The French Antilles continued to perform well in 2026. In Martinique, arrivals rose 4% in 2025, with more than a million visitors. By the end of July 2026, the Martinique Tourism Committee (CMT) already reported “a little over 700,000 visitors”, with a stay length up by around 1.8%, according to its president Alexandre Ventadour.
Also read: Martinique: Alexandre Ventadour targets 1.3 million tourists in five years
In Guadeloupe, the latest consolidated figures show more than 750,000 staying tourists in 2025, up 4%. Including cruise passengers, attendance reached 1.2 million visitors, with economic benefits of 800 million euros according to the Guadeloupe Islands Tourism Committee (CTIG).
For tour operators, the outlook is also fairly positive, even if performances vary strongly from one destination to another.
Also read: Martinique: Alexandre Ventadour targets 1.3 million tourists in five years
In Guadeloupe, the latest consolidated figures show more than 750,000 staying tourists in 2025, up 4%. Including cruise passengers, attendance reached 1.2 million visitors, with economic benefits of 800 million euros according to the Guadeloupe Islands Tourism Committee (CTIG).
For tour operators, the outlook is also fairly positive, even if performances vary strongly from one destination to another.
The French Caribbean Remains Very Present with Tour Operators
For Exotismes, the French Caribbean continues to be the flagship destinations in the operator’s lineup. Guadeloupe accounts for 18% of the tour operator’s revenue and Martinique 15%. The Dominican Republic stands at 16%, while Réunion also weighs in at 15%.« The Caribbean returns very strongly for us in bookings », notes Nelson De Almeida, France sales manager at Exotismes. He attributes this rebound in part to the French character of the destination. « It’s France; that reassures travelers », he adds.
The TO notes especially strong demand for villas. More than fifty addresses are offered between Martinique and Guadeloupe. An offering that satisfies individual travelers, but which the tour operator also aims to promote to agencies.
Exotismes is simultaneously working on budget management, with more all-inclusive packages and the launch of its Serenity Guarantee. This policy allows, in particular, to lock in prices and, depending on the offer’s terms, to cancel without fees up to 15 days before departure.
“The idea is to be able to offer French clients budget control right from the booking”, explains Nelson De Almeida.
The operator has also expanded its portfolio with immersive circuits in Martinique and Guadeloupe, organized around a single accommodation and accompanied by a local driver-guide.
Read also: Exotismes bets on all-inclusive and flexibility!
A Caribbean with More Varied Performance
The momentum should not be generalized to the entire Caribbean. At Turquoise, Éric Thomas observes very different situations depending on the destination.
“The Jamaica suffered a major cyclone that completely stopped sales,” he explains.
The Dominican Republic, on the other hand, is gradually improving. “Thanks to the return of Air France flights, we’re seeing a bit more sales again,” he continues. “For three years there were no Air France flights, so contracting became complicated.”
For the specialist, this situation directly illustrates the weight of air transport in the commercial performance of Caribbean destinations.
The return of air capacity therefore helps the market regain momentum, including for resorts. “Even though our DNA leans toward boutique hotels, Dominican Republic resorts still represent a sizeable share of our sales,” notes Éric Thomas.
“The Jamaica suffered a major cyclone that completely stopped sales,” he explains.
The Dominican Republic, on the other hand, is gradually improving. “Thanks to the return of Air France flights, we’re seeing a bit more sales again,” he continues. “For three years there were no Air France flights, so contracting became complicated.”
For the specialist, this situation directly illustrates the weight of air transport in the commercial performance of Caribbean destinations.
The return of air capacity therefore helps the market regain momentum, including for resorts. “Even though our DNA leans toward boutique hotels, Dominican Republic resorts still represent a sizeable share of our sales,” notes Éric Thomas.
Air Travel, Always the Nerve Center of the Game
This dependence on air travel also lies at the heart of the strategy for the French Antilles. In Martinique, Alexandre Ventadour does not hide it: “The backbone of the game is really air travel.” The CMT thus works with airlines and the Martinique Aimé-Césaire Airport to consolidate existing routes and develop new ones.
France remains the primary market for Martinique, accounting for about 70% of visitors. Canada is now the third-largest market, with around 10% of tourists, driven by connections to Montréal, Toronto, and Québec.
Guadeloupe follows a similar diversification path. In 2026, CTIG expanded its openness to Canada with Air Canada and Air Transat, while benefiting from stronger operations of Air France flights from Paris-Charles de Gaulle.
The destination also seeks to leverage its connection with Miami to capture more American visitors. Traffic from the United States is up 8% year over year according to CTIG, while Canada shows a 25% increase.
Europe is another channel. CTIG reports a 32% rise in travelers from Europe, with a notable 66% jump in bookings originating from Northern Europe for the period April 2026–March 2027.
France remains the primary market for Martinique, accounting for about 70% of visitors. Canada is now the third-largest market, with around 10% of tourists, driven by connections to Montréal, Toronto, and Québec.
Guadeloupe follows a similar diversification path. In 2026, CTIG expanded its openness to Canada with Air Canada and Air Transat, while benefiting from stronger operations of Air France flights from Paris-Charles de Gaulle.
The destination also seeks to leverage its connection with Miami to capture more American visitors. Traffic from the United States is up 8% year over year according to CTIG, while Canada shows a 25% increase.
Europe is another channel. CTIG reports a 32% rise in travelers from Europe, with a notable 66% jump in bookings originating from Northern Europe for the period April 2026–March 2027.
A Move Upmarket That Also Comes via Lodging
Getting Guests to Spend More Rather Than Welcoming Them at Any Price
The volume issue now goes hand in hand with the issue of value. In Martinique, Alexandre Ventadour directly asks: “Once the tourist is with us, how can we make them spend?”
The CMT aims to develop crafts, culture, events, and tourism activities to multiply on-site spending opportunities.
A similar approach in Guadeloupe, where CTIG seeks to increase the economic impact generated by visitors by promoting spending on local activities and services.
Cruising fits into this value-seeking strategy. In Guadeloupe, CTIG advocates a controlled growth strategy rather than a race for the number of port calls. The 2026-2027 season maintains operations with Costa, MSC and Ambassador, while the luxury and ultra-luxury segment strengthens with Explora III, Four Seasons Yachts, and Orient Express.
In Martinique, Ventadour notes that cruising generated €20 million in economic impact in 2025. He also emphasizes its role in shaping air rotations, with Martinique serving as a home port for certain ships.
For 2027, the Antilles thus have several levers: bolster air capacities, conquer new markets, broaden the hotel offering, and multiply experiences.
The CMT aims to develop crafts, culture, events, and tourism activities to multiply on-site spending opportunities.
A similar approach in Guadeloupe, where CTIG seeks to increase the economic impact generated by visitors by promoting spending on local activities and services.
Cruising fits into this value-seeking strategy. In Guadeloupe, CTIG advocates a controlled growth strategy rather than a race for the number of port calls. The 2026-2027 season maintains operations with Costa, MSC and Ambassador, while the luxury and ultra-luxury segment strengthens with Explora III, Four Seasons Yachts, and Orient Express.
In Martinique, Ventadour notes that cruising generated €20 million in economic impact in 2025. He also emphasizes its role in shaping air rotations, with Martinique serving as a home port for certain ships.
For 2027, the Antilles thus have several levers: bolster air capacities, conquer new markets, broaden the hotel offering, and multiply experiences.
Published by Caroline Lelievre Journalist – TourMaG.com See all articles by Caroline Lelievre
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