Caribbean Tourism Rebounds in Wake of Hurricane Beryl
The Caribbean tourism industry has shown extraordinary resilience in the wake of Hurricane Beryl, with data revealing a rapid rebound in travel bookings.
Despite the initial impact of the storm, which made landfall as a Category 4 hurricane in the Grenadines on July 1, the region has experienced a remarkable turnaround, driven particularly by visits from the U.S., the region’s largest market.
Comprehensive air travel data from ForwardKeys, analyzed in collaboration with the Caribbean Hotel and Tourism Association (CHTA), reveals
a short-term decline in Caribbean bookings immediately following the storm, followed by a solid recovery. Analysis of air tickets issued between June 30 and July 23 shows a modest 2% drop compared to the same period in 2023.
Destinations that were in the storm’s direct path saw more pronounced falls, such as Grenada with a 14% decline and Jamaica with a 24% drop. Notably, the period leading up to the hurricane saw a 9% increase in bookings across the Caribbean, demonstrating strong pre-storm travel interest. During that period, Jamaica recorded an 5% increase while Grenada recorded an impressive 26% rise.
Jake’s at Treasure Beach is a “rustic luxury” property on the largely unexplored south coast of Jamaica. PHOTO COURTESY JAKE’S TREASURE BEACH
The U.S., which is the largest source market for the Caribbean, has shown encouraging signs of a swift recovery. Starting from July 9, ticket sales from the U.S. to the Caribbean have returned to year-on-year growth, marking a faster recovery compared to the overall average. This is particularly significant given that the U.S. initially saw a decline of 36% immediately after the hurricane, highlighting the resilience and ongoing appeal of the region.
“While there was an immediate and severe hit to bookings, we are seeing a normalization to 2023 levels across the region, which bodes well for the remainder of the season,” said Oliver Ponti, Director of Intelligence and Marketing at ForwardKeys. ”
“While the impact of Hurricane Beryl was felt directly in the affected destinations – St. Vincent and the Grenadines, Grenada, Carriacou and Petite Martinique, and the south coast of Jamaica – as well as indirectly in other islands in the region, it’s crucial to remember that the Caribbean is vast,” said Nicola Madden-Greig, President of CHTA. “While travel to affected areas temporarily decreased, numerous destinations untouched by the storm remain fully operational and open for business.
“Moreover, the swift rebound in bookings from the U.S., our largest source market, underscores our region’s enduring appeal. This rapid recovery not only highlights our industry’s resilience and strength but also reaffirms our unwavering commitment to overcoming challenges,” Greig said.
