The Caribbean continues to attract sustained interest from American travellers, with travel advisers pointing to the region’s proximity, familiarity, diversity of experiences and ease of access as key factors driving demand.
The American Society of Travel Advisors (ASTA) held one of its flagship events, the Caribbean Showcase, in St Kitts and Nevis, bringing together travel advisers from across the United States.
ASTA CEO Zane Kirby provided insight into the trends, telling St Lucia Times, “…first it’s the proximity, second is familiarity, third it’s the use of English and fourth is probably currency.”
Kirby said Caribbean landscapes are at the core of the region’s appeal. “You know, those blue azure waters, the beautiful skies and all the diverse activities that you can undertake in the Caribbean…yeah, it certainly remains an aspirational place for people to come.”
The continued interest in the Caribbean comes amid a broader increase in international travel among Americans.
In a recent article, The Wall Street Journal highlighted what it described as the rise of the “unstoppable American” traveller, pointing to increasing numbers of US citizens travelling abroad. The article linked the trend to “wealthy boomers and restless millennials”, noting that Baby Boomer Americans hold more than US$110 trillion in wealth. It also stated that fewer than five per cent of Americans held a passport in 1990, compared with more than 50 per cent today.
While Europe remains a major draw for American travellers, travel advisers at the ASTA showcase said the growth in international travel has also created opportunities for Caribbean destinations.
Blair Hutchinson, owner of B Anise Events based in North Carolina, said she has noticed an increase in travel, with the Caribbean benefiting in part from its proximity to the United States.
“Travel overall has risen…. The islands are close to us in North Carolina, for instance; that is one of the main reasons why the Caribbean is a popular destination,” Hutchinson said. “I also work in the Destination Weddings niche, so the Caribbean is a prime location for those.”
Hutchinson said destinations closer to the US tend to be particularly popular among newer travellers, while islands farther away, including Barbados and Saint Lucia, often attract more seasoned travellers.
“Barbados is a little bit further down in the Caribbean…. When you have a seasoned traveller that wants to branch out from the mainstream Caribbean islands that people hear about all the time, then they start thinking maybe Barbados or another.”
The diversity of experiences available across the region also helps determine which destinations advisers recommend to their clients.
Hutchinson said Saint Lucia is among the destinations she frequently recommends, citing the island’s excursions, people, food and landscape.
“Saint Lucia is a great island. I love it personally. It’s my favourite, and I send travellers there a lot. I love everything that that island has to offer, from the excursions to the people to the food and the terrain. It’s a gorgeous island, and there’s a lot to do and see.”
But as international travel grows, advisers say travellers are also becoming more discerning about the experiences they seek once they arrive.
According to Hutchinson, there is growing interest in experiences that are more closely connected to local life and culture, rather than simply visiting a destination’s traditional tourist attractions.
That shift was also highlighted during an ASTA Showcase panel discussion on August 23.
During the discussion, Natalie John, CEO of Dreamy Weddings, said travellers are increasingly seeking experiences that feel more intimate and tailored to their individual interests.
“What we’ve seen is they want intimacy, a certain level of personalisation.”
Davina Baptiste, owner of Kitts Teas, a representative of Christophe Harbour Development and a specialist in wellness tourism, said the desire to escape busy and stressful lifestyles also influences the types of experiences travellers seek.
“When I think about going beyond spa services…I think about potentially partnering with local artisans that are offering really interesting and unique cultural experiences, including [for instance] dive experiences and even cooking classes.”
For Caribbean destinations, the trend presents increased opportunity to move beyond sun, sea and sand offerings and showcase the experiences, people and culture that distinguish individual islands.
And with travellers increasingly looking beyond the destinations they have already visited, advisers say there remains considerable room for the region to attract repeat and new visitors alike.
Anna Luquingan, a luxury travel adviser with Peekture, noted that visiting one or two Caribbean islands does not necessarily mean a traveller has exhausted what the region has to offer.
“I always say, you may have visited one or two islands, you may have done the cruise sailing, but no, you’re not done in the Caribbean, you haven’t seen it all.”
Kirby similarly believes the region has significant potential for further growth, particularly if destinations can continue expanding the infrastructure and connectivity needed to accommodate rising demand.
“I think there’s still a tremendous amount of growth possible from the United States,” he said, pointing to cruise and air connectivity as important drivers.
He urged destinations to continue investing in infrastructure, noting that capacity constraints can sometimes be the main factor limiting further growth.
As highlighted during Sunday’s conference and reflected in broader tourism trends, continued growth in regional tourism may depend on destinations having both the infrastructure and culturally grounded experiences that can turn growing interest into sustained visitation.
