Usain Bolt has become Jamaica‘s new global tourism ambassador. An appointment that goes far beyond the symbolic: it is part of an ambitious strategy of economic recovery, cultural enhancement and tourism diversification. The athletics star, known on every continent, now embodies the face of an authentic, forward-looking Jamaica.
Through this role, he promotes not only his country’s natural assets, but also its cultural heritage, while committing himself to the social inclusion and emancipation of younger generations.
A strategic appointment for Jamaica
This designation is part of the Jamaican authorities’ drive to reposition the country as a benchmark destination. The Minister of Tourism, Edmund Bartlett, pointed out that the reputation of Usain Bolt offers unprecedented international visibility.
In a country where tourism accounts for around a quarter of GDP and is a key driver of employment, this initiative aims to strengthen the island’s appeal in diversified markets. The image of the athlete, associated with excellence, modernity and success, helps to reinforce Jamaica’s identity on the world stage.
Economic context and transformation of the tourism model
The COVID-19 pandemic shook up Jamaica’s tourism sector, forcing the authorities to rethink their strategy. The focus is now on more inclusive, sustainable and resilient tourism. In 2024, the sector’s revenues exceeded 3.7 billion dollars, but the challenges remain: upgrading infrastructures, preserving the environment, adapting to new visitor expectations. Against this backdrop, Usain Bolt represents a powerful lever to support this transition, by promoting his country’s values and stimulating investment.
Usain Bolt, more than a legendary athlete
Eight-time Olympic champion and eleven-time world champion, Usain Bolt is renowned for his exceptional performance on the slopes. But his influence extends beyond the sporting arena. Committed to educational, cultural and social projects, he actively supports Jamaican youth and local initiatives. His foundation promotes access to sport, education and health. Today, he is fully committed to his role as ambassador, with the aim of promoting a Jamaica that is dynamic, supportive and attractive to tourists and investors alike.
Strong roots and a humanist vision
Originally from Sherwood Content, Usain Bolt has always claimed his roots. For him, this appointment is a way of giving back to his island what it has given him. Through this new mission, he aims to help reduce poverty, promote local talent and improve living conditions. True to his background, he wishes to represent an ambitious and inclusive Jamaica, where every citizen can find his or her place and participate in national development.
A key player in tourism strategy
Jamaica aims to diversify its offer in response to global competition. Tourism is no longer limited to beaches and the climate: it now includes gastronomy, sports, wellness, crafts and music. Usain Boltis playing a central role in this diversification. It takes part in international trade shows, supports digital campaigns and encourages innovation in the design of new tourism products. This approach aims to reinforce the image of a destination that is modern, responsible and connected to its identity.
Expected economic and social impact
Jamaican authorities hope that the involvement of Usain Bolt will generate substantial economic spin-offs: increased visitor numbers, job creation, and the revitalization of related sectors such as catering and crafts. But beyond the economy, the stakes are also social: making tourism a lever for cohesion, equal opportunities and the enhancement of local communities. Usain Boltwith his aura and sincerity, embodies this ambition for equitable, shared development.
Culture, sport and national identity
Jamaica draws much of its strength from its cultural heritage: music, cuisine, crafts and popular traditions. Reggae, a UNESCO intangible heritage site, is one of the major symbols of this heritage. Usain Boltas a national icon, is also committed to promoting this heritage. He supports artists, takes part in cultural events and promotes emerging talent. Through his actions, he gives new visibility to the richness and diversity of Jamaican heritage.
Combining sport and tourism
By choosing Usain Bolt as ambassador, Jamaica combines two of its greatest assets: sport and tourism. This synergy will enable the country to extend its tourism offer to new audiences and reinforce its image as a dynamic, competitive country. The development projects also envisage the creation of high-level sports infrastructures, likely to attract international competitions and strengthen sports diplomacy. The aim is clear: to make sport a vector of economic and cultural appeal.
A long-term vision
The Jamaican government doesn’t want this to be just a publicity stunt. By entrusting Usain Bolt This is a long-term approach. The aim is to build a coherent, innovative and inclusive tourism policy, capable of meeting today’s challenges while preparing for the future. The athlete’s influence will also help foster international partnerships, amplify messages of sustainability and promote a Jamaica that is exemplary in environmental and human terms.
Usain BoltThrough his charisma and his career, he embodies a proud, resilient and open Jamaica. By becoming the face of national tourism, he offers a unique opportunity to unite energies around a social project. Tourism is no longer an end in itself, but a tool for social transformation. This alliance between an exceptional man and a country in transformation could well become one of the Caribbean’s most inspiring models.
Poko Loko is much more than just a floating bar: it’s a unique experience that’s transforming the way people party in Jamaica. From the moment it opened off Mahogany Beach in Ocho Rios, the venue has attracted the attention of locals and travelers in search of adventure and conviviality. This innovative concept, rooted in Jamaican culture, offers a festive interlude on the turquoise waters of the Caribbean Sea, far from the hustle and bustle of land and to the rhythm of the waves.
The origin of Poko Loko: A unique concept on the North Coast
A Visionary Idea for Ocho Rios
Poko Loko was born from the vision of Anthony Warren, a passionate entrepreneur who has spent almost fifty years in Jamaica, notably in charity work. The idea of creating a floating bar emerged from his desire to offer a different kind of attraction, both festive and safe, while enhancing the tourist potential of Ocho Rios. From the outset, it stood out as Jamaica’s only floating bar, a first on the Caribbean scene.
A strong local commitment
The Poko Loko team is made up exclusively of Jamaicans, nicknamed “the fun team”. This choice is in line with a desire to integrate the local population into the project, support employment and strengthen the link between the attraction and the community. Today, over 65 people work on the site, trained in emergency procedures and welcoming visitors, guaranteeing a warm and safe experience.
