At the 43rd edition of Caribbean Travel Marketplace (CTM), held for the first time in Antigua and Barbuda, Sanovnik Destang, President of the Caribbean Hotel and Tourism Association (CHTA) and Executive Director of Bay Gardens Resorts in Saint Lucia, delivered a rousing message of resilience, evolution, and regional unity.
Destang’s dual perspective—both as a tourism leader and hotelier—highlighted the significance of Marketplace as a catalyst for economic progress, strategic innovation, and people-first development in the world’s most tourism-dependent region.
A New Host, a New Chapter for CTM
“Bringing CTM to Antigua and Barbuda was more than symbolic,” Destang shared. “It showcased how even one of the Caribbean’s smallest destinations can host a world-class event.” With over 9,300 scheduled meetings, this year’s Marketplace became the second most productive edition since the pandemic, proving that the open-concept format, new venue, and inclusive regional outreach strategy were resounding successes.
Despite flash floods and weather disruptions, the show ran seamlessly. “It speaks volumes about the depth of the Caribbean product and the resilience of our people,” he added.
Expanding Horizons: Buyers, Markets & Momentum
CTM 2025 saw diverse international participation, including buyers from North America, the UK, Latin America, and the Caribbean itself. For the first time, Destang highlighted, the event welcomed festival and event-focused tour operators—underscoring the growing demand for experiential tourism.
Destinations like Dominica, Saint Lucia, Barbados, and others showcased their unique products, empowered by improved airlift to Antigua, which made regional participation easier than ever.
Driving Solutions: The Caribbean Travel Forum
This year’s Caribbean Travel Forum—now in its fourth edition—stood out for its solution-oriented panels, avoiding the usual “talk shop” format. Topics tackled included:
- Regenerative tourism, with success stories like Redonda’s transformation
- Linkages between tourism, agriculture, and manufacturing, with three actionable strategies now in motion
- Intra-Caribbean travel, moderated by Destang himself, which explored taxation, immigration reform, and aircraft strategy to unlock the region’s 40 million-strong domestic market
“These aren’t just ideas—we’re driving real implementation,” Destang emphasized.
From the Ground: Bay Gardens and the Direct Booking Revolution
Wearing his hotelier hat, Destang offered insights into Bay Gardens Resorts’ presence at CTM, citing the event’s unmatched value for Caribbean-focused B2B connections. But what truly excited him was a new initiative: the first-ever Direct Booking Summit in the Caribbean, hosted in partnership with Triptis.
This summit, held at Sandals Grande Antigua, focused on empowering independent hotels through digital marketing and distribution strategy. “It’s not about pitting channels against each other,” he explained. “It’s about completing the circle of distribution to maximize revenue and brand control—especially for small, local properties.”
CHTA’s Roadmap: Technology, Talent, and Linkages
Looking ahead, Destang outlined the three pillars of his CHTA presidency:
- Technology: Framing it not as a threat but as a liberator of Caribbean tourism jobs, enabling staff to focus on service and authenticity while automation handles the mundane.
- People Development: Investing in the region’s greatest asset—its workforce—through training, scholarships, and entrepreneurship. “Our goal is not just better employees, but future tourism entrepreneurs.”
- Economic Linkages: Strengthening tourism’s connection to agriculture, manufacturing, and entertainment, ensuring that the benefits of the tourism dollar ripple into every part of Caribbean society.
He cited real examples of former hospitality staff now selling their products as entrepreneurs to hotels—evidence that this vision is already taking shape.
Final Thoughts: 40 Million People Counting on Us
As CTM 2025 powers into its final days, Destang left attendees with a powerful reminder:
“We are in the most tourism-dependent region in the world. The decisions and collaborations we make here—today—are not just for our businesses. They’re for the 40 million people across the Caribbean who depend on us to get it right.”
And get it right, they will—with leaders like Sanovnik Destang forging the path toward a stronger, smarter, and more sustainable Caribbean tourism future.
