Caribbean Hotel and Tourism Association

What Caribbean Hotel and Tourism Association does

The Caribbean Hotel and Tourism Association (CHTA) is a 501(c)(6) nonprofit trade association founded in 1962 and headquartered in Fort Lauderdale, Florida, that serves as the recognized private-sector voice of the Caribbean hospitality industry. It works with more than 1,000 hotel and allied members and operates an 'Association of Associations' structure comprising 32 National Hotel Associations across roughly 33 Caribbean destinations, giving it the broadest regional footprint of any hospitality body in the region. Its core functional mandate is advocacy before governmental authorities and regional/global bodies, supported by market intelligence, education, and crisis coordination.

CHTA's portfolio combines membership services, five flagship events, certification programs, and member-benefit platforms. Flagship events include Caribbean Travel Marketplace (the Caribbean's largest marketing event, next scheduled for Antigua and Barbuda in May 2027), CHIEF (Caribbean Hospitality Industry Exchange Forum), Taste of the Caribbean culinary competition, the Caribbean Travel Forum, and the new Direct Booking Summit focused on AI and digital marketing. Other offerings include the Knowledge Center, the Caribbean Job Bank, the Perks Portal, the CHTA Disaster Response Fund, the CHTA Education Foundation, the Linkages Task Force for local sourcing, the annual Caribbean Tourism Industry Performance & Outlook Report covering 20 destinations, the AI Transformation Guide, and the CHTA Travel Protection Plan offered through Trip Mate.

Revenue is generated primarily through membership dues from hotels and allied members, National Hotel Association affiliations, event registration, and corporate sponsorships from strategic partners including Interval International, Mastercard, Amadeus, C&W Business, Trip Mate, and ForwardKeys. Technology infrastructure consists of the main website, a member portal, the Caribbean Job Bank, and webinar platforms that enable virtual events under the 'CHTA Live: The Resilience Series' program. The organization is governed by a board of industry professionals and led by CEO Vanessa Ledesma and President Nicola Madden-Greig.

Name

Caribbean Hotel and Tourism Association

Legal name

Caribbean Hotel and Tourism Association

Website

https://caribbeanhotelandtourism.com

Company type

Private

Founded year

1962

Operating status

Operating

Headcount range

11–50 employees

Short description

Caribbean Hotel and Tourism Association (CHTA) is a 501(c)(6) nonprofit trade association founded in 1962, serving as the private-sector voice of Caribbean hospitality with over 1,000 hotel and allied members across 32 National Hotel Associations.

Ownership category

akta.pro rank

Product category

Hospitality Trade Association

NAICS

Convention and Visitors Bureaus (561591), Tour Operators (561520)

SIC

Hotels & Motels (7011), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Island, Beach & Resort Travel Agencies (THAKAFAL)

akta.pro secondary industry

Sustainability Training, Consulting & ESG Advisory (Operational Playbooks, Staff Training) (THAAANAL)

Keywords

• Hospitality trade association
• Caribbean tourism advocacy
• Hotel membership organization
• Travel trade events
• Hospitality training programs

Headquarters

HQ city

Coral Gables

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Membership Dues: CHTA generates revenue through membership dues from over 1,000 hotel and allied members, as well as 33 National Hotel Associations. Membership provides access to benefits including advocacy, networking, data & resources, HR & people development, sustainability programs, marketing support, and exclusive member perks.
2. Event Registration and Sponsorships: Revenue is generated through major annual events including Caribbean Travel Marketplace, CHIEF (Caribbean Hospitality Industry Exchange Forum), and Taste of the Caribbean culinary competition. These events generate both registration fees and corporate sponsorships from partners like Interval International, Mastercard, and Amadeus.
3. Publications and Research Reports: CHTA produces and distributes industry reports including the annual Caribbean Tourism Industry Performance & Outlook Report, construction and investment benchmarking reports, and the AI Transformation Guide for Caribbean Tourism. These publications serve members and generate revenue through knowledge center access.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels12 records

Core offering

The Caribbean Hotel and Tourism Association (CHTA) is a regional trade association that represents and serves hotels, resorts, and tourism-related businesses across the Caribbean. It delivers industry advocacy, hosts flagship B2B events such as the Caribbean Travel Marketplace and the Caribbean Hotel Industry Exchange Forum (CHIEF), and offers professional development through the CHA EduConnect platform and the CHTA Education Foundation. Its services are targeted at member hotels, allied suppliers, and national hotel associations working to advance sustainable Caribbean tourism.

