Caribbean Tourism Boards Go Digital—Here’s What’s Driving the Change

The way travelers plan, book, and experience travel has changed dramatically—and destination marketing organizations (DMOs) are evolving to keep pace. For Caribbean DMOs, digital transformation is no longer a nice-to-have. It’s the key to staying visible, competitive, and connected to today’s traveler.

To better understand how DMOs are adapting to this shift, we surveyed nearly 200 tourism leaders for our State of Destination Marketing 2025 report. While the report highlights global trends, each region has its own unique story.

“Digital marketing continues to be a transformative tool for destination marketing, especially in the Caribbean,” said Aliyyah Shakeer, Director of Research, Caribbean Tourism Organization (CTO). “By leveraging strategies such as programmatic advertising and location-based data, we can attract the right visitors, craft personalized and memorable experiences, and showcase the unique culture of our destinations. These efforts not only drive tourism growth but also strengthen the economic and cultural richness of our communities.”

In partnership with the CTO—representing 25 Dutch, English, and French member countries—we took a closer look at what’s shaping digital strategy in the Caribbean.

Here’s what we found.

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Caribbean DMOs Are Increasing Their Digital Ad Spend

Digital advertising has become one of the most effective ways for DMOs to build awareness and connect with travelers where they’re already spending time—online. And in the Caribbean, momentum is clearly building.

• 50% of Caribbean DMOs now dedicate 25–49% of their budgets to digital advertising.
• 38% are still allocating 0–24%, but that’s changing.
• Most notably, 63% of DMOs in the region are increasing their digital ad spend year over year.

While their total digital investment may still lag behind some other regions, the intent is clear: Caribbean DMOs are moving forward with digital-first strategies that reflect where and how travelers are making decisions. And that opens up big opportunities to showcase their diverse destinations to global audiences—whether it’s a remote island escape, a cultural capital, or a wellness-focused retreat.

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Top Paid Media Goals: Brand Reach and Bookings

Every DMO is trying to balance building long-term brand visibility with generating measurable results—and Caribbean DMOs are no different.

When asked about their top goals:

• 80% ranked both brand reach and bookings in their top three.
• 60% added social media growth to their key objectives.

To support these goals, DMOs are taking a full-funnel approach—but with a strong emphasis on the top of the funnel:

• 67% are focused on top-of-funnel awareness campaigns.
• 33% are prioritizing conversions—the highest of any region we surveyed.

This tells us that while many Caribbean DMOs are working to capture attention and grow their audiences, a growing number are also zeroing in on performance: driving bookings, tracking ROI, and turning inspiration into action.

To get there, they’re tapping into a range of paid media tactics:

• 100% use social advertising.
• 84% run search engine marketing (SEM).
• 67% are leveraging video campaigns to engage audiences visually and emotionally.

Their go-to platforms? Instagram, Facebook, and YouTube. But even with the right tools in place, challenges remain—80% say budget constraints are a key obstacle, and 60% report limited in-house resources.

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Co-Op Marketing: A Growing Strategy with Untapped Potential

In a region where tourism is deeply collaborative, it’s no surprise that co-op marketing is gaining traction. These campaigns allow DMOs to partner with airlines, lodging providers, tour operators, and more—pooling resources to boost campaign impact.

Here’s what we heard from Caribbean DMOs:

• 63% currently run co-op campaigns.
• 75% say the biggest benefit of running co-ops is the ability to reach wider audiences with stronger buying power.
• Among those not participating in co-ops, 67% cited partner investment limitations as the main hurdle.

But here’s the good news: With the right strategy and transparent reporting, co-op campaigns can be a game-changer. They not only allow DMOs to extend their marketing reach but also create stronger ties across the travel ecosystem—making it easier to showcase full, connected travel experiences to potential visitors.

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What’s Next for Caribbean DMOs?

The data tells a clear story: Caribbean DMOs are stepping into the future of destination marketing with boldness and intention. They’re investing more in digital. They’re getting smarter about performance. And they’re finding new ways to work with partners to scale their impact.

But like many regions, they’re still navigating tight budgets, limited teams, and the pressure to do more with less. That’s where the right platform—and the right partner—can make a real difference.

Download the full State of Destination Marketing 2025 report to explore global and regional insights, benchmarks, and strategies from nearly 200 DMOs worldwide.

And if you’re ready to put these insights into action, we’re here to help.

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Please note: Our blog posts use a slightly different methodology to highlight regional insights, which may lead to occasional variations from our global report. These differences reflect market-specific trends while remaining aligned with the overall findings. This report reflects a 32% response rate.  As a result, the findings represent only the views of those who responded and may not fully capture the perspectives of the entire region.