Caribbean Travel Advisor
St. Kitts Put Travel Advisors at the Center of Its Strategy at the ASTA Showcase
The five-day ASTA Caribbean Showcase brought advisors, tourism officials and suppliers to St. Kitts and Nevis for trade meetings, hotel visits and firsthand destination training.
Travel advisors spent five days in St. Kitts and Nevis getting a closer look at how to sell the destination, from its major resorts to its smaller hotels, while meeting directly with tourism officials and Caribbean suppliers.
The St. Kitts Tourism Authority, in partnership with the American Society of Travel Advisors, hosted the 2026 ASTA Caribbean Showcase from Aug. 22-26, bringing advisors, tourism leaders and industry partners from the United States and across the region to St. Kitts.
The event was based at the St. Kitts Marriott Resort, Royal Beach Casino & Spa in Frigate Bay, with a program that included marketplace appointments, destination presentations, a trade exhibition and hotel site inspections on both St. Kitts and Nevis.
From an advisor perspective, the larger goal was straightforward: give sellers enough firsthand destination knowledge to better match clients with the two islands.
“ASTA’s Caribbean Showcase gives travel advisors the firsthand knowledge and relationships they need to sell the region with greater confidence and authenticity,” Zane Kerby, president and CEO of ASTA, said during the event.
Getting Advisors Into the Hotels
The hotel component was one of the most useful parts of the week for advisors.
Site visits on St. Kitts included Park Hyatt St. Kitts, KOI Resort Saint Kitts and Royal St. Kitts Hotel, giving attendees a look at three different products they can position for different types of clients.
Advisors also traveled to Nevis, where the itinerary included Mount Nevis Hotel, The Hermitage Inn and Four Seasons Resort Nevis.
The contrast between the two islands remains an important selling tool.
St. Kitts offers the larger resort inventory, nightlife, cruise activity and a broader range of traditional resort experiences. Nevis is generally a better conversation for clients seeking a smaller-island stay, intimate hotels and a quieter trip.
Being able to experience both during one trade event gave advisors a more practical understanding of how they can package the destination according to the client rather than treating St. Kitts and Nevis as interchangeable products.
The Trade Conversation
The Showcase also brought tourism boards and suppliers from around the Caribbean into the same room.
The Aug. 24 trade exhibition included representatives from St. Kitts and Nevis, Barbados, St. Vincent and the Grenadines, Antigua and Barbuda, Aruba, Curaçao, Puerto Rico, The Bahamas and the U.S. Virgin Islands, along with companies including Royal Caribbean, Virgin Voyages and ALG Vacations.
The St. Kitts Tourism Authority used the event to meet advisors directly and promote its travel trade resources, including the St. Kitts Destination Specialist Programme and its SKY Program.
Those programs are increasingly important as Caribbean destinations compete for advisor attention. Familiarity with the hotels is only one part of the sale; advisors also need usable destination information, supplier contacts and a clear understanding of which clients are likely to be the strongest fit.
“Programs like SKY have deepened our engagement with travel advisors and created greater opportunities to convert those relationships into destination bookings,” Kelly Fontenelle, chief executive officer of the St. Kitts Tourism Authority, said.
What St. Kitts Wants Advisors to Sell
Destination positioning was a recurring theme throughout the week.
During the General Session, Marsha T. Henderson, St. Kitts’ Minister of Tourism, Civil Aviation, International Transport, Employment and Labour, and Urban Development, described St. Kitts to advisors as “one of the last truly unspoiled destinations in the Caribbean.”
The event also included the panel discussion “Selling the Unspoilt Caribbean,” focused on how advisors and industry partners can present Caribbean destinations and local experiences while supporting responsible tourism.
In practical terms, St. Kitts gives advisors several different sales conversations.
Luxury clients can be directed toward properties such as Park Hyatt, while clients seeking a more traditional full-service resort can consider the St. Kitts Marriott. Nevis broadens the proposition further, particularly for couples, repeat Caribbean travelers and clients who want a smaller hotel or a more secluded island experience.
The two-island format can also be useful for longer trips. Advisors can build an itinerary around time in St. Kitts followed by a Nevis stay, giving clients two distinct experiences without requiring a second Caribbean vacation.
A Regional Event, Not Just a St. Kitts Event
Although St. Kitts hosted the Showcase, the event had a wider Caribbean focus.
The General Session brought tourism officials from several destinations to Frigate Bay, including representatives from St. Vincent and the Grenadines, the Turks and Caicos Islands and the British Virgin Islands.
Industry presentations also included representatives from ALG, Discover Puerto Rico, The Bahamas, Royal Caribbeanand Virgin Voyages, along with Gary Sadler, executive vice president for sales and industry relations at Unique Vacations.
That regional participation made the Showcase particularly relevant to advisors who sell the Caribbean broadly rather than concentrating on a single island.
Advisors were able to compare destination products, meet supplier representatives and gather information that could be used across a wider Caribbean portfolio.
Why Firsthand Experience Still Counts
Site inspections and destination familiarization remain particularly important in Caribbean sales because clients often ask questions that are difficult to answer from a brochure or website alone.
How does the resort feel relative to another property? Which hotel works better for an anniversary trip? Is Nevis too quiet for a particular couple? Which St. Kitts hotel is a better choice for a family? Is a split stay worth recommending?
Those are precisely the types of questions that become easier after an advisor has actually toured the properties and experienced the destination.
Danielle Weekes, the St. Kitts Tourism Authority’s business development manager for North America, said the event also gave the tourism authority an opportunity to hear directly from advisors about what their clients are looking for.
“It was exciting to welcome so many travel advisors to the destination this week and to work alongside them to better understand their clients’ needs,” Weekes said.
The Showcase concluded with a farewell reception at Carambola Beach Club, with cuisine and cultural performances from St. Kitts and Nevis.
The larger takeaway for advisors was less about a single event than the amount of product they were able to see in five days.
St. Kitts and Nevis gave attendees hotel inspections, direct conversations with tourism officials and suppliers, and a better understanding of how the sister islands differ.
When the next client asks which one is right for them, the advisors who attended the Showcase now have considerably more than a brochure to work with.
Anguilla Is Building Even More Momentum With Luxury Travel Advisors — and Virtuoso Data Shows Why
The Anguilla Tourist Board used Virtuoso Travel Week to deepen its ties with luxury advisors as new Virtuoso data ranked Anguilla No. 1 in the Caribbean for festive travel.
The Anguilla Tourist Board spent Virtuoso Travel Week doing what matters most in the luxury travel business: meeting directly with the advisors who can turn interest in a destination into high-value trips.
And the destination arrived in Las Vegas with a particularly strong story to tell. Virtuoso’s latest travel data ranked Anguilla the No. 1 Caribbean destination for festive travel and No. 3 worldwide, giving advisors another indicator of the island’s growing appeal at one of the most competitive periods on the luxury travel calendar.
Held Aug. 8-14 in Las Vegas, Virtuoso Travel Week brought together luxury travel advisors, suppliers and preferred partners from around the world for a week of meetings, networking and business development.
Representing Anguilla were Chantelle Richardson, deputy director of tourism; Merla Smith Halley, board director of the Anguilla Tourist Board; and Vivian Chambers, Anguilla’s U.S. sales representative.
Throughout the event, the delegation met with leading advisors and industry partners, providing updates on the destination and its tourism product while strengthening relationships with the luxury travel trade.
The meetings were especially significant given Anguilla’s performance in Virtuoso’s own data.
Along with ranking first in the Caribbean and third globally for festive travel, West End, Anguilla ranked No. 8 among Virtuoso’s top individual festive destinations worldwide.
The rankings were based on Virtuoso’s travel data and gave the tourism board an important conversation starter with advisors looking ahead to the holiday season.
“Virtuoso Travel Week gives Anguilla a priceless opportunity to connect directly with the advisors and partners who influence luxury travel decisions around the world,” Richardson said.
She said the rankings reinforced what the tourism board was hearing from advisors about continued demand for Anguilla among luxury clients.
Why Anguilla Works for Luxury Advisors
Anguilla has long been particularly well suited to the advisor channel.
The island combines a relatively small geographic footprint with a deep collection of luxury resorts, private villas and beachfront hotels, giving advisors a wide range of choices within a destination that remains highly focused on upscale travel.
There is also considerable variety within the luxury segment itself. A client looking for a major resort with golf has a different set of options from someone seeking a romantic beachfront stay, a villa experience or an intimate boutique hotel.
The island’s culinary reputation has become another major selling point. Anguilla has developed one of the Caribbean’s strongest restaurant scenes, spanning ambitious resort restaurants, long-established local favorites and beach bars that have become destinations in their own right.
Advisors can therefore build an Anguilla itinerary around more than the hotel itself, particularly for repeat Caribbean clients who want a trip that mixes beach time with restaurants, boating, wellness and time exploring different parts of the island.
The tourism board highlighted those elements throughout Virtuoso Travel Week, including Anguilla’s resorts and villas, beaches, culinary experiences, wellness offerings and its highly personalized hospitality.
A Strong Virtuoso Hotel Portfolio
Four Anguilla hotels within the Virtuoso network participated in Travel Week: Aurora Anguilla Resort & Golf Club, Four Seasons Resort and Residences Anguilla, Malliouhana Resort Anguilla and Zemi Beach House, LXR Hotels & Resorts.
They represent several distinct ways advisors can sell the island.
Aurora is one of the Caribbean’s most complete resort experiences, with golf playing a major role in the property’s appeal. Four Seasons remains one of Anguilla’s marquee luxury resorts, particularly for clients seeking a full-service beachfront stay with extensive resort amenities.
Malliouhana brings a different personality, with its elevated setting and long history in Caribbean luxury hospitality, while Zemi Beach House gives advisors a high-end option on Shoal Bay East, one of the island’s signature beaches.
