At the 2025 Caribbean Travel Marketplace in Antigua, Karen Whitt, Vice President of Sales and Marketing for the Hartling Group and First Vice President of the Caribbean Hotel & Tourism Association (CHTA), illuminated the success story of Turks and Caicos—a small destination with a globally respected luxury brand. Speaking from the dynamic and high-traffic Turks and Caicos booth, Whitt shared insights into the islands’ responsible growth, refreshed hotel experiences, and the evolving demands of the modern traveler.
Turks & Caicos: Small in Size, Big in Luxury
With 40 islands and cays, only eight of which are inhabited, Turks and Caicos stands out as a premier luxury destination. It’s home to nine Virtuoso properties, and in a notable milestone, was itself designated a Virtuoso destination—a recognition that places it among the elite in global travel.
“Despite our size, our partnerships and product offerings are second to none,” Whitt emphasized. “We’ve earned our place at the top of the luxury market through consistent quality, meaningful innovation, and an authentic sense of Caribbean hospitality.”
The Hartling Group: Excellence Through Renovation and Relevance
The Hartling Group, which operates The Sands, The Shore Club, and The Palms, is leading the charge in product renewal and customer experience enhancement. A major highlight of 2024 was a $18 million renovation at The Palms Resort, which closed temporarily to undergo its transformation. The investment reflects a long-term strategy to stay fresh and exceed guest expectations.
“We’re rising to the occasion,” Whitt said. “Our properties are evolving—not just physically, but in how they serve the emotional and experiential needs of our guests.”
Caribbean Collaboration and Human Connection
With a deep-rooted belief in the value of regional unity, Whitt highlighted the importance of the Caribbean Travel Marketplace as a space for connection, not just commerce.
“This show is not about transactions—it’s about people, partnerships, and trust,” she noted. “What makes the difference year after year is the relationships we’ve nurtured. When challenges come, it’s those connections that hold us steady.”
Whitt also praised the inclusion of Antigua as a first-time host, applauding the broader participation of the Eastern Caribbean and the opportunity to showcase regional diversity.
Navigating the Market: Trends and Traveler Expectations
While Turks and Caicos continues to flourish, Whitt acknowledges shifting global dynamics. Travelers are becoming more cautious and discerning, leading to shorter booking windows—the shortest she’s seen in two decades.
But the bigger trend is the demand for deeper, more meaningful travel. “Today’s guests want more than a luxury room or a stunning beach,” Whitt said. “They want an immersive experience—a connection with culture, cuisine, community, and nature.”
This has prompted the Hartling Group to deliver high-end experiences that feel personal and culturally rooted, from diverse culinary offerings to activities that celebrate Turks and Caicos’ unique heritage.
Responsible Growth and New Horizons
Though Providenciales and Grand Turk currently lead tourism development, Turks and Caicos is exploring new opportunities across its lesser-known sister islands—always with an eye toward sustainability and cultural integrity.
“There’s only so much sun, sand, and sea,” Whitt said. “The future lies in thoughtful expansion and curated experiences that honor what makes us unique.”
Luxury brands continue to take notice, with new high-end developments underway, positioning Turks and Caicos for even greater global recognition.
Looking Ahead: Growth Rooted in Relationships
As the Caribbean collectively faces global uncertainties—from geopolitical shifts to evolving traveler expectations—Karen Whitt believes the key to enduring success is collaboration, trust, and innovation.
“Our story is one of resilience and reinvention,” she concluded. “With the right partners, the right product, and the right purpose, Turks and Caicos—and the Caribbean as a whole—will continue to thrive.”
