Caribbean tourism adds opportunities and develops new markets

The Caribbean is consolidating its position as a strategic destination on the global tourism agenda. According to the recent joint report by ForwardKeys and the Caribbean Hotel & Tourism Association (CHTA), and the findings of the Mastercard Economics Institute, the region not only maintains stable demand levels for summer 2025, but also reveals clear signs of transformation in traveler profiles and behaviors.

According to the "Caribbean Travel Trends 2025" report, presented at the Caribbean Travel Forum in Antigua and Barbuda, the volume of flight searches to the Caribbean for the third quarter (July to September) remains in line with the same period in 2024. But behind this stability lies significant growth. Demand from Latin America shows sustained growth, with Canada standing out with a 22% increase in travel intentions.

At the destination level, the Dominican Republic leads the regional ranking with a 31.9% share of searches, driven by its diverse tourism products and hotel offerings. However, Puerto Rico surprises with a 44% jump in travel interest, largely driven by Bad Bunny's artist residency and other key cultural events that act as true tourism catalysts.

Meanwhile, Mastercard's global report highlights emerging trends that are reshaping tourism in 2025:

Business travelers extend their stays, combining work-related agendas with personalized local experiences. This opens up clear opportunities for the MICE segment, especially in the creation of short, premium, and high-value packages.

Wellness tourism, eco-adventure, and gastronomic experiences continue to gain ground, reinforcing the need for a more targeted and innovative offering.

Although beaches remain a key asset, they now compete with more complex and personalized interests of post-pandemic visitors.

On the other hand, the report warns that North American tourists are increasingly exploring Asia-Pacific destinations, driven by cultural curiosity, sporting events, and improved air connectivity options. This presents a challenge for the Caribbean: how to retain these travelers and position itself as a local and competitive alternative, especially in the face of growing economic sensitivity?

CHTA President Sanovnik Destang notes: “Interest in the Caribbean is strong and growing, but to truly capitalize on it, we need to think as a region, improve air connectivity, and create memorable experiences that benefit both communities and businesses.”

For business and professional tourism, this context is key. The figures show that the Caribbean not only remains desirable, but also has room for intelligent growth. The strategy lies in adapting to the new traveler: more demanding, more conscious of their spending, and more interested in integrated experiences.

In conclusion, the Caribbean faces a golden opportunity: to become a more cohesive, diverse, and resilient tourism hub. The data is in. Now is the time to make strategic decisions that will ensure its privileged place in the minds and plans of global travelers in 2025.

Source: Caribbean Travel Trends 2025 ( ForwardKeys & Caribbean Hotel and Tourism Association ) / Mastercard Global Travel Trends.