Caribbean Leaders Urged to Unite for Tourism Growth Amid Global Uncertainties

WASHINGTON DC, MAY 6, 2025 – Teri Helenese, the U.S. Virgin Islands’ Director of State-Federal Relations, is urging Caribbean nations to join forces to boost the region’s tourism market share. Despite a resurgence following the pandemic, the Caribbean’s global tourism market share remains below three percent.

Speaking in Washington, Helenese cautioned that the ongoing economic challenges must not lead to complacency. “While the Caribbean is gaining momentum, we must cultivate strategic partnerships and enhance regional cooperation,” she stated.

Helenese praised the USVI Department of Tourism for engaging with key organizations like the Caribbean Hotel and Tourism Association (CHTA) and the Florida-Caribbean Cruise Association (FCCA). These partnerships are seen as vital for strengthening the Caribbean’s presence globally.

The push for collaboration comes on the heels of the Caribbean Tourism Organization’s (CTO) recent report, which indicates an increase in international tourist arrivals. An estimated 34.2 million tourists visited the Caribbean in 2024, representing a 6.1 percent rise from 2023 and the second consecutive year of exceeding pre-pandemic figures.

According to Helenese, the U.S. Virgin Islands has notably led this recovery with a recorded 41.8 percent growth in stayover visitors. “While global tourism is rebounding, it’s crucial for the Caribbean to act collectively to maintain this growth and adapt to changing market conditions,” she remarked.

Helenese called for improved transportation links within the Caribbean and a cohesive branding strategy to showcase the region’s diverse cultural heritage. “The global tourism pie is growing, and we deserve a bigger slice,” she added. “It’s imperative we work together to implement a robust regional marketing strategy.”

Echoing this sentiment, CTO Secretary-General Dona Regis-Prosper affirmed the importance of resilience and teamwork. “The Caribbean’s future relies on the actions we take today,” she stated, emphasizing that collaboration can enhance economic opportunities for all Caribbean nations.