Richès Karayib met Charmaine Spencer, Regional Director for the Caribbean and Latin America at the Antigua and Barbuda Tourism Authority, at the 43ᵉ edition of the Caribbean Travel Marketplace. At a time when the archipelago is increasingly assuming its role as a regional hub, Charmaine Spencer looks back at the differentiated assets of the two islands, their MICE potential, and ambitions for the months ahead, particularly with the French-speaking Caribbean.
Caribbean Travel Marketplace 2025: a showcase for MICE and regional cooperation
Host the Caribbean Travel Marketplace in 2025 was not insignificant for Antigua and Barbuda. It is a proof of confidence but also a showcase of the island’s capacity to organize large-scale events..
“We want to further penetrate the MICE – Meetings, Incentives, Conferences and Events – market,” explains Charmaine Spencer. “We have the infrastructure, the accommodation and above all the political and private will to make Antigua a benchmark.”
This edition also enabled Caribbean delegations, sometimes absent when the event is held in more costly or remote territories, to get together with less logistical effort.
“We were delighted to welcome our neighbors. This reflects our commitment to strengthening regional cooperation.”
Two islands, two complementary experiences
Charmaine Spencer is keen to point out: Antigua and Barbuda are two worlds in one country..
- ★ Antigua, the liveliest island, stands out for its upscale hotel infrastructure, nightlife, gourmet scene, festivals and bustling marina.
- ★ Barbuda, more secretive, offers a rare face of the Caribbean: immaculate beaches of white and pink sand, absolute tranquility, immersion in a still wild nature.
“Barbuda is the preserved Caribbean. Antigua is the living, connected Caribbean.”
Charmaine Spencer adds that Barbuda is home to the only only Nobu restaurant in the Eastern Caribbean, proof that luxury can be combined with exclusivity.
A destination for all market segments
Between leisure, romantic, family, cultural and business tourism, Antigua and Barbuda wants to assert its versatility.
“We have beaches for every day of the year… even in a leap year, we’ll find one for you!”
The range also includes :
- ★ the gastronomy (culinary month),
- ★ l’sporting and cultural events (Sailing Week, Carnival, Art Week),
- ★ well-being well-being (hiking, spas, yoga retreats),
- ★ and regional connectivity, in full development.
Objective: strengthen ties with the French West Indies
Charmaine Spencer concludes with a clear message: she wants to develop the presence of visitors from Guadeloupe and Martinique in Antigua.
“I want more direct flights. More accessible events for the French West Indies. I want to see you here, experiencing our Carnival, our Art Week, our cuisine, our culture.”
Antigua wants to build air, human and cultural bridges with the French-speaking Caribbean in order to promote inclusive, intra-Caribbean and solidarity tourism. inclusive, intra-Caribbean tourism.
Richès Karayib met Geraine Georges, Public Relations Manager at the Saint Lucia Tourist Board, and Dexter Percil, Director of Global Marketing, at the 43ᵉ edition of the Caribbean Travel Marketplace held this year in Antigua. For these two strategic representatives of Saint Lucia tourism, the event is an opportunity to showcase the destination’s strengths, strengthen relations with their international partners, and also to launch their summer calendar and open their arms to the French-speaking Caribbean.
A strategic presence for Saint Lucia
For Geraine Georges, participating in the CHTA Marketplace is essential for promote the Saint Lucia brand and to maintain ties with existing partners while forging new ones.
“This event allows us to ensure the continuity of our relationships, but also to position ourselves in the global tourism space.”
On his side, Dexter Percil, Global Marketing Director, stresses the importance of market intelligence data, trends and insights into travel behavior. These are all elements that will guide Saint Lucia’s destination strategy.
“CHTA also gives us the opportunity to position our accommodation offering, and above all, to launch our summer campaign. “
A strong delegation and an assertive summer campaign
Saint Lucia came out in force. More than 20 hotel partners were present: Bay Gardens, The Landings, Ladera, Sugar Beach, Ti Kaye, Coconut Bay, Jade Mountain… to name but a few. All with the logistical support from Sunrise Airways providing transfers from Saint Lucia.
This massive presence was also an opportunity to officially launch the “Summer Saint Lucia Style” campaign in Antigua. “Summer Saint Lucia Style a new marketing offensive for summer 2025.
