Caribbean Travel Marketplace comes up with innovations

Plus: Connoisseur Circle spoke to Vanessa Ledesma, CHTA CEO

The 43rd Caribbean Travel Marketplace trade fair took place in Antigua from May 20 to 22, 2025. It was organized by the Caribbean Hotel & Tourism Association (CHTA), the leading tourism advocacy group in the region since 1962. It supports its 1,000 members, particularly in the areas of sales and marketing, sustainability, new legislation and technologies, as well as climate change and data analysis.

Although Antigua was the smallest host country in the fair's history in terms of population, with around 94,000 residents, more than 9,300 business meetings were held with buyers from 16 global markets and suppliers from 23 destinations, making it one of the most active events in recent years. A good "flow" through the fair and easy exchange between participants was guaranteed by the modern design, which dispensed with traditional exhibition stands and opted for illuminated light boxes and open stand concepts.

The new features also included the Linkages Showcases, which brought together tourism experts with partners from agriculture, industry, arts and entertainment from destinations such as Jamaica, St. Lucia and Trinidad & Tobago . Another highlight was the Sustainable Tourism Day on May 19, where delegates had the opportunity to learn about Antigua's conservation efforts (e.g. saving the harmless razor snake) and rich cultural practices (steel drum playing), despite heavy rains the day before that had hit the island hard. On May 22, the first Direct Booking Summit in the history of the Caribbean Travel Marketplace took place. The expanded group of participants - Destination Weddings, MICE and Direct Bookings - reflects the change in the industry.

Connoisseur Circle met Vanessa Ledesma, Managing Director of CHTA, for an interview

CC: You have been with CHTA for 26 years now. What have you experienced during this time? What has changed?

VL: One of the things that has definitely changed is the diversification of the offering in the region. The independent product is still strong and is part of the DNA of the Caribbean. Over the last 20 years, we have also seen an increasing presence of hotel chains in various destinations. There has also been a rethink in terms of involving local communities in tourism projects. It has been recognized that these communities add value to the industry. Despite the all-inclusive concept, several hotels have introduced programs with local restaurants so that guests can gain authentic experiences outside the resort. The development of skilled workers is also a focus of our interest: we want to make the next generation aware that they can work in tourism not only as waiters or cooks, but also as accountants or lawyers.

In terms of career development, the CHTA launched a forum for young managers in 2019. The second generation of alumni between the ages of 25 and 40 have already completed our program. We not only encourage networking among them, but also offer webinars and mentorship programs to help them develop not only in the industry, but also in our organization and take on leadership roles.

CC: And what has changed within the organization?

VL: In recent years, we have once again placed a stronger focus on membership development. Our representation of interests is very strong. During the pandemic, we were unable to hold any events in the various destinations - we are now making up for this. We are also making more appearances at industry events to raise awareness of the CHTA - even though we are already well established. But it is important that the global tourism and hotel industry is aware of the work of the CHTA.
Another big change: in addition to hotel chains, we are also seeing the impact of vacation rentals worldwide. Although visitor numbers are increasing, in some cases hotel occupancy is stagnating as guests are increasingly opting for alternative accommodation.

CC: What is your vision for the CHTA?

VL: I would like to increase our membership base, attract more members from the different destinations and ensure the long-term development of tourism professionals. We have launched various initiatives that are important for the region. One example is the "Taste of the Region" event in Miami in November, where we are promoting the training of food & beverage professionals. This event is very close to everyone's heart - it is one of the few occasions where the industry recognizes the creativity of F&B professionals. I would like to see this area get more exposure, as these gastro-artists are what make the Caribbean so tasty. The event is part of our CHIEF conference.

CC: How does the CHIEF conference differ from the Caribbean Travel Marketplace trade fair?

VL: CTM is a B2B event for suppliers and tour operators. CHIEF - the Caribbean Hospitality Industry Exchange Forum - is an educational and knowledge platform with presentations on hot topics, new opportunities and challenges. The focus is on best practice examples from the region. The speakers are mostly from the Caribbean, but also from other countries. It is a very practical conference with concrete recommendations that hotel managers can pass on to their teams and implement in their operations.

CC: And within the CHTA there is also the Society of Hotel Executives.

VL: The CHTA is an association of 32 hotel and tourism associations. The Caribbean Society of Hotel Executives is a small but highly influential peer-to-peer group that supports hotel managers in their professional development. Through collaboration, mentoring and experience sharing, the group helps build strong hotel associations and ensures they have the tools for volunteer management, finance, governance, advocacy and membership recruitment.

CC: What are the biggest challenges currently facing the Caribbean?

VL: The geopolitical situation is a major challenge as it is causing uncertainty worldwide - even though the Caribbean remains a popular destination. The US market is particularly important for our members, but there is uncertainty about what will happen there. The proximity to the US is an advantage, but we are currently seeing a certain slowdown in bookings. We are keeping a close eye on whether and to what extent the US market is affected. Another issue is rising operating costs. Although many things are going well at the moment, there are discussions about port taxes and tariffs that could affect supply chains and product availability in the region.

CC: How do you rate the importance of the German-speaking market?

VL: Every market is important. We are very pleased that a German tour operator took part in the CTM this year. Condor has also resumed flights to Antigua & Barbuda and Barbados. The market has changed again and again over the years. Before Covid, it was on a very good path. Then came the pandemic, flights were canceled, but with the return of an airline, we are seeing renewed interest. The accessibility of destinations from the DACH region is crucial. If it is difficult for German-speaking travelers to get to the Caribbean, they will look for other, better-connected destinations.

CC: What advice would you like to receive from "Friends of the Caribbean & Central America"?

VL: I would like to see insights into what is going on in other regions. In our organization, we sometimes think we're in a bubble. But when you talk to others, you realize: We have similar challenges. Networks where you can ask questions are very important. Many questions are discussed there, such as: Are there changes in sustainability issues? What innovations have been implemented in DACH hotels? Maybe that will give us new ideas. It's about insights, about building relationships where you can say: "I have this problem - have you experienced it too? Do you have a solution for it?"


' Interview by Karin Hanta '