Product overview

CHTA operates as a membership-based trade association offering a portfolio of events, educational programs, research publications, and member services. The core offerings include major industry events (Caribbean Travel Marketplace, CHIEF, Taste of the Caribbean, Caribbean Travel Forum, Direct Booking Summit), online educational webinars (including a Resilience Series and AI-focused content), the Caribbean Travel Specialist Program certification, the Knowledge Center with publications and research reports, the Caribbean Job Bank employment platform, a Perks Portal for member discounts, and the CHTA Travel Protection Plan insurance product. The association also supports the industry through the Disaster Response Fund, the CHTA Education Foundation for scholarships, the Linkages Task Force for local sourcing initiatives, and publishes the annual Caribbean Tourism Industry Performance & Outlook Report across 20 destinations. A recent addition is the AI Transformation Guide for Caribbean Tourism. The portfolio functions as a unified association services model rather than a software platform-plus-modules architecture.

Differentiator

Problem solved

Functional benefit

Brands

• CHIEF: Caribbean Hospitality Industry Exchange Forum - the annual networking, education and best practice sharing event for industry professionals.
• Caribbean Travel Marketplace
• Taste of the Caribbean
• Direct Booking Summit - Caribbean Edition
• Caribbean Travel Forum

Products and services

• Caribbean Travel Marketplace

Named customers6 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Partnerships

20 partnerships are on record, tiered core, flagship, platinum/strategic and general.

• Trip MatecoreStrategic or Co-development Partner · 18 September 2020Trip Mate is one of the global leaders in administering protection to travelers and hotels. Partnered with CHTA to offer travel protection plans for covered cancellations, interruptions, delays, baggage mishaps, and medical situations at participating member hotels. Coronavirus-related illnesses are included in coverage.
• Secret BaycoreStrategic or Co-development Partner · 13 September 2020Dominica's award-winning Secret Bay boutique resort partnered with CHTA Education Foundation to support professional development. Proceeds from raffle (valued at $6,500+) go toward scholarships and training programs for Caribbean hospitality workers.
• Caribbean Public Health Agency (CARPHA)flagshipStrategic or Co-development Partner · 1 March 2020Part of the COVID-19 Caribbean Tourism Task Force along with CARPHA, CTO, OECS, and GTRCMC. Jointly developed health safety guidelines, checklists, and training for tourism industry sectors including ground transportation, accommodations, food and beverage, and attractions.
• Caribbean Tourism Organization (CTO)flagshipStrategic or Co-development Partner · 1 March 2020Joint member of COVID-19 Caribbean Tourism Task Force working on health safety protocols, training, and regional tourism recovery initiatives.
• Global Tourism Resilience & Crisis Management Centre (GTRCMC)coreStrategic or Co-development Partner · 1 March 2020Jamaica-based center joined the COVID-19 Caribbean Tourism Task Force to assist with destination preparedness, management, and recovery from disruptions.
• Organization of Eastern Caribbean States (OECS)coreStrategic or Co-development Partner · 1 March 2020OECS Commission joined the COVID-19 Caribbean Tourism Task Force to support regional coordination on health safety and tourism recovery.
• Interval Internationalplatinum/strategicStrategic or Co-development PartnerInterval International operates membership programs for vacationers and provides value-added services to developer clients worldwide. Based in Miami, Florida, the company has been a pioneer in vacation ownership since 1976. With over 3,000 resorts in more than 90 countries and approximately 1.6 million member families, Interval is an operating business of Marriott Vacations Worldwide Corporation (NYSE: VAC).
• Mastercardplatinum/strategicStrategic or Co-development PartnerA global technology company in the payments industry. Mastercard connects and powers an inclusive, digital economy that helps everyone by making transactions safe, simple, smart, and accessible. Using secure data and networks, partnerships, and passion, their innovations help individuals, financial institutions, governments, and businesses realize their potential. Active in more than 210 countries and territories.
• C&W BusinesscoreTechnology or IntegrationC&W Business serves as a trusted technology infrastructure partner providing robust and fully managed solutions. The company helps organizations turn challenges into opportunities, enhance financial performance, empower workforce, and improve customer experiences.
• AmadeuscoreTechnology or IntegrationAmadeus provides technology solutions for the travel industry, offering software and services that help airlines, hotels, travel agencies, and other travel companies operate more efficiently.
• taCONNECTcoreGTM or Marketing PartnerPartner in the Caribbean Travel Specialist Program designed to heighten awareness of the Caribbean region within the travel trade network while enhancing visitors' travel experiences.
• My Booking Rewards (MBR)coreGTM or Marketing PartnerPartner in the Caribbean Travel Specialist Program supporting travel trade relationships and regional awareness initiatives.
• ForwardKeyscoreStrategic or Co-development PartnerForwardKeys provides traveler intelligence and data analytics. Partnered with CHTA to deliver regional travel insights and analysis of booking patterns for Caribbean destinations.
• Growth Advisors International Network (GAIN)coreStrategic or Co-development PartnerGAIN partnership delivers practical, technology-driven solutions for CHTA members through the GAIN Webinar Series. Focuses on hotel technology adoption and digital transformation challenges.
• The Nature ConservancycoreStrategic or Co-development PartnerCHTA and The Nature Conservancy strengthened partnership for environmental sustainability initiatives in Caribbean tourism.
• American Society of Travel Advisors (ASTA)coreGTM or Marketing PartnerCHTA and ASTA joined forces to boost member benefits, providing travel advisors with Caribbean expertise and resources.
• Les RochescoreStrategic or Co-development PartnerCHTA Education Foundation and Les Roches launched a professional development program for hospitality professionals in the Caribbean.
• ABA Global MarketinggeneralGTM or Marketing PartnerMarketing partner supporting CHTA initiatives and events.
• Maestro PMSgeneralTechnology or IntegrationAllied partner providing property management system solutions to hospitality industry.
• Standard SilverwaregeneralTechnology or IntegrationAllied partner providing hospitality equipment and supplies.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• American Hotel & Lodging Association (AHLA): The leading US-based hotel industry trade association representing all segments of the lodging industry. Comparable as a peer trade association serving hotel members with advocacy, events, education, and crisis response, though focused on the US rather than the Caribbean.
• Caribbean Tourism Organization (CTO): CTO is the Caribbean's public-sector intergovernmental tourism body and a frequent CHTA partner (e.g., on the COVID-19 task force). Comparable as a regional tourism organization focused on the Caribbean, though it represents governments while CHTA represents the private sector.
• U.S. Travel Association: The national, non-profit trade association representing all components of the US travel industry. Comparable as a peer association offering advocacy, research, and education for travel industry members, though broader in scope beyond just hotels.
• American Society of Travel Advisors (ASTA): The world's largest professional association of travel advisors. CHTA and ASTA have a formal GTM partnership, making ASTA a directly comparable association peer in the broader travel trade ecosystem.