Flagship events 2025: between local traditions and regional bridges
Saint Lucia relies on a strong attractive summer calendar articulated around three highlights:
🎭 Lucian Carnival – Saint Lucia Carnival
🗓️ 01 – July 23rd, 2025
🎯 Parade, Calypso, Panorama, private parties
📍 Castries and festive areas of the island
A mainstay of the Saint Lucian summer, the Lucian Carnival takes place over several weeks, culminating in a two-day parade. Musical ambience, flamboyant costumes, sound systems and calypso competitions transform the island into a Caribbean party capital.
“We invite the whole Caribbean, and Martinique in particular, to come and enjoy this unforgettable experience.”
🎶 Martinique in Gros Islet – Franco-Creole street party
🗓️ Last weekend of July to early August 2025
🎯 Guest DJs from Martinique (DJ Payo & co), local gastronomy
📍 Gros Islet Street Party, north of Saint Lucia
Original initiative launched in 2024, Martinique in Gros Islet is back again this year. The concept: invite DJs and artists from Martinique to perform in the legendary setting of Saint Lucian street parties.
“The idea is to strengthen ties between French and English-speaking cultures around music, rum and good food.”
🌴 Creole Heritage Month & other highlights
🗓️ From October 2025
🎯 Creole culture, heritage events
📍 All over the island
In addition to summer, Sainte Lucie is preparing rich cultural season in autumn including Creole Heritage Month, the arrival of the Atlantic Rally for Cruisers (ARC) and other events focusing on Creole crafts, language and traditions.
A clear opening to the French-speaking Caribbean
Dexter Percil puts it bluntly: Martinique is a priority. And the objective is clear: to welcome more French-speaking visitors to Saint Lucia by capitalizing on geographic proximity, short flights and intense programming.
“Come for a weekend, a carnival or a concert… We guarantee labis, conchs, and unparalleled hospitality.”
A festive invitation to Caribbean unity
Through the dynamic presence of Geraine Georges and Dexter Percil, Saint Lucia has a dual ambition: to strengthen its international business connections while strengthening its regional links. This is a region where culture, festivities and gastronomy unite. Culture, festivities and gastronomy serve as a link here.
Richès Karayib met Jules Sobion, aka Julius Caesar, founder and CEO of Caesar’s Army Limited, at the 43ᵉ edition of the Caribbean Travel Marketplace. Cultural entrepreneur and informal ambassador of the festival-caribbean-lifestyle, Jules Sobion looks back on the evolution of his company and its strategic positioning around festival-tourism, where celebration becomes a lever for enhancing the value of Caribbean territories.
From Trinidad to the cultural capitals of the world
Founded nearly 20 years ago in Trinidad and Tobago, Caesar’s Army first made a name for itself locally, before the region and beyond : Barbados, Jamaica, Miami, New York, London…
“When we had access to the Trinidad Carnival, we were able to export what we do best: immersion, energy, living culture.”
Today, Caesar’s Army is both an event label and an identity movement. It federates a community of Caribbean culture enthusiasts, always on the lookout for new experiences.
A pivot to experiential tourism
Participation in the Caribbean Travel Marketplace 2025 marks a new stage for Jules Sobion: the structuring of Caesar’s Army as an integrated cultural tourism operator.
“We don’t just want to make events. We want to create immersive weekends with flights, accommodation and cultural discovery of the destination.
This repositioning of Jules Sobion aims to anchor events in local communities by working in partnership with tourist offices and local players, and by offering all-in-one packages. More than just a show, each event becomes a territorial experience.
A 2025 calendar under the sign of the Caribbean and the diaspora
The calendar of events for Caesar’s Army in 2025 reflects a clear strategy: combining celebration, culture, diasporic mobility and territorial roots. Each event is conceived as an immersive experience that links the public to a destination and its Caribbean identity.
🌆 Bacchanal Blocko – Miami, USA
🗓️ Saturday, May 24, 2025 from 9 a.m. to 3 p.m.
📍 Historic Virginia Key Beach Park, Miami
🎯 Beach J’Ouvert” block party: paint, powder, water, DJs and daybreak soca, celebrated to mark Memorial Day Weekend.