Anguilla currently has six Virtuoso-affiliated properties in all.
The other two are Cap Juluca, A Belmond Hotel, Anguilla and Quintessence Hotel, Relais & Châteaux, expanding the advisor-facing portfolio from large luxury resorts to a much smaller boutique experience.
Having six properties inside the Virtuoso network gives advisors an unusually broad set of luxury options for an island of Anguilla’s size.
It also creates the possibility of matching clients more precisely with a property rather than simply selling the destination as a single type of luxury trip.
What Advisors Should Know About Festive Travel
The new Virtuoso ranking is particularly useful because festive travel is one of the most important sales periods in the luxury segment.
Holiday clients tend to plan earlier, stay during peak-demand dates and place a premium on the exact hotel, villa or room category they want. Anguilla’s ranking suggests strong demand is already concentrated on the destination.
Advisors with clients considering Christmas or New Year’s travel should therefore be discussing Anguilla early, particularly when specific accommodations or larger villas are part of the request.
West End’s appearance at No. 8 globally is equally notable.
The western side of Anguilla contains some of the island’s best-known luxury properties and has become one of the Caribbean’s most concentrated luxury resort areas, making the ranking useful for advisors who already know the hotels but may not have thought about West End as a destination within the destination.
Virtuoso’s data also gives advisors another piece of validation when presenting Anguilla to clients deciding among several high-end Caribbean islands.
The Travel Advisor Relationship
ATB’s schedule in Las Vegas included participation in the Virtuoso Preferred Partner Lounge, giving the delegation a dedicated venue for meetings with advisors and industry partners.
The tourism board also hosted a smaller dinner for key travel partners, part of a broader effort to build the one-to-one relationships that remain central to luxury travel sales.
Richardson said advisors are among Anguilla’s most important advocates in the marketplace.
“Luxury travel is highly relationship-driven, and travel advisors remain some of our most important ambassadors in the marketplace,” she said.
The goal, she said, is to make sure advisors understand not only Anguilla itself but what is changing across the island and how different parts of the destination can fit different clients.
That distinction is important.
Many luxury Caribbean clients have already visited the region repeatedly. An advisor may be selling Anguilla to someone who has stayed in St Barth, Turks and Caicos, the British Virgin Islands or the Bahamas and is looking for the next island rather than a first Caribbean trip.
Anguilla’s advantage in those conversations is its depth at the high end, along with a strong villa market and a restaurant scene that can support a full week beyond the resort.
Repeat Anguilla clients are another important segment. Advisors who understand the differences among the island’s hotels can create a meaningfully different trip on a second or third visit simply by changing where a client stays and how the itinerary is built.
The island can work equally well for couples, multigenerational families, milestone trips and clients who primarily want privacy.
How to Sell Anguilla Now
The strongest sales conversation begins with the client rather than the hotel.
A golfer may gravitate toward Aurora. Clients seeking one of the Caribbean’s classic resort names can look at Four Seasons or Cap Juluca. Someone who puts the beach above almost everything else may be drawn toward Zemi Beach House on Shoal Bay East, while travelers who prefer a smaller hotel experience may find Quintessence especially appealing.
Villa clients represent another major opportunity, particularly families and groups seeking privacy, private pools and larger communal spaces.
The festive ranking adds urgency to those conversations for the coming holiday period, especially for clients with little flexibility on dates or accommodation type.
Anguilla’s showing at Virtuoso Travel Week ultimately reflects a larger reality for advisors: the island is increasingly competing not simply as one of the Caribbean’s luxury destinations, but as one of the leading luxury destinations anywhere for the holiday season.
With six Virtuoso hotels, a strong villa sector and the network’s new No. 1 Caribbean festive ranking, Anguilla gives advisors a compelling story to take to clients — and several very different ways to build the trip once they say yes.
St Kitts Takes the Travel Spotlight With the ASTA Caribbean Showcase
The American Society of Travel Advisors has kicked off its first-ever Caribbean Showcase in St Kitts, bringing leading travel advisors, destinations, and brands to the island for the event
It began with a steel pan symphony just a few steps from the sand, green mountains in the background, and a dynamic energy of an island on the rise.
The 2026 edition of the American Society of Travel Advisors’ Caribbean Showcase kicked off in St Kitts, the first time the island has ever hosted the event.
The event at the St Kitts Marriott was the culmination of a major effort to deepen St Ktits’ engagement with the all-important travel trade, and helped put the island in the global travel spotlight.
“This is one of the last truly unspoiled destinations in the Caribbean,” St Kitts Tourism Minister Marsha Henderson said on stage, reminding assembled advisors that this was precisely the kind of destination today’s travelers are seeking out.
Today’s travel clients “deserve something extraordinary, something that they’ll remember for a long time, an experience that they will talk about for a long period after they return home,” she said.
The events’ main session, led by MC and ASTA President and CEO Zane Kerby, included a who’s who of top brands and destinations, including The Bahamas, Puerto Rico, Royal Caribbean, Virgin Voyages and Sandals Resorts International.
It was followed on Monday by a Trade Show, bringing together agents and suppliers for a spirited round of conversation and engagement.
Kerby updated advisors on some of the ASTA’s biggest priorities, including commission recovery for agents and the ASTA’s Verified program.
“Seeing the unbelievably pristine natural beauty of this place is really inspiring,” Kerby told Caribbean Journal. “We brought over 100 travel advisors from the United States here to kick the tires, to learn the island, to learn all of its features and its different hotels and hospitality venues — and the activities that people can do when they came and visit St Kitts.”
St Kitts Tourism Authority CEO Kelly Fontenelle, who has spearheaded the destination’s push to court travel advisors and to host this event, led a panel covering some of the biggest issues in travel right now, from defining the new luxury to new trends in wellness.
Fontenelle wanted advisors to use the visit to build something that keeps working for them, to immerse themselves in the destination, to use the perfect mix of video, images and storytelling to show their clients what St Kitts actually feels like.
“It’s that feeling that sells.”
Hosting the conference is a significant move for St Kitts in the world of travel advisors — and a sign of where the island is going, and of the region’s broader strength.
“That blue azure water, it sells a lot of seats on planes and on cruise ships,” Kerby said. “The Caribean has gotten an outsized portion of American travelers from time immemorial — its proximity, its safety and security, its familiarity. There are all kinds of reason why the Caribbean remains a premier destination for American travelers.”
Fall Luxury Travel Is Surging, With Virtuoso Sales Up 69 Percent
The traditional luxury travel calendar is getting rewritten.
New data from Virtuoso shows extraordinary demand for travel this fall, with sales for fall 2026 running 69 percent ahead of the first half of 2025 and reservations up 59 percent. The gains extend across all three major fall months, pointing to sustained demand well beyond the summer vacation period.
September is leading the surge. Virtuoso says September sales are up 77 percent, followed by a 54 percent increase in October and a 71 percent jump in November.
Advisors now have a fall season with the volume — and luxury spend — to warrant the same attention traditionally reserved for winter holidays, spring break and peak summer travel.
September Is Leading the Fall Surge
The September number may be the most significant piece of the Virtuoso data.
A 77 percent increase in September sales puts the month firmly into the luxury travel conversation at a point in the calendar once associated primarily with lower rates and lighter demand following the summer rush.
Clients are clearly traveling.
The result gives advisors a wider annual sales calendar and another major period for hotel stays, cruises, private touring and multi-destination itineraries. September can also appeal to clients whose children have left home, couples with flexible calendars, retirees, honeymooners and luxury travelers who routinely choose dates outside school vacation periods.
The numbers continue into October. Virtuoso is reporting a 54 percent increase in sales for October, a gain which would be substantial on its own.
November is even stronger at 71 percent above the comparative period.
Taken together, the three months show a fall travel period with sustained luxury demand rather than a single exceptional holiday weekend or destination trend.
Fall Is Becoming a Major Luxury Sales Season
Advisors have traditionally used the language of “shoulder season” to describe many September, October and November trips. The latest Virtuoso figures give advisors reason to rethink how they approach those months with clients.
A 69 percent increase in overall fall sales creates a very different sales environment.
Fall can now support proactive client outreach months ahead of departure. Advisors can identify clients who traveled during the summer and may be ready for another trip, couples seeking a shorter getaway, clients looking for a pre-holiday vacation and high-value travelers who prefer dates outside the busiest family travel periods.
The opportunity also extends to clients who previously treated one major annual vacation as their default. A shorter fall trip can become an additional journey, particularly when the destination is within a relatively short flight from home.
The Caribbean and The Bahamas fit naturally into the conversation.
Many major U.S. gateways offer nonstop flights to Caribbean destinations in the fall, and the region gives advisors options ranging from long weekends to full resort vacations. The flight length from cities including Miami, Fort Lauderdale, Atlanta, New York and Charlotte can make a four- or five-night itinerary practical for clients who may not want another long-haul trip after Europe or another major summer vacation.
What Should Advisors Be Doing Now?
The Virtuoso numbers support a more aggressive approach to fall prospecting.
Advisors can begin by looking at clients who have traditionally concentrated their vacations in winter and summer. September through November now deserves its own conversation.
The sales discussion can be highly specific.
A client who spent two weeks in Europe in June may be interested in five nights in Anguilla in October. A couple planning a major festive-season family trip may still be open to a September weekend in The Bahamas. Someone who has already taken a large summer vacation may consider a wellness stay in Saint Lucia, a golf trip to Punta Cana or a resort weekend in Puerto Rico.
Shorter itineraries also give advisors another way to increase annual client travel.
The fall sale does not have to compete with the client’s primary vacation. It can occupy a different place in the calendar, with fewer nights and a shorter flight.
Advisors who maintain detailed client profiles already have much of the information they need: preferred hotel brands, favorite islands, room categories, nonstop-flight preferences, spa interests, golf habits, anniversary dates and past travel patterns.
