Whether it’s your first time visiting TCI or you’re returning for yet another memorable trip to the stunning archipelago, Experience Turks and Caicos is here to offer travellers everything they need to know about the country and its many offerings.
Q&A WITH EXPERIENCE TURKS AND CAICOS
Providing insider insights into everything from the best resorts and hotels to world-class dining options and sun-drenched beaches, Experience Turks and Caicos is your go-to for planning the ultimate vacation escape fit for any type of holidaymaker.
We revisit the extraordinary island nation with Trina Adams, Chief Marketing Officer, and learn how travellers can unearth the extraordinary, reignite a sense of wanderlust, and create memories that will last a lifetime.
Since we last spoke, what has Experience Turks and Caicos been up to?
Trina Adams, Chief Marketing Officer (TA): Since our last conversation, Experience Turks and Caicos has continued to build momentum across several fronts. We have expanded our core team with strategic hires to strengthen our capabilities, and we’ve onboarded destination marketing representatives across our key source markets – namely the US, Canada, and Latin America. Their role is to increase market penetration, deepen trade engagement, and elevate brand awareness.
On the digital front, we have initiated a full redesign of our website to enhance the user experience and storytelling.
At the same time, we continue to focus on increasing arrivals – both by air and cruise. In Q1 2025, we recorded 192,297 stayover arrivals, with March being our highest-performing month. This surge was largely driven by the spring break and Easter traffic, with airlines responding to demand by deploying larger aircraft. Our top source markets continue to be the US, Canada, and the UK.
On the cruise side, Grand Turk saw 410,107 passengers in the first quarter alone – a remarkable 54 percent year-on-year increase. The frequency of calls to port also rose significantly, averaging two ships per day.
What is your organisation’s most recent set of goals, and have you decided on any new targets moving forwards?
TA: Our strategic priorities for the current year centre around four key pillars:
- Brand and positioning
We aim to elevate TCI as a luxury, eco-conscious, and culturally rich destination. This involves launching focused campaigns that highlight our boutique and sustainable offerings across all islands – not just Providenciales. - Digital transformation and data intelligence
We are advancing a complete digital transformation, including an improved web experience and the integration of performance analytics. This will allow us to execute targeted campaigns, track traveller trends in real time, and drive smarter, data-led decisions. - Partnership expansion
Strengthening alliances with airlines, online travel agencies, and travel advisors is a top priority. Our goal is to increase airlift, participate in joint marketing ventures, and implement comprehensive destination training for the travel trade. - Sustainable and inclusive tourism
We are committed to embedding sustainability and community upliftment into every aspect of product development – supporting small businesses, preserving our natural assets, and empowering local talent.
Our primary focus remains on our core source markets – the US, Canada, the UK, and Latin America – where we continue to strengthen brand visibility and trade engagement.
Looking ahead, we are also exploring opportunities to diversify our market reach by assessing emerging potential in secondary markets such as Germany and other parts of Europe. This approach aligns with our long-term goal of expanding airlift, attracting high-value visitors, and ensuring a more resilient and globally diversified tourism sector.
“We aim to elevate TCI as a luxury, eco-conscious, and culturally rich destination”
Trina Adams, Chief Marketing Officer, Experience Turks and Caicos
Has there been any recent change in how you continue to evolve your promotional strategy and sell TCI as a destination?
TA: Absolutely. We’ve realigned our promotional strategy to be more destination-inclusive and insight-driven.
One major shift is the recruitment of dedicated representation in our core international markets. This allows us to tailor our messaging to regional preferences whilst fostering stronger relationships with key stakeholders.
We are also increasing our participation in global travel trade events and consumer-facing activations, all whilst investing in digital storytelling and influencer collaborations. A big focus for us now is shifting the perception of TCI from just a “sun, sea, and sand” getaway to a multi-island destination rich in culture, adventure, and wellness experiences.
Are there any interesting new projects in the pipeline you wish to highlight?
TA: There is a great deal of exciting development happening across TCI:
Hotel developments
We welcomed two luxury properties in late 2024 – The Strand (160 rooms, including villas) and South Bank (92 rooms).
In 2025, Ambergris Cay joined the Virtuoso portfolio as our ninth Virtuoso property.
