ASTA Calls for Cultural Storytelling to Redefine Caribbean Tourism

Around 300 travel advisors gathered for the ASTA Caribbean Showcase 2025, held August 23–26 at Sandals South Coast, Jamaica. Tourism leaders emphasized that the Caribbean must be promoted beyond its beaches, focusing instead on authentic experiences and cultural connections.

“The Caribbean is not just sun and sand; we ask that you share our story with travelers who want to connect,” said Dona Regis-Prosper, CEO of the Caribbean Tourism Organization (CTO). Echoing this sentiment, Edmund Bartlett, Jamaica’s Minister of Tourism, stressed the need to diversify the region’s offering, highlighting culture, gastronomy, music, and local communities as key elements of the visitor experience.

Now in its fourth edition, the showcase brought together eight tourism ministers and more than 40 travel suppliers, offering conferences, panels, business sessions, and networking opportunities. “This event is critical for our members to fully understand everything the Caribbean has to offer,” said Zane Kerby, President and CEO of ASTA, noting that the association’s advisors generate 80% of U.S. travel sales to the region.

Speakers underscored that while sun, sea, and sand remain the backbone of Caribbean tourism, demand is shifting toward sustainability, authenticity, and direct community engagement. Ministers from Barbados, Antigua and Barbuda, St. Kitts and Nevis, Saint Lucia, St. Vincent and the Grenadines, Turks and Caicos, and Grenada agreed this approach is vital to regional competitiveness.

Beyond academic sessions, advisors experienced Jamaica firsthand through resort tours, excursions to YS Falls, rum tastings at Appleton Estate, catamaran cruises, snorkeling, ATV rides, and ziplining, as well as cultural showcases and local cuisine.

The event concluded with a beachside farewell dinner hosted by ASTA and Sandals Resorts, featuring prize giveaways and future event invitations. According to Gary Sadler, Executive Vice President of Unique Vacations, Sandals will continue to host the Caribbean Showcase through 2031, strengthening its role in promoting the Caribbean as a multidestination of unique experiences.