A Unique Experience Off Mahogany Beach
Access, capacity and ambience
Poko Loko can only be reached by boat from Mahogany Beach, less than a kilometer from downtown Ocho Rios. Whether you’re a tourist disembarking from a cruise, staying in a hotel or just visiting by car, a ferry service provides the link to the barge. With a capacity of 250 guests, the establishment offers several daily excursions, allowing everyone to enjoy the festive atmosphere at any time of day.
Activities and Entertainment on Board
Poko Loko is more than just a bar: it’s a floating leisure center. On board, guests can indulge in diving, water sports, swimming or simply relax on deckchairs. A DJ provides continuous entertainment, accompanied by laser light shows and giant screens for total immersion. The menu, inspired by Mexican and Jamaican flavors, invites culinary discovery, while staff ensure safety and ambiance.
Resilience in the Face of Adversity: The Test of a Devastating Hurricane
Destruction and Reconstruction
Barely two weeks after opening in June 2024, the floating bar was hit hard by a Category 4 hurricane. Torn from its moorings, the barge was destroyed and dumped near the Little Dunn River. The site, left abandoned, suffered massive looting, causing an estimated loss of 1.2 million US dollars. Despite this setback, Anthony Warren and his partners decided to bounce back, driven by resilience and a passion for Jamaica.
Safety and Innovation at the Heart of the New Poko Loko
The reconstruction was designed to guarantee maximum safety. The new, reinforced structure can now withstand category 4 winds and considerable loads. In the event of a cyclonic threat, agreements with towing companies enable the barge to be moved in complete safety. The site is monitored 24 hours a day and fully insured, offering visitors total peace of mind.
A Commitment to Sustainability and Community
Solar Energy and Respect for the Environment
The project is part of an eco-responsible approach. Powered by solar energy, the barge limits its environmental impact while guaranteeing energy autonomy. This choice reflects Anthony Warren’s commitment to sustainable development and the preservation of Jamaica’s coastline, an essential value for the future of local tourism.
Support for local schools
Beyond the festive aspect, the initiative actively supports three schools in the parish of St Ann. This partnership aims to strengthen education and offer new opportunities to young people in the region. The attraction thus becomes a committed player in social development, in addition to its economic role.
Poko Loko: A Major Asset for Tourism in Jamaica
Impact on the local economy
The floating bar contributes to the tourism dynamic of Ocho Rios and Jamaica in general. The attraction attracts a varied clientele, from international tourists to local residents, generating economic spin-offs for shops, hotels and service providers. Local employment also benefits from this activity, with an expanded team and regular training courses.
Perspectives d’Avenir and Expansion
Buoyed by its success, Poko Loko is already planning to expand to other destinations, such as Montego Bay and Negril. However, the aim remains to consolidate the experience in Ocho Rios before any expansion. This strategy testifies to the company’s commitment to quality and constant innovation, in the service of responsible and attractive tourism.
Poko Loko is a must for anyone looking for an original Jamaican experience. Combining fun, safety, local involvement and respect for the environment, this floating bar embodies Jamaican resilience and creativity. Whether you’re a tourism expert or simply curious, it promises memorable moments in the heart of the crystal-clear waters of Ocho Rios.
The Prospect Brighton Conservation Park today embodies Saint Vincent and the Grenadines ‘ desire to reconcile man with nature, at a time when preserving mangroves has become an ecological and social emergency. Its gradual opening, initiated by a soft launch marks a concrete step towards the restoration, protection and enhancement of a threatened natural heritage. This site, conceived as a living laboratory is much more than a green space: it’s a pillar of coastal resilience, civic education and innovation in environmental management.
The Crucial Importance of Mangroves in Saint Vincent and the Grenadines
Mangroves, historically present on the coast of Saint Vincent, play a fundamental role in coastal stability and the survival of numerous species. Their gradual disappearance, caused by urbanization, pollution and climate change, has weakened the island’s ecosystem. Prospect Brighton Conservation Park is part of a restoration program aimed at reintroducing locally extinct species such as the red mangrove and the black mangrove, while protecting species still present such as the white mangrove and the mangrove button.
These coastal forests act as a natural natural barrier against storms and erosion They also filter pollutants before they reach coral reefs and seagrass beds. Their complex root system provides shelter for a wide variety of fauna, including fish, birds, crustaceans and even sea turtles, which come to lay their eggs.
Developments designed for ecological balance
The Prospect Brighton Conservation Park is distinguished by its infrastructures designed to preserve the ecological balance. These suspended paths allow visitors to explore the mangroves without disturbing the fragile mangrove roots. This approach limits human impact and encourages a discreet observation of wildlife including migratory birds and endemic species.
Educational panels are dotted along the route, providing precise information on how mangroves function, their capacity to store carbon and their role in combating climate change. Thanks to these devices, every visitor, whether a novice or an expert, has access to a wealth of information. up-to-date knowledge of local biodiversity and conservation issues.
Ecological Restoration at the Service of the Community
The ambition of Prospect Brighton Conservation Park goes beyond mere preservation. It’s about active restoration project where degraded wetlands are rehabilitated to regain their ecological function. This work, carried out in conjunction with scientists, local associations and volunteers, aims to restore natural water cycles, replant native species and strengthen the resilience of ecosystems in the face of climatic hazards.
The park also features gathering spaces. This is a project that encourages local residents to get involved in the management and enhancement of the site. Workshops, educational outings and volunteer programs are offered in order to raise public awareness and pass on valuable local know-how.