A well-targeted fall proposal can start with those details rather than a broad destination pitch.
The Caribbean Has a Strong Fall Proposition
Fall has long offered interesting opportunities across the Caribbean hotel market.
Resorts may offer attractive packages during portions of September, October and November, while luxury clients can sometimes find greater room-category availability than during the festive period or peak winter weeks.
Advisors should still discuss Atlantic hurricane season directly with clients. September and October fall within the most active portion of the season, making travel insurance, flexible reservation policies and careful destination selection important parts of the planning process.
The region also gives advisors geographic options.
Aruba, Bonaire and Curaçao lie in the southern Caribbean and are frequent fall choices. Barbados, Grenada, Saint Lucia, Antigua, Anguilla, St Barth, the Dominican Republic, Puerto Rico, Jamaica, The Bahamas and the Cayman Islands provide a broad hotel mix across different price points and trip styles.
November can be especially compelling. Temperatures have started falling across much of the United States, Thanksgiving creates a natural vacation window and the Caribbean’s high winter season is approaching.
With Virtuoso reporting November sales up 71 percent, advisors have clear evidence that clients are already treating the month as a serious travel period.
September Deserves Its Own Client List
The 77 percent September figure deserves particular attention from agency owners and individual advisors.
September occurs immediately after one of the busiest leisure travel periods of the year, yet luxury demand is showing no sign of disappearing when August ends.
Advisors can create a dedicated September client list using past reservations and known preferences.
Couples without school-calendar constraints are an obvious group. So are empty nesters, retirees and clients celebrating September anniversaries or birthdays.
Advisors can also look at clients who usually travel during October or November and present an earlier alternative if preferred resorts have stronger room availability in September.
Luxury hotel inventory can become part of the sales conversation. Suite categories, villas, connecting rooms and preferred views often play an outsized role in high-value reservations. Finding the right accommodation can be more persuasive than simply presenting a lower nightly rate.
Fall Demand Could Change the Sales Calendar
The larger implication from the Virtuoso numbers is the opportunity for advisors to treat fall as its own major sales period.
The annual planning calendar increasingly includes several distinct opportunities: winter escapes, spring travel, summer vacations, fall trips and festive travel.
A client relationship can now support multiple leisure trips across the year, particularly among affluent households.
Fall also arrives at a useful point for advisors. Clients have returned from summer vacations, children are back in school, and conversations about Thanksgiving and the festive period are beginning. An advisor already speaking with a client about December can introduce an October or November trip during the same conversation.
The Virtuoso figures show how much business is already flowing into these months.
69 percent higher fall sales. 59 percent more reservations. September up 77 percent. October up 54 percent. November up 71 percent.
Those are major increases across an entire travel period.
Advisors who still treat fall primarily as the interval between summer and festive travel may be overlooking one of the strongest luxury sales opportunities on the 2026 calendar.
Why Multi-Generational Travel Remains One of the Caribbean’s Best Advisor Opportunities
Multi-generational travel is one of the strongest categories in luxury travel right now, and the Caribbean has some of the best products for advisors trying to put 3 generations together on one trip.
New Virtuoso data presented during 2026 Virtuoso Travel Week shows multi-generational and family trips ranking No. 1 globally among trip types with increased client interest, cited by 69 percent of advisors. In Latin America and the Caribbean, the figure reaches 78 percent, the highest regional result in the survey.
The Caribbean gives advisors several ways to handle those trips. Some families want a fully staffed private villa. Others prefer a residence within a resort, where grandparents, parents and children can share a kitchen and living room while keeping hotel services close. Some groups need 6 or 7 bedrooms. Others are better served by several adjacent cottages or residences.
Jamaica: The Villas at Half Moon
One of the strongest multi-generational products in Jamaica is the villa collection at Half Moon in Montego Bay.
The property’s villas are particularly useful when grandparents are hosting a trip involving several branches of the family. Multiple bedrooms give couples and children their own accommodations, while the shared living areas and private pool keep the group together during the parts of the trip everyone wants to share.
Half Moon also gives the family the amenities of a major resort. A group can spend part of the day together at the villa, then separate for golf, tennis, the equestrian center, the spa, watersports or children’s activities.
The service component is another reason advisors should keep Half Moon high on the list. Dedicated villa staff can help turn a large family booking into a much easier trip, particularly when the group wants meals at the villa or has several generations operating on different schedules.
Who We’d Recommend It For: A larger family that wants a private-villa vacation along with the activities, restaurants and services of a major Jamaican resort.
St. Barth: WIMCO Gives Advisors a Deep Villa Bench
St. Barth remains one of the Caribbean’s most important villa destinations, and WIMCO gives advisors a broad portfolio to use when matching a house to a family.
A multi-generational group may need 4, 5 or 6 bedrooms, a pool, bedrooms on the same level for parents with younger children, separate quarters for grandparents or a particular location near the family’s preferred beaches and restaurants.
The value here is the ability to get highly specific.
One family may want everyone in a single large home. Another may want separate bedroom pavilions so grandparents and adult children have more privacy. A milestone group may want chef service and a house that can handle dinners for the entire family.
St. Barth’s villa inventory gives advisors enough variety to make those distinctions meaningful.
Who We’d Recommend It For: A family looking for a highly tailored private-villa vacation, particularly when bedroom configuration and location are major priorities.
Turks and Caicos: The Shore Club Villas
Turks and Caicos deserves its own place near the top of the multi-generational list because Providenciales now has a particularly deep collection of private villas and residential-resort products.
The Estate Villas at the Shore Club are among the clearest examples.
Each villa measures about 8,800 square feet and can be reserved in 3-, 4-, 5- or 6-bedroom configurations for up to 14 people. They have private pools, courtyards, terraces and direct frontage on Long Bay Beach, along with butler and daily housekeeping service. Families also have use of the resort’s pools, restaurants, tennis courts, spa and other amenities.
That gives advisors a useful answer when the client wants a substantial private house but also wants a full resort.
A family can spend much of the week inside its own villa, then use the kids’ club, restaurants, pools and other facilities when different generations want different activities.
Who We’d Recommend It For: A high-end family looking for one large beachfront villa with resort services immediately available.
Turks and Caicos: Rock House for a More Intimate Residential Stay
Rock House, part of Grace Bay Resorts, gives advisors another residential option on Providenciales.
Its Reserve Villas include 2- and 3-bedroom configurations, with options that include private pools and additional den accommodations. The smaller residence size can be particularly useful for a 3-generation group that does not need a massive 6-bedroom estate.
Rock House can suit grandparents traveling with one adult child, a spouse and grandchildren, or 2 related couples who want residential accommodations while retaining the services of a luxury resort.
It also gives advisors a different Turks and Caicos product from the large Grace Bay or Long Bay villa model. Families still have resort facilities around them, while the residence provides a kitchen, private pool options and separate bedrooms.
Who We’d Recommend It For: A smaller multi-generational family that wants a polished residential product and a private-pool option rather than a very large standalone villa.
Turks and Caicos: South Bank for Bigger Families Who Want a Residential Resort
South Bank has quickly become one of the most interesting options for advisors selling family and multi-generational travel on Providenciales because the entire property is oriented toward residential accommodations.
The resort includes several types of homes. Lagoon Villas range from 3 to 5 bedrooms and include private pools and butler service. Ocean Estate Villas range from 4 to 6 bedrooms and can accommodate between 8 and 14 people. The Boathouses offer smaller one- to 3-bedroom alternatives.
That range gives advisors considerable flexibility.
Grandparents hosting a large extended family might choose an Ocean Estate. A group of 6 or 8 could use a Lagoon Villa. Families traveling together but wanting more separation could reserve multiple accommodations within the same resort.
South Bank also has a marina component, which can appeal to clients who want boating to play a major role in the trip.
Who We’d Recommend It For: A family that wants the independence of a private home paired with a newer residential resort, particularly groups needing 3 to 6 bedrooms.
Turks and Caicos: Kokomo Botanical Resort for Several Families Traveling Together
There is also a very different multi-generational product on Providenciales at Kokomo Botanical Resort.
Rather than putting the entire family inside one enormous villa, advisors can reserve several private 2-bedroom cottages together.
The cottages can accommodate up to 5 people depending on configuration, with options including 2 queen beds, a king with twin beds and 2 king beds. They include living areas, kitchens and covered porches. Kokomo specifically encourages larger families to make multiple-cottage bookings.
That can be an excellent arrangement for a family reunion.
Grandparents can have their own cottage. Each adult child can have another cottage with his or her children. Everyone remains together at the same small resort, while each branch of the family can close its own front door at night.
Kokomo also specifically promotes side-by-side cottage reservations for family reunions and milestone celebrations.
It gives advisors a useful alternative when the family wants residential accommodations in Turks and Caicos but does not have the budget or desire for one ultra-luxury beachfront estate.
Who We’d Recommend It For: A larger extended family that likes the idea of several separate cottages together, particularly when each branch of the family wants its own kitchen and accommodations.
Anguilla: Nevaeh for the Ultra-Luxe Family Trip
At the highest end of the Anguilla villa market, Nevaeh belongs on an advisor’s shortlist for an extended family seeking an exceptionally private trip.
The estate on Long Bay Beach has the amenities to keep a family at the property for much of the vacation, including a pool, movie theater, tennis court, fitness facilities and other recreation.
That can be particularly valuable with several generations traveling together. Teenagers can have their own activities. Grandparents can remain at the property rather than joining every outing. Adults can organize private dinners and celebrations at the villa.
Nevaeh makes particular sense for milestone travel, including major birthdays and anniversaries where one host wants to bring the entire family together.
Who We’d Recommend It For: An ultra-high-end client organizing a major family celebration and looking for a private staffed estate capable of carrying much of the trip.
Anguilla: Tranquility Beach for Families Who Prefer a Residential Resort
Not every family wants a standalone estate. Tranquility Beach Anguilla on Meads Bay offers another model.
