Miami, Fl, May 12, 2025 – As the cruise tourism industry navigates global economic recalibration and rising geopolitical uncertainty, the Aquila Center for Cruise Excellence is doubling down on its mission: training Caribbean destinations to deliver exceptional guest experiences, no matter the climate.

At Seatrade Cruise Global 2025, Aquila Managing Partner Melanie Colpitts emphasized the growing importance of workforce development as a strategic advantage. “When travelers are more selective with their spending, it’s the destinations that consistently deliver excellence that will stand out,” said Colpitts.

With the energy on the show floor buzzing, Aquila led strategic conversations focused on future-proofing the Caribbean’s tourism product through long-term training investments. From cruise line executives to destination decision-makers, the message was clear: quality training pays off.

Aquila, a leading training partner for the cruise industry for more than 15 years, unveiled new initiatives at the conference, including immersive VR-based programs developed in collaboration with Winged Whale Media. The team activated a dynamic takeover of the Florida-Caribbean Cruise Association (FCCA) booth, hosting live demonstrations, mini-training sessions, and interactive activities that illustrated how technology can enhance both the visitor experience and community capacity.

Product development and sustainability were front and center in this year’s training dialogue. “Destinations want to build experiences that are not only memorable but meaningful and sustainable,” said Colpitts. “It’s about enriching the guest journey while protecting and celebrating the culture and communities that make the Caribbean so special.”

With global economic uncertainty on the rise, Aquila is urging destinations not to retreat but to double down on service delivery. “Even if arrivals dip, we must exceed expectations for guests. That kind of experience drives powerful word of mouth – and training is the foundation,” added Colpitts.

As the official training partner of the FCCA, Aquila remains committed to raising performance standards across the Caribbean and Latin America, equipping destinations with the skills and tools to compete – and win – on the global stage.

BARBADOS – The Caribbean tourism sector continued its robust recovery and expansion in 2024, with international tourist arrivals reaching an estimated 34.2 million, according to a new report from the Caribbean Tourism Organization (CTO). This represents a 6.1% increase compared to 2023, and a 6.9% rise above pre-pandemic levels, marking the second consecutive year that the region has outperformed the 2019 benchmark.

The CTO’s “Caribbean Tourism Performance Review 2024” highlights the region’s resilience and enduring appeal, driven by factors such as strong demand from the United States, a rebounding Canadian market, and enhanced air connectivity.

Key Highlights from the Report:

• Overall Growth: The Caribbean saw approximately 34.2 million international tourist arrivals (overnight visitors) in 2024, an increase of 6.1% over 2023 and 6.9% over 2019.
• Top Arrivals: The Dominican Republic remained the Caribbean’s most visited destination in 2024, welcoming 8.5 million tourists. Jamaica followed with 2.9 million arrivals, while Cuba (2.2 million), The Bahamas (1.9 million), Aruba (1.4 million), and Puerto Rico (1.0 million) reported top numbers. Collectively, these six destinations accounted for approximately 56 percent of all visitor arrivals to the region.
• YOY Growth: The highest year-over-year growth in tourist arrivals was recorded in Montserrat, which saw a 29.4 percent increase, followed by St. Vincent & the Grenadines (27.2 percent), Belize (22.8 percent), and Curaçao (20.3 percent). These destinations posted the strongest relative gains in visitor numbers across the Caribbean in 2024.
• Pre-pandemic Growth: Compared to pre-pandemic levels in 2019, Curaçao emerged as the best-performing destination with a 51.1 percent increase, followed by St. Maarten with 48 percent growth, and 41.8 percent in the U.S. Virgin Islands.
• Source Markets:
• The United States remained the top source market, with approximately 16.8 million arrivals, a 3.5% increase from 2023 and 7.9% above pre-pandemic levels.
• Canadian arrivals reached 3.3 million, a 4.0% increase compared to 2023, though still slightly below 2019 levels.
• European arrivals showed slower growth, with a 1.4% increase to 5.3 million, representing 89.4% of 2019 levels.
• Driven by ongoing efforts to enhance air connectivity and services across the region, intra-Caribbean travel experienced growth in 2024. Residents of the Caribbean took an estimated 1.6 million tourist trips within the region – an increase of 5.1% over 2023, though still only 79.2% of pre-pandemic levels recorded in 2019.
• The South American market saw the highest growth in 2024, with arrivals reaching 2.0 million by the end of the year, marking a 17.8% increase. This sustained growth led to a 19.7% rise compared to 2019’s arrivals. Improved political and economic stability, along with strong travel demand in key markets like Argentina, Brazil, and Colombia, contributed to these results.
• Cruise Sector: The Caribbean cruise industry experienced a significant rebound, with 33.7 million cruise visits in 2024, a 10.3% increase over 2023, and a 10.9% increase over pre-pandemic levels.
• Hotel Sector: The Caribbean hotel sector also performed strongly, with occupancy rates reaching 66.6%, a 0.8% increase from the previous year, and the Average Daily Rate (ADR) increasing by 4.2% to US$437.02.

