Dominica champions sustainable tourism at Caribbean Travel Marketplace in Antigua

Dominica is taking a bold step toward solidifying its reputation as the “Nature Island of the Caribbean” by spotlighting its sustainable tourism strategy at the 43rd Caribbean Travel Marketplace, currently being held in Antigua and Barbuda from May 18 to 22, 2025. The event, organized by the Caribbean Hotel and Tourism Association (CHTA), is the region’s most prominent gathering of tourism industry stakeholders.

The Discover Dominica Authority (DDA) is spearheading the island’s representation at the event, with a delegation led by Marva Williams, CEO and Director of Tourism. Joining her are senior marketing and communications officials, alongside representatives from Zapwater Public Relations, which oversees Dominica’s North American public relations efforts.

According to the DDA, the country’s participation is part of a broader strategic initiative to promote Dominica’s strengths in eco-tourism, adventure travel, wellness retreats, and cultural heritage. The lush Caribbean island has long differentiated itself through its unspoiled natural beauty, geothermal wonders, and commitment to environmentally responsible tourism development.

“Participating in the Caribbean Travel Marketplace is a strategic move to solidify our reputation as a leading sustainable tourism destination,” said Williams. She emphasized that Dominica’s tourism strategy is rooted in long-term environmental stewardship, cultural authenticity, and community-based economic development.

This year’s Marketplace introduces several new initiatives to further regional collaboration and innovation in travel:

• Responsible Tourism Day: A full-day program focused on best practices in sustainable tourism and climate adaptation.
• Caribbean Travel Forum: A think-tank style event gathering industry leaders, ministers, and policy influencers to chart the region’s tourism growth roadmap.
• Direct Booking Summit – Caribbean Edition: The first regional edition of the global summit aimed at empowering hoteliers to reduce dependency on OTAs and optimize direct customer relationships.

These additions make this year’s edition particularly important for destinations like Dominica that are focused on long-term, responsible growth rather than mass tourism.

Dominica’s Eco-Tourism Advantage

Dominica is known for its 365 rivers, the Boiling Lake—the second-largest hot spring in the world—and its position as one of the few remaining Caribbean islands without an international chain resort. These features, combined with nature-centric resorts, whale watching, hiking trails, and Kalinago cultural experiences, make it a model destination for sustainable travel.

By participating in Antigua’s high-profile tourism marketplace, Dominica is not just promoting its offerings but also building strategic alliances with regional tour operators, hoteliers, travel media, and global buyers seeking off-the-beaten-path destinations with authentic experiences.

Regional Unity and Tourism Diplomacy

The event further strengthens tourism diplomacy between Antigua and Barbuda and Dominica, with both nations promoting eco-conscious and resilient tourism practices. It reflects a growing Caribbean trend: prioritizing not just tourism volume, but tourism value, sustainability, and cultural integrity.

As global travelers become increasingly discerning and environmentally aware, destinations like Dominica are well-positioned to meet demand with purpose-driven travel narratives.

Looking Ahead

The Discover Dominica Authority aims to leverage insights and connections from the Caribbean Travel Marketplace to enhance its strategic positioning in target markets, particularly North America and Europe. Efforts are underway to expand digital campaigns, develop immersive visitor experiences, and improve infrastructure with minimal environmental impact.

Williams noted that future partnerships and innovation-focused projects discussed at the forum could provide vital support for ongoing efforts to develop low-carbon tourism products and training for local communities in hospitality and conservation.

Conclusion

Dominica’s active role in the Caribbean Travel Marketplace is a clear signal of its long-term vision: a tourism sector that enriches both the visitor and the island’s people, while preserving the pristine environment that sets the country apart. By advocating for sustainable development and showcasing its natural and cultural capital, Dominica invites the world to discover not just a destination—but a philosophy.