What's Happening?
Saint Lucia is set to host the first Caribbean Tourism Organization (CTO) Latin American Market Summit on May 5-6, 2027. The announcement was made at the World Travel Market Latin America in Brazil. The summit aims to strengthen tourism ties between the Caribbean and
Latin America by improving air connectivity and building commercial partnerships. The event will bring together Latin American airlines, tour operators, travel agents, media representatives, and partner destinations to explore opportunities and advance regional collaboration. The focus will be on positioning the Caribbean as a premier destination for Latin American travelers and sharing market research and insights. The summit will also feature showcases of individual Caribbean destinations and targeted sessions on route development, market intelligence, and partnership-building initiatives.
Why It's Important?
The summit represents a significant step in diversifying the Caribbean's traditional source markets by tapping into the fast-growing Latin American travel market. Improved air connectivity and targeted marketing campaigns have already led to a 23.7% increase in arrivals from South America in 2025, highlighting the region's potential as a strong-performing source market. By hosting the summit, Saint Lucia aims to open fresh markets, boost visitor numbers and revenue, and drive sustainable economic growth across the region's communities. The event is expected to enhance cooperation with industry partners and deliver tangible benefits for member countries, contributing to the overall economic development of the Caribbean.
What's Next?
The summit will take place just before the start of the Saint Lucia Jazz & Arts Festival, providing an opportunity to attract more visitors to the island. Organizers plan to build on findings from the CTO Air Connectivity Study to identify new air services to key South American markets, including Argentina, Chile, and Brazil. The event will focus on strengthening ties with Latin America and targeting new direct links to boost visitor numbers and revenue. The summit is expected to lead to increased collaboration and commercial partnerships between Caribbean tourism stakeholders and the Latin American travel market.
