STAKEHOLDER’S TOOLKIT
EXPERIENCE TURKS AND CAICOS
WHO WE ARE
Experience Turks and Caicos is the premier destination management and marketing organization dedicated to showcasing the unparalleled beauty and cultural richness of the Turks and Caicos Islands As stewards of our nation's tourism, we are committed to promoting sustainable travel, supporting local businesses, and enhancing the visitor experience through innovative strategies and initiatives.
MESSAGE FROM THE MARKETING INTELLIGENCE UNIT
The Marketing Intelligence Unit is pleased to present this Stakeholders Toolkit, designed to equip our tourism partners with concise, data-driven insights that support informed decision-making This Toolkit captures the key takeaways from our Stakeholders Insights Series; an initiative created to strengthen collaboration, enhance market understanding, and build a more connected, data-empowered tourism ecosystem across the Turks and Caicos Islands
Our intention with the Stakeholders Insights Series is simple: to bring industry leaders together around timely intelligence, highlight emerging trends, and encourage continuous knowledge-sharing By fostering open dialogue and providing accessible, actionable insights, we aim to support smarter planning, stronger partnerships, and sustainable growth for our destination.
We thank you for your engagement and look forward to continued collaboration as we shape the future of tourism intelligence in TCI.
DESTINATION PERFORMANCE UPDATE
Paul Pennicook Interim CEO Consultant
Experience Turks and Caicos
DESTINATION Update
Stayover Arrivals
Stay over arrivals to the TCI by the end of 2024 was estimated to be 647,766 – 11% higher than in 2023 and 32% higher than in 2019
Year to Date (YTD) October 2025, visitor arrivals were down 1.2% from the same period of 2024
Stay over arrivals were up 3% in the first quarter of the year but were down by 3% in quarters two and three
Occupancy figures were also reportedly down during the second and third quarters, not only because of the reduction in arrivals, but also due to the increase in supply of room stock over the same period last year
DESTINATION Update
Cruise Arrivals
Cruise arrivals increased by approximately 53% in Q1 2025 compared to the same period in 2024, reflecting a strong winter performance. Arrivals in Q2 and Q3 however, remained slightly below 2024 levels
The strong growth recorded in the first quarter was able to offset the declines in the second and third quarters, as by the end of October 2025, cruise arrivals were still up 3% YOY
DESTINATION Update
Winter 2025–26 bookings show strong momentum, especially in the months December–February, consistent with historical peaks
Growth moderates after February, likely due to shorter booking windows and airlift adjustments.
Zeek Coleman Vice President, Americas Tourism Economics
SOURCE MARKET INSIGHTS: TheAmericanTraveller
US ECONOMIC OUTLOOK
The near-term outlook is soft and risky
Due to inflation, consumers’ spending power has weakened and will affect primarily the mid to lower economic levels, resulting in restricted travel plans
US economy is on a tight rope. Expect higher inflation, slower economic growth, weaker labor markets.
The economy changes every 30 minutes, because of trade and tariffs deals
The number of available jobs has dropped from 250,000 in September 2024 to 30,000 by September 2025.
Unemployment is low because of the new Immigration policies and the large number of persons entering retirement or who quit their jobs
Spending is on hold for the first time since the 2008/09 Recession, primarily because of the tariffs that have been imposed on imported goods, which are being borne by consumers
Annual inflation is up 3% and will continue to increase, thereby limiting affordability and disposable income.
Manufacturing and construction-related sectors in difficult spot
The newly imposed tariffs have not resulted in the increased employment in that sector as expected.
Instead, the tariffs have resulted in higher prices, a weaker dollar, higher interest rates and reduced capital expenditures
SOURCE MARKET INSIGHTS: TheAmericanTraveller
US ECONOMIC OUTLOOK CONT’D
The outlook is more promising, if you look out a little farther.
The social tax cuts will benefit some, especially those in the mid to upper economic brackets, within the next 4 years
This is good news for Turks and Caicos if these consumers remain the target market for the destination.
Uncertainty due to tariff policy is still high, so businesses are reconfiguring to absorb that uncertainty
Less uncertainty
The economy will improve next year, supported by tax cuts/extensions, reduced uncertainty and the fading effects of tariff on inflation. Income growth is still supporting spending growth and is outpacing inflation due to the fiscal stimulus packages, which is good for the economy There will be higher income households, with more spending power, and Technology-driven productivity will result in higher levels of output and thereby increase the US’s GDP.
Conclusion:
The economy is likely to strengthen in 2026 into 2027 and bring with it increased levels of spending and purchasing power.
SOURCE MARKET INSIGHTS: TheAmericanTraveller
US LEISURE TRAVEL
US Air travel has softened but it is not falling
The rate at which travel increased immediately following the end of the pandemic has softened, dropping from 54% between 2021 and 2023, to 0.2% between 2024 and 2025.
The volume of traffic in 2025 is still 7% higher than in 2019
This year, the TSA did however record a weak Spring and early Summer.
