Vanessa Ledesma, Chief Executive Officer of the Caribbean Hotel & Tourism Association (CHTA).
MIAMI, Florida--The Caribbean Hotel & Tourism Association (CHTA) hosted its highly anticipated Caribbean Hospitality Industry Exchange Forum (CHIEF) in Miami last month, bringing together key figures from the hospitality and tourism industries across the Caribbean. With the theme “Keeping It Real: Amplifying Caribbean Tourism through Authenticity, Integration and Immersion”, this year’s forum emphasised the growing importance of offering genuine, culturally immersive experiences for modern travellers, according to a press release from CHTA.
The event focused on how the region’s rich cultural diversity can be leveraged to create personalised travel experiences, steering away from the traditional “sun, sea and sand” appeal and instead highlighting the authentic offerings that make the Caribbean a unique and desirable destination.
One attendee shared, “CHTA CHIEF 2024 was an incredibly insightful experience. The discussions were timely as we seek to create a truly authentic tourism product for the Caribbean. The opportunity to directly engage with panellists and speakers was invaluable, something often limited at other conferences. Overall, it was an outstanding opportunity for networking and sharing ideas, and I look forward to CHIEF 2025.”
Building on this enthusiasm, CHTA President Sanovnik Destang expressed gratitude for the positive feedback, stating, “The response underscores the importance of these discussions for the Caribbean tourism industry. As we continue to prioritise authenticity, sustainability and innovation, we ensure that the region remains resilient, vibrant and well-positioned for future success.”
Gregory G. Habeeb, Chief Development Officer at WorldHotels NA, delivered a compelling keynote on the evolution of luxury travel. Habeeb emphasised that true luxury is no longer defined solely by opulence but by the ability to create lasting, personalised experiences, the release states. Referring to a recent Skift report, he outlined five key elements shaping the future of luxury: cuisine, culture, community, content and customisation. Independent hotels were spotlighted as being particularly well-positioned to cater to the growing demand for authentic, tailor-made travel experiences.
A major focus of the event was on how hospitality businesses can drive revenue by embracing cultural experiences. Panellists shared how local partnerships, events and culinary offerings can enhance year-round profitability. Attendees were encouraged to engage with local communities, offering immersive experiences that go beyond traditional tourism. Additionally, sports tourism was discussed as a growing sector, with destinations urged to utilise local sports events and activities to create active, memorable experiences for visitors.
Sustainability was another key theme explored during CHIEF 2024, according to the release. A panel discussion delved into the balance between profitability and sustainability, emphasising the need for responsible environmental practices. Hotels were encouraged to adopt circular economy principles and invest in renewable resources to reduce their ecological footprint. Collaboration with local partners on environmental initiatives was also highlighted as a critical aspect of sustainable tourism practices.
Understanding the cultural backgrounds of guests is increasingly important for providing personalised service. Sessions discussed the role of artificial intelligence (AI)-powered analytics in helping businesses better understand guest preferences, as well as fostering cultural exchanges between staff and guests. Strategies for incorporating cultural elements into hotel design and curating experiences that celebrate local traditions were explored, ensuring a more authentic experience for visitors, the release states.
One of the standout elements of Caribbean tourism is its cuisine. At CHIEF, the role of Caribbean food in the region’s hospitality offerings was celebrated. Experts recommended that hotels integrate local culinary traditions into their menus and educate guests about the islands’ diverse food cultures. Culinary experiences were described as an essential part of immersing visitors in the Caribbean’s authentic heritage.
With technology continuing to revolutionise the hospitality industry, CHIEF 2024 explored the role of digital tools in enhancing guest experiences. AI, virtual assistants and QR codes were highlighted as ways to offer personalised services and streamline hotel operations. The use of technology to elevate the authenticity of guest interactions and improve overall experiences was a key focus, with many industry leaders encouraging the adoption of these innovations, according to the release.
CHTA’s Chief Executive Officer, Vanessa Ledesma, underscored the importance of collaboration in shaping the future of Caribbean tourism. “Our region’s diversity is our greatest asset,” she said. “By focusing on authentic, immersive experiences, we can continue to lead in the global travel market.”
