CHTA President Reflects on Record-Breaking 2024, Looks to 2025
Following a historic 2024 marked by record-breaking visitor numbers and significant advocacy wins, Sanovnik Destang, President of the Caribbean Hotel and Tourism Association (CHTA), shared an ambitious vision for 2025 focused on innovation, sustainability, and collaboration. Destang emphasized the association's commitment to positioning the Caribbean as a global leader in tourism and economic development.
Reflecting on 2024, Destang highlighted key achievements, including historic visitor numbers and successful tax advocacy in the Dominican Republic, which safeguarded vital incentives for the tourism sector. The establishment of the Linkages Task Force, led by former CHTA President Nicola Madden-Greig, further strengthened ties between tourism and local industries, fostering an inclusive economic model. Events like the Caribbean Hospitality Industry Exchange Forum (CHIEF) and Taste of the Caribbean showcased regional talent and innovation while promoting collaboration across the industry.
Looking ahead to 2025, CHTA is building on this momentum with a strategy focused on three key pillars: workforce development, digital transformation, and strengthening local linkages. New training initiatives aim to equip hospitality professionals with the skills needed to keep the region competitive. Enhanced use of technology will elevate guest experiences and improve operational efficiency, while deeper connections with local industries will promote sustainable growth and enrich visitor offerings.
Antigua & Barbuda will make history as the host of the Caribbean Travel Marketplace 2025, marking the first time the event is held in the destination. The Marketplace will feature expanded programming, including the Linkages Trade Show, Responsible Tourism Day, and the Direct Booking Summit – Caribbean Edition, all designed to drive innovation and business opportunities for the region.
Destang noted the importance of adapting governance practices within CHTA to ensure the organization remains agile and inclusive. Updates to its bylaws are planned for 2025 to modernize operations and strengthen its capacity to address the industry’s evolving needs.
“Caribbean Travel Marketplace and other CHTA events in 2025 will be catalysts for collaboration and fresh ideas,” said Destang. With a commitment to partnership, sustainability, and innovation, CHTA aims to lead the Caribbean into a new era of opportunity and global tourism leadership.