Mai Tai Manhattan – New York, USA
🗓️ Sunday, June 22, 2025 : 11 a.m. to 6 p.m.
📍 The Ainsworth Midtown, Manhattan
🎯 Urban cocktail party fusion: tropical mixology, soca, dancehall and afrobeats in a rooftop atmosphere for Caribbean diasporas.
Street X Food Festival – Port of Spain, Trinidad and Tobago
🗓️ Early July 2025
📍 Downtown Port of Spain
🎯 Gastronomic street festival: traditional food (doubles, roti, jerk), hip-hop culture, urban performances, artist booths. A tribute to Caribbean street culture.
Blocko – Saint Lucia
🗓️ Saturday, July 19, 2025 from 5 a.m. to 11 a.m.
📍 Beausejour Promenade, Castries
🎯 J’Ouvert de plage: immersive early-morning party, live music, colorful powders and festive seaside communion.
A.M.BUSH – Crop Over, Barbados
🗓️ Saturday, August 2, 2025 from 2 a.m.
📍 Confidential location, Barbados
🎯 Foreday Morning revisited: an event in the heart of nature with DJ sets, painting, mud and breakfast at dawn. A typically Caesar’s Army sensory trance.
IN.DE.PAINT.DANCE – Trinidad and Tobago
🗓️ Sunday, August 31, 2025 from 2 a.m. to 8 a.m.
📍 Port of Spain (location to be confirmed)
🎯 National celebration of independence: painting, patriotic music, dance, urban culture and community brunch. One of the movement’s most emblematic events.
“Every event is a gateway to a place, a community, a culture.” – Jules Sobion
An army to celebrate the Caribbean
With Caesar’s Army, Jules Sobion isn’t just selling admission tickets: he’s selling cultural passages. Each destination becomes a stopover in a larger narrative: that of a plural, mobile and festive Caribbean aware of its strength.
“The Caribbean Travel Marketplace is the ideal platform for connecting culture, tourism and territory. And we’re ready.” – Jules Sobion
Richès Karayib met with Marva Williams, Managing Director of the Discover Dominica Authority and Director of Tourism, at the Caribbean Travel Marketplace 2025. Through her strategic and committed eyes, Marva Williams sets out the vision of a Dominica that is repositioning itself on the global tourism stage thanks to a skilful blend of sustainability, investment and vibrant culture.
Dominica, a natural island yet to be discovered
For Marva Williams, taking part in a show like the Caribbean Travel Marketplace is an indispensable lever for Dominica, a destination that is still relatively unknown on the international circuit.
“We’re an amazing island, sustainable, culturally rich… but yet to be discovered. To change that, we need to multiply our digital, traditional and trade show distribution channels.”
The objective is clear: to increase Dominique’s visibility with tour operators, travel agencies, specialized media and all the influencers who make travelers’ choices.
Air accessibility and strategic development
Beyond communication, Dominica is working on a structured structured air access planin two stages:
- On the one hand, the modernization of the existing airportalready enlarged and reinforced.
On the other, the construction of an international airport 40% complete, scheduled to open in 2027.
“We launched a flight with United Airlines in February. American Airlines also continues to play a key role. And we are actively working on direct connections with Europe, Canada and Latin America,” she adds.
These efforts are aimed at welcome more visitorsboost the local economy through community-based tourism, and consolidate Dominica as a model of sustainability in the Caribbean.
A cultural autumn to the rhythm of Creole
Dominica offers more than just unspoilt scenery. It also cultivates a intense cultural scenerooted in her Creole identity. Marva Williams highlights three key events between October and November 2025:
Dominica's World Creole Music Festival
📅 From October 24 to 26, 2025
📍 Windsor Park Stadium, Roseau
Celebrating its 25ᵉ editionthis festival is, according to Marva Williams, “the biggest cultural event in the Caribbean, if not the world”.
Three nights of concerts, a pan-Caribbean and international program, with a focus on bouyon music and new collaborations.
“This year, we’re inviting the public to stay two to three weeks on the island, to fully immerse themselves in our culture, our gastronomy, our nature.” – Marva Williams
Ti Vilaj Kweyol
📅 Late October, before the festival (generally between October 21 and 24)
📍 Roseau Botanical Gardens
Family event par excellence, Ti Vilaj Kweyol is an afternoon rendezvous with a folk festival feel. It brings together young and old to enjoy traditional cuisine, music and cultural dances.
