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Tides Turning: How U.S. Travelers Are Testing Turks & Caicos’ Resilience

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As summer bookings waver, Experience Turks and Caicos leads a strategic push to keep the destination top of mind — betting on brand strength, regional growth, and a winter resurgence.

 

By Deandrea Hamilton | Editor

Turks and Caicos is facing a cooling off in visitor demand this summer—a pattern emerging across the Caribbean. Paul Pennicook, the interim CEO Consultant of Experience Turks and Caicos, (ETC) says the shift is prompting swift action to preserve the destination’s visibility and luxury positioning.

“From May onwards we’ve been seeing some softening in the market that is continuing into the summer,” said Pennicook. “Of course, most of it is from the U.S., which is our largest market. Ironically, our Canadian market is up, but our U.S. and U.K. markets are down.”

US and UK Markets Decline

While the island enjoyed a strong first quarter, second-quarter trends have turned downward. Pennicook attributes this to economic concerns in the U.S., airfare trends, and changing booking habits.

“The U.K. is down because we lost a couple of flights from Virgin Atlantic. Even though there’s increased passenger load on British Airways, it hasn’t fully replaced what we were getting,” he said. “The U.S. market is another story. The uncertainty in the U.S. economy and consumer behavior is impacting our numbers.”

Travel analysts have also flagged this shift. There’s been a noticeable reduction in long-haul international travel from U.S. tourists, with many now favoring short-haul destinations or domestic trips. Americans are choosing closer, more flexible vacations as financial caution and shifting work-leisure routines influence how they plan.

Changing Booking Behavior

“People are booking much closer in,” Pennicook noted. “When you look six months out, there’s a decline compared to last year. But when you search a month out, it looks much better. That pattern tells us they’re holding off, waiting to make final decisions.”

This mirrors trends in the airline industry. Load factors are down, and airlines are offering last-minute deals to fill planes—something that’s encouraging consumers to wait and book later.

Room Rates Adjust, Brand Image Remains

Recent reporting shows resorts offering discounts of up to 30 percent, raising questions about whether this undermines Turks and Caicos’ reputation as a high-end destination.

Pennicook disagrees.                                                                                                                                                                              “Our hoteliers have served the luxury market for years. What they’re doing now isn’t about going after a lower-end market—it’s about offering their loyal guests a break during a time when everyone is watching their wallets,” he said.

“Cutting rates in this climate isn’t a downgrade in brand. It’s a strategic adjustment to retain a strong customer base.”

Coordinated Marketing Response

Experience Turks and Caicos is taking a proactive approach. The organization recently launched a summer-long ad campaign in New York and is ramping up collaboration with wholesalers and retail travel advisors.

“We’re staying in front of the consumer and the travel trade. That means investing in co-op advertising with partners, leveraging travel agents, and sharing authentic guest stories,” Pennicook explained.

Efforts are also underway to promote group travel and special packages. Resorts are experimenting with shorter stay formats, more inclusive offerings, and aggressive last-minute pricing. Meanwhile, the national marketing body is doubling down on exposure to meet growing inventory levels.

“We have an increase in hotel rooms coming down the pipeline. That’s why we need to amplify visibility now,” he said.

Winter Season Looks Promising

Despite current turbulence, the CEO remains optimistic.

“If we look nine months out—into our November to April season—we are actually tracking ahead of last year,” he revealed. “So we are not panicking. We believe this is a temporary situation, and we’re taking the necessary steps to be ready when the market turns.”

Cruise Sector Stays Strong

One bright spot is cruise tourism, which Pennicook says remains exceptionally strong.

“Cruise continues to book like there’s no tomorrow,” he said. “That’s one area where we haven’t seen any slowdown.”

Looking Ahead

The island welcomed a record 1.96 million arrivals in 2024, and hotel occupancy peaked at 72 percent, with average daily rates topping $1,500—some of the highest in the Caribbean. But with significant new capacity in 2025, the destination is adjusting to a more competitive and cautious marketplace.

In the face of softened demand and evolving traveler behavior, ETC is focusing on maintaining top-of-mind presence while sustaining quality across the tourism experience.

“This is a valley,” Pennicook said. “But we know the business tends to come back. By staying present and collaborative, we’ll be ready for the return.”

Bahamas News

Monument Supports Hands for Hunger With Paradise Plates Debut  

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NASSAU, Bahamas — Caribbean Wines & Spirits (CWS), The Bahamas’ leading wine and spirits distributor, proudly supported Paradise Plates, Hands for Hunger annual fundraiser with a flavorful offering of its newest product, Monument Beverage Co.

Monument, which launched this July and is available across six major islands, made its Paradise Plates debut. Guests enjoyed three bold flavors: Peach Passion, Ginger-Lime and Melon Fizz as they socialized throughout the evening.

Monument brand ambassadors engaged guests with knowledge on the ready-to-drink beverage’s unique taste and look. Many attendees were delighted to learn that Monument is 100% Bahamian-made and owned and enjoyed seeing the various national landmarks on the packaging.

The booth was adorned with vibrant brand colors, striped arches, tropical florals and a photo worthy backdrop featuring Monument cans filled with florals cascading down the wall.

