Caribbean travel demand surges, Aruba, D.R., Jamaica lead

Published on Aug 19, 2025, 3:24 pm CDT

7 min read

Global interest in island escapes is climbing, with Expedia reporting a 30 percent year-over-year rise in searches. Three Caribbean standouts, Aruba, the Dominican Republic, and Jamaica, made the inaugural Island Hot List, each with a distinct draw for 2025. Advisors can lean into timing insights, evolving flight access, and a clear shift toward culture-forward and adventure-rich itineraries to capture demand and steer clients to the right season and scene. St. Thomas and Turks and Caicos are also gaining, signaling broader momentum across the region.

Key Points

Why it matters: Expedia's data shows island searches up 30 percent, lifting Caribbean travel across multiple markets.
Travel impact: Aruba and Jamaica interest up 15 percent, the D.R. up 10 percent, pointing to stronger peak and shoulder seasons.
What's next: New airlift, culture-led marketing in Jamaica, and adventure in Samaná will shape winter bookings.
Aruba's best-time callout is September for value; Jamaica peaks in December per Expedia.
St. Thomas searches are up 30 percent, Turks and Caicos up 10 percent among U.S. travelers.

Snapshot

Expedia's first Island Hot List confirms a sharp upswing in Caribbean travel. The platform highlights Aruba as best for year-round sunshine, the Dominican Republic for adventure, and Jamaica for culture. Search interest rose 15 percent for Aruba and Jamaica, and 10 percent for the D.R., based on the year ending mid-May. The list also flags when to go, from Aruba's value-rich September to Jamaica's high-energy December. Beyond the top three, U.S. traveler searches climbed 30 percent for St. Thomas and 10 percent for Turks and Caicos, expanding the map for winter-sun itineraries. For advisors, the takeaway is clear, match clients to seasons and experiences, then watch airlift and new product in secondary hubs like Samaná to diversify beyond classic resort corridors.

Background

Aruba's rise reflects its dry, sunny climate and reliable shoulder-season value. Eagle Beach, the island's widest stretch, reinforced Aruba's appeal with three 2025 Tripadvisor honors, including the Caribbean's No. 1 Beach and No. 3 in the world. In the Dominican Republic, the story extends past Punta Cana to Samaná, founded in 1756 by Canary Island settlers, and approaching its 270th anniversary in 2026. The peninsula combines protected bays, forested headlands, and access to Los Haitises National Park, where mangroves and cave art spotlight deep cultural roots. Samaná Bay forms part of a renowned humpback whale sanctuary, a signature winter draw. Jamaica, meanwhile, is leaning into culture and events, with a new national-brand campaign led by Usain Bolt and a policy push to expand festivals, food, and immersive experiences. Together, these trends are pulling demand into both classic beachfronts and richer inland narratives.

Latest Developments

Aruba's Eagle Beach and timing tips lift September bookings

Expedia tags Aruba as best for year-round sunshine, with September the recommended travel month for lower crowds and rates. That dovetails with Eagle Beach's momentum, where Tripadvisor's 2025 Best of the Best accolades vaulted visibility and validated the destination's core promise, wide, powder-white sand and calm, swimmable water with accessible water sports. Aruba Tourism underscores the beach's status as the island's widest, offering ample space and amenities. For value-seekers and families, pairing shoulder-season travel with bundled flight-hotel packaging can further compress costs while keeping flexibility on room categories near Eagle Beach. Advisors should position September and early fall as smart buys, and preempt wind-calm periods by recommending snorkel, paddle, or early-morning beach time to manage heat and sun exposure. Tie in recent coverage for readers comparing islands and price dynamics. See our explainer, 2025 Expedia Island Hot List: 10 Best Islands to Visit.

Samaná's adventure arc, forests, caves, and a winter whale draw

The Dominican Republic's expansion beyond Punta Cana continues, with the Samaná Peninsula building an adventure profile around forests, karst islets, and protected waters. Global Forest Watch data shows more than 60 percent of Samaná remained under natural forest in 2020, while Los Haitises National Park offers dense mangroves and caves with documented Taíno rock art. Winter adds a marquee spectacle, humpback whales that return annually to Samaná's sanctuary waters. Upscale villa options now complement eco-forward day trips, including Ocama, an eight-villa retreat overlooking Rincón Bay, where units feature fully equipped kitchens and private pools for privacy-minded clients. Connectivity is improving too, with American Airlines launching daily seasonal Philadelphia to Santo Domingo service on December 18, positioning advisors to combine Samaná road transfers with city culture in the capital. For D.R. newcomers, pair a villa week with guided Los Haitises and whale-watching to balance comfort and conservation.

Jamaica's culture-first pivot accelerates with Usain Bolt

Jamaica's new global campaign fronted by Usain Bolt aligns with Expedia's data signaling culture as the island's standout theme, with December the prime month to visit. The message, "we do big things here," moves Jamaica beyond all-inclusive shorthand to a broader set of experiences in music, food, mountains, and events. Tourism leaders continue to emphasize a robust year-round events calendar and experiential growth, expanding beyond sun-and-sand into city culture and highlands retreats. Advisors can build itineraries around Kingston's music heritage, Blue Mountain coffee tastings, or winter festival weekends on the north coast, pacing nights between the beach and the hills. For families hunting school-holiday options, check promos and perks in Turks and Caicos as interest rises. Our recent piece on a parent-friendly fall offer at Beaches Turks and Caicos can help close value questions, Beaches Resorts Fall Fam Jam Returns with Passport Perk.

Analysis

This surge is not just about beaches, it is about matching travelers to island identities and seasons. Aruba wins shoulder seasons with dependable sun, a dry climate, and marquee recognition at Eagle Beach, which keeps satisfaction high when rates soften in September. The Dominican Republic's split portfolio, resort corridors plus Samaná's eco-adventure, opens a credible alternative for repeat Caribbean travelers. Adding American's holiday-period daily service from Philadelphia to Santo Domingo smooths D.R. access for the Northeast, then road links can flex between Samaná and capital-area heritage. Jamaica's cultural pivot is timely, aligning media attention with what travelers increasingly seek, immersive, event-driven trips that feel distinctly local. Bolt's creative reinforces that shift with emotional credibility and global reach.

For advisors, the tactics are straightforward. Use Expedia's month-by-month cues to steer timing, then layer in authentic experiences, national-park day trips, whale seasons, or festivals. In Aruba, book Eagle Beach early for top-rated beachfronts, then sell value in September with bundled packages. In Samaná, combine villas with guided Los Haitises and whale-watching from January to March, and position the product as quieter and nature-rich. In Jamaica, anchor December demand around culture and events, then extend stays with mountain cool-downs and culinary tours. Finally, watch the second tier, St. Thomas and Turks and Caicos, both trending up, to keep options open when top markets compress. The pattern is clear, culture, nature, and smart timing are turning interest into committed Caribbean travel.

Final Thoughts

Expedia's data confirms a wider return to islands that balance access with identity. Aruba's weather reliability, the D.R.'s adventure-ready Samaná, and Jamaica's culture-first marketing give advisors multiple paths to tailor trips by season, style, and spend. Add selective airlift and a rising bench of villas and small properties, and you have the ingredients for strong winter and shoulder-season conversions. Keep monitoring event calendars and sanctuary seasons, then align clients to months that fit their priorities, value, or vibe. In a crowded marketplace, that is how you turn search momentum into satisfying, story-rich Caribbean travel.