The 43rd annual Caribbean Travel Marketplace (CTM), organised by the Caribbean Hotel and Tourism Association (CHTA), launched this year in Antigua and Barbuda.
It marked the first time the premier regional tourism event has been hosted by the twin-island nation.
Running from May 18 to 22 the event brings together international media, global buyers and Caribbean suppliers to foster new business partnerships and highlight the region’s travel offerings.
The programme kicked off on Sunday, with a beach brunch hosted by Elite Resorts at the Verandah Hotel for networking among industry stakeholders. The following day, the Caribbean Travel Forum was held at Sandals Grande Antigua, where public and private sector leaders convened to discuss the current tourism landscape.
Data presented at the forum revealed that the Caribbean is enjoying a successful 2025 so far, with growth in visitor spend and arrivals overall. The region it would appear has benefited from the general downturn in international arrivals into the US in recent months and continues to benefit from strong demand from other markets, especially Latin America.
Despite this positive momentum, familiar challenges persist, particularly regarding airlift capacity and intra-Caribbean air transport connectivity. These issues remain critical barriers to fully unlocking the region’s tourism potential. They were key topics of discussion during the forum.
CTM 2025 also featured a new programme element designed to support the industry’s evolution. Responsible Tourism Day on May 18 highlighted sustainable tourism initiatives and community engagement. A subject that was debated at length in the post lunch session of the forum and attended by the host nation’s Tourism Minister Charles Fernandez.
The event will culminate with the launch of the Direct Booking Summit on May 22, focusing on digital marketing innovations and AI-driven strategies to enhance direct online bookings and improve the Caribbean’s digital competitiveness which has, in the past, been criticised.
A new feature of this year’s Marketplace is the Linkages Showcase, aimed at strengthening economic ties between tourism and other sectors such as agriculture, manufacturing, and the creative industries.
This initiative seeks to broaden the multiplier effect of tourism as an economic engine across the Caribbean. It aims to facilitate business connections and showcase regional products to hospitality buyers.
The event’s success in Antigua and Barbuda will be measured by not only showcasing the destination’s unique appeal but by also reinforcing the importance of regional unity and strategic partnerships.
This is a perennial issue that has faced Caribbean tourism since day one.
