Spiritourism : the term is gaining in visibility and legitimacy as it establishes itself as an innovative response to the new expectations of travelers and regions. On April 10, 2025, the Guadeloupe has taken a major step forward with the inauguration of the National Laboratory of Spiritourism, a structure designed to professionalize, structure and promote this booming industry. A strong signal from the archipelago, which intends to become a national reference in the field.
Understanding spirit tourism
An immersive approach to producing territories
The spiritourism, is the art of traveling to the rhythm of spirits-related know-how: rums, artisanal liqueurs, traditional punches and other elixirs rooted in local culture. It differs from wine tourism in the diversity of its products, territories and approaches. This form of tourism combines sensory discovery, education and immersion in the history of distilleries, while supporting local economies.
Momentum from overseas France
While wine tourism is firmly established in France, the spiritourism is gradually gaining ground, thanks to initiatives mainly in French overseas departments. Far from the well-trodden wine trails, they offer a more confidential, more deeply rooted, but just as structured experience. In Guadeloupe, visits to distilleries, mixology workshops and themed tours provide an insight into a rich and authentic universe.
A national laboratory based in Guadeloupe
A unifying, strategic project
Supported by the “Office de Tourisme de la Riviera des Îles de Guadeloupe”, the National Spiritourism Laboratory was launched with the support of the Conseil Départemental and the French Ministry for Overseas France. Its ambition: to structure a still young industry, federate its players and create a label of excellence to guarantee quality experiences for visitors.
Main objectives
The laboratory’s mission is to :
- Support SMEs and artisans in developing tourism activities.
- Create a national network of spirit tourism sites.
- Launch a vocational training program to develop local skills.
Develop a national label guaranteeing the quality, traceability and ethics of the tours offered.
Structuring an industry around spirit tourism
A stronger territorial network
The spiritourism in Guadeloupe’s distillery industry is largely based on human-scale enterprises: 95% of local distilleries are SMEs or family-run structures. The laboratory supports them in marketing tourist products in line with their identity and history, while encouraging synergies with other sectors such as gastronomy and crafts.
A training program unique in France
The launch of the first Rum and Spirits Advisor in April 2025 is a significant step forward. The aim of this training program is to professionalize tourist reception while passing on the subtleties of rum culture to visitors. A strong asset for the image of Guadeloupe as an expert and responsible destination.
A national label under construction
Long-awaited recognition
The spiritourism will soon benefit from an official label based on several criteria: respect for the environment, quality of welcome, education, product traceability… This label will enable visitors to identify sites committed to a serious and immersive approach.
A tool for local communities
In addition to guaranteeing quality, this label will help position Guadeloupe as a benchmark for spiritourism French spirits. It will also encourage other regions to structure their offerings around local spirits, with a view to sustainable development.
An ambition supported by Guadeloupe
Key actions
La Guadeloupe is multiplying its initiatives: creation of a “Prix de l’Excellence Gastronomique” for food and rum pairings, partnership with the “Mondial du Rhum”, development of an itinerary christened the “circuit du rhum”… These are just a few of the many initiatives designed to enhance the island’s appeal to lovers of local heritage and culture.
Challenges and prospects
A strong economic dynamic
France is the world’s leading exporter of spirits by value. France’s overseas territories Guadeloupe (80,000 hectolitres of pure rum alcohol per year), play a major role in this performance. Spiritourism can help transform this economic power into a tourism experience that is both rewarding and job-creating.
The rum circuit, a showcase of identity
Currently under development, this tour will link major distilleries, rum museums, small producers and cultural events. It will offer a complete understanding of the link between territory, know-how and finished product. A cultural, educational and economic tour.
A lever for know-how
The spiritourism, by showcasing the gestures, stories and techniques of producers, it acts as a living conservatory of intangible heritage. It contributes to the intergenerational transmission of knowledge and enhances local identities, while opening up new professional opportunities.
The spiritourism, through the inauguration of the National Laboratory in Guadeloupe is taking a decisive turn. Structuring the industry, recognizing professions, labeling: all the conditions are in place to make this approach a genuine model of sustainable tourism, rooted and ambitious. Guadeloupe, a pioneer in this niche, is asserting its role as a driving force in a profound transformation of the relationship between heritage, territory and visitors.
Bouillon d’Awara is much more than a simple dish in French Guiana; it’s a veritable cultural institution. This traditional dish, prepared mainly during the Easter holidays, embodies the territory’s culinary and social identity. With the recent creation of the Confrérie Gastronomique du Bouillon d’Awara. This local specialty now enjoys official recognition, both nationally and internationally. But what makes this broth so special, and why does it deserve such attention?