The boutique property has just 15 condominium-style residences, with one-, 2- and 3-bedroom accommodations. The residences include kitchens, laundry facilities and private outdoor hot tubs, along with housekeeping, concierge and beach service.
Its 2-bedroom residences are particularly useful because they can be separated into 2 one-bedroom accommodations. Grandparents can occupy one side while parents and children take the other.
The 3-bedroom penthouses provide another option for larger groups, giving advisors the ability to keep everyone under one roof in a residential format.
Who We’d Recommend It For: A family that wants kitchens, separate bedrooms and a small residential property on Meads Bay rather than a traditional hotel.
Saint Lucia: Windjammer Landing for Villas Inside a Full Resort
Windjammer Landing gives advisors another good answer for multi-generational travel in Saint Lucia.
The resort has accommodations ranging through 2-, 3- and 4-bedroom villas and residences, making it possible to match different family sizes with different products.
Its newer residence inventory is particularly useful when a family wants upgraded multi-bedroom accommodations while retaining everything around them at the resort.
Parents can take younger children to activities. Teenagers can spend time around the resort. Grandparents can stay closer to the villa. Everyone can reconvene later for dinner, the beach or an excursion.
Advisors can also use several accommodation categories for a larger group if grandparents prefer their own unit while an adult child’s family wants a larger villa.
Who We’d Recommend It For: A family that wants a true resort vacation with multi-bedroom villa options and enough activities to keep several generations occupied.
Milestone Travel Is Feeding the Family Market
Virtuoso’s broader numbers help explain why these products should be increasingly important to advisors.
Multi-generational and family trips lead all trip categories at 69 percent globally, while the Latin America and Caribbean figure reaches 78 percent. Celebratory and milestone travel is also increasing, cited by 60 percent of advisors, while 71 percent say life changes, milestones or transitions are contributing to higher client travel spending.
Those categories overlap naturally.
A 70th birthday can mean several villas at Half Moon. An anniversary can lead to a WIMCO villa in St. Barth. A family reunion might mean neighboring cottages at Kokomo. A larger luxury group can take an Ocean Estate at South Bank or one of the Estate Villas at the Shore Club. An ultra-luxe celebration can lead directly to Nevaeh.
The occasion can help advisors identify the right product before they begin narrowing the destination.
Why Earlier Booking Is Especially Important for Families
Virtuoso also says 42 percent of advisors report clients booking further in advance to secure preferred options. Among Baby Boomers, the number reaches 52 percent.
That becomes especially important with a multi-generational booking.
A hotel may have hundreds of rooms but only a handful of residences large enough for 8 people. A villa resort may have exactly one 6-bedroom house available for the family’s dates. Several adjacent cottages may need to be secured together. Christmas, New Year’s, spring break and major school holidays narrow those choices further.
Advisors should be asking good family clients about upcoming birthdays, anniversaries, graduations and reunions well before the family is ready to purchase flights.
The 78 percent Caribbean and Latin America figure shows how important the category has already become.
And the product is increasingly diverse. Half Moon, WIMCO, the Shore Club Villas, Rock House, South Bank, Kokomo Botanical Resort, Nevaeh, Tranquility Beach and Windjammer Landing give advisors very different answers to the same basic request: bringing the whole family to the Caribbean and giving every generation a vacation that fits.
Virtuoso Says Anguilla, Turks and Caicos, St. Barth, Antigua and Barbuda, and the Cayman Islands Are Leading Festive Travel
The Christmas and New Year travel period is shaping up as a major Caribbean selling opportunity for travel advisors, with five Caribbean destinations appearing among Virtuoso’s 10 leading countries for festive travel and several islands also landing among the network’s most popular individual destinations.
The findings, presented during Virtuoso Travel Week 2026, show a luxury market continuing to commit heavily to Caribbean vacations during the year-end holiday period. Anguilla, Turks and Caicos, St. Barth, Antigua and Barbuda, and the Cayman Islands all appear in Virtuoso’s ranking of the top countries for festive travel.
The results come as Virtuoso reports substantial growth in festive travel overall. Sales for the 2026 festive period are running 56 percent ahead of the comparable 2025 pace, while reservations are up 65 percent.
The data gives advisors an unusually clear picture of where high-end clients are concentrating their year-end travel spending — and the Caribbean occupies a large share of the list.
Anguilla Ranks No. 3 Among Virtuoso’s Top Festive Countries
The United States holds the No. 1 position in Virtuoso’s ranking of festive countries, followed by Mexico.
Then comes Anguilla at No. 3.
The ranking places the small Eastern Caribbean island ahead of several larger international destinations and underscores Anguilla’s continued strength in the luxury market.
The island has long offered the ingredients advisors often seek when planning festive travel: high-end resorts and villas, a strong restaurant scene, beaches, private accommodations, and a relatively intimate tourism product.
The festive period is also one of the most important weeks of the year for Anguilla’s luxury hospitality industry, when many of its leading resorts and villas command their highest rates.
Virtuoso’s destination-level rankings reinforce the island’s position. West End, Anguilla, ranks No. 8 among the network’s top individual festive destinations worldwide.
West End includes some of Anguilla’s best-known luxury accommodations and beaches, giving advisors a concentrated area for clients seeking a resort-driven holiday trip.
Turks and Caicos Takes the No. 4 Position
Turks and Caicos ranks No. 4 among Virtuoso’s leading countries for festive travel, directly behind Anguilla.
The destination has become one of the Caribbean’s strongest luxury resort and villa markets, particularly around Providenciales. Large beachfront villas, luxury resorts, private residences, and a growing restaurant scene give advisors a broad range of options across different high-end client profiles.
Providenciales also appears on Virtuoso’s list of the world’s top individual festive destinations, ranking No. 10.
The results point to continued demand for the destination during a period when prime accommodations can sell early and premium room categories become increasingly difficult to secure.
Advisors working with clients considering Turks and Caicos for Christmas or New Year’s should expect the strongest properties, villas, and preferred room categories to draw significant demand well ahead of the holidays.
Virtuoso’s broader research supports the value of early planning. The network reports global leisure sales for travel one and two years ahead are running substantially higher than last year, showing that luxury travelers are increasingly willing to commit to major trips far in advance.
St. Barth Remains a Festive Powerhouse
Few Caribbean destinations are as closely associated with the festive luxury market as St. Barth, and Virtuoso’s latest rankings show the island retaining that position.
St. Barth ranks No. 5 among the top festive countries, while the island itself ranks No. 4 among Virtuoso’s leading individual festive destinations.
The destination’s hotel portfolio, private villas, restaurants, beach clubs, boutiques, yachts, and annual concentration of affluent visitors have made the Christmas and New Year period one of the busiest points on its calendar.
The Virtuoso findings put numbers behind a pattern Caribbean advisors already see each year: clients who want St. Barth during festive often need to commit early, particularly when requesting specific villas, suites, hotel categories, or locations.
St. Barth also gives advisors considerable room to customize a high-end itinerary. Some clients prefer a hotel-centered vacation, while others choose private villas supported by chefs, drivers, boat charters, restaurant reservations, and other services.
The island’s No. 4 position globally places it ahead of several major resort destinations during one of the most competitive travel periods of the year.
Antigua and Barbuda Is Another Major Festive Player
Antigua and Barbuda ranks No. 7 among Virtuoso’s top countries for festive travel.
The twin-island destination has a broad resort portfolio ranging from intimate luxury hotels to larger beachfront resorts and private villas, giving advisors options across couples, families, multigenerational groups, and milestone trips.
Virtuoso’s individual destination ranking provides another strong result for Antigua: St. John’s ranks No. 5 among the top festive destinations worldwide.
The country’s inclusion is particularly relevant for advisors serving multigenerational groups. Virtuoso separately reports that 69 percent of advisors are seeing increased interest in multigenerational and family trips, making family travel the leading trip category in its latest advisor research.
Antigua’s variety of accommodations can fit that demand, particularly when advisors are working with families seeking larger suites, multiple rooms, villas, or resorts with extensive recreational options.
The destination also has a substantial luxury segment, allowing advisors to match festive clients with different styles of Caribbean vacations rather than relying on a single resort format.
The Cayman Islands Joins the Top 10
The Cayman Islands ranks No. 8 among Virtuoso’s leading countries for festive travel.
Grand Cayman has long been one of the Caribbean’s strongest luxury family destinations, with a concentration of high-end accommodations, private residences, restaurants, and Seven Mile Beach resorts.
The Cayman Islands result adds another Caribbean market to a top 10 otherwise containing the United States, Mexico, Costa Rica, Japan, and Canada.
Five of Virtuoso’s 10 leading festive countries are Caribbean destinations.
That degree of representation is significant for advisors deciding where to focus holiday sales conversations. The region is competing strongly with both long-haul destinations and traditional North American holiday markets during one of luxury travel’s most lucrative periods.
Festive Travel Is Growing Quickly
The Caribbean rankings come amid sharp growth across Virtuoso’s festive business.
Virtuoso defines the festive travel period as Dec. 15 through Jan. 7.
According to the network’s 2026 Travel Week presentation, festive sales measured during the first half of 2026 were 56 percent higher than the comparable period a year earlier, while reservations were 65 percent higher.
The growth follows strong festive performance in prior years and suggests affluent clients continue to treat year-end vacations as a major travel priority.
The trend also fits another finding in Virtuoso’s research: clients are increasingly prioritizing major, memorable trips.
Virtuoso advisors report that 60 percent of clients are showing greater interest in bucket-list or once-in-a-lifetime travel, while 42 percent are reserving earlier in an effort to secure preferred options.
The festive period brings those behaviors together. Clients are often spending more, traveling with larger family groups, requesting specific accommodations, and working within fixed holiday dates.
Those conditions increase the importance of early planning and detailed destination knowledge.
