Beyond Sun and Sand: The Overlooked Factor That Shaped Caribbean Tourism This Summer
Caribbean tourism proved both resilient and dynamic in the summer of 2025, showing overall growth but also revealing uneven performance across the region. As the sector continues to recover from the pandemic years, success has hinged on a mix of marketing strategies, diversified offerings, and, in some cases, stronger perceptions of traveler safety.
Dominican Republic and Puerto Rico Take the Lead
The Dominican Republic solidified its position as the region’s undisputed leader this summer. The country commanded a 31.9% share of all flight search queries for Caribbean travel, driven by its extensive all-inclusive hotel offerings, Punta Cana’s robust tourism infrastructure, and strong accessibility.
Puerto Rico also emerged as a major winner, posting a remarkable 44% increase in traveler interest compared to last year. The surge reflects exceptionally strong demand, fueled by the island’s rich cultural experiences and direct U.S. connections—appealing especially to American visitors who do not need a passport to travel there.
Among the rising stars was Curaçao, which stood out as an emerging favorite. Its location outside the hurricane belt, combined with its lively culture and pristine beaches, has made it increasingly attractive. The U.S. Virgin Islands also reported solid gains, including higher hotel occupancy and tax revenues, reinforcing their position as a premier Caribbean destination.
Security Concerns Weigh on Other Destinations
Not every country enjoyed a record-breaking season. Safety perceptions proved to be a decisive factor. Although the U.S. State Department recently lowered its travel advisory for Jamaica, it continues to urge travelers to “exercise increased caution,” a lingering concern that may have affected visitor flows.
Similarly, Trinidad and Tobago and The Bahamas remain under a Level 2 advisory, recommending that travelers remain vigilant due to certain crime levels. While these warnings do not prevent tourism, they can discourage more cautious travelers, putting these countries at a disadvantage compared to the region’s top performers.
A Summer of Contrasts
The summer of 2025 ultimately underscored the Caribbean’s contrasts. Nations like the Dominican Republic and Puerto Rico leveraged strong offerings and heightened perceptions of safety to attract visitors in record numbers, while others faced the challenge of restoring traveler confidence.
Going forward, the Caribbean’s success will depend on its ability to adapt to evolving traveler expectations—delivering not just sun and sand, but also safety and high-quality experiences.
