Antigua and Barbuda – The recent Caribbean Travel Marketplace, held in Antigua and Barbuda, kicked off with the Caribbean Travel Forum, a high-level gathering of key players and policymakers from the region's tourism industry. Among the standout participants was Nicola Madden-Greig, Group Director of Marketing at Courtleigh Hospitality Group and Immediate Past President of the Caribbean Hotel & Tourism Association (CHTA), who shared with ABC Mundial the strategic steps Jamaica is taking to deepen its engagement with Latin American travelers.

“Well, you know, we are investing much more heavily in the Latin market,” said Madden-Greig. “We have new airlift that is coming in, so we're very excited to see how we can continue to grow. We're putting a lot more focus on it.”

Madden-Greig emphasized the importance of linguistic inclusivity as part of this regional growth strategy. “We’re looking at encouraging our hoteliers to have more things both in English and in Español so that we can definitely have better communication for the travelers who are coming to Jamaica,” she added.

Her remarks reflect a growing awareness among Caribbean destinations of the potential within the Latin American market, especially given improving air connectivity and a rising interest in multi-cultural travel experiences.

The Caribbean Travel Forum, which preceded the official opening of the marketplace, served as a platform for in-depth dialogue on tourism investment, connectivity, and regional cooperation. Madden-Greig has been a leading voice in promoting sustainable tourism and cross-industry partnerships, and her perspective underscores the Caribbean’s evolving approach to diversification in source markets.

As Jamaica continues to position itself as more than just a beach destination — embracing its cultural richness, music legacy, gastronomy, and vibrant cities like Kingston — the integration of Spanish-speaking travelers into its tourism ecosystem marks a significant and promising step forward.