History and origins of Bouillon d'Awara
Bouillon d’Awara is surrounded by myths and legends that add an almost mystical dimension to this dish. A popular story has it that a young native woman created this broth to prove her love to a foreigner, incorporating flavors from all over French Guiana. This legend reflects the very essence of the broth: a harmonious blend of cultures, ingredients and traditions.
Prepared only at Easter, this dish also symbolizes family and community family and community gathering. Its complex preparation, often spanning several days, mobilizes an entire team, strengthening social and family ties.
Ingredients and preparation
The secret of Bouillon d’Awara lies in its varied, local ingredients. Among them:
- The awara pastemade from the fruit of the awara palm, the real basis of the dish.
- From smoked meats (chicken, fish) and salted (cod, ham).
- Vegetables such as cabbage, eggplant or spinach.
- From local spices to spice up the flavours.
Preparation is an art. It requires patience and skill. The broth simmers for 24 to 36 hours. The result is a rich, creamy stew with a distinctive orange color. The end result is a rich, creamy stew with a distinctive orange color.
La Confrérie Gastronomique du Bouillon d'Awara
Officially created during the 10ᵉ edition of the Journées des Goûts et Saveurs de Guyane, on April 12, 2025 this brotherhood has eleven founding members including renowned chefs, enthusiasts and specialists in Guyanese gastronomy. It is chaired by Serge Fulgence.
Its mission is threefold:
- Preserving the authenticity of the Awara broth through its codes and art of living.
- Promoting its recognition well beyond French Guiana.
- Passing on know-how to new generations.
The Confrérie has received prestigious national recognition by receiving its diploma of integration into the Confréries de France and is now a member of the Conseil européen des confréries œno-gastronomiques via the Languedoc and Roussillon embassy.
“A brotherhood serves to promote a dish, to defend its authenticity, and to promote it far beyond its borders” – Jean Claude Estirac, Vice-President of the European Council of Wine and Gastronomy Brotherhoods.
Strong political and cultural support
On the occasion of this recognition, Emmanuel Prince, Vice-President of the Collectivité Territoriale de Guyane (CTG), praised the commitment of :
“Awara is a symbol. It is memory, sharing, creation. And through the Plan Wara we want to spread the word far beyond our borders.
This heritage enhancement plan was launched with a scientific and historical conference held on September 27, 2024. It presented the results of 9 months of research conducted by Emmanuel Garnier of CNRS who delved into the historical and cultural roots of Awara broth.
The ceremony also saw the induction of new honorary members, including Jean-Paul Fereira and Emmanuel Prince.
Le Bouillon d'Awara: A symbol of living heritage
Beyond its gastronomic dimension, the Bouillon d’Awara is a true pillar pillar of Guyana’s living heritage. Celebrated each year during the Journées des Goûts et Saveurs (Taste and Flavor Days), it attracts both locals and international visitors curious to discover this culinary wealth.
By highlighting its cultural roots, its community roots and its gustatory originality, the Bouillon d’Awara has established itself as an ambassador of Guyanese culture ready to seduce the whole world.
At Seatrade Cruise Global 2025, a panel discussed the changing expectations of cruise travelers, particularly the younger generations, and how these changes require a complete reinvention of the experiences offered ashore.
Seatrade Cruise Global 2025: from guided tour to personalized experience
Moderated by Shannon McKee, President of Access Cruise, the Seatrade Cruise Global 2025 discussion featured key industry figures Tracey Diaz (Princess Cruises), Christine Manjencic (Norwegian Cruise Line Holdings), Marc Melville (Chukka Caribbean Adventures), Leyla R. Osorio (Global Cruises LLC) and Claudine Pohl (Lemoneight).
Right from the outset of Seatrade Cruise Global 2025, it was clear that today’s cruisers expect much more than a simple panoramic tour. “What this new generation is looking for is a real experience,” says Christine Manjencic. She cites the example of a “selfie tour” initially designed for Norwegian Cruise Line and adapted for Oceania Cruises under the title Capturing the Moment – a simple but effective rebranding to appeal to a premium audience.
“Today, a new generation is discovering cruising… and no longer sees it as an activity for retirees.”
Tracey Diaz reminds us at Seatrade Cruise Global of the extent to which the pandemic has changed expectations: travel is no longer a given, but a privilege. Passengers are now looking for more intimate, truer, more human experiences.
Authenticity, Local Voices, and Storytelling as Value Drivers
For tourism operators, the challenge is twofold: to remain innovative while remaining rooted in reality. For Marc Melville, the answer can be summed up in one word: authenticity. ” Our strength is to be resolutely local, without compromise. What seems commonplace to us is often what makes the biggest impression on a visitor. “
He stresses the importance of storytelling. A gesture as simple as putting your hand on a tree can become a lasting memory, as long as it’s contextualized. “You can’t put a price on a local, authentic experience,” he stresses.
