The Caribbean is, in many ways, the home of cruising. According to Cruise Lines International Association’s 2024 State of the Cruise Industry report, 44.2 per cent of all cruise passengers in 2023 sailed on a Caribbean itinerary, more than double the share of any other region. The popularity of these cruises has made the Floridian ports they depart from some of the busiest in the world, while the ports they call at along the way are among the most visited tourist destinations.
But what’s behind the region’s enduring and still-growing popularity? Dona Regis-Prosper, secretary-general and CEO of the Caribbean Tourism Organization (CTO), identifies several key reasons why cruise lines and their guests keep returning to the Caribbean.
“Our seas, beaches and pristine environment are extraordinarily attractive to tourists,” she says. “The revitalising rhythms of our music and dance and the unforgettable tastes of our Caribbean cuisine also entice tourists to visit the region. Above all that, however, is the hospitality of our people. The warmth and generosity of our people, who exude a joy of life, delight and refresh visitors, so they keep coming back to the Caribbean.”
The importance of the local community in attracting cruise tourists is a sentiment echoed by Michele Paige, CEO of the Florida-Caribbean Cruise Association (FCCA).
“The people are the Caribbean’s number one strength,” says Paige. “They are warm, loving and enjoy welcoming people into their homes. Then there’s the huge variety of cultures in the region, the incredible culinary experience and the rich history of the islands. It’s an amazing year-round destination.”
The popularity of Caribbean itineraries is delivering significant economic benefits for the nations in the region, as well as for the Floridian ports they depart from. As Paige explains, the impact is more multi-faceted than it may at first appear.
“Taxation and fees should not be looked at as main economic benefit the cruise industry delivers to a destination,” she explains. “They will also see significant rewards from the dollars cruise lines spend to promote the destination with travel agents or on broadcast media, or in the job created at the many different venues cruise passengers visit. Many destinations may miss the impact of the crew, who also spend a lot of money but in a different way to passengers. It’s also true that people start to think about their next vacation while they’re on their current one, and our research shows that more than 50 per cent expect to return to a region they have previously visited during a cruise on a land-based vacation in future, meaning a visit continues to have a positive impact into the future.”
The Caribbean’s sea, beaches and pristine environment are particularly attractive to visitors
Success brings challenges of its own, however. The scale of the tourist industry in the Caribbean has prompted concerns about its sustainability in a place of such natural beauty. In response, the CTO has undertaken several projects aimed at preserving the region’s cultural heritage and natural resources while promoting responsible growth.
“One of our flagship programmes is the Conference on Sustainable Tourism Development (STC), which has been running since 1997,” says Regis-Prosper. “This annual conference brings together stakeholders to discuss sustainable tourism policies, share best practices and explore strategies that member states can adapt to their specific needs. Through the STC, we reinforce the importance of sustainable tourism as a core element of the region’s economic strategy.”
Other initiatives have included the Caribbean Hotel Energy Efficiency Action Program, which focused on mainstreaming energy conservation practices into Caribbean hotels, while the Climate Smart and Sustainable Caribbean Tourism Industry Project is designed to help the regional tourism sector enhance climate and disaster resilience. The CTO has also tried to expand the positive impact of tourism to local communities.
“Community-based tourism has been identified as a regional development strategy to contribute to diversification of the region’s tourism product offerings,” says Regis-Prosper. “Our Community-Based Tourism (CBT) Toolkit provides a comprehensive framework for communities to develop profitable tourism enterprises while preserving their cultural and natural assets. We also offer an online CBT Enterprise Handbook, which serves as a practical guide for entrepreneurs looking to engage in tourism in a sustainable and meaningful way.”
Meanwhile, the FCCA is working with ports across the region to ensure that cruise tourism delivers the benefits they are looking for.
“The FCCA works with over 50 destinations, from Puerto Rico to Sint Maarten and the Cayman Islands,” says Adam Ceserano, president of the FCCA. “Every one of these destinations has a different strategic objective when working with the cruise lines, and that’s where we come in. We help our partners if they want to meet with cruise line executives, or if they want to talk about passenger spending – we aim to be a one-stop shop for any subject that touches a cruise passenger.”
Ceserano highlights the efforts of the FCCA’s partners in helping Caribbean cruising go from strength to strength.
“The US Virgin Islands has worked with the cruise lines tremendously to make multiple different ports open to them, helping to ease traffic while increasing overall arrivals,” says Cesarano. “The British Virgin Islands has come back from the damage caused by a hurricane to be on the verge of breaking records for the number of cruise passengers and has created a range of sustainable shore excursions in partnership with cruise lines.”