Broad incumbents

• World Travel & Tourism Council (WTTC): Global industry body representing the travel and tourism private sector. Comparable as a higher-level umbrella organization that interacts with governments and produces industry research, though operating globally rather than regionally.
• Asian American Hotel Owners Association (AAHOA): One of the largest US hotel trade associations with strong advocacy, education, and member benefits focus. Comparable as a hotel-owner-focused association peer, though its membership is demographically and geographically distinct from CHTA's Caribbean footprint.

Regional players

• HOTREC (European Hotel, Restaurant, Pub and Cafe Association): The umbrella association for the European hospitality industry. Comparable as a regional hotel trade association serving EU hospitality businesses with advocacy and best-practice sharing, though focused on Europe rather than the Caribbean.
• Tourism Industry Association of Canada (TIAC): Canada's national private-sector tourism industry association. Comparable as a peer national/regional tourism trade association offering advocacy, research, and member services, though focused on Canada rather than the Caribbean.

Others

• International Air Transport Association (IATA): The global trade association for airlines. While focused on air transport rather than hotels, IATA is a comparable global industry trade association in the broader travel ecosystem and shares the membership/advocacy/event-driven model with CHTA.
• The Nature Conservancy (Caribbean Division): CHTA has a formal strategic partnership with The Nature Conservancy for sustainability initiatives in Caribbean tourism. Comparable as an ecosystem-level partner addressing sustainability in the same geographic and industry space, though operating as a conservation nonprofit rather than a hotel trade association.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/chtafeeds
• YouTubeyoutube.com/channel/UCFEQF0FlBncPvl621q0o3sw?view_as=subscriber
• Facebookfacebook.com/caribbeanhotelandtourismassociation
• LinkedInlinkedin.com/company/caribbean-hotel-and-tourism-association
• Instagraminstagram.com/chtanow

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Caribbean Hotel and Tourism Association