What Advisors Should Take From the Rankings
The Virtuoso data gives Caribbean specialists several strong sales leads heading into the remainder of 2026.
Anguilla, Turks and Caicos, St. Barth, Antigua and Barbuda, and the Cayman Islands are already drawing substantial luxury festive demand. Advisors with clients considering those destinations may need to begin conversations earlier than they have in past years, particularly when a client has specific hotel, villa, room-category, or location preferences.
The rankings also show the breadth of Caribbean festive demand.
Anguilla and St. Barth offer strong luxury and villa products. Turks and Caicos continues to attract clients seeking beachfront resorts and private residences. Antigua and Barbuda gives advisors a wide hotel range that can suit couples and larger family groups. The Cayman Islands remains particularly well positioned for upscale family vacations.
Virtuoso’s individual destination rankings add another layer. St. Barth appears at No. 4 globally, St. John’s in Antigua at No. 5, West End in Anguilla at No. 8, and Providenciales in Turks and Caicos at No. 10.
The Caribbean therefore holds four of Virtuoso’s 10 leading individual festive destinations, in addition to five positions on the country list.
For travel advisors, the message from the 2026 numbers is direct: the Christmas and New Year rush is already taking shape, and some of the luxury market’s strongest demand is headed to the Caribbean.
Sandals and Beaches Expand Vacation Offers Across Jamaica and Turks and Caicos
Sandals Resorts and Beaches Resorts have introduced a new round of Caribbean vacation offers covering stays in Jamaica and Turks and Caicos, with instant credits, airfare benefits, complimentary excursions, and travel dates extending through Dec. 31, 2028.
The offers give you a long reservation window, meaningful instant credits and several extras tied to longer stays. Sandals’ Great Jamaica Comeback Sale applies across the company’s Jamaica portfolio, while the Beaches Endless Summer Sale covers Beaches Turks & Caicos and Beaches Negril.
Both promotions are available for new reservations made through Sept. 7, with eligible travel extending through Dec. 31, 2028.
For advisors, the unusually long travel window creates opportunities across several client segments, including couples planning Jamaica honeymoons, anniversary trips and all-inclusive vacations as well as families considering school breaks and multigenerational trips to Turks and Caicos or Negril.
What Advisors Should Know About the Sandals Jamaica Offer
The Sandals Great Jamaica Comeback Sale covers Sandals resorts across Jamaica, giving advisors a single promotion applicable to multiple regions of the island and several different resort styles.
Clients can receive up to $1,500 in instant credit, with the final amount determined by the resort, room category and length of stay.
The promotion extends to stays through Dec. 31, 2028, giving advisors more than two years of potential travel dates to sell. It also allows clients planning farther ahead — particularly honeymoon and anniversary clients — to reserve during the current promotional period.
Air incentives add another selling point for selected 2027 trips. Eligible stays of five nights or longer can receive up to $350 in air credit for travel from Jan. 1 through June 30, 2027. Credit amounts vary according to the resort, number of nights and travel dates.
Advisors should check the qualifying amount for the specific property and itinerary before presenting a final vacation price to the client.
An Island Routes Excursion Is Included on Qualifying Stays
Qualifying Sandals clients staying five paid nights or longer can also receive a complimentary Island Routes Jamaican adventure for two.
Eligible excursions include experiences such as bamboo river rafting, YS Falls and a Dunn’s River Falls catamaran cruise, giving advisors an added component to use when discussing the overall value of a Jamaica vacation.
The excursion offer is valid for qualifying stays through Dec. 25, 2027.
This component can be especially useful with clients comparing several all-inclusive resorts. An included off-property excursion gives an advisor something concrete to add to the itinerary before the client arrives and can help introduce first-time Jamaica visitors to experiences beyond their resort.
A Dunn’s River Falls excursion can pair naturally with clients staying near Ocho Rios, while bamboo rafting can appeal to couples looking for a quieter experience away from the resort. YS Falls gives advisors another option when selling stays with convenient connections to Jamaica’s south and west.
Seven-Night Sandals Stays Can Carry Additional Value
Select Sandals resorts and room categories offer another incentive: a complimentary night on qualifying stays of seven paid nights or longer.
Eligibility varies, making property and room selection important when advisors price a trip. A client open to several resorts or accommodation categories may find considerably greater value by comparing qualified options before confirming the reservation.
Eligible clients can also receive a $100 web reservation bonus.
The layered incentives give advisors several figures to review together rather than relying solely on the headline instant credit. Depending on the itinerary, a client may qualify for an instant credit, air credit, Island Routes excursion and additional-night promotion during the same vacation period.
Which Jamaica Clients Are A Strong Fit?
The promotion gives advisors a broad runway for selling Jamaica because the Sandals portfolio covers several distinct vacation styles across the island.
Couples considering Montego Bay can focus on properties near one of Jamaica’s primary tourism hubs, with restaurants, beaches, golf and excursions available throughout the area. Clients who want the resort to occupy most of the itinerary can choose among larger Sandals properties with extensive dining and pool options.
Ocho Rios adds another strong excursion component, particularly for couples interested in Dunn’s River Falls and Jamaica’s north coast attractions.
Clients drawn to Negril can pair an all-inclusive stay with the area’s famous white-sand beach and west-coast sunsets, while Jamaica’s southern areas offer a different resort experience with communities, beaches and excursions farther from the island’s busiest tourism centers.
Because the sale stretches into late 2028, advisors can also introduce Jamaica earlier in the planning process for engagements, destination weddings, honeymoons and milestone anniversaries.
Beaches Adds Up to $1,000 in Instant Credit
The family side of the promotion comes from Beaches Resorts, whose Endless Summer Sale applies to Beaches Turks & Caicos and Beaches Negril.
New reservations made through Sept. 7 can receive up to $1,000 in instant credit, depending on the resort and length of stay.
Travel can take place through Dec. 31, 2028, opening a lengthy sales period for families planning around school calendars, holiday periods and multigenerational vacations.
The long travel horizon is particularly useful with larger families, which frequently begin planning Caribbean vacations earlier because of room requirements, connecting accommodations and airfare for several passengers.
The Beaches Air Credit Reaches $750
Beaches clients can receive a larger air incentive than the Sandals Jamaica promotion, with an air credit of up to $750 on eligible stays of five nights or longer.
The air-credit offer applies to qualifying travel through Aug. 3, 2027, with final amounts varying by resort, stay length and travel dates.
Advisors selling Beaches Turks & Caicos may find the air component especially useful for families purchasing four or more tickets, where airfare can represent a significant part of the trip budget.
The instant credit and air credit also give advisors several ways to discuss total vacation cost with clients who initially focus only on the published resort rate.
Families Can Get a Catamaran Cruise for Up to Four
A complimentary Island Routes catamaran cruise for up to four guests is included with qualifying Beaches stays of five paid nights or longer.
The excursion component is valid for eligible stays through Dec. 20, 2027.
Including up to four people makes the offer particularly relevant to the core Beaches audience. A family of four can add a Caribbean boat trip to the vacation itinerary as part of the promotion rather than treating the excursion as a separate purchase.
Eligible new reservations made through Beaches or the travel advisor portal can also receive a $100 web reservation bonus.
How Advisors Can Sell Beaches Turks & Caicos
Beaches Turks & Caicos remains one of the Caribbean’s major all-inclusive options for families, with a large collection of accommodations, pools, restaurants and activities on Grace Bay Beach.
The sale gives advisors a direct way to approach families who may already have Turks and Caicos on their shortlist but have been weighing the overall trip price.
The potential $1,000 instant credit, up to $750 in air credit and a catamaran cruise for up to four create three separate client-facing benefits tied to one vacation.
Advisors should calculate the qualifying incentives for the client’s specific travel dates and stay length, particularly when the family has flexibility between five-, six- and seven-night vacations.
Why Beaches Negril Gives Advisors Another Jamaica Option
Beaches Negril gives advisors a family-oriented counterpart to the Sandals Jamaica promotion.
Families considering Jamaica can stay directly along Negril’s famous beach while using an all-inclusive format that simplifies dining and activities for parents traveling with children.
The property can also be presented alongside Beaches Turks & Caicos when clients are still choosing an island. Air schedules, available room categories, total trip cost and the applicable promotion can help narrow the final choice.
Advisors with both family and couples business can also use the two concurrent promotions to sell Jamaica across multiple client profiles through the same Sept. 7 reservation deadline.
What Advisors Should Check Before Confirming
The largest advertised credits represent maximum values, so advisors should verify the incentive attached to the exact resort, room category, travel period and length of stay.
The air-credit windows also differ between the two promotions. The Sandals Jamaica air offer applies to eligible travel from Jan. 1 through June 30, 2027, while the Beaches air promotion extends through Aug. 3, 2027.
Excursion qualification dates are different as well, with Sandals’ Jamaica adventure available on qualifying stays through Dec. 25, 2027 and the Beaches catamaran offer running through Dec. 20, 2027.
With reservations available through Sept. 7 and travel extending through the end of 2028, advisors have a broad period to use the offers across near-term vacations, 2027 travel and clients already planning major Caribbean trips for 2028.
Carnival Is Expanding Its Travel Advisor Rewards Program With More Ways to Earn
Carnival Cruise Line is bringing its travel advisor rewards, educational tools and trade engagement initiatives together in a newly expanded program designed to help advisors earn more from their relationship with the cruise line.
The cruise company has transitioned its former Loyalty Rocks! program into the Funnel Faves Advisor Rewards Program, building on the Funnel Faves campaign Carnival launched last summer.
The refreshed program is now available through GoCCL.com, where travel advisors can enter eligible reservations, complete training courses, earn points and redeem rewards. Carnival has also redesigned the program’s homepage, with simpler navigation and a more direct path to its primary advisor resources.