The CTO works closely with its cruise partners on initiatives to help safeguard the wellbeing of cruise guests and open up more historical and cultural heritage sites for tourists. The organisation is now exploring how to extend the length of cruise calls too.
“Our continued close collaboration with cruise partners is paving the way for more extended port stays in the future,” says Regis-Prosper. “The hope is this will allow visitors to explore beyond the typical tourist areas, discover hidden gems and truly immerse themselves in the local culture.”
Gateways to paradise
CFIP profiles some of the outstanding destinations that cruise ships can visit during a cruise to the Caribbean
Antigua and Barbuda
In 2020, Antigua Cruise Port (ACP) invested $30 million to successfully complete the first phase of its historic redevelopment project, which included the construction of a 700-foot pier. ACP also made substantial infrastructural enhancements to the Heritage Quay shopping centre. Looking ahead, the port plans to develop a new 6,500-square-foot cruise terminal, featuring a duty-free shopping district that showcases local entrepreneurs and new guest information centers. Among the highlights of this new facility will be the Antigua Day Club – a 3,700-square-foot beach club that includes a pool, bars, restaurants, and a stage for entertainment.
Bimini, The Bahamas
The Resorts World Bimini Cruise Port is one of three ports in The Bahamas located on a non-private island and the only port in the Family Islands. It can accommodate all sizes of cruise vessels. Cruise guests can enjoy an array of Resorts World Bimini amenities, including a casino, a spa, a variety of dining options and authentic island shopping at Fisherman’s Village. They also have access to Resorts World Bimini Beach, an oceanfront day club featuring two lagoon-style pools, live entertainment, casual eateries and VIP cabana rentals.
British Virgin Islands
The British Virgin Islands (BVI) is home to 21 national parks, over 100 dive and snorkel sites, and 60 islands, cays and islets. Whether exploring Virgin Gorda’s iconic Baths or sailing to secluded beaches, BVI offers cruise guests authentic Caribbean experiences and unforgettable adventures. Cruise visitors can dock at Tortola, where the islands’ natural beauty and vibrant culture await, making it a perfect stop for truly memorable exploration.
Jamaica
Jamaica has launched its Cruise Crew Ambassador Program, which offers crew members the opportunity to explore the island’s culture, history and attractions. New lounges in the port areas provide a relaxing environment for crew members, as well as a place to access information about local activities and book visits to experience them firsthand. This unique programme also includes online certification courses that teach crew about Jamaica’s rich heritage, flora and fauna, empowering them to become knowledgeable ambassadors of the destination.
Nassau, The Bahamas
After an extensive two-year transformation project to revitalise and expand Prince George Wharf, Nassau Cruise Port announced the completion of phase one of its construction project in May 2023. This $300 million project features a new 700-foot berth and comprehensive refurbishment of all piers, enabling the port to accommodate six cruise ships daily, including three Icon-class vessels, significantly boosting tourism to the region. The new port showcases Bahamian culture and entertainment with a curated selection of onsite tenants and offerings, celebrating the heritage and history of the 300-year-old city of Nassau.
Puerto Rico
Airlift at San Juan’s Luis Muñoz Marín International Airport in Puerto Rico has seen a 40 per cent increase compared to 2019, enhancing connectivity for the more than 300,000 passengers expected to turnaround in the Port of San Juan this winter. With over 125 daily flights from 35 US cities, as well as nonstop connectivity from Europe, Canada, Latin America and the Caribbean, passengers can easily arrive for their cruise and pre/post stays in Puerto Rico. The synergy between affordable and reliable airlift and over 16 homeport ships positions San Juan as both a premier destination and gateway to the region.
Tampa Bay, Florida
Port Tampa Bay continues to experience strong growth of its cruise business and is expected to welcome with over 1.5 million passengers for the 2024-2025 season. With the recent addition of Margaritaville at Sea Paradise and a third Royal Caribbean International vessel to its portfolio, Port Tampa Bay is now the homeport for eight cruise ships, including two from Carnival Cruise Line, and one from both Norwegian Cruise Line and Celebrity Cruises. Anticipating continued growth, the port is starting to plan for the development of a fourth cruise terminal.
US Virgin Islands
The US Virgin Islands (USVI) offers visitors an array of opportunities across its three main islands. Visiting the easternmost point of the USA at Point Udall in Saint Croix, enjoying some duty-free shopping and a yacht day in Saint Thomas, or scuba diving at Trunk Bay in Saint John are just some of the many experiences available for cruise passengers in the islands.
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