The Caribbean aims to strengthen its global presence and attract new markets

Travel2latam spoke with Dona Regis-Prosper, CEO and Secretary General, and Taraneh Azimi, Head of Marketing, Communications, and Business Development at the Caribbean Tourism Organization (CTO), who shared the main pillars of Caribbean promotion and their vision for consolidating tourism in the region

How important is the European market, and in particular the UK market, for the Caribbean?

The British and European market is absolutely vital to the Caribbean. There is a long history of UK travelers visiting the region, and our goal is to continue motivating these visitors to explore lesser-known destinations, such as Guyana, which is making significant strides in the tourism industry. Europe, for its part, has excellent air connections to the Caribbean, with airlines such as British Airways and Virgin Atlantic, making access easy. It is a well-established and strategic market that we seek to maintain and strengthen.

In addition to participating in international trade shows, what are the main marketing strategies implemented by the CTO?

One of the most important pillars of our work is networking: connecting our member destinations with business partners, media, and consumers. We promote the Caribbean as one of the most powerful brands in global tourism, highlighting that we are a warm destination year-round. There is no season when you cannot travel to the Caribbean, and that is a key competitive advantage that we want to continue communicating

The Caribbean is made up of many destinations. How do you manage to promote the region as a whole, without losing the individual identity of each island?

We celebrate the diversity of the Caribbean because we believe it is our greatest strength. From the beaches and nature to the culture, gastronomy, music, and the warmth of the people, each destination brings something unique. But we also share elements that unite us as a region: joy, hospitality, art, and the Caribbean essence. Promoting “One Caribbean” does not mean uniformity, but unity in diversity.

The North American market has always been strong. Are you also working to attract more travelers from South America?

Yes, Latin America is a priority market for us. It's a region with great potential and growing air connectivity. We want to strengthen the Caribbean's presence in the southern part of the continent and increase the flow of Latin American tourists to our destinations.

What trends are you seeing in traveler behavior after the pandemic, and how is the Caribbean adapting to them?

More than adapting, this new phase represents an opportunity to showcase all that the Caribbean has to offer. Today's travelers seek authentic experiences; they want to connect with the local culture, with our people and our traditions. That has always been part of the Caribbean essence; what we do now is present it in a more structured and accessible way for visitors.

What kind of support do you provide to tour operators and travel agents to promote the region?

Specific packages and programs are developed at the destination level. From the CTO, we work alongside the private sector and our allied members on various activations and joint campaigns. For example, we collaborate with EM Marketing on initiatives within the Latin American market, and in North America, we participate in the Travel Adventure Show with a presence in several key U.S. cities.

Looking to the future, how do you envision the Caribbean in the next five years?

We envision an even more diverse and sophisticated region. The Caribbean is expanding its offerings with luxury experiences, but also with alternative and sustainable options, ideal for young travelers, small groups, or those looking to explore lesser-known islands. We want every visitor to find their own Caribbean.

What upcoming events does the CTO have planned?

In December, we will celebrate Caribbean Weekend in Miami, from the 4th to the 8th. It will be an excellent opportunity to bring together media, business partners, and member destinations, as well as strengthen ties with cruise lines. It's a special time to celebrate the year's achievements and prepare the 2026 calendar.