Tourism growth in French Antilles

The French Antilles experienced significant tourism growth in 2025, with Guadeloupe welcoming over 750,000 overnight tourists, a 4% increase. When including cruise passengers, the total visitor count reached 1.2 million, generating 800 million euros in economic returns, according to the Guadeloupe Tourism Committee (CTIG).

Tour operators highlight the region

Tour operators like Exotismes are promoting the French Antilles as key destinations, noting strong demand for villas with more than fifty available between Martinique and Guadeloupe. The company is also launching budget-friendly all-inclusive packages and a Serenity Guarantee that allows price locking and cancellations up to 15 days before departure.

Impact of air transport on Caribbean tourism

In the broader Caribbean region, the performance varies, with Turquoise’s Éric Thomas pointing out that Jamaica’s major cyclone halted sales. This highlights the importance of air transport for the commercial success of Caribbean destinations. The return of air capacity is helping the market recover, including resorts.

Air transport critical for French Antilles

Air transport remains crucial for the French Antilles, with Martinique’s Alexandre Ventadour stating that "the nerve of the war is really air transport." The Martinique Tourism Committee (CMT) is working with airlines and the Martinique Aimé-Césaire airport to expand and consolidate existing flight routes.

Market diversification for French Antilles

Metropolitan France is the main market for Martinique, accounting for about 70% of visitors. Guadeloupe is following a similar strategy, aiming to use its connection with Miami to attract more American tourists. Europe is also a growing market, with a 32% increase in European travelers reported by the CTIG.

New air links and marketing strategies

Guadeloupe is preparing for a new direct flight between Pointe-à-Pitre and Panama City, starting December 11, 2026, which the CTIG sees as a gateway to Latin America. The strategy also includes promoting the diversity of the archipelago under the new brand "The Islands of Guadeloupe," aiming to highlight more than just beaches.

Accommodation challenges and goals

Accommodation remains a key issue, with Alexandre Ventadour estimating that Martinique’s current infrastructure is not yet aligned with its five-year goal of 1.3 million tourists. The CMT emphasizes the need for improved infrastructure and reception capacity to support this growth.

Focus on value and local experiences

The Martinique CMT aims to boost local consumption through crafts, culture, and events, while the CTIG in Guadeloupe is promoting local activities and services to increase economic returns. Cruise tourism is part of this strategy, with Guadeloupe opting for controlled growth rather than expanding the number of ports of call.