A Model of Sustainable Tourism and Knowledge Transfer
The Prospect Brighton Conservation Park has established itself as a model of sustainable tourism where every activity is designed to respect the environment while generating a positive economic impact. From guided tours, led by trained community guides, enrich the visitor experience with anecdotes, naturalist observations and discussions of traditional practices.
The park also offers educational workshops for schools, families and researchers, turning the site into an open-air classroom. open-air classroom. This approach fosters the emergence of a shared ecological awareness and encourages the intergenerational transmission of knowledge.
The Central Role of Prospect Brighton Conservation Park in Coastal Resilience
Faced with rising sea levels and an increasing number of storms, Saint Vincent and the Grenadines needs to strengthen its resilience. The mangroves, in storing up to ten times more carbon than terrestrial forests are a major asset in mitigating the effects of climate change. The Prospect Brighton Conservation Park acts as a natural natural bulwark protecting inhabited and agricultural areas from flooding and erosion.
This project is part of a sustainable coastal management strategy in line with the recommendations of international experts and the needs expressed by the local population. It offers a a concrete example of integrated coastal zone management, combining conservation, economic development and social inclusion.
The involvement of Dr. Jerrol Thompson praised for its commitment to protecting our natural heritage and for its leading role in the implementation of this sustainable project.
The Prospect Brighton Conservation Park is much more than a protected area: it’s a symbol of commitment symbol of commitment, transmission and innovation. for Saint Vincent and the Grenadines. By combining ecological restoration, community involvement and education, this park paves the way for a new way of thinking about the relationship between man and nature. It shows that preserving mangroves is not just an environmental issue, but also a lever for sustainable development for sustainable development, coastal resilience and collective pride..
From May 18 to 22, 2025, Antigua and Barbuda hosted the 43ᵉ edition of the Caribbean Travel Marketplace, the flagship event of the Caribbean Hotel & Tourism Association (CHTA). Richès Karayib was there, affirming its positioning as a Caribbean media player at the service of regional unity, tourism innovation and sustainable economic connections.
Several territories were represented, testifying to the regional scope of the event: St. Kitts, Dominica, Trinidad & Tobago, St. Martin, Sint Maarten, Montserrat, Barbados, Anguilla, Antigua & Barbuda, Aruba, Grenada, St. Vincent & the Grenadines, among others. The show also welcomed international hotel groups, airlines, travel agencies, digital platforms, as well as Caribbean and international institutions to exchange ideas, prospect and conclude agreements.
A look back at an immersion rich in encounters.
An event at the heart of Caribbean tourism strategy
The Caribbean Travel Marketplace (CTM) is the leading B2B trade show dedicated to Caribbean tourism. Each year, it brings together over 800 participants: hotels, tourist offices, tour operators, investors, airlines, media and institutional representatives. Its aim is to promote business meetings, forge lasting partnerships and anticipate major industry trends.
The 2025 edition, hosted on the campus of the American University of Antigua, was marked by a dense and structured program:
– Caribbean Travel Forum (political and economic issues),
– Responsible Tourism Day (sustainability and resilience),
– Caribbean Travel Marketplace (Professional meetings)
– Direct Booking Summit (digital innovation and direct sales).
For Caribbean territories, the Caribbean Travel Marketplace is a strategic opportunity to assert their attractiveness, attract new markets and reinforce their image.
Through conferences, exchanges and field demonstrations, the Marketplace confirmed its role as a platform for accelerating growth and visibility for Caribbean destinations.
Meet the people who shape Caribbean tourism
The Caribbean Travel Marketplace was an opportunity to meet many personalities involved in the development of tourism in the region. Rich exchanges, full of meaning and perspectives, with women and men who, each in their own way, are helping to shape a more connected, more ambitious and more attractive Caribbean.
We met some of the key players:
These meetings will be the subject of a series of articles and content to be published shortly on Richès Karayib’s channels.
Direct Booking Summit: digital strategies to boost direct bookings
On May 22, 2025, at the close of the Caribbean Travel Marketplace, the first-ever Direct Booking Summit – Caribbean Edition was held at Sandals Grande Antigua. Organized by the Caribbean Hotel & Tourism Association (CHTA ) in partnership with Triptease, the event aimed to provide Caribbean hoteliers with tools and strategies to increase their direct bookings and optimize their distribution channels.
The day was punctuated by interactive sessions covering topics such as website optimization, digital marketing, customer relationship management (CRM), rate parity, and the use of social networks to stimulate direct bookings. Industry experts shared their insights on best practices for reducing reliance on third-party platforms and boosting hotel profitability.
This initiative marks an important step in the digital transformation of the Caribbean hotel sector, with a focus on empowering establishments and creating more direct, personalized relationships with customers.
“The Wicket Fete”: a colorful finale in the heart of the Caribbean spirit
The closing evening of the Caribbean Travel Marketplace 2025, dubbed “The Wicket Fete”, was held on May 21 at the legendary Coolidge Cricket Grounds in Antigua. Designed as a vibrant tribute to local culture, the party fused the spirit of cricket with the energy of carnival, in a festive and authentic atmosphere.
The program included live performances by Tian Winter, Claudette Peters, The Kutting Edge Band and the legendary Burning Flames, accompanied by steel bands and entertainment throughout the evening.
Local artisans and creators were also on hand, displaying their products and know-how in a Caribbean market atmosphere, blending art, crafts, flavors and traditions.
A memorable evening, punctuated by local gastronomy, music and informal encounters, which brought the event to a close on a warm and deeply Caribbean note.
A key moment for understanding the Caribbean on the move
The Caribbean Travel Marketplace 2025 will have captured the energy, challenges and ambitions of Caribbean territories in terms of tourism. The wealth of profiles met, the diversity of approaches, and the desire to strengthen regional cooperation bear witness to a Caribbean in the throes of transformation.
