At Caribbean Travel Marketplace 2025, veteran hotelier and destination strategist Paul Pennicook—now serving as Interim CEO and Change Manager for Experience Turks and Caicos—unveiled a compelling roadmap for the destination’s future. With decades of experience at the helm of brands like Sandals Resorts, Unique Vacations, and national tourism boards including Jamaica and Curaçao, Pennicook is now applying his leadership to ensure Turks and Caicos’ transformation into a destination marketing and management organization (DMMO) meets its high expectations.
A New Era for a World-Class Destination
Turks and Caicos has consistently outperformed regional benchmarks in tourism recovery and growth. The islands posted spectacular visitor arrivals in 2023 and 2024, and Q1 2025 is already tracking 2–2.5% above the previous year’s numbers.
But as Pennicook emphasized, this isn’t about volume alone—it’s about vision.
“The goal is not just to grow,” he said, “but to grow wisely—preserving the integrity of the brand while expanding opportunity to more communities and islands.”
The creation of Experience Turks and Caicos is more than a rebranding. It’s a strategic shift from destination promotion to destination management, with an emphasis on:
- Sustainability
- Community inclusion
- Service excellence
- Product diversification across the archipelago
Impressive ADR, Expanding High-End Appeal
One of the clearest indicators of Turks and Caicos’ stature in the global luxury market is its Average Daily Rate (ADR)—a remarkable $1,544 for the first quarter of 2025. This positions the destination among the most premium offerings in the Western Hemisphere.
Yet Pennicook was quick to clarify that value can still be found:
“We have $5,000-a-night villas, yes—but also $300 beachfront stays on Grace Bay, one of the top 10 beaches in the world.”
The balance of ultra-luxury with accessible elegance is a cornerstone of the strategy moving forward.
New Developments Signal Confidence and Growth
Turks and Caicos’ appeal is also reflected in major new hospitality investments, including:
- The upcoming Hyatt Andaz property (under construction, opening later this year)
- Beaches Resort’s addition of 101 new rooms in the Treasure Beach Village
- Continued private sector investments across Providenciales, Grand Turk, and efforts to expand into North, Middle, and South Caicos
This expansion is paired with a focus on diversifying the visitor experience, drawing travelers beyond the traditional hotspots and into the lesser-known yet equally captivating islands.
Inclusive Tourism as a Strategic Imperative
Pennicook and his team are championing a new definition of inclusion—one that involves:
- Wider community participation in tourism benefits
- Training and development for service excellence across all tiers
- Outreach to underrepresented islands to ensure equitable distribution of tourism value
“We’re working closely with the private sector to ensure service quality remains world-class, while expanding access and opportunity,” he noted.
Presence at CTM 2025: Strategic and Symbolic
Representing Turks and Caicos at Caribbean Travel Marketplace in Antigua, Pennicook gave a press update and held high-level meetings to strengthen partnerships, gather market intelligence, and share the destination’s strategic vision.
“This is where relationships are built and refined,” he said. “We want the world to know that we’re ready—and we’re evolving.”
A Final Message to the Market
With crystal-clear waters, powdery beaches, and a strong emphasis on service and sustainability, Pennicook summed up the destination’s appeal perfectly:
“Turks and Caicos is an upscale destination with friendly, well-trained people, a commitment to quality and inclusion, and an ocean of experiences waiting for you.”
