In 2025, Jamaica joined Barbados, Cuba, Dominica, Costa Rica, Dominican Republic, and others in facing significant declines in Canadian visitors. These decreases highlight changing travel preferences and rising competition from other destinations. While the Caribbean has long been a popular choice for Canadian tourists, the latest figures show a shift in the travel landscape, with several key countries experiencing downturns in arrivals. The decline in Canadian visitors is driven by a variety of factors, including economic pressures, fluctuating travel costs, and the growing appeal of alternative vacation spots. This article dives into the reasons behind these declines, examining the impact on Caribbean tourism and what these countries must do to adapt in order to remain competitive in the evolving global tourism market.

Jamaica: 1.7% Decline

Jamaica experienced a 1.7% decline in Canadian tourist arrivals in 2025, reflecting a slight downturn from the previous year. Despite maintaining its reputation as a vibrant and attractive destination, known for its beaches, culture, and music scene, the decrease highlights a shift in travel behavior. Canadian travelers may be diversifying their vacation choices, with more options now available across the Caribbean and beyond. Economic factors, such as rising travel costs and changing vacation preferences, may also have influenced this minor dip in numbers. While the decline is modest, it serves as a reminder for Jamaica to continuously adapt to travelers’ evolving expectations to maintain its competitive edge.

Barbados: 1.1% Decline

Barbados saw a 1.1% decrease in Canadian arrivals for 2025. While still a popular luxury destination with its picturesque beaches and upscale resorts, the island has experienced slight competition from other destinations that offer similar experiences at more affordable prices. The drop in Canadian tourists could be attributed to changing traveler preferences, particularly as more people opt for emerging destinations in the Caribbean and elsewhere. Additionally, fluctuating travel prices and shifting economic conditions may have also played a role in deterring Canadian visitors. Nonetheless, Barbados remains a cherished destination for many, and this small decline highlights the need to maintain its appeal through innovation and targeted marketing strategies.

Cuba: 21.0% Decline

Cuba has faced a significant 21.0% drop in Canadian tourist arrivals, reflecting a major shift in its once-dominant position in Caribbean tourism. The decline can be attributed to several factors, including political and economic instability that may have raised concerns among potential visitors. The island’s infrastructure limitations, coupled with reduced flight accessibility, have made it less appealing compared to other destinations in the region. Additionally, the growing popularity of other Caribbean islands with modern amenities and more diverse offerings has diverted Canadian tourists to alternative options. While Cuba still attracts a loyal following, this substantial decline serves as a warning sign for the country to enhance its tourism strategy and appeal.

Dominica: 36.5% Decline

Dominica saw the most drastic decline among Caribbean countries, with a staggering 36.5% drop in Canadian arrivals in 2025. This significant downturn can be attributed to several challenges facing the island. Dominica’s limited tourism infrastructure, coupled with reduced airlift and accessibility, has hindered its competitiveness in the Caribbean tourism market. Additionally, the island’s relatively niche eco-tourism appeal, while attractive to certain travelers, may not be enough to draw large numbers of visitors in comparison to more developed Caribbean destinations. The drop in Canadian tourists underscores the need for Dominica to revitalize its tourism strategy, improve accessibility, and invest in infrastructure to cater to a broader audience.

Costa Rica: 4.3% Decline

Costa Rica experienced a 4.3% decline in Canadian tourist arrivals in 2025, despite being a well-regarded destination for eco-tourism and adventure. The country’s lush rainforests, wildlife, and outdoor activities have long drawn Canadian travelers, but in recent years, rising travel costs and increased competition from other tropical destinations have impacted its visitor numbers. Additionally, the growing popularity of alternative vacation options, such as wellness retreats and off-the-beaten-path destinations, has shifted some tourists’ preferences. The decline also highlights the pressures of maintaining Costa Rica’s reputation as a top adventure travel destination while balancing sustainability with tourism growth. To recover, Costa Rica may need to refine its offerings and appeal to evolving traveler interests.

Dominican Republic: 5.9% Decline

The Dominican Republic saw a 5.9% decline in Canadian arrivals for 2025, marking a noticeable shift for a destination that typically enjoys high tourist numbers. While the Dominican Republic remains one of the most visited Caribbean nations, this decline is indicative of changing trends in the travel industry. Factors such as fluctuating airfare costs, the rise of new destinations offering similar all-inclusive experiences, and potential concerns over safety and infrastructure may have contributed to the downturn. Despite its sunny beaches and family-friendly resorts, the Dominican Republic must adapt to the changing needs of Canadian travelers. Strategic investments in marketing, infrastructure, and tourism experiences may help reverse the downward trend and maintain its competitive position.

Declining Tourist Arrivals Across Key Caribbean Countries

• Belize: Decline of -1.4% in arrivals from 2024 to 2025.
• Bonaire: Decline of -2.6% in arrivals from 2024 to 2025.
• Grenada: Decline of -12.3% in arrivals from 2024 to 2025.
• Antigua & Barbuda: Decline of -14.9% in arrivals from 2024 to 2025.
• Saint Lucia: Decline of -15.7% in arrivals from 2024 to 2025.

In 2025, Jamaica joined Barbados, Cuba, Dominica, Costa Rica, Dominican Republic, and others in facing significant declines in Canadian visitors. These decreases highlight changing travel preferences and rising competition.

Conclusion

Jamaica has joined Barbados, Cuba, Dominica, Costa Rica, Dominican Republic, and others in facing significant declines in Canadian visitors, which is affecting Caribbean tourism in 2025. These declines can be attributed to changing travel preferences, with Canadian tourists diversifying their travel choices, as well as the rise in competition from both within the Caribbean and other global destinations. Economic factors, increased travel costs, and shifting vacation trends are contributing to these downturns. To maintain their competitiveness, Caribbean destinations will need to adapt by offering more affordable, accessible, and unique travel experiences.