➡️ Coming soon on richeskarayib.com and our networks: portraits, testimonials and exclusive analyses from these meetings in Antigua.
A getaway to Saba, the volcanic pearl of the Lesser Antilles: a promise of adventure and authenticity, just a stone’s throw from Saint Martin. Saba, a little-known volcanic island, fascinates visitors with its unspoilt nature, colorful villages and unique atmosphere, far from the hustle and bustle of tourism. Ready to embark on an unforgettable escape to the heart of the Lesser Antilles?
Discovering Saba: an extraordinary volcanic island
Geography and location
Saba lies just 44 kilometers south-southwest of Saint Martin, in the northern part of the Caribbean arc. This tiny Dutch territory, just 13 km² in size, is distinguished by its rugged terrain, steep cliffs and lack of traditional beaches. Here, the sea laps the craggy rocks, offering a striking natural spectacle.
A majestic volcano: Mount Scenery
Dominating the island, Mount Scenery rises to 887 meters, making it the highest point in the Kingdom of the Netherlands. This dormant volcano, covered by dense rainforest, is the beating heart of Saba. Its summit, often shrouded in mist, attracts hikers and lovers of spectacular panoramas. Climbing its trails offers a breathtaking view of the whole of the Lesser Antilles, with the immensity of the Caribbean Sea as a backdrop.
Exceptional, preserved biodiversity
Tropical forests and nature reserves
Saba is a veritable ecological sanctuary. The rainforest, nicknamed Elfin Forest Reserveevokes a fairytale world of mosses, ferns and tropical trees. Mahogany trees, once abundant, are now rare, victims of the cyclones of the last century. But the island’s wealth of vegetation remains so impressive that Saba recently applied for inclusion on UNESCO’s World Heritage List.
Endemic flora and fauna
Saba’s isolation has favored the emergence of unique species. The famous Saba black iguana, the red-bellied couresse snake and the funnel-eared bat are all endemic to the island. The seabed is home to a 4.3 km coral reef, part of the Saba Marine Park, a veritable paradise for divers and marine biologists.
Activities and experiences in Saba
Hiking and exploring
It’s impossible to talk about a Saba getaway without mentioning hiking. The island offers several marked trails, the most famous of which is the ascent of Mount Scenery. This hike, accessible to all with a minimum level of fitness, passes through lush forests and offers unique views of the island and the sea. The Saba Trail Shop, located in Windwardside, offers maps, advice and badges for hikers.
Scuba diving and eco-tourism
Saba is a world reference for scuba diving. Its crystal-clear waters, protected by a marine park, teem with coral, tropical fish, turtles and sometimes even peaceful sharks. .Spots such as “Tent Reef” and “Ladder Labyrinth” are among the most famous in the Caribbean. Eco-tourism enthusiasts will appreciate the preservation of the environment and the absence of mass tourism, which give Saba a rare authenticity. .
Local crafts and gastronomy
After the effort, it’s time to discover the local flavors. Windwardside’s small restaurants offer a blend of seafood, tropical vegetables and Dutch influences. And there’s no shortage of handicrafts: jewelry, blown glass, works of art and embroidery bear witness to the skills of the Sabanese, who are proud of their heritage.
Local life and culture in Saba
Picturesque villages and traditions
Saba is made up of four main villages: The Bottom, Windwardside, Hell’s Gate and St. John’s. Each has its own character, with whitewashed houses, red roofs and narrow streets. Here, life flows peacefully, punctuated by fishing, farming and welcoming curious visitors. The inhabitants, warm-hearted and proud of their island, love to share their history and traditions.
Festivals and events
Saba’s cultural calendar is punctuated by colorful festivities. The Carnival, or Summer Festival, brings the island to life with parades, costumes and lively music at the end of July. In October, the Sea and Learn Festival raises awareness of ocean conservation through conferences and workshops led by scientists from around the world. In December, Saba Days celebrates local culture, with dances, sports competitions and giant barbecues. All opportunities to immerse yourself in Sabanese life and forge links with the locals.
Practical tips for a Saba getaway from Saint Martin
Access, transport and accommodation
To reach Saba, simply board a ferry or small plane from Saint Martin. The boat journey takes between 75 and 90 minutes, arriving in Fort Bay, the island’s only port. On the island, the main road links the villages and makes it easy to get around, although walking remains the best way to discover Saba. The accommodation on offer, though limited, ranges from small family-run inns to charming hotels, always in a friendly, authentic atmosphere.
Best time to visit
Saba’s climate is pleasant all year round, with temperatures hovering around 27°C. The high season extends from December to April, ideal for enjoying dry, sunny weather. Between June and November, the hurricane season may bring a few showers, but also offers a quieter island, ideal for exploring in peace and quiet.
Saba, a treasure to explore
A getaway to Saba is a timeless interlude between raw nature, living traditions and sincere encounters. Far from the tourist clichés, Saba seduces by its authenticity, its abundant biodiversity and the warmth of its inhabitants. Whether you’re a seasoned hiker, an avid diver or simply curious, the island promises an unforgettable experience that lives up to its reputation as the hidden gem of the Caribbean. A word of advice: plan to stay longer than a day, as Saba is best savored slowly, like a well-kept secret.
Tourism in the Caribbean is not only a major source of revenue, it is also one of the region’s most scrutinized economic pillars. An essential engine of growth for many post-Covid islands, it illustrates both the opportunities offered by international demand and the limits of a model based on external dependence. Here’s an overview of the current state of the industry, with figures and sources. Tourism in the contemporary between spectacular growth, territorial inequalities and regional integration issues.