“It’s also an opportunity to wear our national dress, to showcase our traditions in an atmosphere accessible to all.”
Creole Day
📅 Friday, October 24, 2025
📍 Downtown Roseau
Today marks the official launch of the festivalBut it’s also a time of strong cultural expression. The capital comes alive with the sounds and colors of Creole: parades, traditional performances, crafts and local cuisine.
“The Kalinago people, our indigenous communities, will also be in the spotlight,” Williams points out. “It will be a day to celebrate our heritage.”
An island ready to welcome, a vision supported by culture
In the words of Marva Williams, we’re talking about a coherent coherent tourism strategy to strengthen access, build a strong image, invest in living culture and promote sustainable tourism, rooted in local communities.
Dominica is not content to be “natural”: it is ambitious, structured and resolutely focused on tourism for the future, where every event, every project, every welcome is an invitation to rediscover the Caribbean in a different way.
Richès Karayib met Paul Pennicook, general manager of Experience Turks and Caicos, at the 43ᵉ edition of the Caribbean Travel Marketplace. Far from being limited to the promotion of seaside resorts, his speech confirmed the Turks and Caicos’ ambition to open up to new markets and raise their profile in the Caribbean.
The Caribbean Travel Marketplace, a lever for global expansion
For Paul Pennicook, participating in the Caribbean Travel Marketplace was an obvious strategic move: it’s the region’s largest B2B tourism trade show in the regiona unique opportunity to meet operators from all over the world.
“Our main market is the United States, but here we were also able to meet partners from Canada, the UK, Europe… This event concentrates everything we’re looking for in terms of networking.”
Thanks to this platform, Experience Turks and Caicos intends to strengthen its partnerships and optimize its presence in key markets.
Visibility, partnerships and multi-channel strategy
According to Paul Pennicook, the discussions held during the two days of business meetings enabled the destination to envisage several collaborations with international tour operators. These future alliances are part of a clear dynamic: raise awareness of the archipelago’s offering among travelers and professionals.
“These meetings will help us get our message out, show what we have to offer and attract more visitors,” says Paul Pennicook.
A targeted approach, combining direct promotion and strategic canvassing, to further develop the destination’s upmarket positioning.
A festival in the making... and an invitation to the whole Caribbean
No official announcement yet, but Paul Pennicook reveals that teams are already working on the creation of one or more music festivals in the near future.
“We know how well musical events can create tourist movement. We want to invite not only our traditional markets, but also our Caribbean neighbors – including Martinique – to come and experience Turks and Caicos.”
This shift towards a more open Caribbean approach reflects a desire to diversify and forge closer cultural ties with other territories in the region.
Turks and Caicos, much more than a postcard
With a structured strategy, a desire to expand its partnerships and an assertive openness to Caribbean markets, Turks and Caicos is asserting itself as a destination on the move, Turks and Caicos is a destination on the move.. Paul Pennicook’s message is clear: the archipelago is ready to welcome, share and build sustainable, shared tourism with its partners.
“Turks and Caicos, an ocean of experiences. Come and see for yourself.”
Richès Karayib met with Grégoire Dumel, regional and local manager at the Saint-Martin Tourist Office, at the 43ᵉ edition of the Caribbean Travel Marketplace 2025. For Grégoire Dumel, participation in this key Caribbean tourism event is more than just shaking hands: it involves a concrete, long-term strategy involving regional coordination, sales follow-up and action on the ground.
A strategic meeting to structure the future
For Grégoire Dumel, the Caribbean Travel Marketplace is much more than a trade show: it’s an essential networking platform for all Caribbean destinations wishing to strengthen their foothold in North American, European and Latin American markets.
“The CHTA brings together all the buyers and sellers at these major markets. For us in Saint-Martin, it’s vital to be there to coordinate our future marketing and communication actions.”
Saint-Martin Tourist Office present on both sides of the island (French and Dutch), is part of a global of cooperation and global visibility to promote the destination.
A trade show, and then what? The next step is in the field
Contrary to a superficial view of these events, Grégoire Dumel emphasizes the post-show work often invisible, but decisive.
