Together with host resort Sandals South Coast in Jamaica, the American Society of Travel Advisors (ASTA) wrapped up a successful Caribbean Showcase 2025. Held August 23–27, the annual event convened more than 350 global travel advisors, suppliers and industry leaders for an immersive week of educational sessions, networking and destination experiences, all aimed at strengthening partnerships and driving demand for Caribbean travel.
“Caribbean Showcase is where relationships are built, ideas are exchanged, and the beauty of the destination speaks for itself,” said Zane Kerby, president and CEO of ASTA. “By bringing advisors and suppliers together in such a breathtaking setting, we create the connections and knowledge that help our members thrive and inspire travelers for years to come.”
Set along two miles of Jamaica’s coastline, Sandals South Coast welcomed guests with Sandals’ signature Caribbean hospitality and all-new standout features—from the newly refreshed Blue Mahoe Overwater Villas and wedding chapel to the Longbeach Beachfront One-Bedroom Butler Suites. Throughout the week, a dynamic lineup of events included thought-provoking sessions with industry leaders, a lively trade show and hands-on workshops designed to enhance advisors’ ability to confidently sell the Caribbean. Networking took center stage with lively dinner conversations across the resort’s nine dining venues, an energetic pickleball lesson and a Young Professionals Society nightcap.
“ASTA’s steadfast dedication to championing and enhancing the vital role of travel advisors is truly admirable and perfectly aligned with the vision of Sandals and Beaches Resorts,” said Gary Sadler, executive vice president of sales and industry relations at Unique Vacations, Inc., an affiliate of the worldwide representative of Sandals and Beaches Resorts. “Championing this incredible community of advisors is especially meaningful here, at our home in Jamaica, where we get to share the magic that brings our islands to life for travelers every day.”
This year’s Showcase also welcomed a group of Caribbean government and tourism officials, underscoring the event’s regional importance. Among the notable attendees were ministers of tourism from Jamaica, Saint Vincent and the Grenadines, Saint Lucia, Barbados, Turks & Caicos, St. Kitts and Grenada, as well as Dona Regis-Prosper, secretary general and CEO of the Caribbean Tourism Organization and representatives from the Curaçao Tourist Board, Discover Puerto Rico and other key partners. In a standout moment, the ministers, alongside Sadler of Unique Vacations, Inc., honored ASTA President and CEO Zane Kerby with the Caribbean Excellence Award, a lifetime achievement recognition celebrating his enduring commitment and significant contributions to tourism development across the region.
Attendees also had the opportunity to explore Jamaica through curated Island Routes excursions. From sailing aboard a catamaran and snorkeling in crystal-clear coves to exploring the natural beauty of YS Falls and sampling the island’s rich flavors at Appleton Estate, every adventure reinforced the unique allure of the Caribbean. In the spirit of giving back, guests were invited to participate in the Sandals Foundation’s Pack for a Purpose initiative, bringing school and community supplies that support local development.
The event concluded with the vibrant “Colors of the Caribbean” farewell reception, where guests gathered beachside to enjoy local cuisine, cocktails, and live performances, capping off a week of collaboration, celebration, and Caribbean inspiration.
For more information, visit www.asta.org.
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