MORE than 300 members of the 18,000-strong American Society of Travel Advisors (ASTA), tourism leaders, and trade media last week converged on Dutch-speaking Curacao, courtesy of Sandals Royal Curacao, for their annual Caribbean Showcase.

The back story to the get-together was that in two years since the opening of the resort, tourism in Curacao had grown by a whopping 172 per cent, according to General Manager Daniel Waters.

It was ASTA’s third-annual Caribbean Showcase, part of a package of 10 across the Sandals resort chain, which brings the travel advisors to the region to engage in advanced training with over 40 local suppliers, tour operators, and destination management companies.

“The Caribbean Showcase has grown significantly since we first launched the programme, with more travel advisors attending each year — reflecting the increasing demand and passion for Caribbean travel among their clients,” said Zane Kerby, the ASTA president and CEO.

“With the Caribbean nearly neck and neck with Europe as a top destination, this coveted annual event provides travel professionals the opportunity to deepen their connections and expand their first-hand knowledge of the region. This dedication to enhancing their business sets travel advisors apart,” said Kerby.

Education seminars gave way to enlightening data bolstering travel to the Caribbean, with more than 80 per cent of travel advisors reporting bookings to the region this year. According to ASTA’s recent member survey, the Caribbean currently ranks as the second most popular destination among travellers, trailing Europe by only one per cent.

This year participants had the opportunity to discover Sandals Royal Curaçao, one of the newest Sandals hotels and already developing a reputation for its beautifully appointed accommodations, expansive ocean vistas, prime location within the island, and unique offerings that celebrate the local culture.

“Partnering with ASTA to host the Caribbean Showcase for its third year is an incredible honour for the Sandals brand,” said Gary C Sadler, the Jamaican-born executive vice-president of sales and industry relations at Miami-based Unique Vacations Inc, an affiliate of the worldwide representatives for Sandals Resorts and Beaches® Resorts.

“We’re shaking the tree so that you can pick up the fruits,” declared Sadler. “This event is not just about highlighting the beauty and diversity of the Caribbean — a region Sandals proudly calls home — but also about empowering the travel advisors who play such a crucial role in bringing these destinations to life for travellers.

“Travel advisors can count on the brand’s unwavering support, with the full strength of the organisation behind them to ensure they have every possible resource to design unforgettable journeys for their clients — including immersive weekends such as this one — in turn thriving in their respective businesses.”

The travel advisors, formerly referred to as travel agents, were captivated by Curaçao’s rich culture and breathtaking landscapes through experiences curated by Sandals Royal Curaçao and Island Routes Adventure Tours. Highlights included open-air city bus tours, culinary explorations, and a Caracas Bay snorkel and catamaran cruise that each brought forward the destination’s beauty and charm.

Following a weekend of excitement, ASTA announced dates for next year’s ASTA Caribbean Showcase, which will be held at Sandals Ochi in Ocho Rios, Jamaica, from August 23-27, 2025, and invited travel advisors to register now to take advantage of discounted early registration rates.