“The show is 20% of our work. Now we have to call, relaunch, build. That’s where our action really begins.”
These meetings should give rise to concrete partnerships, negotiated packages and targeted campaigns. The aim is clear: to boost the number of visitors to Saint-Martin, by relying on a network of committed agents, tour operators and professionals.
Love Days 2025 - The next big event on Saint-Martin
The post-show period does not mean a return to routine. Quite the contrary, in fact. From June 6 to 8, 2025 Saint-Martin will host a new edition of its Love Days, an event designed to appeal to couples and lovers of the destination alike.
“We’re inviting our neighbors from Guadeloupe and Martinique, as well as Trinidad and Tobago, to come and discover the island over the Whitsun long weekend,” explains Grégoire Dumel.
Supported by a joint Franco-Dutch delegation the seduction operation is not limited to a simple weekend: it is part of a regional appeal. The campaign is in line with Saint-Martin’s presence in Trinidad from June 3 to 9 for a direct promotional campaign aimed at the general public and agencies.
Saint-Martin, between strategic monitoring and festive hospitality
In Grégoire Dumel’s words, it’s all about Saint-Martin’s strategic maturity presence at major forums, rigorous sales follow-up and the ability to rapidly activate targeted operations in the field. The Caribbean Travel Marketplace is a springboard, but it’s consistency and coordination that will make the difference in the months ahead.
With the Love Days and the mission to Trinidad, the island shows that it knows how to move from words to action, always at the service of authentic, shared and ambitious tourism.
Richès Karayib met with Patrice Simon, Executive Director of the Antigua and Barbuda Hotels and Tourism Association, on the occasion of the 43ᵉ edition of the Caribbean Travel Marketplace. For the first time, Antigua and Barbuda hosted this regional Caribbean tourism summit. A logistical challenge as much as a strong signal for a destination that wants to make its voice heard and strengthen its place in the regional tourism landscape. Interview with a key player in this successful event.
An exemplary host island
Patrice Simon makes no secret of her pride: Antigua & Barbuda has risen to the challenge. Welcome over 9,000 B2B meetings and delegates from all over the Caribbean was a first for this small island nation. Yet nothing was left to chance.
“It was a huge honor to host the Caribbean Travel Marketplace for the first time,” she emphasizes. “We showed that even a small island can host a big event with seriousness and professionalism.”
This success is based on between the private sector and public institutions: the Antigua and Barbuda Hotels and Tourism Association, the Antigua and Barbuda Tourism Authority, and the Ministry of Tourism worked hand in hand, with the support of Minister Charles Max Fernandez. This synergy ensured a smooth organization and an excellent representation of the destination.
Enhancing the authenticity of Antigua and Barbuda
Far from being content with a classic showcase, the host delegation wanted to more than just its famous beaches..
“Everyone knows the slogan ‘365 beaches, one for every day of the year’,” recalls Patrice Simon. “But we also wanted to show that the richness of Antigua and Barbuda lies in its people, its culture and its cuisine.
The message is clear: the country wants to assert its plural identity beyond postcard images. By hosting the CHTA 2025, the destination also hopes to strengthen its appeal to industry professionals, by focusing on the human and cultural experience.
Regional impetus for the future
For Patrice Simon, this event represents a turning point. This is not just a local success, but a signal to the entire Caribbean: small states can also be at the heart of regional strategy.
“The level of exchange, information and collaboration was exceptional. We hope it will inspire other destinations to get involved with the same enthusiasm.”
Patrice Simon is already looking ahead to future editions, and is ready to continue the work already underway, particularly in the field of regional tourism integration.
A Caribbean of synergies
Through Patrice Simon’s enthusiasm, a whole vision of Caribbean tourism takes shape: inclusive, rooted in local realities, supported by solid public-private partnerships. CHTA 2025 in Antigua and Barbuda will have marked an important milestone for the island’s visibility, but also for the recognition of the role that each territory can play in the sector’s collective development.
Richès Karayib continues his series of interviews with figures from the Caribbean Travel Marketplace 2025. To be continued…
Richès Karayib met with Craig Marshall, Regional Director of Blue Diamond Resorts, President of the Antigua and Barbuda Hotels Association, and Vice-President of the Caribbean Hotel and Tourism Association (CHTA). A key figure in the organization of the Caribbean Travel Marketplace 2025. Craig Marshall shares with us his thoughts on this historic edition, Antigua and Barbuda’s ambitions for the future, and the importance of a collective voice within Caribbean tourism.