Discretionary
Income is up for Top Tier
Consumers in the top 20 percentile income range are continuing to have high discretionary income
High-end resort properties continue to report high bookings with no resistance to higher rates, in spite of the economic challenges facing the remaining 80 percentile
Higher net worth of older households
The 55+ year old consumers are living longer than 10 years ago and have more discretionary income and should be the ideal target market for Turks and Caicos, as they have more money for luxury travel than the younger generations.
More than 60% of lodging spend is made by consumers in the upper income brackets.
Americans want to travel
In general, Americans want to take up to 4 trips a year, with 90% saying at least 1 trip a year
Consumers plan on spending up to $6,000 a year on leisure travel. Consumers are prioritizing travel experiences, which augurs well for the TCI
SOURCE MARKET INSIGHTS: TheAmericanTraveller
INTERNATIONAL TRAVEL
Inbound Travel to US is down
Travel to the US has been on a downward spiral, with the National Travel and Tourist Office recording declines for 6 of the first 8 months of the year
YTD August, visitor arrivals to the US were down 1 8%, with increases being recorded only in January and April.
Canada is one of the largest source markets for the US Arrivals from Canada
YTD Sep 2025 were down 26% (-30% travel by air and -12% travel by land).
This marks an opportune time for the TCI to target Canada and increase market share from that source market
GDP is increasing globally
The EU, Germany, UK and Middle East are all expected to have accelerated GDPs from 2026 - 2030
This could be used as an indicator for source markets to target
International Markets Potential
The main source markets visiting the US and could be targeted by TCI include Argentina, Mexico, Italy, Japan, Taiwan, Brazil, Spain and UK
CRUISE TRAVEL
Vessel size has been increasing across all classes, but the bigger the ships, the less places they visit
The Caribbean accounts for close to 40% of global market share of contemporary and premium cruises, but only 10% of the luxury segment
The Caribbean also leads across all age ranges and is well poised for future growth, in particular, the TCI
SOURCE MARKET INSIGHTS: THE CANADIAN TRAVELLER
Stan Ivankovic Vice President, Business
Development
Environics Analytics
SOURCE MARKET INSIGHTS: TheCanadianTraveler
TRAVELER DEMOGRAPHICS
Age:
By the end of 2025, 20% of the Canadian population will be over 65, providing a large base of travelers with more time and disposable income.
This age group seeks authentic experiences; values comfort and prioritizes health and wellness
Income and Net Worth:
Net worth is increasing across all age groups. The highest net-worth age group is the 55–64-year-olds ($1.6 Million), whilst the greatest increase in net worth over the last five years, was among the those aged 35 and under
The 45-54 age bracket, however, not only has the largest household disposable income ($35K), but the fastest growing over the last five years (36% increase).
SOURCE MARKET INSIGHTS: TheCanadianTraveler
TRAVELER MOTIVATION
Escape:
Canadians have a strong desire to break from their daily routine Urban dwellers in particular, increasingly seek nature escapes as a counterbalance to city life, while showing a strong interest in cultural immersion experiences that contrast with their daily environments.
Authentic Experiences:
Potential travelers seek cultural diversity and genuine encounters.
Diaspora Connections:
With nearly 30% of the population being foreign-born, Canada's diversity is dramatically influencing travel patterns. Visiting friends and relatives (VFR) travel remains significant, with many Canadians maintaining connections to their countries of origin through regular trips.
Word of Mouth Power:
There is a strong influence from community recommendations
SOURCE MARKET INSIGHTS: TheCanadianTraveler
BOOKING/PLANNING PROCESS
Hotel or Airline Website:
Canadians generally prefer to go directly to the airline’s and hotel’s website, or use a travel aggregator, such as AirBnB or VRBO, in both the planning and booking stages of their travel These methods were selected by 42% of the respondents.
Destination Website:
Many Canadians (32%) do their own research before traveling and would visit the destination’s website for information.
Other Sources:
Smaller percentages would rely on the travel trade, such as tour operators and travel agents (in person and online, e.g. Expedia); travel guides; social media; and travel blogs
SOURCE MARKET INSIGHTS:
TheCanadianTraveler
FORECASTS AND KEY RISKS
Canada's economy and housing markets are expected to gain momentum in 2026 due to easing trade tensions and infrastructure investments
Potential trade tariff escalations, global economic slowdown, and immigration policy shifts are however, likely to pose risks to this forecast.
Vacations remain top online category for Canadians booking around the Holidays at 72% with Quebecers leading the charge at 79% (Leger 2025 Holiday Shopping Survey).
Holiday Travel plans for Canadians show that 18% of Canadians are looking to spend more than they did last year.
SOURCE MARKET INSIGHTS: TheCanadianTraveler
TARGETING CANADA AS A SOURCE MARKET
Identify Segments
Groups that should be targeted include:
55+ age group as they have the time, are high net worth and have the most disposable income
Solo Travelers Families
Snowbirds Sports fans
Develop Targeted Marketing
Leverage influencers and Marketing Technology platforms (technological tools to optimize marketing efforts).
Create Canadian-Friendly Packages
Emphasize value and authentic experiences - Culture, culinary and nature
Build Long-Term Relationships
Convert first-time visitors to loyal repeaters with excellent service and value for money offerings.
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