The development gives advisors a centralized platform for several parts of the Carnival sales process, from learning about the cruise line’s product to receiving rewards for eligible reservations and participating in trade promotions.
“Travel advisors are at the heart of great vacations and everything we do,” said Janet Wygert, senior vice president of trade sales and marketing. “Funnel Faves was created to recognize the incredible impact travel advisors have on our business and the experiences they help create for our guests. By expanding the program, we’re making it even easier for advisors to connect with Carnival, access valuable resources and be recognized for their continued partnership.”
What Advisors Can Earn
Travel advisors enrolled in Funnel Faves can earn reward points in several ways, including submitting eligible Carnival reservations, completing Learn & Earn training courses and participating in bonus promotions.
Points can then be redeemed for items in the Funnel Faves rewards catalog. Carnival is adding new branded merchandise to the catalog following what the cruise line described as strong interest from the advisor community.
The new Funnel Faves items are being offered at half the standard points redemption price through Aug. 20, giving enrolled advisors a near-term reason to review their existing balances and browse the updated catalog.
Carnival also recently held a Funnel Faves Double Points Week from July 20 through July 26. Advisors who opted in through GoCCL.com could earn double points on eligible reservations submitted during the promotion, with up to 1,000 bonus points available.
Although the double-points offer has ended, the promotion provides an indication of how Carnival plans to use Funnel Faves throughout the year. Advisors should watch GoCCL.com and Carnival’s trade communications for additional bonus-point periods, training incentives and limited redemption offers.
Why Advisors Should Enroll
Rewards programs can be most useful when advisors treat them as part of their regular sales routine rather than checking them only when a promotion appears.
An advisor actively selling Carnival should confirm that each eligible reservation has been submitted correctly and that completed training activities have been credited to the account. Reviewing the account regularly can also help prevent points or promotional opportunities from being overlooked.
The program can be particularly relevant for advisors who sell family vacations, multigenerational travel, short cruises and drive-market departures. Carnival’s large fleet and extensive homeport network mean many advisors may already be selling the cruise line even when Carnival is not their primary cruise partner.
Funnel Faves gives those advisors another reason to record their production and remain current on the company’s ships, destinations and onboard experiences.
Newer advisors can also use the Learn & Earn component to build product knowledge while accumulating points. Training can help an advisor become more confident discussing differences among ships, accommodations, dining choices and itinerary lengths with prospective clients.
Experienced Carnival sellers may find greater value in bonus promotions, ship visits and opportunities that provide firsthand product experience.
How the Program Can Help Advisors Sell Carnival
Carnival is positioning Funnel Faves as more than a merchandise program. The platform is becoming the broader identity for the cruise line’s travel advisor engagement efforts.
Since its launch in summer 2025, Funnel Faves has included expanded ship tours, Seminars at Sea and Partners in Paradise, each giving advisors a different way to learn about Carnival.
Ship tours can be particularly helpful to advisors selling from a nearby homeport. Seeing a vessel in person can make it easier to explain cabin locations, dining venues, pool areas, youth spaces and the overall onboard experience to clients.
Seminars at Sea provide a more extensive introduction because advisors experience the product during an actual sailing. Advisors can use the trip to inspect accommodations, dine in specialty restaurants, attend entertainment and better understand the daily rhythm of a Carnival cruise.
Partners in Paradise and similar trade events can help advisors develop relationships with Carnival’s sales team while learning about new ships, destinations and sales initiatives.
Advisors should look beyond the reward points and consider which Funnel Faves opportunities could improve the way they qualify clients and recommend specific Carnival products.
Who Is the Right Carnival Client?
Carnival remains an important cruise option for clients who prioritize entertainment, casual dining, family activities and value.
The line can be a strong fit for first-time cruisers who want a lively vacation and a wide selection of activities without a highly formal atmosphere. Its shorter itineraries can also work well for clients testing cruising for the first time or adding a cruise to a larger vacation.
Families are another core market. Advisors should ask about the ages of children traveling, preferred accommodations, school schedules and the amount of onboard activity the family wants. Carnival offers youth programming, water attractions and entertainment designed for several generations, but the exact amenities vary by ship.
Groups celebrating birthdays, graduations, reunions and bachelor or bachelorette trips may also be good candidates. Advisors should determine whether the group wants adjoining cabins, shared dining arrangements, nightlife or a private gathering during the sailing.
Couples may be drawn to Carnival’s adult-oriented areas, specialty dining and spa experiences, particularly when the advisor matches them with the appropriate ship and itinerary.
The sale becomes easier when the advisor starts with the client’s vacation preferences instead of presenting Carnival as a single, uniform product. A short cruise from Miami may serve a very different client than a longer Caribbean itinerary aboard one of Carnival’s newest ships.
Using Training to Improve the Recommendation
The greatest practical value of Carnival’s expanded advisor program may come from the connection between education and rewards.
Advisors can use Learn & Earn courses to understand individual ships and then apply the information during client consultations. A family interested in water attractions may need a different recommendation from a couple focused on dining and evening entertainment.
Training can also help advisors explain fare conditions, dining options, beverage packages, youth policies and pre-cruise planning requirements before the reservation is finalized.
Better preparation reduces the chance of a mismatch between the client and the ship. It can also create additional revenue opportunities through upgraded accommodations, pre-cruise purchases and future cruise planning.
After completing a Carnival sailing or ship tour, advisors should record specific observations they can use in sales conversations. Cabin categories, walking distances, quieter public areas, dining experiences and embarkation procedures are often more useful to clients than broad descriptions of a ship.
What Advisors Should Do Now
Advisors who previously participated in Loyalty Rocks! should log in to GoCCL.com and review the transitioned Funnel Faves account. They should confirm their profile information, points balance and any eligible activity that may require submission.
Advisors who have not participated before can enroll through the same platform and begin exploring the training modules, rewards catalog and current promotions.
The half-price redemption period for the new Funnel Faves branded items continues through Aug. 20, making the coming weeks a good opportunity for advisors with existing points to assess the catalog.
Carnival’s expanded program also gives advisors a reason to follow the cruise line’s trade updates more closely. Limited promotions such as Double Points Week can provide considerable additional value, but only when advisors enroll, opt in where required and submit eligible reservations during the stated promotional period.
With Funnel Faves now absorbing the former Loyalty Rocks! program, Carnival is creating a single trade platform built around advisor production, education and firsthand experience. Advisors who sell the cruise line regularly will get the most from it by making Funnel Faves part of the sales process throughout the year rather than treating it as an occasional rewards catalog.
Hyatt Is Expanding Its Caribbean All-Inclusive Portfolio — Here’s What Travel Advisors Need to Know
To access this content, subscribe now.
Caribbean Travel Advisor provides 24-7 Caribbean content and news for travel agents and travel insiders. Subscribe today to unlock this article and receive our newsletter, or Log In to read now.
The Jamaica Tourist Board Is Meeting Travel Advisors in Raleigh, Charlotte, Atlanta, Tampa, Orlando, and Miami
To access this content, subscribe now.
Caribbean Travel Advisor provides 24-7 Caribbean content and news for travel agents and travel insiders. Subscribe today to unlock this article and receive our newsletter, or Log In to read now.
The American Society of Travel Advisors Is Bringing Its 2026 Caribbean Showcase to St. Kitts, With Advisor Meetings, Island Experiences, and a Nevis Component
Travel advisors will be heading to St. Kitts this summer for one of ASTA’s most important Caribbean events.
The American Society of Travel Advisors will hold its 2026 Caribbean Showcase in St. Kitts from Aug. 22-25, bringing advisors, destination representatives, hotel partners and tourism leaders together for four days of education, business meetings and destination experiences.
The event will be based at Marriott’s St. Kitts Beach Club, with programming designed to help advisors develop a deeper understanding of both St. Kitts and neighboring Nevis.
The schedule will include educational seminars, marketplace meetings, supplier appointments and curated excursions across the two islands.
The event gives advisors an opportunity to meet directly with tourism partners while experiencing the beaches, hotels, restaurants, historic sites and natural attractions they will later be selling to clients.
Why St. Kitts Was Selected
ASTA said the selection reflects its continued emphasis on building closer relationships between U.S. travel advisors and Caribbean destinations.
“The Caribbean Showcase is a cornerstone of ASTA’s commitment to building meaningful, mutually beneficial partnerships between advisors and the destinations they sell,” said Zane Kerby, president and chief executive officer of ASTA.
“We’re thrilled to bring this program to St. Kitts in 2026, where advisors will gain firsthand knowledge and inspiration to better serve their clients while supporting the region’s sustainable growth.”
St. Kitts tourism officials have placed travel advisors at the center of the island’s sales strategy, viewing the trade as an important source of both first-time visitors and repeat business.
Kelly Fontenelle, chief executive officer of the St. Kitts Tourism Authority, said hosting the event follows several years of work to raise the destination’s profile.
“St. Kitts being selected as the host country for the 2026 ASTA Caribbean Showcase is a testament to the significant strides that the island has made in increasing its brand visibility,” Fontenelle said in a statement.
“Travel advisors play a critical role in driving visitation, which is integral to our marketing strategy.”
What Advisors Can Expect
The Caribbean Showcase is intended to combine formal business sessions with firsthand destination education.
Advisors will attend seminars and general sessions focused on the Caribbean travel market, followed by appointments with hotels, tour operators, destination organizations and other suppliers.
The program will also take participants beyond the conference rooms and into the destination.
Curated excursions will introduce advisors to St. Kitts’ beaches, historic landmarks, restaurants and outdoor experiences. The itinerary will also include Nevis, giving attendees a wider understanding of how the two-island destination can be packaged for clients.
The value for advisors is practical: seeing the accommodations, distances and experiences in person can make it easier to match a property or itinerary with the right traveler.
An advisor who has walked through a resort, traveled across the island and met the local operators can answer client questions with greater authority than someone relying only on brochures and online materials.
