CHTA champions sports tourism in the Caribbean after historic Paris Olympics success

The Caribbean Hotel and Tourism Association (CHTA) has called on the region to embrace sports development and sports tourism following the outstanding performance of Caribbean athletes at the recent Paris Olympic Games.

The Fort Lauderdale-based CHTA said on Wednesday that historic achievements by athletes like St. Lucia’s Julien Alfred and Dominica’s Thea LaFond, who secured their countries’ first-ever Olympic medals; Marileidy Paulino, the first woman from the Dominican Republic to win an Olympic gold; and Jamaica’s Roje Stona, setting the Olympic men’s discus record, “have shone a global spotlight on the Caribbean’s diverse athletic prowess.” 

“The success of our athletes is a testament to the incredible talent and potential that exists in the Caribbean,” said CHTA President Nicola Madden-Greig. “It’s time for us to dream even bigger and invest more in developing our sports men and women across all disciplines and seek to build a strong sports tourism market, not only to support our athletes but also to reap the economic and cultural benefits this thriving industry can bring to our region.” 

CHTA noted that the Caribbean’s recent Olympic success builds on “the incredible legacy of sporting giants who have long put the region on the global athletic map.”

“Jamaican sprinters Usain Bolt and Shelly-Ann Fraser-Pryce revolutionized track and field with their dominance and charisma,” CHTA said. “Grenadian Kirani James brought attention to the smaller islands with his 400m prowess, earning Olympic gold, silver and bronze medals across three Games.” 

CHTA stressed “the crucial role of cooperation among governments, tourism departments, sports organizations and the private sector in building a strong sports tourism infrastructure,” underscoring the need for educational programs and initiatives to nurture young talent and create opportunities for athletes, sports associations and administrators to excel. 

Nicola Madden-Greig, President of CHTAPhoto credit: CHTA

“This extends to fostering talent in event management and marketing, enabling the Caribbean to create curated tours, establish museums that honor the region’s sporting heritage, and organize distinctive sports events that spotlight Caribbean culture and provide a platform for local athletes to shine,” CHTA said. 

According to CHTA’s data partner, ForwardKeys, sporting events play “a significant role in boosting tourism across Caribbean destinations, with varying levels of impact.”

It said high-profile, internationally-recognized events like the recently held ICC Men’s T20 Cricket World Cup “tend to generate substantial increases in traveler volumes, as they attract a broad audience of fans from around the world.”

For example, ForwardKeys ticket sales to Barbados during the week of the fixture announcement (January 4-10, 2024) for travel dates during the competition increased by 90 percent compared to the same period last year. 

“Sports tourism is more than just hosting events; it’s about creating a holistic experience that showcases our culture, natural beauty and sporting excellence,” Madden-Greig said. “By investing in sports tourism, we can attract visitors from around the world, including those looking for year-round training destinations and experiences. This will boost our economies and inspire the next generation of Caribbean athletes.” 

CHTA called for the Caribbean to embrace sports tourism, recognizing its “significant cultural and economic potential.”

It said this growing sector, now taught at leading universities, generates about 10 percent of global tourism expenditure according to UN Tourism. 

CHTA stressed the importance of integrating sports tourism into regional development strategies “to diversify and enhance the Caribbean tourism product, capitalizing on this rapidly expanding market. 

“CHTA is committed to working with its partners to seize the momentum generated by the recent Olympic success and establish the Caribbean as a premier sports tourism destination,” said Madden-Greig, noting that many hoteliers throughout the region already participate in, sponsor and support sporting events.

She urged CHTA members to get involved with this growing segment. 

“Together, we can transform the Caribbean into a global sports tourism powerhouse while also empowering our young people to become the leaders of tomorrow,” Madden-Greig said.