A record 32.2 million visitors by 2023
With 32.2 million tourists in 2023, tourism in the Caribbean crossed a new threshold, exceeding its record level for 2019 by 0.8%. This performance was driven primarily by the return of North American customers, the region’s most important market. The sector’s recovery was accompanied by improved air connectivity and a return to normal sanitary conditions.
Yet this recovery conceals disparities. Tourism in the Caribbean is still characterized by a concentration on a few destinations, and relies on a service economy that is exposed to external crises. Few islands today have a truly successful diversification strategy.
Cruises: 31.1 million passengers, but an uneven impact
The cruise sector also experienced an unprecedented rebound. 31.1 million cruise passengers ships called at Caribbean ports in 2023. These flows help to revitalize local economies, provided that the calls generate real economic spin-offs.
But this boom raises questions about sustainability. The environmental impact of cruises on marine ecosystems is considerable. Tourism in the Caribbean cannot grow indefinitely without adapting its port infrastructures, nor without common regional regulatory policies.
The Dominican Republic: undisputed leader in regional tourism
La Dominican Republic alone attracts a quarter of all visitors of the Caribbean tourism market. With its beaches, massive hotel offer and well-developed air accessibility, it is establishing itself as a model for rapid growth in the sector.
This leadership highlights the growing disparities within the Caribbean tourism. While some territories struggle to capture market share for lack of infrastructure or sufficient attractiveness, others, like the Dominican Republic, are making their mark thanks to an aggressive strategy and constant investment.
Jamaica: aiming for 5 million tourists by 2025
La Jamaica attracted 2.9 million visitors in 2023 and is targeting 5 million by 2025. The government is counting on new markets, a move upmarket and the promotion of its strong cultural identity to achieve this objective.
This drive for growth reflects a broader trend in the Caribbean tourism, where several states are seeking to move beyond the classic seaside model to develop a more diversified, cultural and sustainable form of tourism.
Regional mobility: the major weakness of intra-Caribbean tourism
Despite encouraging overall figures, tourism in the Caribbean remains paradoxically poorly integrated. By 2023, only 1.6 million intra-regional tourists were recorded, i.e. 3,6 % of the total. The cost of air travel, low frequencies and regulatory barriers discourage travel between neighboring islands.
This lack of mobility is hampering the development of a coherent regional tourism market. For the tourism in the Caribbean to reach its full potential, it is imperative to encourage exchanges between local populations, by supporting regional airline projects, bilateral agreements and customs interoperability.
A key, but fragile, sector to rethink for the future
Tourism in the Caribbean remains an essential lever for development, but it faces major challenges. Concentration of flows, poor redistribution, environmental pressures, vulnerability to global shocks: the fragilities are manifold.
To move towards a more resilient model, public and private players will need to combine innovation, regulation and cooperation. This will also require greater involvement of local populations in the governance of the sector, so that the tourism in the Caribbean is not just a source of income, but a vector for economic and social emancipation.
The future of tourism in the Caribbean will depend on the ability of territories to pool their strengths, share the benefits of the sector more equitably, and adapt to the new demands of travelers. At a time when global tourism is changing, the Caribbean cannot be left behind by an inherited model.
Investing in sustainable infrastructure, strengthening regional interconnectivity, and rethinking the tourism offer in light of climatic and social challenges are the prerequisites for making the tourism in the Caribbean a real driver of equitable development.
British Virgin Islands start 2025 at the top of the international rankings, named “Best Destination of the Year” at the Luxury Travel Awardsby Modern Luxurythe largest American media group specializing in high-end lifestyle.
This recognition comes against a backdrop of strategic repositioning for the archipelago, which successfully combines hotel excellence, environmental preservation and cultural authenticity. For connoisseurs and travellers alike, curious to understand what truly distinguishes a prestigious destination, the British Virgin Islands offer an inspiring model.
An award based on standards, not notoriety
Unlike other awards, which are sometimes driven by media visibility, the Luxury Travel Awards are based on clear, rigorous criteria: innovation, quality of accommodation, personalized service, sustainable management of the territory and coherence of the tourism offering.
Outperforming established destinations such as the Bahamas, St Vincent and the Grenadines and the Maldives, the British Virgin Islands have demonstrated that a strategy based on long-term quality can win out over short-term communication campaigns. Far from mass tourism, the archipelago today attracts an international public in search of differentiated, sober and elegant experiences.
A constant presence in the benchmark rankings
The year 2025 confirms a trend observed as early as 2024: the British Virgin Islands are consistently ranked among the world’s top destinations. They feature in the “52 Places to Go in 2025” by New York Times as well as in the “World’s Best Awards” of the magazine Travel + Leisure.
This recognition is based on concrete elements: renovated infrastructures, an accommodation offer in line with contemporary luxury expectations, and a local fabric involved in tourism development. Virgin Gorda, Jost Van Dyke and Tortola are no longer just exotic names: today, they represent benchmarks for discerning travellers.
The reopening of the Peter Island Resort: a strategic turning point
The reopening of the Peter Island Resort, after years of renovation, marks a turning point. This iconic resort, located on one of the archipelago’s largest private islands, now offers suites and villas designed for guests seeking tranquillity, refinement and controlled isolation.
The experience is based on discretion, individualized service and a preserved natural environment. The Peter Island Resort illustrates British Virgin Islands to combine modern comfort with respect for the island’s heritage, breaking away from the impersonal standards found in some of the larger hotel chains.
Necker and Moskito Island: the exclusive face of private islands
The British Virgin Islands are also home to two emblematic sites of extreme luxury: Necker Island and Moskito Island, owned by Sir Richard Branson. These private islands embody a vision of travel based on intimacy, autonomy and integration with nature. Guests stay in highly personalized villas, with direct access to unspoilt beaches, tailor-made water sports and dedicated staff.