With a presence in 140 destinations, Leyla Osorio observes that regular cruisers don’t want to relive the same excursion. “We need to offer a new reading of the place, with a different perspective, a different narrative.” At Seatrade Cruise Global, she also emphasizes the importance of adapting excursions to the specific identity of each cruise line.
Experience Design, Collaboration, and Looking Ahead
All the speakers at Seatrade Cruise Global 2025 agree: the future of the industry will depend on innovation, anticipation… and greater collaboration.
Christine Manjencic shared some revealing data on how behavior has changed since the pandemic: “Before COVID, we put excursions online 2 to 3 months before the cruise, and only 20% were sold in advance.”
“Today, we open 365 days and reach 75% pre-sales.”
She adds, not without pride: “In 2019, we sent 4.3 million passengers on shore excursions. Last year, we came close to 6 million.”
This spectacular growth shows just how essential anticipation, trend monitoring and personalization have become in the design of our offers.
Claudine Pohl reminds us at Seatrade Cruise Global 2025 that the skill to tell a story is as valuable as the itinerary itself. “Without training in speaking, your guides won’t convey the experience.”
Leyla Osorio, for her part, insisted on an essential new dimension in experience design: “An excursion must be immersive, authentic… and photogenic.“
In an age of travel dictated by social networks, it’s no longer enough to have an experience: you have to be able to share it, visually, and derive “bragging rights” from it.
She encourages destinations to incorporate striking elements – aesthetic, symbolic, Instagrammable – that become memories as much as social proof.
Finally, Marc Melville, speaking at Seatrade Cruise Global 2025, concluded with an appeal for commitment: “The Caribbean has never had so many opportunities. Let’s seize them. Let’s work hand in hand with our cruise partners to make our islands shine even brighter. “
Cruisers are no longer looking for tours, but for emotions.
This panel provides a valuable compass for Caribbean territories wishing to remain attractive to cruisers in search of meaning and authenticity.
👉 Fully embracing local roots. As Marc Melville points out, “What is banal to you can become extraordinary to a visitor.” It’s essential to focus on storytelling, sensory immersion and cultural expression, rather than conforming to globalized standards.
👉 Offer exclusive cruising value. An on-shore product has to offer something that visitors can’t book alone on the Internet. Sometimes it’s a gesture, a dish, a symbolic place or a moment to share… as long as it touches.
👉 Cooperation at all levels. Claudine Pohl reminds us of the importance of mobilizing cab drivers, craftsmen, guides and local authorities. A simple, well-thought-out “Welcome” or visual staging can transform the experience.
In short, it’s no longer just a matter of welcoming, but of passing on a story.
The opening morning of Seatrade Cruise Global 2025 set the tone: the future of cruising lies in collaboration, innovation and sustainability.
A global vision for an industry in transition
Richard Sasso, President of MSC Cruises USA, opened the event with an outline of the 2025 Global Cruise and Destination Outlook. This strategic overview served as a reminder that, despite an ever-changing global context, the cruise industry is progressing with ambition and responsibility.
Highlighting the growing importance of more sustainable tourism and authentic experiences, Richard Sasso insisted on the need to adapt offers not only to economic challenges, but also to the expectations of an increasingly impact-conscious public.
Anticipating the expectations of new generations
The first panel of the day at the Seatrade Cruise Global 2025, “Sailing Across Generations and Rethinking Experiences Ashore”, moderated by Marc Blum, brought together a number of major players: Mark Edson (Royal Caribbean), Alexander Gumbs (Port of Saint-Martin), Mike Maura (Nassau Cruise Port), Natasha Salzedo (Carnival Cruise Line) and Ugo Savino (US State Department).
Together, they explored ways of adapting to changing travel profiles, highlighting the importance of technological innovation, better integration of destinations and a more personalized approach to the customer experience.
A look at the world of cruise tourism
The morning of the Seatrade Cruise Global 2025 concluded with a panel entitled “World Cruise Tourism Summit: regional updates”. The event was moderated by Ioannis Bras, with the participation of representatives from MedCruise, Cruise Arabia, the Caribbean Tourism Organization and Cruise Saudi. This overview highlighted the specific realities of each region, while converging on common challenges: better managing passenger flows, developing resilient infrastructures, and strengthening cooperation between ports.
A strong idea emerged from this opening: decisions must be based on concrete data, and the future will be built by combining know-how.
We’ll be coming back to these interventions in more detail later.
Caribbean tourism is undergoing a transformation thanks to Breeze Travel Solutions (BTS). Headed by AMA-certified marketing specialist Casey Davy, Breeze Travel Solutions is restructuring the sector by integrating advanced technologies. Its aim is to simplify bookings and enhance the traveler’s experience. With its Caribbean Travel and Tours (CTT) subsidiary, BTS is unifying a still fragmented market into an efficient and harmonious solution.