Challenges and Outlook:

“Tourism in the Caribbean is expected to continue growing in 2025. However, due to prevailing economic uncertainties and slowdowns in major source markets during the first quarter of the year, the pace of growth is projected to be more moderate than earlier forecasts suggested,” said Aliyyah Shakeer, CTO’s Director of Research. CTO now anticipates that overnight visitor arrivals will increase by 2% to 5%, reaching approximately 35 million. The outlook for the cruise sector remains positive, with cruise arrivals expected to grow by 5% to 7%, approaching 36 million visitors.

“The Caribbean’s continued growth is a testament to the strength of our regional collaboration and the enduring appeal of our destinations,” said Dona Regis-Prosper, Secretary-General of the Caribbean Tourism Organization.

“Despite geopolitical uncertainty and global economic challenges, our sector has shown remarkable resilience. To maintain this momentum, we must double down on strategic investments, innovative partnerships, and sustainable practices that protect our people, our culture and our environment. The future of Caribbean tourism is not only bright – it is ours to shape,” she added.

WASHINGTON DC, MAY 6, 2025 – Teri Helenese, the U.S. Virgin Islands’ Director of State-Federal Relations and Washington Representative, is calling on Caribbean nations to unite with urgency and purpose to grow the region’s global tourism market share, which has long remained under three percent despite a strong post-pandemic recovery.

Speaking against the backdrop of mounting global economic uncertainty, Helenese warned that continued growth cannot be taken for granted. “The U.S. Virgin Islands has outpaced pre-pandemic levels, and the wider Caribbean is seeing strong momentum, but we can’t afford to be complacent,” she said. “Now is the time to double down on strategic partnerships and regional cooperation.”\

Helenese commended the USVI Department of Tourism for its engagement with organizations like the Caribbean Hotel and Tourism Association (CHTA), the Florida-Caribbean Cruise Association (FCCA), and the newly revitalized Caribbean Tourism Organization (CTO), noting that such alliances are critical to building a stronger, more coordinated Caribbean presence on the world stage.

Her remarks follow the release of the CTO’s “Caribbean Tourism Performance Review 2024”, which reported an estimated 34.2 million international tourist arrivals to the region – a 6.1 percent increase over 2023 and nearly seven percent above 2019 levels. The U.S. Virgin Islands was among top performers, recording a 41.8 percent growth in stayover visitors compared with pre-pandemic benchmark numbers.

“Global tourism is rebounding, but it’s uneven. Major markets like the U.S., China and Germany are slowing. If we want to stay ahead, the Caribbean must think and act collectively,” she said, referencing recent World Travel and Tourism Council (WTTC) data showing record travel spend globally but a divergence in recovery patterns.

She called for greater intra-Caribbean connectivity, improved infrastructure, and a unified branding approach that speaks to the region’s rich cultural diversity while promoting its shared strengths.

Echoing CTO Secretary-General Dona Regis-Prosper, Helenese said the Caribbean’s continued growth is a testament to the region’s resilience and collaboration — but its future will be shaped by the decisions leaders make today. “The global tourism pie is growing, and we deserve a bigger slice,” she said.

“But we’ll only get there by moving forward together and activating a bold, regional marketing strategy. In today’s digital era, we have the tools to make it happen,” she added. “A rising tide lifts all sails — a stronger U.S. Virgin Islands, a stronger St. Lucia, Barbados, and Jamaica, means a stronger Caribbean. When one of us wins, we all win — that’s the mindset we need as we navigate this period of global recalibration.”