Caribbean sees “remarkable turnaround” following Beryl, says CHTA

Rapid rebound bookings in the Caribbean are driving a strong recovery following the destruction left behind by Hurricane Beryl last month, says the Caribbean Hotel and Tourism Association (CHTA).

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,” the CHTA said in a press release on Aug. 2.

The recovery is largely driven by travellers from the United States, its largest market.

Short-term drop in bookings

While there was a short-term decline in Caribbean bookings immediately following the storm, the recovery has been “impressive,” says the CHTA.

Analysis of air tickets issued between June 30 and July 23 shows a modest two per cent drop compared to the same period in 2023.

READ MORE: Bob Family Travel & industry step up to help Caribbean islands impacted by Beryl

Destinations that were in the storm’s direct path saw more dramatic falls, such as Grenada with a 14 per cent decline and Jamaica with a 24 per cent drop.

Notably, the period leading up to the hurricane saw a nine person increase in bookings across the Caribbean, demonstrating strong pre-storm travel interest.

During that period, Jamaica recorded an five per cent increase while Grenada recorded a 26 per cent rise, says the CHTA.

Grenada feels impact but rebounds quickly

Grenada, one of the islands directly impacted by the storm, is also showing a strong recovery, the CHTA says.

Although intra-Caribbean ticket sales fell 23 per cent and bookings were down 18 per cent from key U.S. markets such as Boston (-19%), Miami (-18%) and New York (-15%), Grenada’s market has bounced back to “near-normal levels,” the organization said.

Booking patterns have shifted, with last-minute trips to Grenada from the U.S. in July seeing a 51 per cent increase in cancellations due to the hurricane disruption.

READ MORE: Jamaica welcomes 55,000 visitors post-Hurricane Beryl

However, cancellations for trips from August onwards were less impacted, rising by six per cent.

The rebound is particularly significant given the initial challenges, with key segments like Business and Visiting Friends and Relatives (VFR) showing notable growth of 57 per cent and 12 per cent, respectively, since July 2.

Jamaica & regional recovery

Bookings to Jamaica from elsewhere in the Caribbean have followed a similar pattern as Grenada and the region as a whole, with a swift recovery to 2023 levels suggesting the initial hurricane impact was short-lived and traveller confidence was restored quickly, the CHTA says.

“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 Olivier Ponti, director of intelligence and marketing at ForwardKeys, in a statement.

Last month, Jamaica revealed that it welcomed 55,000 visitors since reopening its ports following Hurricane Beryl.

“On July 2 and 3, we had no tourists arriving in Jamaica,” said Tourism Minister Hon. Edmund Bartlett. “But on the Fourth of July we started receiving visitors again. In just seven days we’ve brought in a total of 55,000 visitors.”

Remember: “The Caribbean is vast”

Nicola Madden-Greig, president of the CHTA, added that while the impact of Hurricane Beryl was felt directly in the affected destinations – St. Vincent and the Grenadines, Grenada, Carriacou and Petite Martinique, and South Coast of Jamaica – as well as indirectly in other islands in the region, “it’s crucial to remember that the Caribbean is vast.”

“While travel to affected areas temporarily decreased, numerous destinations untouched by the storm remain fully operational and open for business,” she said.  

“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.”  

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