The challenges facing tourism in the Caribbean
The Caribbean tourism sector suffers from outdated procedures and a lack of coordination between local players. Many service providers still use manual methods or unsuitable tools, making booking complex. This fragmentation limits the visibility of offers and reduces opportunities for smaller market players. As Casey Davy points out, “These obstacles are a hindrance to travelers who want to organize their stay with complete peace of mind.” BTS has been designed to solve these problems using new technologies.
Innovations from Breeze Travel Solutions
Caribbean Travel and Tours: an all-in-one platform
CTT is the pillar of innovation for Breeze Travel Solutions. Unlike traditional platforms that limit themselves to accommodation, CTT offers an intuitive interface for booking flights, accommodation, activities and transfers all in one place. This approach simplifies holiday planning and improves the accessibility of offers. It also enables local travel agencies and hoteliers to better structure their services and attract a wider customer base.
Artificial intelligence for travelers
AI plays a key role in personalizing offers from Breeze Travel Solutions. By analyzing users’ data and preferences, it can suggest itineraries tailored to their interests, whether in sports, wellness or cultural discovery. “AI enables us to provide precise and relevant recommendations,” Davy explains. The system also facilitates better management of tourist flows by avoiding overcrowding at certain sites.
Commitment to safety and community development
Rigorous selection of suppliers
Breeze Travel Solutions only works with service providers who meet strict criteria, including legal registration, liability insurance and compliance with local regulations. This approach guarantees quality service and a safe experience for travelers. Transparency and security are key to reassuring tourists and encouraging trouble-free stays.
Community development program
To help local companies achieve these standards, BTS has set up a Community Development Program. It supports service providers in the certification of their services and their transition to digitalization. This initiative promotes local economic integration and contributes to the growth of regional tourism. By facilitating access to reservation platforms and training local players, BTS is creating a more supportive and efficient ecosystem.
Promoting responsible and authentic tourism
Enhancing cultural heritage
Breeze Travel Solutions offers more than just beach resorts. It highlights the history, gastronomy and traditions of the Caribbean islands. By collaborating with local communities, the company ensures that the economic spin-offs directly benefit the local population. This approach also diversifies the tourism offering, moving away from the standardized model often proposed to visitors.
Support for green initiatives
The company is committed to integrating eco-responsible solutions, selecting sustainable accommodations and activities focused on environmental conservation. This approach preserves the Caribbean’s fragile ecosystems while offering enriching experiences to travelers. BTS also works with local associations to make tourists aware of the impact of their presence on natural and cultural environments.
Breeze Travel Solutions modernizes Caribbean tourism by combining technology and sustainable development. With its intuitive platforms and community programs, the company enhances travelers’ experience while respecting the islands’ natural and cultural heritage. Its innovative approach optimizes the tourism offer while supporting the local economy and preserving the region’s riches.
Sustainable Tourism Policy 2025-2035 marks a decisive step in the economic development of the member states of the Organization of Eastern Caribbean States (OECS). At the eighth meeting of the Council of Tourism Ministers, held on March 28, 2025 at the Beachcombers Hotel in Saint Vincent and the Grenadines, the Ministers officially approved this ambitious policy. This initiative is set to become a long-term structuring tool for the entire region.
It aims to transform the tourism sector into a sustainable economic driver, while promoting environmental conservation, social inclusion and resilience in the face of global challenges. It replaces the 2011 Common Tourism Policy, providing a new strategic direction better adapted to contemporary challenges.
Strategic policy pillars
Renewed vision and mission
Sustainable Tourism Policy 2025-2035 has a clear vision: tourism must not only generate income, but also become a lever for equitable, environmentally-friendly development. Its mission is to promote balanced growth that benefits local communities, while preserving the region’s natural and cultural resources.
Three main strategic objectives
The policy is based on three main pillars:
- Regional economic transformation through tourism.
- Promoting sustainable practices.
- Improving resilience to climatic and economic crises.
These objectives are accompanied by twelve concrete sub-objectives, including the development of ecological infrastructures and support for community initiatives.
Specific objectives and guiding principles
The guiding principles of the Sustainable Tourism Policy 2025-2035 include responsible governance, rigorous environmental management, and a strong commitment to social rights. These principles aim to ensure that each member state works in a coordinated dynamic towards measurable results.
Thematic development and common guidelines
Eight priority thematic areas
Sustainable Tourism Policy 2025-2035 identifies eight priority areas, including :
- Targeted tourism marketing.
- The development of blue tourism, based on marine resources.
- Managing climate impacts.
- Technological integration in the sector.
This structuring enables a cross-functional approach, reconciling economic performance and environmental protection.
Common policy guidelines
Guidelines have been drawn up for :
- Encourage the use of renewable energies.
- Promote ongoing training for industry professionals.
- Protecting fragile ecosystems.
