CHTA has selected Florida International University to lead a six-month study on Caribbean tourism demand, aiming to strengthen local supply chains and reduce reliance on imported goods.
The research will quantify demand for agricultural products, manufactured goods, and entertainment services across the hospitality sector. By mapping supply chains and estimating economic leakages, the project seeks to identify investment opportunities for Caribbean producers. This initiative builds on previous work done for Jamaica, expanding the scope to multiple destinations.
Tourism remains a dominant economic force in the region. In 2025, the Caribbean welcomed an estimated 35 million stayover visitors, surpassing pre-pandemic levels and generating more than US $40 billion in visitor spending. This spending creates substantial demand for food, beverages, and manufactured inputs, yet a significant portion of these goods continues to be imported.
According to the announcement, researchers will apply simulation modelling to produce national and regional estimates of tourism expenditure patterns. The team will conduct desk analysis of trade and investment data alongside primary field research, including surveys of hotels, restaurants, cruise operators, and government ministries. By studying a representative sample of at least six jurisdictions that reflect varying levels of tourism intensity and geographic diversity, the project aims to ensure findings have broad applicability.
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The Study is being guided by CHTA’s Linkages Task Force, chaired by Immediate Past President Nicola Madden-Greig. She noted that tourism must serve as a catalyst for entrepreneurship and economic empowerment. The goal is to help Caribbean people derive greater value from the industry and build generational wealth.
Michael Cheng, dean of FIU’s Chaplin School, emphasized the importance of robust data in this process. He explained that the university will combine desk analysis with field research to provide actionable insights. The project is expected to result in a final report, executive summary, and policy briefs shared with members and regional stakeholders, including governments and development partners.
While the scope is clearly defined, the practical execution of these recommendations remains complex. If local suppliers cannot scale production to meet the volume required by international hotel chains, the study may yield excellent data that struggles to translate into tangible shifts in purchasing behavior. The success of this initiative will depend heavily on whether the resulting policy recommendations are accompanied by the necessary capital and infrastructure development to make local sourcing a viable, scalable business model.
CHTA President Sanovnik Destang and CEO Vanessa Ledesma both highlighted the study’s role in supporting a more inclusive sector. By understanding precisely where demand lies, the association hopes to help members manage costs while supporting Caribbean producers and reinforcing industry resilience.
