The CEO of the Caribbean Hotel & Tourism Association (CHTA), Vanessa Ledesma, highlighted in an interview with ABC MUNDIAL that the region’s greatest challenge is closing the gap between hotel demand and the capacity of local producers. Following the recent CHIEF 2025 edition in Barbados, she emphasized the need to enhance regional logistics, strengthen small producers, and advance economic models that retain more value within the Caribbean.

The regional leader explained that the tourism sector continues to face structural limitations: insufficient production volume, inconsistent quality, limited variety, and high costs that prevent hotels from sourcing more Caribbean-made products. Initiatives such as the Linkages Showcase, the agreements signed with the CARICOM Private Sector Organization (CPSO), and the models implemented in Jamaica and Saint Lucia show that economic integration is possible, although significant room for improvement remains.

Ledesma stressed that governments must play a more active role by providing fiscal incentives, improving logistics, and offering technical support for local producers. She also underscored the role of CHIEF 2025 as a platform to accelerate concrete solutions and create direct connections between suppliers and hotel operators, in a context also marked by ongoing recovery efforts following Hurricane Melissa.

FULL INTERVIEW

Interviewer: Karina Giorgenello – ABC MUNDIAL
Interviewee: Vanessa Ledesma, CEO, Caribbean Hotel & Tourism Association (CHTA)

Findings from the study on Caribbean products

1. What were the key findings regarding the capacity of local producers to supply the hotel sector?
According to the survey conducted by CHTA among 18 National Hotel and Tourism Associations, 56% stated that local producers are unable to provide the consistent quantities required by the industry. Additional obstacles include inconsistent quality, limited variety, high production costs, unreliable or expensive utilities, and insufficient distribution channels. These challenges restrict the industry’s ability to meet the growing traveler demand for authentic experiences and locally sourced products.

2. The report identifies obstacles such as limited volume, quality, and variety. How can CHTA help close this gap between supply and demand?
CHTA is actively fostering stronger linkages through:
● Connecting hotels and producers via initiatives such as the Linkages Showcase.
● Hosting webinars and meetings to share regional best practices.
● Supporting the creation of more competitive pricing environments and stronger distribution networks.
● Leveraging strategic alliances, including the recent Memorandum of Understanding with the CARICOM Private Sector Organization (CPSO), which provides access to new resources, information, and contacts to strengthen the regional supply chain.

3. What role should governments play through fiscal incentives or subsidies to facilitate local sourcing by hotels?
Governments must create conditions that make local purchasing more viable and competitive. This includes offering fiscal incentives, supporting producers to meet quality and volume standards, and improving regional logistics and trade. With these measures, hotels can procure local goods more efficiently and sustainably.

4. From your perspective, which positive examples in the region —such as Jamaica and Saint Lucia— could serve as models?
Jamaica has one of the most comprehensive and successful linkage models through its Tourism Linkages Network (TLN), established in 2013 under the Ministry of Tourism. Its flagship initiative, the Agri-Linkages Exchange (ALEX), is a 24/7 digital marketplace that connects more than 2,000 registered farmers with hotels and restaurants. Hotels can publish weekly demand forecasts, and farmers respond immediately. Complemented by speed networking events and the annual Christmas in July fair, the TLN has increased the tourism dollar retention rate in Jamaica from 20–30 cents a decade ago to approximately 40–45 cents today.

Saint Lucia offers one of the most practical and low-cost models through its Virtual Agricultural Clearing House (VACH), launched in 2016. Operated through simple WhatsApp groups, farmers publish product availability while hotel chefs share their needs—no formal app or major investment required. In its first three years, VACH facilitated more than US$1 million in direct sales and strengthened long-term supplier–hotel relationships. The model is now being upgraded into a formal app with government support.

5. How can regional logistics be strengthened to expand access to Caribbean products across hotels within and beyond their countries of origin?
Survey findings and discussions during the recent Linkages webinar highlighted the urgent need for stronger regional logistics systems. Representatives from Jamaica, Saint Lucia, and the hospitality sector emphasized that more efficient logistics are essential to increase intra-regional trade. Participants also stressed that expanding financial support for small producers will help them increase production capacity and better respond to hotel demand.

6. What role does the Linkages Showcase play in connecting entrepreneurs with the tourism industry and promoting authenticity in the visitor experience?
The Linkages Showcase serves as a direct meeting point between regional suppliers and the tourism sector, enabling entrepreneurs to present products that reflect the cultural authenticity travelers seek. Participants such as Saint Lucian entrepreneur Vaughn Constable noted how the platform helps bring visibility to culturally rooted local products. The initiative will also play a key role during CHIEF, where suppliers from multiple Caribbean countries will present goods used by the hospitality sector.

CHIEF 2025: Innovation and collaboration in the Caribbean

7. What is the importance of CHIEF within CHTA’s regional strategy?
CHIEF is a cornerstone event for the Caribbean hospitality ecosystem. It convenes industry leaders to analyze common challenges, exchange best practices, and strengthen initiatives that enhance regional competitiveness. This year’s edition integrated a special Linkages Showcase, continuing an initiative originally launched at Caribbean Travel Marketplace to deepen connections between regional producers and the tourism industry.

8. What were the main themes and featured speakers at CHIEF 2025?
Key sessions addressed culinary innovation (“Flavors with Intent”), guest experience transformation (“From Greeting to Goodbye”), digital strategy (“Clicks That Count”), sustainability (“The Real Cost of Doing Nothing”), and cybersecurity (“Cyber Alert”).

9. How does CHTA expect CHIEF’s outcomes to drive innovation and sustainability in Caribbean hospitality?
Recent regional discussions and survey results have highlighted urgent needs such as improved logistics, stronger financial support for small producers, and greater access to regional goods within hotel supply chains. By bringing associations, hotels, and suppliers together—powered by the Linkages Showcase—CHIEF supports the development of innovative, sustainable models based on deeper regional integration.

Current challenges and regional outlook

10. How has CHTA supported its members following Hurricane Melissa, particularly in Jamaica and other affected islands?
Following Hurricane Melissa, CHTA has worked jointly with the CHTA Education Foundation and the Jamaica Hotel and Tourist Association to activate several support initiatives. Through the CHTA Disaster Response Fund, resources are being allocated for short- and medium-term recovery needs.
A hotel-stay auction is raising funds for professional development programs for tourism workers, while the “One Caribbean Family” initiative is mobilizing donations through hotel bookings. Additionally, the “Adopt a Family” program is providing direct assistance to households affected, particularly families with infants, pregnant women, and persons with disabilities.

11. What lessons do events like this offer regarding the resilience of Caribbean tourism?
Hurricane Melissa reaffirmed the resilience of the Caribbean tourism sector and its ability to mobilize quickly and collaboratively. The coordinated efforts of CHTA and national associations illustrate how unified action enables rapid resource mobilization and community support, demonstrating the sector’s strength and commitment to recovery.

12. Can you share any details about the CHIEF 2026 host destination or other upcoming CHTA events?
CHTA will officially announce the host destination for CHIEF and Taste of the Caribbean 2026 in the coming days, with dates confirmed for November 16–19, 2026. The association will also continue to expand high-impact initiatives, including the second edition of the Direct Booking Summit, Caribbean Edition, scheduled for May 15.

13. What final message does CHTA wish to convey to Caribbean governments, industry leaders, and communities about the future of regional tourism?
Our message is that the future of Caribbean tourism depends on strengthening economic integration, supporting the workforce, and building more resilient systems. The region has the talent, creativity, and collaborative spirit required to ensure that the benefits of tourism are more widely shared and contribute to local development and community well-being.