A Sustainable Product Critical For Tourism In The Caribbean
The importance of building a strategic and sustainable tourism product took centre stage during the fourth American Society of Travel Advisors (ASTA) Caribbean Showcase, held in Jamaica.
In a panel discussion, Barbados’ Minister of Tourism and International Transport, Ian Gooding-Edghill; St. Kitts and Nevis’ Minister of Tourism, Civil Aviation, International Transport, Employment and Labour and Urban Development, Marsha Henderson; and Turks and Caicos’ Minister of Tourism, Agriculture, Fisheries & Environment, Zhavargo Jolly, highlighted the need for policies and partnerships that ensure long-term growth and benefits for the region’s tourism sector.
Moderated by ASTA’s President and CEO, Zane Kerby, the session also explored the growing role of cruise tourism, with initiatives to extend ship stays and create more immersive visitor experiences.
Minister Gooding-Edghill outlined the significant contribution of tourism to Barbados’ GDP and shared updates on the island’s airlift strategy, accommodation projects, attractions, festivals, and cultural events. He underscored the vital role of travel advisors in promoting Barbados and driving visitor growth.
“One thing that COVID-19 taught us … is that we have to produce more in terms of our product, and one that provides a sustainable value chain…. As we prepare for growth and development, what we have to do is ensure the infrastructure is there. And within the Ministry and the Barbados Tourism Marketing Inc., we are developing strategies to ensure we have the necessary components that will continue to help and allow us to grow sustainably….
“So… anytime you have an audience with your travel advisors, that’s one of the, if not the most effective strategies to be employed in asking the travel advisors to help us. We can get airlift, but if we don’t have the load factors to fill the aircraft, then it makes no sense to increase airlift, so through these engagements and sharing with you our product, we are contributing significantly to Barbados’ continued growth in the tourism sector,” Minister Gooding-Edghill noted.
Following the panel discussion, Minister Gooding-Edghill used the press conference to commend Sandals Resorts International for its continued investment across the region.
“I had to…really laud Sandals’ leadership for their continuing investment in the hotel sector in the entire Caribbean. And of course, we always joke…that we can’t wait to see additional Sandals and Beaches properties within the Caribbean, because what it does for us, it helps us through marketing of our countries, and it helps us beyond that.
“What it has done is created many economic opportunities, sustainable jobs for people who work within the hospitality sector directly and indirectly, because there are several persons who benefit directly, including the farmers and other persons who are in the hospitality business,” he said.
Gary Sadler, Executive Vice President of Sales and Industry Relations at Unique Vacations Inc., an affiliate of the worldwide representative of Sandals and Beaches Resorts, reaffirmed the alignment between Sandals’ vision and ASTA’s mission.
“ASTA’s steadfast dedication to championing and enhancing the vital role of travel advisors is truly admirable and perfectly aligned with the vision of Sandals and Beaches Resorts,” he stated.
The 2025 ASTA Caribbean Showcase reinforced the value of partnerships between the travel advisor community and Caribbean destinations. Through hands-on experiences, in-depth destination knowledge, and personal connections, participants left better equipped to promote the region and deliver special travel experiences to their clients.
Author: Sheena Forde-Craigg