Minister of Tourism Marsha T. Henderson said St. Kitts is committed to building long-term relationships with the advisor community.
“In St. Kitts, we prioritize the art of personal connections with our travel agents,” Henderson said.
“ASTA’s travel advisors will benefit tremendously through fostering deeper connections with the island, which ensures that when they sell the destination to their clients, it is executed meaningfully.”
Henderson is also scheduled to address attendees during the event’s general session.
How to Sell St. Kitts
St. Kitts can work for clients seeking a Caribbean vacation with more than a resort-and-beach experience.
The island combines traditional beach stays with rainforest hiking, historic sites, scenic drives and a growing collection of restaurants and bars.
The centerpiece of its historic offering is Brimstone Hill Fortress National Park, the UNESCO World Heritage Site rising above the island’s western side. The restored military complex gives visitors broad views across the Caribbean and provides an introduction to the island’s colonial history.
Another major attraction is the St. Kitts Scenic Railway, which follows sections of a former sugar route around the island. The experience is one of the Caribbean’s most distinctive organized excursions and is particularly suitable for clients who want to see the destination without spending an entire day in a vehicle.
Advisors can also build itineraries around hiking, catamaran trips, snorkeling, golf and visits to beach bars along the Southeast Peninsula.
Clients who prefer a slower vacation can stay primarily at their resort while adding one or two island excursions. More active travelers can use St. Kitts as a base for several days of exploration.
Who St. Kitts Is Right For
The destination suits couples, families, multigenerational groups and travelers who want a Caribbean island with both familiar resort amenities and a strong local identity.
Couples can pair beach days with a trip to Brimstone Hill, a restaurant evening in Basseterre or a day trip to Nevis.
Families may appreciate the variety of activities beyond the resort, including the railway, beaches and wildlife encounters.
St. Kitts can also appeal to clients who have already visited larger Caribbean destinations and want somewhere more compact and less familiar.
The island’s size allows visitors to see a significant portion of the destination during a four- or five-night stay, while a longer vacation makes it easier to include Nevis.
Adding Nevis to the Itinerary
The Nevis component will be especially useful for advisors interested in building two-island vacations.
A short ferry or water-taxi journey connects St. Kitts with Nevis, making it possible to divide a stay between the two destinations or add Nevis as a day trip.
Nevis has a quieter character, with historic plantation inns, small hotels, beach bars and a strong connection to the story of Alexander Hamilton.
The island’s hotel collection includes Four Seasons Resort Nevis, the destination’s largest luxury resort, along with smaller properties such as Montpelier Nevis, Golden Rock Inn, Nisbet Plantation Beach Club and The Hermitage.
Advisors can sell St. Kitts and Nevis as complementary experiences.
St. Kitts offers a broader resort district, cruise activity, historic attractions and a more active tourism center. Nevis offers plantation inns, quieter beaches and a more intimate pace.
A split stay can work particularly well for honeymooners, anniversary travelers and repeat Caribbean visitors seeking two different island experiences in one vacation.
The Host Resort
The event will be held at Marriott’s St. Kitts Beach Club, part of the larger St. Kitts Marriott Resort complex at Frigate Bay.
The property gives attendees a central base near the beach, golf and several of the island’s principal visitor areas.
Its location also allows advisors to explore nearby restaurants and bars while remaining within a relatively short drive of Basseterre, the Southeast Peninsula and the ferry terminals used for trips to Nevis.
Hosting the event at a major resort will let participants experience the type of full-service property many clients seek for conferences, incentive travel, weddings and family vacations.
The event is expected to include discussions relevant to those segments, along with leisure travel sales.
Business Opportunities for Advisors and Suppliers
The marketplace portion will give advisors direct contact with Caribbean suppliers, including representatives from hotels, attractions and destination companies.
Those meetings can lead to new preferred relationships, group opportunities and a stronger referral network within the region.
The format is also valuable for suppliers seeking closer relationships with U.S.-based advisors.
ASTA says its membership represents a significant share of travel sold through the U.S. agency distribution channel, giving participating Caribbean companies a chance to present their products to professionals who influence vacation decisions.
Suppliers interested in participating can contact ASTA’s business development team regarding sponsorship and partnership opportunities.
Registration Details
Registration opened in phases beginning last fall.
Members of ASTA’s Ambassadors Circle and attendees of the 2025 Caribbean Showcase received the first registration opportunity, followed by chapter presidents, board members and Verified Travel Advisors.
General registration then opened to all ASTA members.
Space is limited, and advisors considering the event should review the current registration status and available packages directly through ASTA.
The organization has positioned the Caribbean Showcase as an immersive education event rather than a traditional trade show alone.
Advisors will leave with new supplier relationships, firsthand destination knowledge and a stronger understanding of how St. Kitts and Nevis can fit into Caribbean vacation planning.
By the end of the four-day program, attendees should have more than notes from meetings. They will have traveled between the islands, experienced the hotels and attractions, and gained the kind of specific knowledge that can turn a general Caribbean inquiry into a well-matched St. Kitts and Nevis itinerary.
Saint Lucia’s Coconut Bay Adds New Travel Advisor Incentives, Earns Tripadvisor Best of the Best Honors
To access this content, subscribe now.
Caribbean Travel Advisor provides 24-7 Caribbean content and news for travel agents and travel insiders. Subscribe today to unlock this article and receive our newsletter, or Log In to read now.
British Travelers Are Skipping Saint Lucia. So Where Are They Looking Now?
To access this content, subscribe now.
Caribbean Travel Advisor provides 24-7 Caribbean content and news for travel agents and travel insiders. Subscribe today to unlock this article and receive our newsletter, or Log In to read now.
Luxury Clients Are Booking the Caribbean Earlier Than Ever. Here’s What Travel Advisors Need to Know.
To access this content, subscribe now.
Caribbean Travel Advisor provides 24-7 Caribbean content and news for travel agents and travel insiders. Subscribe today to unlock this article and receive our newsletter, or Log In to read now.
RDB Hospitality Group Launches New Host Agency Platform for Independent Travel Advisors
To access this content, subscribe now.
Caribbean Travel Advisor provides 24-7 Caribbean content and news for travel agents and travel insiders. Subscribe today to unlock this article and receive our newsletter, or Log In to read now.
Trans Anguilla Airways Is Now Bookable on Global Airline Distribution Systems
A homegrown Anguillian airline has reached a major milestone that could make it easier for travelers and travel advisors around the world to book flights across the Eastern Caribbean.
Trans Anguilla Airways has officially gone live on the Global Distribution System, a move that dramatically expands the carrier’s visibility and booking capabilities across the international travel marketplace, according to the Anguilla Tourist Board.
The development means travel advisors, tour operators and travelers can now more easily search, access and book Trans Anguilla Airways flights through the same distribution networks used by airlines, hotels and travel companies worldwide.
The airline, which is owned and operated in Anguilla, has become one of the region’s key providers of inter-island air service, offering both charter and scheduled flights throughout the Eastern Caribbean.
A Bigger Presence for Regional Travel
Trans Anguilla currently operates flights connecting Anguilla with destinations including St. Maarten, Tortola, St. Barth, Antigua, St. Kitts, Nevis, St. Eustatius, Montserrat and Dominica, along with other regional markets.
The GDS integration is expected to increase the carrier’s exposure among travel professionals while improving booking convenience for visitors planning multi-island Caribbean trips.
“The Anguilla Tourist Board is extremely pleased to see Trans Anguilla Airways reach this important milestone,” said Jameel Rochester, Anguilla’s Director of Tourism.
Rochester said the airline’s growth represents a win not only for the aviation sector but also for Anguilla’s tourism industry and wider economy.
“Enhanced visibility through the GDS platform creates greater accessibility for travelers and strengthens regional connectivity, which remains a critical component of sustainable tourism development,” Rochester said.
Supporting Anguilla’s Tourism Growth
Regional airlift has become an increasingly important issue for Caribbean destinations, particularly islands that depend on connections through major gateways such as neighboring St. Maarten.
Officials say the expanded distribution capability will help strengthen visitor access to Anguilla while supporting business and leisure travel throughout the region.
“This achievement represents years of hard work, dedication, and belief in the future of regional aviation,” said Vernol Gumbs, Managing Director of Trans Anguilla Airways.
“Being live on the GDS platform allows us to significantly expand our reach and provide greater convenience for travelers and travel professionals alike,” Gumbs said.
The airline said it plans to continue growing its network and partnerships across the region.
The announcement comes as Anguilla continues to focus on improving transportation links and visitor accessibility, two areas tourism officials consider essential to maintaining the island’s position as one of the Caribbean’s leading luxury destinations.
If you’re heading to Anguilla, the move could ultimately translate into a smoother booking process and greater visibility for regional flight options connecting the island with destinations throughout the Eastern Caribbean.
Dominica Has a New Summer Itinerary “Collection” With Four Multi-Day Trips, Four Day Tours, and a Push for Longer Stays
Extended stays. Bigger tours. Longer hiking trails.
The Discover Dominica Authority has handed advisors a new tool for selling the Nature Island this summer. The agency has launched Summer the Nature Island Way, a seasonal collection of eight curated itineraries built to speed up planning a Dominica trip and to nudge clients toward longer, deeper stays.
The collection sits under the destination’s broader Nature of Love campaign, and it is organized around the traveler types advisors book most. It splits into four multi-day vacation itineraries and four full-day tours, each mapped to a distinct interest, from adventure and wellness to romance and family travel.
The value for advisors is in the packaging. Rather than building a Dominica itinerary from scratch — a real lift on an island where the draws are scattered across rainforest, coast and volcanic interior — advisors get a ready framework they can adapt and book.
The longer-stay angle matters commercially, too. The itineraries are designed to encourage extended trips and movement between communities, which translates into more room nights, more tours and more billable components per booking.