Beyond their prestige, these two islands illustrate a strong trend in luxury tourism: the search for a space of one’s own, far from the gaze of others, in an ethical and controlled setting. They reinforce the selective and responsible image of British Virgin Islands.
Quintessa Villa: a benchmark for private accommodation in the Caribbean
Located in Oil Nut Bay, on the island of Virgin Gorda, Quintessa Villa has been voted “Best Private Villa in the Caribbean”. With five spacious bedrooms, a honeymoon suite designed as a cocoon of intimacy, and exceptional panoramic views over the North Sound, this property exemplifies the harmony between contemporary architecture and island landscape.
The seamless flow between interior and exterior, the sustainable energy management and the high quality finish of the materials used make the Quintessa a showcase for tomorrow’s hospitality. Once again British Virgin Islands don’t just follow luxury trends: they define them.
Sundara Spa: well-being, innovation and marine identity
In 2025, Quintessa Villa strengthened its offering with the opening of Sundara Spa, the first floating spa in the British Virgin Islands. Designed to blend into the seascape, this center offers treatments inspired by Caribbean traditions and the natural properties of the sea.
Customers can access it directly from their villa or yacht, for a moment of absolute relaxation. This innovation underlines the archipelago’s commitment to developing a tourism offering in keeping with its environment and cultural identity. Far from being a fashion statement, the Sundara Spa bears witness to a genuine reflection on the meaning of the customer experience.
Hospitality based on people and local know-how
At the heart of the British Virgin Islands British Virgin Islands is the quality of human relations. Service is never intrusive, but always present. The hotel teams are trained locally, with a constant concern for detail and personalization.
Clive McCoy, Director of Tourism, insists on this dimension: “The strength of the British Virgin IslandsIt’s their ability to create links, to offer each visitor a meaningful experience. It’s this level of attention, far removed from industrial automation, that sets the archipelago apart in the long term.
Recreational boating and preserved beaches: a rare balance
World-renowned as a boating paradise, the British Virgin Islands British Virgin Islands offer yachtsmen calm waters, protected itineraries and unspoiled natural surroundings. The archipelago thus combines nautical excellence with ecological preservation, avoiding overexploitation of sensitive sites.
Whether you choose to stay on a catamaran, in a private villa or in a small, charming hotel, the experience is always based on the same logic: that of respectful immersion in a fragile yet living territory.
The British Virgin Islands as a model of sustainability and excellence
Far from being just a passing fad, the British Virgin Islands have established themselves as a veritable laboratory for responsible luxury tourism. They show that it is possible to achieve a very high level of quality without denying local identity or compromising ecological balance.
For both discerning travelers and those wishing to understand the mechanics of demanding tourism, they are an exemplary destination. In 2025, they don’t just seduce: they inspire.
The Caribbean beaches confirm their place among the world’s most admired natural treasures, according to the 2025 edition of the World’s 50 Best Beaches. This international recognition once again highlights the richness, diversity and quality of the region’s seaside resorts. Thanks to a rigorous methodology, this ranking highlights places that are preserved, accessible and unforgettable.
A demanding and recognized ranking
The ranking World’s 50 Best Beaches is based on the opinions of over 1,000 travel specialists: journalists, influencers and editors. Caribbean beaches are featured prominently, demonstrating their global appeal. Each site is evaluated according to five specific criteria: natural beauty, water and sand quality, respect for the environment, accessibility and overall visitor experience.
A field assessment
The members of the jury surveyed dozens of coastlines, taking precise notes and analyzing the atmosphere, tranquility and quality of the water. The result is a selection of the finest seaside resorts in the world, designed to provide guidance for both those who love secluded spots and those who are passionate about the seaside.
Canto de la Playa (Dominican Republic): a discreet gem at the top of the regional rankings
In 2025, Canto de la Playa established itself as the most outstanding in the region and 6ᵉ worldwide. Located on the southern tip of the island of Saona, in Dominican Republic. The Dominican Republic is one of the world’s most popular tourist destinations, accessible only by boat.
Unspoilt nature
At Canto de la Playa, there are no hotels or visible businesses. Just a beach of pristine white sand, turquoise waters and coral reefs teeming with marine life. This unspoilt setting attracts lovers of pure nature and snorkelling.
A haven of peace for visitors
The atmosphere is calm, almost silent, with only the sound of the waves and the wind blowing through the palm trees. From many Caribbean beaches offer moments of tranquility, but Canto de la Playa stands out for its authenticity. It’s particularly pleasant to visit from October to November, when the sea is at its calmest.
Grace Bay (Turks & Caicos): the perfect harmony between nature and comfort
Another striking name among Caribbean beaches, Grace Bay in Turks and Caicos Islands, is ranked 10ᵉ in the world. This beach on the island of Providenciales is renowned for the softness of its sand and the transparency of its waters.
A perfectly landscaped site
Grace Bay stretches for over five kilometers, with a coral reef providing natural protection from the currents. This guarantees ideal conditions for swimming and water sports. The beach attracts a varied public thanks to its comprehensive offer: luxury hotels, water sports and local gastronomy.
A destination to suit all profiles
Among Caribbean beaches, Grace Bay embodies the ideal compromise between natural beauty and quality amenities. It attracts families and honeymooners alike.
Other Caribbean jewels in the 2025 ranking
Caribbean beaches are numerous in this prestigious list. Each offers a distinct ambience and experience:
Each offers a distinct ambience and experience:
- Shoal Bay East (Anguilla, #14) : very clear sand, crystal-clear water, perfect for swimming.
