Published on
August 22, 2025
The ASTA Caribbean Showcase is set to return in spectacular fashion from August 23 to 27, 2025, hosted at the luxurious Sandals South Coast in Whitehouse, Jamaica. Organized by the American Society of Travel Advisors (ASTA), this highly anticipated annual event transforms traditional trade shows into a vibrant, immersive experience where the Caribbean is not just the location—it is the product itself. Travel professionals from around the world—including representatives from Argentina, Australia, Austria, Bangladesh, Belgium, Brazil, Canada, China, Colombia, France, Germany, India, Japan, South Africa, United Kingdom, and many more—will gather for five days of in-depth learning, hands-on experiences, and direct engagement with top Caribbean travel brands and suppliers.
Sandals South Coast Becomes the Stage for Caribbean Excellence
Sandals South Coast, one of the Caribbean’s premier all-inclusive resorts, will serve as the central venue for the event. This property is designed to showcase the very best of Caribbean hospitality, architecture, and innovation. Attendees will stay in overwater villas, beachfront swim-up suites, and the new Rondoval Village—each accommodation offering a unique window into the luxury experiences they’ll be promoting to clients.
Water plays a central role in every aspect of the property. From the overwater wedding chapel to the crystal lagoon pools and open-air bars, the resort immerses attendees in the sensory richness of the Caribbean. This immersive setting turns every hour of the event into a learning opportunity, giving agents direct exposure to what clients will experience, from culinary excellence to world-class entertainment.
The Destination Is the Product—Event Programming that Brings the Caribbean to Life
The ASTA Caribbean Showcase 2025 focuses on full destination immersion. Every session, networking event, and activity revolves around experiencing the Caribbean from a traveler’s perspective. The event’s General Session will feature presentations from Caribbean government tourism boards, resort executives, and industry thought leaders, offering deep insight into the region’s latest trends, tourism growth, and future developments.
Participants will not just hear about the Caribbean—they will feel it. Educational panels will explore everything from all-inclusive resort trends and luxury cruise options to sustainable travel strategies and regional airline access. These sessions will empower agents to promote the Caribbean with accuracy, authenticity, and confidence.
Powerful Trade Show with Leading Caribbean Suppliers
The Showcase’s dynamic trade show will allow advisors to meet directly with a wide range of participating Caribbean suppliers and tourism authorities. These include:
- Sandals Resorts/Unique Vacations, Inc.
- Jamaica Tourist Board
- Dominican Republic Tourism Board
- Discover Puerto Rico
- The Bahamas Ministry of Tourism
- Antigua and Barbuda Tourism Authority
- St. Vincent and the Grenadines Tourism Authority
- Virgin Voyages
- Royal Caribbean International
- MSC Cruises
- Hyatt Inclusive Collection
- Marriott International
- Wyndham Hotel Group
- AIC Hotel Group
- Scenic Luxury Cruises
- Salterra
- Goway Travel
- ASTA
These one-on-one interactions will help attendees build vital supplier relationships, explore FAM trip opportunities, access special promotions, and expand their regional knowledge base—equipping them to grow their Caribbean business portfolio.
Jamaica: A Strategic and Symbolic Choice
Jamaica, a crown jewel of the Caribbean, serves as the ideal host for this year’s showcase. With over 4.3 million visitors welcomed in 2024 and tourism revenues reaching $4.3 billion, the island has proven itself as a regional leader in hospitality and destination innovation.
The event location in Westmoreland places attendees in close proximity to some of Jamaica’s most stunning natural attractions and iconic cultural landmarks, which are often integrated into the Showcase programming.
Attendees will fly into Jamaica’s well-connected airports, with most arriving via Sangster International Airport (MBJ) in Montego Bay. This modern gateway offers world-class facilities and easy ground transfers to Whitehouse. Others may arrive through Norman Manley International Airport (KIN) in Kingston or Ian Fleming International Airport (OCJ) near Ocho Rios, providing flexible access from international and regional origins.
Airlines Elevating the Showcase Experience
Key airline partners play a crucial role in supporting the event. Caribbean Airlines, the flag carrier of Jamaica and Trinidad & Tobago, will provide seamless service from across the Caribbean and North America. The airline’s operations through Kingston and Montego Bay ensure accessible travel for attendees, with modern aircraft and growing regional frequency.
JetBlue Airways, a long-standing supporter of Caribbean destinations, offers extensive connectivity from U.S. cities including New York, Boston, and Fort Lauderdale directly into Jamaica. Their service quality and affordability make them a preferred carrier for travel advisors and leisure clients alike.
Boutique Accommodations Near the Venue
While Sandals South Coast is the central hub of the event, additional lodging options nearby offer unique perspectives on Jamaican hospitality. Attendees looking to extend their stay or enjoy a more intimate experience can explore:
- Elaine’s Chateau – A boutique guesthouse with ocean views, locally sourced cuisine, and personalized service.
- Ivy’s Cove – A beachfront fourplex offering stylish two-bedroom condos, private beach access, and lagoon kayaking.
- Westmore Beach Villas – Luxury self-contained villas with infinity pools, private chefs, and lush gardens.
Each property aligns with ASTA’s commitment to showcasing the full range of Caribbean accommodations—beyond big-brand resorts—to equip agents with diverse client options.
Cultural and Natural Enrichment Activities Integrated Into the Program
Beyond business and education, the ASTA Caribbean Showcase integrates cultural immersion and adventure into the schedule. Participants can take excursions to nearby sites such as:
- YS Falls – A cascading seven-tier waterfall ideal for swimming and nature photography.
- Rose Hall Great House – A historical plantation mansion known for its haunting legends and Georgian architecture.
- Seville Great House – A heritage park featuring remnants of Spanish colonization and reconstructed Taino and African village structures.
These curated experiences are more than leisure—they’re part of the Showcase’s educational strategy, helping advisors understand what draws clients to the region year after year.
A True Celebration of Caribbean Travel
The ASTA Caribbean Showcase 2025 is more than a conference. It is a five-day journey into the heart of the Caribbean tourism ecosystem—one where every interaction, every view, and every taste reinforces the product advisors will sell.
By placing the region’s luxury resorts, cultural experiences, cruise itineraries, airlines, and hidden gems into the spotlight, ASTA ensures that each participating travel advisor becomes an ambassador of Caribbean excellence.
This year’s event promises to inspire not only stronger business partnerships, but also a deeper personal connection to the Caribbean—making it a must-attend showcase for any travel professional serious about growth in this thriving market.