Upcoming properties
- Beaches Treasure Beach Village (2026) – 101 additional rooms
- Andaz Turks and Caicos – 184 rooms
- The Loren at Turtle Cove – 34 rooms
- Kempinski Grace Bay (2027) – 123 rooms
- Kimpton Turks and Caicos – 192 rooms
- St Regis Grace Bay – 162 rooms
- Hotel Indigo Grace Bay – 56 rooms
Airport upgrades
The 2025/2026 Congestion Alleviation project at Providenciales International Airport (PLS) has entered its second phase and will introduce additional boarding gates for international departures. The first phase expanded the upper floor of the departure lounge and installed a new security checkpoint, providing a more efficient security screening process.
South Caicos’ Norman B. Saunders Sr. International Airport (XSC) recently welcomed international flights. Phase two will enhance infrastructure with a new parking lot and landscaping.
North Caicos Airport (NCA) also has a new terminal design, and Caicos Express now offers scheduled domestic flights that complement the daily ferry service.
“We are committed to embedding sustainability and community upliftment into every aspect of product development – supporting small businesses, preserving our natural assets, and empowering local talent”
Trina Adams, Chief Marketing Officer, Experience Turks and Caicos
What, in your opinion, are some of the lesser-known or underrated spots or attractions that tourists can visit?
TA: We encourage visitors to explore beyond Providenciales and experience the rich diversity of our sister islands. Some great lesser-known attractions are:
- Bambarra Beach, Middle Caicos – Recently ranked number one in the Caribbean by USA Today’s 10Best Readers’ Choice Awards, this serene spot offers untouched beauty.
- Wade’s Green Plantation, North Caicos – A preserved loyalist plantation rich in history and heritage.
- Bird Rock Point, Providenciales – Ideal for hiking and panoramic photography.
- Gibbs Cay, Grand Turk – Swim with stingrays in this unique and safe marine encounter.
- Admiral Cockburn Land and Sea National Park, South Caicos – A pristine ecosystem home to vibrant coral reefs, lagoons, and endemic marine life.
What are you most proud of in terms of the organisation and its historical legacy?
TA: What I’m most proud of is seeing Experience Turks and Caicos evolve into a world-class destination management and marketing organisation. Despite our relative youth, we are scaling our impact – unifying the voice of TCI tourism and ensuring that the growth of our sector is inclusive, strategic, and community-focused.
We’re also proud of our advocacy for sustainable development and cultural preservation, which helps protect the destination’s essence whilst delivering meaningful economic benefits to our people.
What new trends are transforming the tourism industry in TCI, and how are you utilising them?
TA: Sustainability is the most transformative trend, and we’ve embedded it at every level of our strategy. Our initiatives in collaboration with our stakeholders include:
- Ecotourism promotion – Activities such as birding, hiking, biking, kayaking, and kiteboarding are being actively promoted.
- Marine and terrestrial conservation – We have safeguarded 177,200 acres across 11 national parks, 11 nature reserves, and four sanctuaries.
- Sustainable farming – The growth of hydroponic farms and resort-driven initiatives like Seven Stars Resort’s Freight Farm are supporting farm-to-table models.
- Policy leadership – We’ve enacted bans on single-use plastics and integrated sustainability into the National Tourism Strategy and National Physical Development Plan.
What fresh challenges does the local tourism industry anticipate moving forwards, and how will you react in a positive and preventative way?
TA: As demand increases, infrastructure pressure and destination-carrying capacity are emerging challenges. To address these, we have conducted a Tourism Carrying Capacity Study to ensure sustainable growth that does not compromise the environment or residents’ quality of life.
Another challenge is climate resilience. We are working closely with local and international agencies to adopt stronger climate adaptation strategies and encouraging the private sector to do the same.
Are you optimistic about the future of the tourism industry in TCI?
TA: Despite global uncertainty and geopolitical shifts, we remain confident in the future of our tourism sector. TCI enjoys a high repeat visitor rate and caters to a predominantly affluent, luxury-seeking clientele – two strong indicators of destination resilience.
With continued investment in infrastructure, sustainable practices, and our brand promise, we’re well-positioned to not just maintain our share of the global tourism market but grow it.
