Multi-destination tourism is on the rise. To grab its share of this growing market, Caribbean destinations must find ways to collaborate rather than compete
In the aftermath of the devastating 2017 hurricane season, tourism stakeholders in the Caribbean were quick to step up marketing efforts. Their message was clear - this is a large, diverse region and many destinations are still open for business.
At a time when travellers are increasingly looking for unique experiences, the Caribbean’s size and diversity is a commodity that can be leveraged to attract not just international guests, but those coming from other countries within the region.
Multi-destination tourism refers to visitors who travel from one Caribbean country to another. These may be international islandhoppers who want to see everything the region has to offer or Caribbean natives indulging in a staycation. Tourists seeking out multidestination trips are often young, affluent, adventurous and socially conscious. Rather than relaxing at a resort, they want to engage with the countries they visit and plan a varied itinerary that will add value to their trip.
A GROWING NICHE
Last year, travel group Expedia reported a 15 per cent increase in ticket demand for travel from one Caribbean destination to another and noted that this niche is growing three times faster than international inbound travel to the region. The most popular
According to research by Expedia Travel Group, non-Caribbean nationals visiting the region are increasingly interested in multi-destination experiences, but the Caribbean has historically been unable to increase island-to-island mobility for tourists and Caribbean nationals alike