CHTA President Reviews Record 2024 Performance and Unveils Transformative 2025 Vision

The Caribbean tourism industry, under the leadership of the Caribbean Hotel and Tourism Association (CHTA), is poised for continued growth and development following a record-breaking year in 2024. The CHTA, spearheaded by its President Sanovnik Destang, is implementing a strategic vision for 2025 focused on innovation, sustainability, and collaboration, aiming to solidify the Caribbean’s position as a premier global tourism destination. This strategic framework builds upon the significant successes achieved in 2024, including record visitor numbers, successful advocacy efforts, and the strengthening of inter-sectoral linkages within the region’s economy.

The year 2024 witnessed significant milestones for the Caribbean tourism industry. The CHTA played a pivotal role in advocating for the preservation of crucial tax incentives for hotels and tourism businesses in the Dominican Republic, protecting the industry from potentially detrimental tax reforms. Furthermore, the establishment of the Linkages Task Force, a key initiative spearheaded by former CHTA President Nicola Madden-Greig, focused on strengthening the connections between tourism and other vital sectors, such as agriculture and local businesses. This initiative promotes a more integrated and inclusive economic model, distributing the benefits of tourism more broadly throughout the Caribbean economy. Industry events like the Caribbean Hospitality Industry Exchange Forum (CHIEF) and the return of Taste of the Caribbean further showcased the region’s unique offerings, fostered collaboration among stakeholders, and fueled innovation within the sector.

Building on this momentum, the CHTA has outlined a comprehensive strategy for 2025, leveraging the positive trends indicated by early booking data. Forward Keys, a travel intelligence company, reports significant increases in flight bookings for the first quarter of 2025 compared to the same period in 2024, particularly for destinations like Curaçao, Sint Maarten, and Antigua and Barbuda. This positive outlook reinforces the CHTA’s commitment to its three-pillar strategy for 2025: workforce development, technology integration, and the strengthening of inter-sectoral linkages.

The first pillar, workforce development, will focus on equipping Caribbean hospitality professionals with the necessary skills to maintain the region’s competitive edge in the global tourism market. This involves implementing new training initiatives that address evolving industry needs and equip the workforce with the capabilities to deliver world-class service and experiences. The second pillar emphasizes harnessing technology to enhance guest experiences and optimize operational efficiency within the tourism sector. Digital transformation remains a top priority, recognizing the vital role of technology in improving service delivery, personalizing guest experiences, and streamlining operations.

The third strategic pillar, strengthening linkages, focuses on deepening the connections between tourism and other local industries. This approach aims to foster sustainable economic growth by integrating tourism more deeply into the broader Caribbean economy. By strengthening these linkages, the CHTA aims to create mutually beneficial relationships between tourism and other sectors, such as agriculture, crafts, and local businesses, thereby enriching visitor experiences and diversifying the region’s economic base. This interconnected approach ensures that the benefits of tourism extend beyond the immediate hospitality sector, supporting local communities and promoting sustainable development.

The CHTA’s 2025 work plan also includes critical updates to its bylaws, modernizing governance structures to ensure the organization remains agile, inclusive, and forward-thinking. These updates are designed to enhance the CHTA’s effectiveness in representing the interests of its members and navigating the evolving landscape of the tourism industry. A major highlight of the 2025 calendar is the Caribbean Travel Marketplace, which will be hosted in Antigua & Barbuda for the first time, marking only the third time the event has been held in the Eastern Caribbean. This prestigious event serves as a crucial platform for networking, business development, and showcasing the diverse offerings of the Caribbean tourism sector.

The Caribbean Travel Marketplace 2025 will feature several enhancements, including the Linkages Trade Show, Responsible Tourism Day, and the Direct Booking Summit – Caribbean Edition. These additions reflect the CHTA’s commitment to fostering collaboration, promoting sustainable tourism practices, and facilitating direct booking opportunities for members. The Linkages Trade Show will provide a platform for businesses from various sectors to connect with tourism stakeholders, promoting synergistic partnerships and strengthening inter-sectoral linkages. Responsible Tourism Day will highlight the importance of sustainable practices within the tourism industry, showcasing initiatives that minimize environmental impact and maximize positive social and economic outcomes. The Direct Booking Summit will address the challenges and opportunities related to direct bookings, empowering Caribbean tourism businesses to optimize their online presence and enhance direct booking channels.

The CHTA’s strategic vision for 2025, underpinned by its three core pillars and enhanced by events like the Caribbean Travel Marketplace, positions the Caribbean tourism industry for continued success and sustainable growth. By prioritizing workforce development, technology integration, and the strengthening of inter-sectoral linkages, the CHTA is actively shaping the future of Caribbean tourism, ensuring its long-term competitiveness and resilience in the global marketplace. The organization’s commitment to fostering collaboration, promoting innovation, and championing sustainable practices will not only benefit its members but also contribute to the broader economic and social development of the Caribbean region. The CHTA’s proactive approach to addressing the evolving needs of the tourism industry and its steadfast dedication to its members solidify its role as a vital leader in shaping the future of Caribbean tourism.