Marva Williams, chief executive of the Discover Dominica Authority, said the program “highlights the many ways visitors can experience Dominica.” The agency framed the collection as both inspiration and a practical planning resource for trips across the island.
The four multi-day options each target a clear client profile. The 4-Day Family Fun itinerary leans on waterfalls, marine experiences and cultural stops pitched at mixed ages, while the 5-Day Romantic Escape pairs nature outings with wellness and quieter, couple-focused moments.
The other two run more specialized. The 6-Day Adventure itinerary stacks hiking, canyoning, river activities and marine excursions for active clients, and the 5-Day Wellness Retreat centers on relaxation, mindfulness, healthy cuisine and nature-based well-being.
The four full-day tours give advisors shorter, drop-in components for clients already on island or arriving on a cruise call. The Roseau Valley Day Tour concentrates on attractions in and around Morne Trois Pitons National Park, while Northern Treasures combines rainforest, heritage and coast across the island’s top end.
The remaining two lean regional and thematic. Calibishie Indulgence: Rum, Rocks & Relaxation showcases the northeast’s flavors and scenery, and City Treasures & Jungle Gems blends Roseau’s historic core with some of the island’s best-known natural sites.
There is a commission story embedded in the structure. The itineraries deliberately route clients to local tour operators, accommodations, restaurants, transport providers and wellness practitioners, which gives advisors a fuller set of bookable, billable components than a beach-and-resort week typically yields.
The segmentation is the part advisors will use most. Because each itinerary is keyed to a single traveler type, matching a client to a starting framework is fast, whether the booking is a multigenerational family, a honeymoon couple or a solo adventure traveler.
The itineraries draw on the experiences that have made Dominica a standout for nature-based travel. Clients can hike to the world’s second-largest Boiling Lake, explore the UNESCO-listed Morne Trois Pitons National Park, soak in warm sulphur springs and snorkel the volcanic vents at Champagne Reef.
The marquee draw is offshore. Dominica is the only place on earth where sperm whales reside year-round, and its sperm whale reserve has become a defining, advisor-friendly hook for clients chasing a genuine bucket-list encounter.
The product around the itineraries keeps expanding, which gives advisors more to sell. Recent reporting has pointed to new lodging inventory on the island, including the luxury eco-resort Secret Bay (our favorite resort on the island), alongside a planned cable-car system designed to carry visitors from the Roseau Valley toward the Boiling Lake.
Wellness is a throughline the collection leans into hard. Thermal sulphur springs, farm-to-table dining, rainforest hikes and mindfulness-focused stays anchor both the dedicated 5-Day Wellness Retreat and quieter stretches of the other trips, lining up with the restorative travel clients are increasingly asking to book.
The itineraries also help advisors set the right expectation. Dominica is not a traditional beach-resort island in the mold of its neighbors; it sells on rainforest, volcanic landscape, diving and wellness, and the curated trips make that adventure-and-nature identity easy to convey upfront.
One practical note is worth carrying into client conversations. Dominica is regularly confused with the Dominican Republic, a separate country hundreds of miles away, and clearing that up early saves confusion on everything from airlift to what the trip will actually look like.
Access is the practical piece, and it has improved. Clients can reach Dominica on direct service from Miami on American Airlines, the simplest routing for most North American travelers.
Regional connections fill in the rest. Contour Airlines, interCaribbean Airways, Sunrise Airways, WINAIR and LIAT, along with ferry service from neighboring islands, give advisors options for folding Dominica into multi-island itineraries built around Guadeloupe and Martinique.
The full collection lives on the destination’s site, at discoverdominica.com, where advisors and clients can review the itineraries and connect with local operators, accommodations and tour providers. The structure is meant to make it easy to hand a client a starting point and refine from there.
With summer demand building and the Nature Island enjoying its highest profile in years, the new collection gives advisors a timely, ready-made way to turn that attention into booked Dominica trips this season.
Jamaica Just Set a Bold New Goal of 10 Million Visitors a Year, Backed by New Flights, Reopened Resorts, and a 10-Year Plan
Jamaica has just set its most ambitious tourism goal yet.
At a reception honoring Jamaica travel specialists at The Kimberly Hotel in New York City, Jamaica’s Minister of Tourism Edmund Bartlett laid out a bold new vision for the island’s most important industry. He called it 10x10x10 — a plan to grow Jamaica to 10 million annual visitors within the next 10 years.
It is a striking target for an island that has spent recent years rebuilding and proving its resilience. And Bartlett framed it not as a distant dream but as the natural next chapter for a destination already running hot.
The goal would roughly triple Jamaica’s current annual visitor count, a leap that would reshape the island’s place in the global travel market. To get there, Bartlett pointed to the forces already converging in Jamaica’s favor.
It’s a plan that has only been achieved once in the Caribbean: the Dominican Republic, which outlined the goal in 2013 and acutally did end up actually eclipsing that total within the timeframe.
Strong visitor arrivals, expanding air connectivity and renewed investment across the sector are all pointing in the same direction. The momentum has been building for months, and the 10 million figure is meant to capture just how high the ceiling now looks.
For Bartlett, the room full of Jamaica travel specialists was exactly the right audience to hear it. He praised the specialists and industry partners for their role in keeping Jamaica among the Caribbean’s leading destinations, then charged them with helping the island hit its new numbers.
“Jamaica continues to stand apart in a highly competitive global marketplace because our culture is not simply an addition to the visitor experience; it is the experience,” Bartlett said. “The authenticity of our people, our music, our food, and our way of life continue to drive strong visitor loyalty and repeat business.”
That message of cultural authenticity has become a through-line in how Jamaica sells itself. And the numbers suggest it is working.
The Minister was clear that Jamaica’s tourism sector has moved beyond recovery and is now firmly in a growth phase. From January through May, the island welcomed more than 1.5 million stopover and cruise visitors and generated roughly $1.5 billion in foreign exchange earnings.
Those figures reflect sustained demand and a deepening confidence in the destination. They also give the 10 million target a foundation of real performance rather than aspiration alone.
There have been headwinds, and Bartlett did not gloss over them. Despite recent weather-related challenges, Jamaica has continued to strengthen its tourism infrastructure and rebuild capacity at a steady pace.
Roughly 80 percent of the country’s room inventory is currently operational, with full recovery expected by early 2027. That recovery is already visible on the ground at several major properties.
Among the resorts that have resumed operations are Princess Senses The Mangrove and Princess Grand Jamaica. The reopenings signal a return to full strength for some of the island’s most prominent hotel brands.
Rebuilding that room inventory is also central to the math behind 10 million visitors. More rooms mean more beds to fill, and Jamaica will need every one of them to reach the new goal.
Air connectivity is the other engine behind the ambition, and it is expanding on multiple fronts. Bartlett pointed to growing service from Latin America through Wingo, a carrier that has been steadily opening new links into the region.
He also highlighted strong support from Virgin Atlantic in the United Kingdom, a long-standing source market for Jamaica. And he flagged the addition of new winter services from Porter Airlines in Canada, another important feeder market for the island.
The combination matters because airlift is what turns demand into arrivals. More seats from more places mean more visitors walking off planes at Sangster International Airport and beyond.
“These developments are not happening in isolation,” Bartlett emphasized. “Improved connectivity, expanded accommodations, growing cruise arrivals and strong destination demand are working together to create the conditions for sustained growth and enhanced competitiveness.”
It is a holistic picture, and that is the point. Reaching 10 million visitors will not come from a single lever but from several pulling in the same direction at once.
The Minister also had a specific message for the travel specialists who fill itineraries and close bookings every day. He revealed that the Jamaica Tourist Board is developing a new travel agent incentive program built to reward specialist partners for their ongoing support.
Details of the initiative are set to be announced in July. The program is a clear signal that Jamaica sees its specialist network as central to hitting the new target rather than as an afterthought.
That sentiment was echoed by Donovan White, the island’s Director of Tourism. He framed the specialist community as essential to the entire effort.
“We can never underestimate the power of our travel specialists who champion Jamaica every day to global consumers,” White said. “To achieve this new target, we will be leaning on them even more to attract these numbers to the destination.”
Looking further out, Bartlett reaffirmed the Government’s commitment to building a resilient and future-ready sector. That means investing in sustainable practices, enhanced digital infrastructure and workforce development across the board.
A major piece of that vision is human capital, with capacity-building aimed at meeting the demands of a fast-growing industry. Serving 10 million visitors a year will require a far deeper bench of trained tourism workers than the island has today.
“We are investing not only in today’s growth but in Jamaica’s long-term success,” Bartlett said. “That means empowering the next generation of tourism leaders, strengthening sustainability across the sector and working closely with our partners to ensure Jamaica remains agile, relevant and resilient in an ever-changing global travel environment.”
It is a notably forward-looking framing for a destination that could easily rest on its current results. Instead, Jamaica is treating its present strength as a launching point.
The 10x10x10 target gives that ambition a memorable shape, with 10 million visitors as the headline number and a decade as the runway. What is already clear is the scale of the aspiration and the confidence behind it.
Bartlett closed by thanking the travel specialists, media representatives and tourism stakeholders in attendance for their continued partnership and faith in Destination Jamaica. He expressed optimism about the opportunities ahead for the island’s tourism sector.
For an island riding a genuine wave of momentum, the mood in New York was unmistakable. Jamaica is no longer talking about getting back to where it was.
It is talking about how much further it can go. And with arrivals climbing, airlift expanding and resorts coming back online, the path to 10 million visitors looks more credible than it might have just a few years ago.
Beaches Resorts Is Bringing Back Its Fall Fam Jam With a Toddler Techno Headliner, a New Sesame Street Era, and a Family Booking Offer
To access this content, subscribe now.
Caribbean Travel Advisor provides 24-7 Caribbean content and news for travel agents and travel insiders. Subscribe today to unlock this article and receive our newsletter, or Log In to read now.