They ensure that the projects developed meet the high standards set by the OECS.
Challenges and opportunities in the tourism sector in 2025
The impact of climate change and changing expectations
The climate change is weakening the region’s natural assets, such as beaches and coral reefs. At the same time, visitors are increasingly aware of the impact of their stay. Sustainable Tourism Policy 2025-2035 encourages investment in eco-friendly accommodation and experiences rooted in local culture.
Mega cruise ships: between opportunity and vigilance
Large cruise ships can generate significant economic benefits, but present risks for the coastal environment. OECS Director General Dr Didacus Jules calls for balanced management, based on eco-responsible ports and sustainable partnerships with maritime operators.
Regional collaboration and economic benefits
Active role of member states
The success of this policy depends on the mobilization of all member states. Grenada, Saint Kitts and Nevis, Saint Lucia and Saint Vincent and the Grenadines, in particular, are coordinating their efforts to ensure harmonized implementation.
Employment and local development
Tourism already supports a significant proportion of regional employment. Sustainable Tourism Policy 2025-2035 could increase these opportunities, particularly in emerging fields such as environmental management or specialized tourism services.
Sustainable Tourism Policy 2025-2035 goes beyond a simple regulatory framework. It represents a collective commitment to a balanced tourism model, reconciling economic development, social inclusion and respect for the environment. On the strength of this shared vision, the OECS now has the tools it needs to meet future challenges and lay the foundations for sustainable tourism in the Eastern Caribbean.
Nevis, a small island nestled in the Caribbean, is now in the international spotlight thanks to recent articles in prestigious publications. This tropical gem attracts not only tourists, but also investors and food lovers, confirming its status as a dynamic island of opportunity.
Nevis: An island in full economic swing
On March 17, 2025, the British magazine Business Matters published an article entitled ” Nevis is open for business “, highlighting the flourishing economy of this Caribbean island. According to the publication, Nevis offers a business-friendly environment thanks to its streamlined processes and entrepreneur-friendly policies.
Investors will find a multitude of opportunities in various sectors on the island:
- Tourism, with its pristine beaches and rich cultural heritage.
- Agriculture, with its focus on sustainability and local production.
- Financial services, benefiting from an attractive regulatory framework.
- Real estate, with innovative, environmentally-friendly projects.
- Renewable energies, a key sector for the island’s future.
These assets make Nevis an ideal destination for those wishing to combine business with an exceptional quality of life. With its advantageous tax system and efficient administration, Nevis is positioned as an economic model in the Caribbean.
A unique culinary scene
Two days after this economic article, on March 19, 2025, LA Weeklythe American magazine read by over four million monthly visitors, has highlighted another fascinating aspect of Nevis: its gastronomy. Entitled ” Nevis’ culinary scene sets it apart from other Caribbean islands “, the article highlights the creativity and authenticity of local flavors.
The island’s cuisine is distinguished by :
- The use of fresh local ingredients such as tropical fruits and spices.
- A unique fusion of Caribbean traditions and international influences.
- Local establishments that innovate while respecting their culinary heritage.
For lovers of good food, a visit to the island is an unforgettable sensory experience that perfectly reflects the island’s cultural identity. Whether you’re a gourmet or simply curious, the island’s culinary scene will seduce you with its diversity and authenticity.
Nevis' renewable energy potential
March 25, 2025, International Business Times (UK) published an article entitled ” Nevis: Renewable Energy Potential Attracts Major Foreign Interest “. The publication highlights the island’s enormous potential in renewable energy. Thanks to its proactive government, the island is already attracting the attention of foreign investors interested in this promising sector.
Notable initiatives include:
- Geothermal development to produce clean, sustainable energy.
- Solar projects to reduce dependence on fossil fuels.
- A favorable regulatory framework to encourage foreign investment.
However, despite these advances, challenges remain. The need for modern infrastructure and a skilled workforce remains crucial to maximizing this energy potential. These efforts show that the island is not content with being a paradise island; it also aspires to become a regional leader in green energy.
Premier Mark Brantley's vision
At a press conference held on March 31, 2025, Premier Mark Brantley expressed his pride in the growing international recognition his island is enjoying. According to him, these prestigious publications are just the beginning of positioning Nevis as a regional leader in innovation and investment.
He also emphasized:
- How important it is for local residents to support this positive dynamic.
- The potential economic spin-offs linked to this global visibility.
- The need to protect natural resources while exploiting economic opportunities.
For Mr. Brantley, the island is much more than a tourist destination; it’s an island capable of inspiring the world with its ambition and resilience.
Nevis: A tourist destination in its own right
Beyond business and investment, the island also seduces with its unique tourist attractions. Its pristine beaches offer an idyllic setting for relaxation, while its lush mountains invite exploration. Sustainable tourism is at the heart of local tourism development, ensuring that the island’s natural beauty remains preserved for future generations.
