevate the Caribbean’s reputation as a food lover’s paradise.
“Food is memory,” he noted. “When travellers leave, it’s not just the beaches they remember; it’s the taste of that perfectly spiced dish, the aroma of freshly baked bread, or the rum punch that became their favourite.”
NEXT CHAPTER
Looking ahead, Destang says Caribbean Marketplace, set to convene in Antigua in May, will focus on expanding the scope of regional tourism through fringe events, sustainability initiatives, and responsible tourism practices.
This event will provide a platform for stakeholders to collaborate on strategies to ensure the region remains a top destination for years to come he said.
“The recovery and growth of Caribbean tourism underscore its resilience and adaptability in the face of global challenges. With its focus on authenticity, technological integration, and culinary excellence, the region is well-positioned to meet the demands of the modern traveler while preserving its cultural and natural heritage.”