At the 2025 Caribbean Travel Marketplace, Petra Roach, CEO of the Grenada Tourism Authority, delivered an energizing and optimistic update on the tri-island destination’s flourishing tourism sector. From strong airlift growth and record-setting visitor numbers to sustainability leadership and community-driven initiatives, Grenada is positioning itself as a model for responsible tourism in the Caribbean.
Expanding Airlift and Growing Visitor Numbers
One of the most exciting developments is the announcement of daily Delta service from Atlanta to Grenada, set to begin December 20, 2025 through April 5, 2026. The U.S. remains Grenada’s largest source market, contributing approximately 55% of total arrivals. The UK market, another key demographic, is well served by Virgin Atlantic and British Airways, providing up to five weekly flights during peak seasons.
Intra-regional connectivity is also booming. InterCaribbean Airways has expanded operations with twice-weekly service to Guyana, direct flights from Barbados, and improved aircraft like the 48-seat ATR, enhancing regional access and boosting Caribbean tourism collaboration.
“These improvements are vital,” Roach emphasized, “because they open doors not just to Grenada, but to the wider region.”
Reimagining the Tourism Product
Grenada continues to innovate its offerings to meet evolving traveler expectations. A standout development is the launch of the island’s second underwater sculpture park, an extension of the pioneering marine attraction that put Grenada on the global diving map. Known as the “Wreck Capital of the Caribbean,” Grenada’s dive sector has seen substantial growth and is an integral part of the tourism product.
Tourism numbers have also told a promising story:
- 12% growth over 2019 in 2023,
- 9% additional growth in 2024,
- Leading to an overall 22% increase over pre-pandemic levels.
Elevating the Experience: Personalized, Safe, and Local
Grenada has always stood out for its laid-back charm, understated luxury, and warm hospitality—and now, personalization is at the core of its brand. “People want to feel remembered,” said Roach. “They don’t want to be treated like a number.”
The Pure Grenada Excellence Champion Program was launched to ensure this promise is delivered consistently. It focuses on empowering hospitality workers to excel, enhancing service standards across the industry.
Safety remains another crucial factor. “Travelers want peace of mind,” Roach explained. “Grenada’s reputation as a safe, peaceful island is one of our most compelling USPs.”
Sustainability at the Heart of Development
Grenada is not just talking about sustainability—it’s embedding it in every facet of its tourism strategy. “We are committed to minimizing our carbon footprint while maximizing community impact,” Roach stated. With initiatives like:
- BioRocks Project in Carriacou
- Grenada Artificial Reef Programme
- Expanded marine biodiversity through underwater sculpture parks
The island is regenerating its natural environment while educating citizens and travelers alike. Agriculture, too, plays a major role. Visitors are invited to connect with local farmers, explore community-led agricultural tourism, and dine on farm-to-table cuisine, sometimes picked just hours before being served.
“We’re not chasing caviar from across the world anymore,” Roach quipped. “We’re showcasing the carrot pulled from the soil this morning.”
Leading Regional Conversations on Climate and Collaboration
Grenada isn’t working in isolation. As a host of the Caribbean Tourism Organization’s Sustainability Conference, the island is committed to regional cooperation in the fight against climate change. “This is a collective effort,” Roach stressed. “Only through unified Caribbean voices and actions can we ensure the longevity of our environment and tourism economy.”
Caribbean Marketplace: Face-to-Face with the Future
Participation in Caribbean Travel Marketplace is invaluable for Grenada. “It’s about maintaining partnerships, giving live updates, and seeing what our neighbors are doing,” said Roach. “We’re in the market year-round, and this is another powerful platform to keep our momentum going.”
A Final Invitation to Experience Grenada
For travelers seeking authenticity, tranquility, rich culture, and meaningful connections, Grenada is a destination that delivers. With strategic growth, sustainability leadership, and a relentless commitment to community enrichment, Grenada is not just “Pure by Nature”—it’s paving the way for the future of Caribbean tourism.
