Agent Diary: There’s never been a better time to get reacquainted with the Caribbean

Who doesn’t love the Caribbean? The soul, the food, the characters, the warmth, the love – there really is nowhere else quite like it. As travel agents, it’s easy to forget the Caribbean is so much more than beaches – there’s also wildlife, rainforests, volcanoes, dramatic landscapes, world‑class diving, adventure, history and culture.

I’ve experienced the Caribbean in lots of ways: an all-inclusive beach holiday in Jamaica; a girls’ self-catering trip to Saint Martin; a cruise around the Bahamas; and a tour of beautiful Barbados. Each trip has shown me something different. 

Before I’d visited, I probably thought the Caribbean was much of a muchness – an easy assumption to make if we haven’t experienced the destinations ourselves.

Of course, there are similarities: beautiful beaches, warm hospitality, incredible music and a love of rum. But every island has its own personality, history, food, culture and vibe – that’s where we can really add value.

Carnival colours

If you’re not familiar with the Caribbean, the tourist boards are a brilliant place to start, packed with inspiration beyond the traditional resort holiday. I particularly love the range of events – there’s always something happening somewhere, and they know how to put on a party. Carnival season is a perfect example, with colour, music, costumes and incredible atmospheres – and a reminder of just how much influence the Caribbean has around the world, given how far those celebrations have travelled, including to Notting Hill.

Over the past few years, the Caribbean has had to fight harder for its place in the market, with Asia and Dubai luring customers with value, choice and new hotels.

For a while, some Caribbean properties weren’t reinvesting quickly enough to compete – but that’s changing. We’re seeing new hotels, major refurbishments and exciting developments; Jamaica is a great example, where several resorts hit by hurricanes have used the chance to refurbish and come back stronger, with Sandals investing heavily in its properties. Customers who visited years ago may think they know what the region offers, but 2027’s Caribbean could look very different.

Cruise experiences 

Another area I’m seeing a lot of interest in is Caribbean cruising. And it can be a brilliant introduction, letting you experience several islands and find the places you want to return to. It’s the perfect way to turn a first Caribbean experience into a future booking.

Customers still want to travel, and with Christmas on the horizon and Easter falling early in 2027, the Caribbean is in a strong position – particularly for multigenerational families. Just last month, we made a £100,000 booking to Colony Club in Barbados for Christmas for three generations of one family – proof that when the product is right, customers are prepared to invest. Now is the time to be talking about it: availability at the most popular properties won’t wait. 

With so much changing, there’s never been a better time to get reacquainted with the Caribbean — and to help your customers fall in love with it all over again.