CHTA Opens CHIEF 2025 in Barbados, Honouring Caribbean Hospitality Leaders for Sustainability, Innovation and Community Impact

The Caribbean Hotel and Tourism Association (CHTA) officially launched the 2025 Caribbean Hotel Industry Exchange Forum (CHIEF) in Barbados, bringing together leading hospitality professionals from across the region. Held from November 16 to 18, the forum celebrated the achievements driving Caribbean tourism forward and honoured the region’s top performers through the prestigious CHIEF Awards.

This year’s ceremony recognised hotels, resorts, and organisations that demonstrated exceptional leadership in sustainability, community development, innovation, marketing, staff enrichment, and technology adoption. The awards showcased the ongoing transformation of the Caribbean’s tourism sector as it adapts to evolving guest expectations and global industry trends.

Celebrating Excellence Across Caribbean Hospitality Sectors

The CHIEF Awards highlighted outstanding contributions across five major categories:

• Environmental Sustainability

  
  

• People (Staff) Development and Support

• Innovative Sales and Marketing

• Social Responsibility

• Tech Transformation

Representing twelve destinations across the region, this year’s winners and finalists demonstrated how Caribbean tourism continues to embrace innovation while preserving cultural roots and protecting natural environments.

Curtain Bluff in Antigua Leads with Sustainability

Curtain Bluff in Antigua received the top honour in the Environmental Sustainability category. With more than a decade of verified progress, the resort has integrated energy-efficient operations, water management systems, zero-waste initiatives, and ongoing community outreach into its long-term strategy. Its continued commitment earned the property Green Globe Platinum Certification, positioning Curtain Bluff as a leader in sustainable Caribbean tourism.

Half Moon in Jamaica Recognised for Staff Empowerment

Half Moon in Jamaica was celebrated for its dedication to People (Staff) Development and Support. The resort’s investment in employee wellbeing includes robust wellness initiatives, digital learning tools, and consistent professional development programmes. This focus on empowering staff contributes to the resort’s strong service standards and long-standing reputation for luxury hospitality.

Boardwalk Hotel Aruba Wins for Innovative Marketing

In the Innovative Sales and Marketing category, Boardwalk Hotel Aruba was recognised for its “Slow Summer” campaign. The initiative redefined the traditional low season by promoting wellness, mindful travel, and relaxation. This strategic approach increased occupancy, deepened guest engagement, and strengthened partnerships with local businesses, demonstrating how creative marketing can transform seasonal performance.

Rockhouse Foundation in Jamaica Honoured for Social Responsibility

The Rockhouse Foundation in Jamaica received top honours for Social Responsibility. The organisation has invested US$11 million into rebuilding public schools, promoting inclusive education, and improving community infrastructure in Westmoreland Parish. Its work exemplifies how tourism-driven initiatives can create long-term positive impact beyond the hospitality sector.

Bolongo Bay Beach Resort Leads Tech Transformation in the USVI

Bolongo Bay Beach Resort in the US Virgin Islands was recognised for its outstanding advancements in technology. By shifting towards direct bookings and improving digital engagement, the resort has reduced reliance on online travel agencies and enhanced operational efficiency. This transformation reflects a growing regional trend toward digital-first guest experiences.

A Bright Future for Caribbean Hospitality

The opening of CHIEF 2025 in Barbados highlighted the Caribbean’s resilience and forward-thinking approach amid evolving global tourism challenges. The award-winning initiatives showcased the region’s commitment to sustainability, innovation, technology, and community-driven hospitality.

As industry leaders continue to collaborate throughout the forum, CHIEF 2025 is expected to shape new strategies and strengthen partnerships, ensuring the Caribbean remains one of the world’s most dynamic and admired tourism regions. Each winner and finalist has set an inspiring example for the future of Caribbean hospitality, reflecting a shared commitment to excellence and regional growth.