A strategic turning point for Antigua and Barbuda
For Craig Marshall, the success of this event is not an accident. It’s the result of an intense collaboration between the public and private sectors, notably between the Antigua and Barbuda Hotels Association and the Antigua and Barbuda Tourism Authority.
“This is the first time such a small territory has hosted the region’s largest tourism forum,” he points out. “It shows that our organizational capacity far exceeds our demographic size.”
With this year’s event, Antigua is now on the map of potential hosts for larger international events. An assertive strategy.
An island now ready for major world events
The Caribbean Travel Marketplace is just the beginning. In June 2025, Antigua will host the OAS forum with delegations from the Americas. And in 2026, the island will host King Charles, Queen Camilla and Commonwealth Heads of State at the Commonwealth Heads of Government Meeting (CHOGM).
“These appointments confirm that we are entering a new phase. We are capable of hosting major diplomatic events, in addition to tourism events,” says Craig Marshall.
This positioning reinforces Antigua’s status as a regional hub for regional hub for political, economic and tourism dialogue.
📍 Details of the OAS forum
- Dates : June 25-27, 2025.
- Location : AUA Conference and Learning Centre, University Park, St. John’s, Antigua and Barbuda.
- Theme : Building resilient and inclusive economies in the Americas.
This theme underlines the importance of resilience and inclusiveness in meeting the challenges faced by member states, large and small, with an emphasis on sustained and collective action.
A Caribbean voice strengthened by unity
Highly committed to the CHTA, Craig Marshall also stresses the importance of association membership for industry professionals. The work carried out around customs duties and regional advocacy shows the relevance of a collective voice.
“We need to speak with one voice. The more of us there are, the more that voice carries,” he insists. “The CHTA doesn’t just organize events: it defends our common interests.”
When asked to sum up the main benefit for members in one word, he answers without hesitation: growth.
A united and ambitious Caribbean
In Craig Marshall’s words, a dynamic is confirmed: that of a structured, united Caribbean structured, united, focused on action and influence. In addition to being a beautiful destination, Antigua & Barbuda now aims to be a a key player in regional and global trade. And the Caribbean Travel Marketplace 2025 will have been the signal.
Richès Karayib continues to bring you a behind-the-scenes look at this event through the testimonials of those who are building the Caribbean tourism of today and tomorrow.
Richès Karayib went to meet Vanessa Ledesma, CEO of the CHTA (Caribbean Hotel and Tourism Association) on the occasion of the 43ᵉ edition of the Caribbean Travel Marketplace held in Antigua and Barbuda from May 18 to 22, 2025. This flagship B2B tourism event in the region brought together suppliers, tour operators, institutions and experts around a common goal: to structure the future of Caribbean tourism. Exclusive interview on current challenges, future prospects and collective levers.
An essential platform for inter-Caribbean dialogue
Vanessa Ledesma opened the conversation with a reminder of the central role played by the CHTA (Caribbean Hotel and Tourism Association) in the regional tourism ecosystem. With over 9,300 business meetings in two days between 25 Caribbean destinations and operators from 16 outbound markets. The event reflects a clear determination to : to strengthen commercial partnerships and collaboration between players in the field.
“It’s the must-attend B2B event for the Caribbean hotel and tourism sector,” she explains. “It not only allows you to forge relationships, but also to structure them around marketing strategies, product development and visibility.”
The quality of the exchanges, praised by the participants, marks a break with previous years. The sector is demonstrating increased maturity, in a context where agility has become an imperative.
Geopolitical challenges and market diversification
When asked about current challenges, Vanessa Ledesma points to a major uncertainty linked to the geopolitical situation in the United States the leading outbound market to the Caribbean. A slight decline in demand has been observed, prompting regional players to reorient their strategy towards Canada, Latin America but also towards a revival of intra-Caribbean tourism still fragile since the pandemic.
“We’re seeing growing interest from markets such as Brazil, Colombia and Quebec. We need to capitalize on this momentum, while facilitating air and sea connections in the region,” emphasizes Vanessa Ledesma.