Today, Nevis is establishing itself as a major destination thanks to its unique combination of economic, cultural and environmental assets. From lucrative investments to memorable culinary experiences, this small island is proving that it can compete with the world’s top destinations. With a clear vision driven by its leaders and growing international recognition, the future looks bright for this Caribbean gem.
Jamaica’s Airbnb sector is undergoing a veritable “revolution”, according to Senator Delano Seiveright. Speaking in the Senate during the debate on the Finance Bill 2025, he emphasized the extent to which the rise of this platform is transforming local communities and the country’s economy.
Spectacular growth
In 2017, Jamaica had 59,500 visitors via Airbnb. This figure has literally exploded, reaching over 800,000 visitors in 2023. This massive influx has generated over J$32 billion in revenue for local homeowners.
Seiveright describes this growth as a democratization of tourism: “From Trench Town to Treasure Beach, from Portland to Negril, Jamaicans are opening their doors, sharing their culture and talents with the world while generating revenue.” In this way, Airbnb enables ordinary locals to capitalize on the country’s tourist appeal.
Investing in Jamaica's creative potential
Senator Seiveright also highlighted the efforts of the Andrew Holness-led government to strengthen the tourism industry by supporting workers, creatives and entrepreneurs. Key initiatives include:
- The pension scheme for tourism workers : a unique scheme in the world, with over 10,000 contributors and 4 billion Jamaican dollars under management.
- Insurance plan for artists and creative people : launched in 2024, guarantees financial protection for the country’s cultural figures.
- The tourism and entertainment industry academy : launched on March 27 under the aegis of the Tourism Enhancement Fund (TEF), it offers training, mentoring and networking opportunities for artists and cultural entrepreneurs.
Seiveright insists: “These are not just words, but concrete budget-funded actions, giving Jamaicans the tools to thrive in a booming industry.”
Impact on small businesses and local communities
The rise of Airbnb has enabled many small local businesses to thrive. Restaurants, cab drivers, tour guides and artisans benefit directly from the increase in visitor numbers. This dynamic promotes a more inclusive economic model, reducing dependence on large hotel complexes and better distributing the wealth generated by tourism.
What’s more, some communities that have not historically been major tourist destinations, such as Port Antonio or Treasure Beach, are experiencing an economic boom thanks to the arrival of travelers seeking authentic experiences far from the traditional circuits.
A positive vision for the future
The senator called on the population to celebrate the progress made. In particular, he highlighted the significant reduction in violent crime, the renewed hope in communities and the notable economic performance in several sectors.
Solid economic fundamentals
Defending the country’s budget of J$1.26 trillion, Seiveright asserted that the country’s economic fundamentals are robust.
“Despite the challenges of 2024, including Hurricane Beryl and Tropical Storm Raphael, Jamaica’s economy remained resilient thanks to prudent and strategic fiscal management,” he explained.
Key indicators include :
- Real GDP growth forecast at 2.2%.
- Net international reserves in excess of US$5.5 billion.
- A historically low unemployment rate of 3.5%.
- A reduction in the debt/GDP ratio to 68.7%, with a target of 63.7% next year.
- Inflation under control and stabilization of food prices.
In addition, Fitch reaffirmed Jamaica’s BB- credit rating with a positive outlook, boosting investor confidence.
Challenges and opportunities for the Airbnb industry in Jamaica
While Airbnb’s rise is undeniable, it also raises challenges. One of the main issues concerns regulation of the sector to ensure fair competition with traditional hotels while guaranteeing travelers’ safety.
The government is considering several measures:
- The introduction of a specific tax on Airbnb revenues : revenues, in order to generate additional resources for tourism development.
- A framework of safety and quality standards : we are committed to the highest standards of safety and quality, to guarantee the best possible experience for travelers and to prevent abuse.
- Increased support for independent owners : this includes training in rental management and tourist information.
Jamaica’ s “Airbnb revolution” is driving economic and social transformation, redefining the country’s tourism landscape. Led by figures like Senator Delano Seiveright, the government is investing in the potential of Jamaicans and boosting the destination’s appeal. As the island continues to grow, it’s essential to celebrate these advances and encourage greater public participation in this positive dynamic.
The orange economy, based on creativity, innovation and cultural knowledge, has become a strategic development lever in the Caribbean.
But what does this mean in practical terms for our regions?
In a region rich in living heritage, artistic expression and community dynamics, it paves the way for new sustainable economic models, driven by local talent.
One of the most promising developments is creative tourism – or orange tourism – which combines cultural immersion, know-how enhancement and active visitor participation. At a time when travelers’ expectations are changing, this type of tourism offers a more authentic and inclusive alternative, in phase with the ecological, social and digital transitions underway.
