Caribbean Hotel and Tourism Association Calls for Sports Development

The Caribbean Hotel and Tourism Association has called on the region to embrace sports development and sports tourism following the performance of Caribbean athletes at the 2024 Olympic Summer Games in Paris.

The CHTA, based in Fort Lauderdale, Florida, noted historic achievements by St. Lucia’s Julien Alfred and Dominica’s Thea LaFond, who captured their countries’ first-ever Olympic medals; Marileidy Paulino, the first woman from the Dominican Republic to win an Olympic gold and Jamaica’s Roje Stona, who set the Olympic men’s discus record.

“The success of our athletes is a testament to the incredible talent and potential that exists in the Caribbean,” said CHTA President Nicola Madden-Greig. “It’s time for us to dream even bigger and invest more in developing our sports men and women across all disciplines and seek to build a strong sports tourism market, not only to support our athletes but also to reap the economic and cultural benefits this thriving industry can bring to our region.”

CHTA is lobbying for cooperation among governments, tourism departments, sports organizations and the private sector in building a sports tourism infrastructure. According to CHTA’s data partner, ForwardKeys, sporting events play “a significant role in boosting tourism across Caribbean destinations, with varying levels of impact.”

A recent international event, the ICC Men’s T20 Cricket World Cup, attracted large numbers of fans to Barbados. ForwardKeys ticket sales to Barbados during the week of the match announcements for travel dates during the competition increased by 90 percent compared to the same period last year.

“Sports tourism is more than just hosting events; it’s about creating a holistic experience that showcases our culture, natural beauty and sporting excellence,” Madden-Greig said. “By investing in sports tourism, we can attract visitors from around the world, including those looking for year-round training destinations and experiences. This will boost our economies and inspire the next generation of Caribbean athletes.”

CHTA wants increased sports tourism to capitalize on the market that “extends to fostering talent in event management and marketing … and organize distinctive sports events that spotlight Caribbean culture and provide a platform for local athletes to shine.”

“Together, we can transform the Caribbean into a global sports tourism powerhouse while also empowering our young people to become the leaders of tomorrow,” Madden-Greig said.