Seven Mile Beach (Cayman Islands, #23) : lively place, ideal for families and water sports enthusiasts. - The Baths (British Virgin Islands, #29) : famous for its granite rocks and natural pools.
- Ffryes Beach (Antigua and Barbuda, #31) : calm and serenity, far from urban areas.
- Grand Anse (Grenade, #32) : friendly atmosphere and golden sand.
- Bahia de Las Aguilas (Dominican Republic, #34) : a secluded, unspoilt setting still little known to the general public.
- Meads Bay (Anguilla, #35) : a relaxing beach with calm waters.
- Klein Bonaire Beach (Bonaire, #44) : a diver’s paradise with a remarkable seabed.
Recent entrances and emblematic sites
The 2025 edition welcomes a number of territories for the first time: Antigua and Barbuda, the British Virgin Islands and Bonaire. This diversity is proof of the vitality of the region’s seaside offerings. Among the already famous beaches, Trunk Bay (Saint John, U.S. Virgin Islands) continues to seduce with its underwater trail and sparkling sand.
Why are Caribbean beaches so attractive?
Caribbean beaches are renowned for the variety of their landscapes. Some, like The Baths, are intriguing for their geology. Others, like Grace Bay, are reassuringly comfortable. This diversity means that every traveler will find a place to suit his or her needs.
Accessibility and uniqueness
Some beaches require an effort to reach (Canto de la Playa), while others are located in the immediate vicinity of hotels and infrastructure (Grace Bay). This contrast between wilderness and developed areas is what makes all the Caribbean beaches.
The 2025 edition of the World’s 50 Best Beaches illustrates the influence of Caribbean beaches on a global scale. Canto de la Playa in the Dominican Republic, Grace Bay in Turks and Caicos, Shoal Bay East in Anguilla… all these names evoke singular seaside experiences, nurtured by a preserved natural setting, waters of rare clarity and a warm local welcome. The region remains, more than ever, a benchmark for those wishing to experience sea and sand of remarkable quality.
Cruise tourism in Saint Kitts : The announcement marks a turning point for the island, which recorded an 8% increase in cruise passenger arrivals during the 2024-2025 high season, compared with the previous year. Between October 2024 and April 2025, Saint Kitts welcomed 748,056 cruise passengers, compared with 690,244 in the previous season. This increase is no mere coincidence, but the fruit of a considered strategy led by the Ministry of Tourism, its partner agencies and industry players.
Speaking at a press conference at the St. Kitts Marriott Resort on April 29, 2025, Minister of Tourism Marsha Henderson emphasized that this growth was “the result of collective efforts to enhance the visitor experience, strengthen port infrastructure and ensure tourist satisfaction and safety”. This dynamism is in line with the company’s determination to make tourism a lever of development for the entire population of Saint Kitts.
Growth drivers of cruise tourism in Saint Kitts
Strategic collaboration and joint efforts
The success of the 2024/2025 season is based not only on the island’s natural appeal, but also on close collaboration between the Ministry of Tourism, partner agencies and industry professionals. This synergy has enabled us to optimize our welcome for cruise passengers, offer high-quality services and ensure flawless organization at every port of call.
Minister Marsha Henderson emphasizes the importance of this collective approach: “This growth is the result of joint efforts, all focused on improving the visitor experience, developing port infrastructures and ensuring tourist satisfaction”. The figures speak for themselves: Saint Kitts cruise. Saint Kitts now boasts 748,056 visitors in a single season, making it one of the best-performing destinations in the region.
Improving port infrastructure
One of the pillars of this growth has been ongoing investment in port infrastructure. The port of Zante, the main point of arrival for cruise passengers, has benefited from improvements designed to make disembarkation more fluid, enhance security and provide attractive shopping areas for visitors. These improvements have helped to strengthen the image of Cruise tourism in Saint Kitts as a pleasant, well-organized stopover.
Companies such as Royal Caribbean, Norwegian, Celebrity, Carnival and MSC have multiplied their stopovers, seduced by the quality of the facilities and the welcome reserved for their passengers. This success confirms that cruise tourism in Saint Kitts is a lasting trend.
The impact of cruise tourism on the local population
Economic and social benefits
Over and above the figures, the Minister of Tourism reminds us that “the real success of tourism is not measured in visitor numbers alone, but in the concrete impact it has on people’s lives”. The increase in arrivals has generated significant economic spin-offs, creating jobs, boosting local trade, developing new activities and increasing purchasing power.
The cruise industry acts as a driving force for many small businesses, artisans, restaurateurs and local guides. Thanks to the influx of visitors, these players benefit from a renewed clientele and new growth opportunities.
The Tour Development Programme: a lever for small businesses
Program objectives and operation
To bring the benefits of tourism to the entire population, in August 2024 the Ministry launched the Tour Development Programme. This scheme supports small businesses in creating authentic tourist experiences, promoting the island’s culture and heritage.
At present, 15 local companies benefit from personalized support to design, promote and market their offers to cruise passengers. The aim is clear: to ensure that the Cruise tourism in Saint Kitts also supports the industry’s smaller players.
Results and outlook
The initial results are encouraging: increased sales, improved visibility, greater capacity for innovation. The Ministry of Tourism is committed to continuing this support so that these companies can continue to develop.
The evolution of tourism operators and the challenges they face
Insurance: a hurdle cleared
One of the main obstacles encountered by small operators was access to suitable insurance, which is essential if they are to offer their services to cruise operators. Thanks to the Ministry’s action, this problem has now been resolved. These companies can now offer their services directly via the cruise lines, in the same way as the major operators.
This step guarantees fairer competition and opens up new growth prospects for smaller structures, reinforcing the diversity of the Cruise tourism in Saint Kitts .