From mass tourism to sustainable and creative travel
The evolution of tourism is closely linked to global economic transformations and technological advances. Since the 1950s, the expansion of the middle class and rising disposable incomes have led to an explosion in international travel – from 25 million tourists in the 1950s to 1.5 billion in 2019. But this growth has revealed a fragility: tourism is extremely sensitive to economic crises. In 2008, for example, the first budget cuts made by households concerned vacations.
This model of mass tourism has gradually given way to alternative, more responsible and sustainable forms, driven by a new type of traveler: the conscious tourist. These travelers are looking for more than just entertainment: they aspire to authentic experiences, cultural immersion and respect for the environment. It’s in this context that ecotourism, rural tourism, community tourism and educational and religious travel have emerged.
Sustainable tourism is based on a hybrid approach, combining government initiatives (top-down) and the participation of local communities (bottom-up). It recognizes that to be viable, tourism must respect the environment, value cultures, be economically profitable and socially just – including gender equality and the preservation of traditional knowledge.
The emergence of the orange economy and creative tourism
The term “orange economy” was popularized in 2011 by British writer John Hawkins. Also known as the creative or cultural economy, it encompasses economic activities based on creativity and intellectual property: arts, music, film, design, technology, advertising, etc. According to UNESCO, this economy represents 3% of global GDP and more than 30 million jobs worldwide.
Orange tourism lies at the crossroads of this creative economy and the tourism sector. Unlike traditional tourism, it doesn’t just consume culture: it invites you to immerse yourself in it. This involves staying in local communities, taking part in craft workshops, traditional music classes, cooking lessons or sailing initiations. It’s not just about seeing, it’s about doing with the locals, interacting and sharing. This type of tourism fosters commitment, frequent returns, and sometimes even forms of personal investment in the communities visited.
Orange tourism also paves the way for indirect job creation through digital technologies – app development, activity booking platforms, or tools facilitating administrative procedures, logistics and hospitality. The aim: to turn creative ideas into economic opportunities through cultural and digital innovation.
What could orange tourism look like in the Caribbean?
Orange tourism in the Caribbean could take a variety of forms, rooted in the cultural realities, local know-how and creative aspirations of the territories. Several concrete avenues can be explored to structure this offer:
– Agricultural tourism, for example, would enable visitors to take part in immersive experiences on local farms, such as permaculture or hydroponics, learning about Caribbean farming techniques and taking part in the harvest.
– Traditional nautical activities, such as sailing lessons or artisanal navigation, could combine the transmission of knowledge, adventure and the enhancement of maritime heritage.
– Music workshops would offer visitors the opportunity to learn how to make and play traditional instruments (drums, cordophones, percussion), while discovering the cultural roots of local music.
– Craftwork, with sessions to create dolls, jewelry, pottery or textiles inspired by local traditions, would reinforce the link between creativity, collective memory and the solidarity economy.
– Gastronomy, for its part, is a powerful gateway to exploring the Caribbean identity: cooking workshops focusing on local products and ancestral recipes could enhance the destination’s appeal, while promoting short distribution channels.
Added to these experiences are the opportunities offered by digital technology. Whether facilitating access to information, enhancing the value of cultural offerings or streamlining the traveler experience, digital tools are playing a growing role in the transformation of Caribbean tourism. The development of local initiatives in this direction could enhance the attractiveness of these territories while supporting creative ecosystems.
Finally, structuring initiatives such as the creation of living museums or immersive heritage trails could enable key moments in Caribbean culture – carnivals, festivals, emblematic competitions – to be relived through physical or virtual installations, combining memory, transmission and innovation.
An opportunity for Caribbean territories
Today, orange tourism represents a way forward for Caribbean territories. At the crossroads of culture, creativity and innovation, it transforms intangible resources – knowledge, stories, local practices – into meaningful experiences for visitors, and sustainable economic opportunities for communities.
Anchored in the orange economy, this tourism model opens up new horizons: it enhances cultural identities, stimulates job creation in sectors that cannot be relocated, and strengthens the resilience of territories in the face of global crises. But it needs to be supported by appropriate public policies, suitable infrastructures and active support for cultural and creative projects.
By focusing on orange tourism, the Caribbean doesn’t just welcome the world: it invites it to enter into a dialogue with its territories, peoples and imaginations.
Club Med Les Boucaniers: a local icon reinvented as a blend of authenticity, modernity and sustainable commitment. In Sainte-Anne, Martinique, a jewel of the Caribbean hotel industry is getting a new lease on life. On March 26, 2025, elected officials, economic partners and tourism figures gathered to mark the culmination of an ambitious renovation project. The 25 million euro project is driven by a shared vision: to make one of the West Indies’ most emblematic resorts even better, while meeting the demands of tomorrow’s tourism.
