ASTA Opens Caribbean Showcase 2025 in Jamaica

25 August 2025 4:00pm

The American Society of Travel Advisors (ASTA) has officially kicked off the fourth edition of its Caribbean Showcase at Sandals South Coast, Jamaica. The event, taking place from August 23–27, brings together about 200 travel advisors with the goal of boosting the promotion and sales of Caribbean destinations.

The showcase began with a lively welcome reception on Saturday night, followed by the first general session on Sunday. During the opening, Zane Kerby, ASTA’s President and CEO, emphasized the region’s significance to U.S. travelers: “The Caribbean is an extremely important market, and many islands are experiencing record levels of visitors from the United States. This event is a great opportunity; you will gain knowledge based on real experience.”

Caribbean Dialogue on Sustainable Tourism

A highlight of the opening sessions was a conversation moderated by Peter Greenberg, travel news editor for CBS, who engaged four Caribbean tourism ministers on key topics such as sustainability, air connectivity, and experiential travel.

Carlos James, Minister of Tourism of St. Vincent and the Grenadines, stressed the importance of protecting natural resources: “If we don’t preserve our product, there will be no product to sell.” He explained that his country prioritizes a low-density, high-value tourism model, focused on personalized experiences rather than mass tourism.
Edmund Bartlett, Minister of Tourism of Jamaica, noted that mass tourism also plays a role, especially in countries with larger populations that depend heavily on the industry. Thanks to tourism, he highlighted, Jamaica currently enjoys the lowest unemployment rate in its history.
Ernest Hilaire, Minister of Tourism of Saint Lucia, underscored that the small scale of Caribbean destinations is actually a strength, catering to growing demand for authentic experiences: “Our smallness makes us charming and unique; there is something here you can’t find anywhere else in the world.”

ASTA’s Priorities and Progress

In his remarks, Kerby also discussed ASTA’s mission to defend and strengthen the travel advisor profession through strategic partnerships, government advocacy, and training programs.

Current priorities include ensuring timely commission payments and addressing non-commissionable fees (NCFs) in the cruise industry. Kerby also announced a new reporting tool on the ASTA portal that allows members to flag suppliers who fail to pay commissions on time.

Additionally, ASTA promoted its Verified Travel Advisor (VTA) certification, which provides specialized training and greater visibility through the new VeriVacation.com platform. This tool is designed to connect certified advisors with consumers seeking trusted professionals.

The event will continue throughout the week with more sessions, destination presentations, and additional discussions with Caribbean tourism leaders.