Why the Tourism Industry Is Meeting Up in Antigua, and What’s Ahead for Caribbean Travel Marketplace 2025

Buyers. Suppliers. Tourism directors. Government ministers. It’s a who’s who of the travel industry, and the most important gathering of its kind for the Caribbean — a region where tourism is part of the fabric of just about everything.

This year’s Caribbean Travel Marketplace, the annual event organized by the Caribbean Hotel and Tourism Association, is being hosted for the first time ever on the island of Antigua, putting the spotlight on one of the Caribbean’s most popular travel destinations and one that has been at the forefront of regional tourism innovation in recent years. This year’s event runs May 18-22, 2025.

To learn more about this year’s event, we caught up with Vanessa Ledesma, CEO of the CHTA, who talked to Caribbean Journal about the lead-up to CTM, what’s new and the biggest trends she’s seeing in the Caribbean right now.

Tell us about this year’s Marketplace.

The Caribbean Travel Marketplace (CTM) 2025 will take place in Antigua and Barbuda from May 18-22, bringing together regional suppliers and global buyers to foster business opportunities and drive Caribbean hospitality and tourism growth. This year’s event will once again feature the Caribbean Travel Forum and Responsible Tourism Day. Additionally, CTM 2025 will introduce the new Direct Booking Summit, Caribbean Edition, aimed at empowering hoteliers with strategies to enhance direct bookings and optimize distribution channels.

What makes you excited about Antigua and Barbuda as a location?

Hosting CTM in Antigua and Barbuda for the first time presents an exciting opportunity to showcase this vibrant destination on a global stage. With the addition of the American University of Antigua’s state-of-the-art conference facilities and its excellent airlift connectivity, particularly for the Eastern Caribbean, Antigua and Barbuda stands out as an ideal MICE destination. The event’s location also offers better access for suppliers within this region, creating new opportunities for collaboration and business growth. Bringing the region’s premier travel event here not only highlights these unique advantages but also reinforces Antigua and Barbuda’s position as a leading player in Caribbean tourism.

What is the new Direct Booking Summit?

The first-ever Direct Booking Summit (DBS), Caribbean Edition, will take place on May 22 in collaboration with Triptease. This hands-on, interactive event will equip Caribbean hoteliers with strategies to boost direct bookings, optimize distribution channels, and strengthen guest relationships. Featuring expert-led sessions, workshops, and networking opportunities, the summit aims to empower hotels to increase profitability and strengthen their digital presence in a competitive market.

What has the interest been like for this year’s Marketplace? Are there any new markets or countries showing interest?

Interest in CTM 2025 has been strong, with increased participation from global buyers and suppliers. The expansion of airlift to the region continues to drive new market opportunities, broadening access to the Caribbean for both traditional and emerging travel segments. Notably, there has also been increased participation from Germany and a stronger presence from Argentina.

Responsible Tourism Day has also become a big part of the week. How is it taking shape this year, and what kind of response have you gotten from members and partners?
Responsible Tourism Day (May 18) will highlight sustainability, community-based tourism, and environmental initiatives, offering opportunities to give back and support local communities through hands-on engagement. The response from members and partners has been overwhelmingly positive, reflecting a growing commitment to responsible travel across the region.

Talk about why the CHTA is more important than ever, and what the organization has been up to this year.

CHTA plays a vital role in advancing the Caribbean hospitality and tourism industry by supporting business development, advocating for sustainable practices, and enhancing the region’s global competitiveness.

Given the current geopolitical environment, CHTA’s advocacy has become even more critical in addressing the evolving challenges and opportunities facing the region. In 2025, CHTA has also been focused on strengthening regional connectivity, expanding niche tourism segments, and providing hoteliers with tools to navigate evolving traveler demands. Events like CTM, CHIEF, and DBS provide industry stakeholders with critical insights, partnerships, and growth opportunities, while also strengthening their businesses.

What are the biggest trends you’re seeing in Caribbean travel so far in 2025

Expanded airlift: Increased flight options are improving global access to Caribbean destinations.

Sports, festival, and cultural tourism: Major events, from cricket tournaments to music festivals, are attracting travelers to the region, year-round.

Sustainability: A continued shift toward eco-friendly practices, from carbon-neutral hotels to conservation-focused tourism.

Authenticity and Unique Experiences: Travelers are seeking more authentic experiences, including local culture, off-the-beaten-path activities, and lesser-known destinations, as they prioritize immersive and meaningful travel experiences.