A renewed symbol rooted in Martinique
Facing the Rocher du Diamant and bordered by the turquoise waters of the Caribbean Sea, Club Med Les Boucaniers is elegantly reborn. Redesigned rooms, modernized common areas, brand-new padel courts, a chic Creole-style bar… Every detail evokes Martinique, its culture, its light and its joie de vivre.
But beyond its design, Club Med Les Boucaniers tells a story. It’s the story of a community that, in the 1970s, was trying to rebuild itself after the sugar crisis.
“The Club enabled people to get out of the factory and find enough to support their families,” recalled Jean-Michel Gemieux, mayor of Sainte-Anne. “The Club is part of our memory, and an essential lever for our future. Today, it must think the unthinkable, anticipate the challenges of tourism, ecology and society.”
For Jean-Michel Gemieux, Mayor of Sainte-Anne, the resort is an integral part of the local identity:
“Sainte-Anne is proud to welcome this iconic venue, which plays an active role in our economic vitality and influence.”
Major investment for an ambitious, responsible project
The transformation of Club Med Les Boucaniers was based on a solid public-private partnership, mobilizing the Banque des Territoires, Alderan, the FEDER, the CTM and several banking institutions. The work, to be carried out between 2023 and 2024 with no interruption to activity, will incorporate eco-responsible solutions in line with the objectives of the tertiary sector decree.
Henri Giscard d’Estaing, President of Club Med Les Boucaniers, hailed “a lasting partnership with Martinique’s institutional and economic players”. He added:
“Club Med has never stopped reinventing itself to stay one step ahead of new customer expectations. Thanks to the strength of our model, our ambition is more than ever to be the world leader in all-inclusive, upscale and experiential vacations.”
He also emphasized:
“Our ambition is to stay ahead of the curve, anticipate expectations, and make Les Boucaniers a Caribbean flagship for responsible upscale. Already, customer satisfaction has improved significantly, both in terms of accommodation and infrastructure.”
He announced an expansion project to create a 56-room “Zen Oasis” for adults, and around 40 additional jobs, confirming Club Med’s determination to consolidate its long-term presence on the island.
A collective dynamic at the service of the region
This project is also the embodiment of an exemplary partnership between public and private players.
Alexandre Ventadour, Chairman of the CTM’s Tourism Commission, made the point forcefully:
“This project does not impose itself on the region: it integrates with it. It’s responsible, bold and built on a partnership approach. Not all brands do this. Visit Club Med Les Boucaniers, on the other hand, has always told the story of Martinique with respect and pride.”
“Club Med Les Boucaniers is not only a jewel in the crown of Martinican tourism, it is also a powerful symbol of our ability to combine tradition, excellence and innovation,” emphasized Alexandre Ventadour, Chairman of the Tourism Commission of the Collectivité Territoriale de Martinique. He added: “These renovations mark an essential step in strengthening the attractiveness of our territory and offering the people of Martinique concrete opportunities for employment, training and outreach.”
Prefect Étienne Desplanques, meanwhile, hailed “a structuring investment model that combines economic ambition, local integration and environmental exemplarity.”
He added:
“Here at Sainte-Anne, we’re not just talking about renovation. We’re talking about a project for the future. Club Med alone accounts for 40% of the island’s 4-star hotel beds. It’s the bridgehead for our move upmarket. And it’s also a place where Martinique’s human history is alive and well.
Étienne Desplanques asserts:
“This project is a perfect illustration of what we must continue to support: structuring investments that respect the environment and are meaningful for the region and its inhabitants.”
A few figures
1969: the year the resort opened
291 fully renovated rooms
25 million euros invested in works
6 new padel courts – the most on the island
22 hectares of landscaped gardens and coconut grove
80% of teams recruited locally
0 single-use plastic in common areas (Bye Bye Plastics program)
1 traditional yawl integrated into the bar as a cultural nod
1 future extension: a 56-room Zen Oasis for adults, with swimming pool and new staff accommodation
Inspiration for the Caribbean hotel industry
Club Med Les Boucaniers becomes a model. A place that honors local culture, embraces ecological issues, and redefines the tourism experience with boldness and refinement.
A jewel of Martinique tourism since 1969, is entering a new era. Its evolution resounds like a call to respectful innovation, cooperation and local pride. An exemplary project, where tourism, environment, memory and future coexist in the same breath.
And as Henri Giscard d’Estaing so aptly summed it up:
“What’s important in life? To be happy.
Where’s the place to be happy? This is it.
And when is the time to be happy? It’s now.”
A new look at Les Boucaniers
Discover the new look of Club Med Les Boucaniers. With its Creole touches, refined design and openness to nature, each space has been designed as an invitation to relax and marvel. From light-filled rooms to lush gardens, from Le Madou bar to brand-new padel courts, this transformation gives shape to a contemporary vision of travel in Martinique: more authentic, more inspired, more sustainable.