This vision is in line with a logic of resilience and openness which could reshuffle the tourist industry’s deck in years to come.
Towards a stronger, more supportive and better-trained sector
In addition to this annual event, Vanessa Ledesma emphasizes the CHTA’s structural role in supporting the private sector. Advocacy, business intelligence, training, sustainability, accessibility: “these are just some of the services we offer our members.”
“The stronger our network, the more our collective voice is heard in the face of local, regional or international issues.”
She also invites all professionals to join the association to benefit from these resources and actively participate in the transformation of Caribbean tourism. The CHTA does not limit itself to events, but also acts on a day-to-day basis, notably through initiatives such as the Direct Booking Summit which aims to improve the digital autonomy of hotel operators.
The Caribbean on the move
The interview with Vanessa Ledesma perfectly illustrates a Caribbean in search of tourism sovereignty, market diversification and skills development.. Through a collective, proactive and structured approach, the CHTA is helping to shape a more sustainable, inclusive and successful Caribbean tourism industry.
Richès Karayib will continue this exploration of the industry’s voices through further exclusive interviews conducted during Caribbean Travel Marketplace 2025.
In Antigua, on May 22, 2025, the Direct Booking Summit Caribbean brought together the key players in the hospitality industry around a common goal: to regain control of customer relations in an ever-changing digital ecosystem. Co-organized by the CHTA and Triptease, the Direct Booking Summit Caribbean offered a strategic immersion in the challenges of hotel marketing, from loyalty to distribution optimization.
Understanding today's traveler
The Direct Booking Summit Caribbean kicked off with a revealing session: the expectations of the traveler of 2025 no longer resemble those of yesterday. This customer is looking for an emotional connection, lasting commitments and a locally-rooted experience.
To meet these expectations, hotels need to develop in-depth knowledge of customer profiles, using behavioral data, post-stay surveys and integrated CRM tools.
** Key insight: customers book with their hearts as much as their wallets. Active listening and storytelling have become conversion levers.
Distribution: regaining the upper hand against the OTAs
The balance between direct channels and intermediaries (wholesalers, tour operators, platforms) was one of the most strategic points of the Direct Booking Summit Caribbean.
Speakers shared concrete methods for :
– guarantee rate parity without sacrificing flexibility,
– minimize tariff leakage,
– and structure more competitive packages for direct booking.
** A special mention goes to those who, thanks to a well-designed website, now achieve over 70% direct bookings – a figure that makes you dream.
OTA (Online Travel Agency)
Loyalty & CRM: Building Emotional Connections
Traditional loyalty programs are giving way to emotional, personalized strategies.
The Direct Booking Summit Caribbean highlighted the importance of a well-segmented CRM, capable of automating high-value messages: birthdays, room preferences, customized experiences…
** Case in point: a simple personalized e-mail campaign enabled a hotel in Jamaica to double its pre-stay sales of ancillary services.
Social Media & Influence: Authenticity Converts
The most powerful session? The one at Bolongo Bay Beach Resort (US Virgin Islands), which proved that with a reduced advertising budget but a TikTok strategy focused on POV videos and customer testimonials, it’s possible to double sales.
The message is clear: authenticity, local voices and short formats are more powerful today than a TV spot.
** Reminder: No need for celebrity partnerships—engaged local micro-influencers can deliver measurable results.
Culture, Differentiation & Place-Based Storytelling
Last but not least: culture as a competitive advantage.
Caribbean identity, when well integrated into the customer experience (gastronomy, architecture, storytelling), creates a memorable and differentiating experience.
Several experts stressed the importance of training teams in cultural hospitality, to make every interaction a sincere moment, enhancing the history of the territory.
** A growing trend: travelers are increasingly seeking meaningful stays that support local communities and showcase cultural heritage.
Richès Karayib, Media Partner for Caribbean Transformation
As a multilingual Caribbean medium, Richès Karayib covered the Direct Booking Summit Caribbean to give a voice to the actors of change.
What did we learn? A Caribbean hotel industry in the throes of change, more aligned with its values, its territory and its clientele.
Follow us for exclusive interviews, behind-the-scenes insights, and the visionary ideas shaping a new era of Caribbean tourism.