At the end of the event, the entire Monument inventory had finished, making Monument’s Paradise Plates debut a huge success.

For more details on Caribbean Wines & Spirits, new products and specials, visit www.cwsbahamas.com today.

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Bahamas News

Schweppes ‘the Art of Mixology’ Dazzles at Paradise Plates with Nemiroff Vodka

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NASSAU, Bahamas — Schweppes, in collaboration with Nemiroff Vodka dazzled guests with handcrafted cocktails during Paradise Plates, Hands for Hunger’s annual fundraiser held at Atlantis’ Imperial Ballroom.

The evenings’ theme, 70’s: Paradise Disco, inspired bold and delicious sips from Schweppes and Nemiroff.  The beautiful disco themed Schweppes booth, adorned with LED signs, lush greenery and hanging black and gold metallic orbs shined throughout the room.

Schweppes’ brand representatives and mixologists dressed in chic 70’s speakeasy attire engaged attendees throughout the night. Guests enjoyed receiving knowledge of each product and experiencing the vibrant energy of brand representatives.

Nemiroff Vodka, which is locally distributed by Caribbean Wines and Spirits (CWS), The Bahamas’ premier wines and spirits distributor; offered a unique variety of vodkas which made the perfect blend with Schweppes. Guests enjoyed, Nemiroff’s Honey Pepper, De Luxe, Burning Pear, Wild Cranberry, and Bold Orange vodkas throughout the night.

Fan favorite cocktails of the night were: the Wild Cranberry Tonic and the Bold Orange Fizz.

Following a positive response at Paradise Plates, CWS is offering Nemiroff and Schweppes specials at local liquor stores for the entire month. With the purchase of any 1-liter Nemiroff vodka, enjoy a complimentary three-pack of Schweppes mixers, to recreate the magic of Schweppes and Nemiroff.

Cara Douglas-Adderley, Senior Marketing Director for Caribbean Bottling (CBC), local producers and distributors of Coca-Cola and Dasani products and CWS shared the inspiration behind the Schweppes and Nemiroff promotion.

“We are thrilled to have paired Schweppes and Nemiroff for Paradise Plates this year, creating a premium cocktail experience for guests. After receiving such positive feedback, we wanted to extend that experience to consumers at home. Throughout October, consumers can visit their favorite watering hole, buy any 1-liter Nemiroff bottle and receive a free three-pack of Schweppes.”

Caribbean Bottling Company is proud to offer Schweppes, Coca-Cola’s premier mixer in collaboration with Caribbean Wines & Spirits and Nemiroff Vodka at Paradise Plates in support of Hands for Hunger’s mission.

For more information on CBC’s philanthropic work, new products and specials, visits www.cbcbahamas.com today.

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News

Beaches Turks & Caicos gives Enid Capron Primary a pre-term facelift

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PROVIDENCIALES, Turks & Caicos Islands: — Beaches Turks and Caicos has refreshed the grounds of Enid Capron Primary School in Five Cays, Providenciales, ahead of the new school year, with a landscaping team from the resort, pruning and cutting back overgrown branches to give the campus a cleaner, safer look.

The project focused on the school’s exterior plantings, where tangled growth had begun to encroach on walkways and outdoor learning areas. The team spent time trimming hedges, thinning dense shrubs and removing deadwood to improve sightlines and airflow around the buildings.

Assistant Landscaping Manager, Kemar Jones said the work at Enid Capron is a regular priority for the department, which views community giving as a core part of its mandate. He noted that supporting local schools, particularly through hands-on environmental work, has long been a focus area for his team.

Jones, said the effort reflects the group’s wider commitment to the islands. “As a team, our goal is to give back to our communities and especially providing support for the environment and education,” Jones noted. “The team is always ready to share our skills with making the school environment more comfortable for our students and teachers.”

General Manager Deryk Meany framed the project as part of Beaches’ broader approach to working alongside the community beyond the resort gates. “At Beaches Turks and Caicos, we operate as a team not only within the confines of the resort but also with our communities,” Meany added. “Being able to share our varied skills is always our main focus. Providing a comfortable learning environment allows for a greater relationship with our educational collaborators.”

He added that the resort seeks opportunities to support range of school-based initiatives, from environmental and leadership clubs to creative programmes.

Minister of Education, Youth, Sports and Culture Hon. Rachel Taylor described the landscaping mission as a continuation of a long-standing relationship between the Ministry and Beaches Turks and Caicos. “This mission from our major private sector supporter, Beaches Turks and Caicos is a long standing activity,” Taylor said. “At Enid Capron Primary School, we are treated as family. Once we reach out to the resort, they have always responded in a positive way.”

Hon. Taylor said the support is particularly valuable in the areas of education and community development, where consistent private-sector engagement can amplify government efforts.

Nelene Swann, vice principal at Enid Capron Primary welcomed the refreshed grounds as a boost to morale before classes resume. “This is what true collaboration looks like,” she noted. “This is more than a facelift for the school. The team from Beaches Turks and Caicos has shown true commitment in adding to this learning environment for our students and teachers.”

She said the improved landscaping contributes to a more comfortable and inviting campus for all stakeholders. “This is a good way to start the new school year. This facelift will certainly make the facilities here at the school more appealing to our students, teachers and parents.

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