Direct access for cruisers
Small local businesses can now offer their tours directly to passengers, without intermediaries. This development promotes a more authentic and equitable form of tourism, in direct contact with the local population.
Future prospects and partnerships
Visits to large cruise groups
The future looks bright, with the upcoming visit of Royal Caribbean officials to explore partnership opportunities. This follows a meeting with Carnival Corporation in October 2024.
These exchanges bear witness to the interest shown by major cruise lines in Cruise tourism in Saint Kitts and point to new prospects for the coming seasons.
Future challenges and sustainability
Despite these successes, a number of challenges remain: managing flows, preserving the environment and adapting to visitor expectations. The Ministry of Tourism is working to implement sustainable solutions so that theCruise tourism in Saint Kitts remains a model of balanced growth.
TheCruise tourism in Saint Kitts is experiencing significant growth, driven by a concerted strategy, targeted investments and strong support for local players. The 8% increase in arrivals by 2024-2025 is not only a statistical success, but also illustrates an ambition: to build an inclusive, resilient and sustainable tourism model serving the entire population.
Air Transat marks a significant milestone in the air transport sector with the launch of a direct service between Quebec City and Fort-de-France. This initiative, announced on May 1, 2025, meets a growing demand for mobility between Canada and Martinique, consolidating Air Transat’s position as a key player in leisure travel from Quebec.
Ad context and strategic importance
The creation of this direct route is not insignificant. It is part of an ambitious development strategy aimed at strengthening the company’s presence in the Quebec market, while offering a direct alternative for travellers wishing to reach Martinique without passing through Montreal. According to Sébastien Ponce, Transat’s Chief Revenue Officer, the new route will optimize aircraft utilization and increase network productivity, while responding to fast-growing demand.
A stronger air bridge between Quebec and Martinique
Air Transat network expansion
With the inauguration of this new route, Air Transat is expanding its existing service between Montreal and Fort-de-France. The airline now offers a weekly Sunday flight between Quebec City’s Jean Lesage International Airport (YQB) and Martinique’s Aimé Césaire International Airport (FDF). This route will operate from December 14, 2025 to April 26, 2026, a period when tourist demand is traditionally strong.
Issues for the Quebec City region
For the Quebec City region, Air Transat’s arrival on this route represents a major step forward. Stéphane Poirier, President and CEO of YQB, points out that Fort-de-France becomes the first destination served in the Lesser Antilles from Quebec City. This illustrates our determination to develop the direct flight offer, for the benefit of travellers from all over the province, and to position Quebec City as a leading airport hub.
The advantages of the new line: comfort, modernity and efficiency
The A321LR: A plane for transatlantic routes
Air Transat has chosen the Airbus A321LR for this route. This aircraft, renowned for its fuel efficiency and autonomy, is perfectly suited to transatlantic flights. It offers an ergonomic cabin and a modern entertainment system, guaranteeing a pleasant and relaxing trip. The use of the A321LR also enables the airline to optimize its fleet while limiting its environmental impact.
Onboard services: Premium experience and entertainment
On board, the airline offers an enriched flying experience thanks to its “Club Class” seats, which offer a superior level of comfort and personalized services. Passengers benefit from a state-of-the-art entertainment system, with a selection of films, series and games suitable for all ages. This attention to comfort and quality of service is part of Air Transat’s DNA, regularly rewarded for the excellence of its customer service.
Consequences for tourism and the local economy
Impact on tourism in Martinique
The opening of this direct route by Air Transat should boost Martinique’s tourism sector. By facilitating access to the island for Quebec travelers, the airline is helping to strengthen cultural and economic exchanges between the two territories. Martinique’s tourism professionals are anticipating an increase in visitor numbers, particularly during the high winter season, when Martinique attracts many sun-seeking visitors.
Opportunities for Quebec travelers
For Quebecers, this new route represents a unique opportunity to fly non-stop to Martinique on a direct, comfortable flight. Whether you’re looking for a family vacation, a seaside getaway or a chance to discover Martinique’s heritage, Air Transat makes it easy to reach a destination popular with Canadians, while offering competitive fares and a quality travel experience.
Air Transat: a major player in leisure air transport
Company history and awards
Founded in Montreal 37 years ago, Air Transat has established itself as a benchmark in leisure travel. In 2024, it was voted “World’s Best Leisure Airline” at the Skytrax World Airline Awards, a distinction that testifies to the trust and satisfaction of its customers. With a network covering Europe, the Caribbean, South America, North Africa and the U.S. East Coast, Air Transat offers a vast choice of international destinations.
Commitment to quality and innovation
Air Transat relies on innovation and modernity to set itself apart. Its fleet is made up of recent aircraft, among the most energy-efficient in their category. The company employs 5,000 people who share the same raison d’être: to reduce distances and bring people closer together. Its commitment to service quality and passenger satisfaction is at the heart of its development strategy. .
Book your flight Québec-Fort-de-France
Flights between Quebec City and Fort-de-France will be offered once a week, every Sunday, from December 14, 2025 to April 26, 2026. This weekly frequency meets seasonal demand, particularly during the winter period, when many Quebecers wish to take advantage of Martinique’s tropical climate.
The opening of the direct route between Quebec City and Fort-de-France marks a major step forward in the leisure air transport sector. Thanks to this initiative, Quebec travellers benefit from easier access to Martinique, while the attractiveness of the Caribbean island is enhanced. Air Transat thus confirms its leading role in the Canadian market, combining innovation, comfort and quality service.
This new route, operated by modern, efficient aircraft, illustrates the company’s ability to anticipate passenger needs and meet the challenges of the tourism sector.
