Grenada tourism officials are entering 2025 with an optimistic outlook — and with good reason. In December 2024, the Grenada Tourism Authority announced that the destination had experienced 26 consecutive months of positive growth in tourism since September 2022.
In 2024, for example, the nation reported an impressive 17% year-over-year rise in visitor numbers. In addition, tourism authorities reported an increase in visitor spend and length of stay.
Petra Roach, CEO of Grenada Tourism Authority, sat down with me to provide insight about what’s behind her destination’s recent success.
Petra Roach, CEO of Grenada Tourism Authority
Credit: 2025 Grenada Tourism Authority
Why is Grenada experiencing such positive growth?
Global recognition, enhanced air connectivity, unforgettable cultural experiences and our commitment to sustainability have all been key factors in driving our continued tourism growth.
One contributing factor to this growth was the strong media coverage we received at the end of 2022. USA Today Readers’ Choice awards highlighted Paradise Beach in Carriacou and Grand Anse Beach in St. George’s, helping spark interest in visiting. To support growing demand and improve accessibility, we expanded air connectivity with new and enhanced routes from JetBlue and Air Canada in 2023, along with the recently announced WestJet route from Toronto and more.
From there, it may seem like results have snowballed into place, but there are specific little victories that made each milestone a reality. For example, our remarkable 31.7% increase in arrivals for February 2024 was driven by our elevated 50th Independence Anniversary celebration, and our growth in visitor spend is greatly attributed to the opening of two luxury properties: Six Senses La Sagesse and Silversands Beach House, which elevate the island’s profile among high-end travelers.
Grenada is evolving into a destination focused on sustainability.
Credit: 2025 Grenada Tourism Authority
But this growth can’t continue without the sustainability of our rich heritage and natural beauty. That’s why we’ve taken leadership in responsible tourism, hosting the Caribbean Conference on Sustainable Tourism Development and strategically investing in projects that will ensure Grenada’s sustainable tourism growth for years to come.
How would you describe the overall evolution of Grenada as a tourism destination?
I’d describe Grenada’s evolution as a tourism destination in the 21st century as a remarkable journey of transformation, innovation and sustainable growth. The three islands have embraced their unique identity, moving beyond the traditional sun, sea and sand model to become a diversified, globally recognized destination rooted in authenticity, culture and sustainability.
The three islands have embraced their unique identity, moving beyond the traditional sun, sea and sand model to become a diversified, globally recognized destination rooted in authenticity, culture and sustainability.
What are Grenada’s biggest selling points?
Grenada truly embodies the essence of Caribbean charm with an unparalleled blend of natural beauty, culture and authentic experiences. Whether on land or sea, adventure awaits in Grenada. We’re a diver’s dream, featuring more than 30 dive sites with wrecks, reefs, one-of-a-kind attractions such as the world’s first underwater sculpture park and much more.
Our sister island of Carriacou is known as the "Isle of Reefs" due to some of the most unspoiled coral reefs in the region, featuring vibrant marine life such as reef fish, moray eels, nurse sharks and hawksbill sea turtles. In September, we also unveiled a new underwater sculpture park in Carriacou, offering even more undersea adventures.
How can travelers connect with local culture in Grenada?
Grenada is full of flavor, culture and natural beauty at every turn. Our abundance of cinnamon, nutmeg, ginger and several other spices has earned us the title of the “Spice Isle” of the Caribbean, and Grenadians have learned to use these spices in some of the most unique, flavorful ways you could ever imagine.
Travelers can immerse themselves in our flavorful heritage by touring spice plantations, visiting distilleries and exploring bustling markets. For chocolate lovers, Grenada’s world-class chocolate industry offers unique experiences such as cocoa field tours, chocolate and rum pairings, and spa treatments — culminating in the annual Chocolate Fest every May.
Year-round, our festivals, music and warm local hospitality make every visit to Grenada a cultural celebration. The heartbeat of the island is Spicemas, our vibrant Carnival celebration in August that features dazzling costumes, soca music (an offshoot of calypso) and traditions that honor the emancipation and strength of enslaved people.
There’s yet another new hotel coming on the scene soon, isn’t there?
This year, we’re working toward opening another luxury property on La Sagesse Beach: InterContinental Grenada Resort. This development will feature everything a luxury traveler could expect, all designed to fully immerse guests in the traditions and beauty of Grenada: 150 rooms — including more than 30 private suites — an array of restaurants and bars, top-of-the-line spas, a fitness center and a pool with a bar and grill, as well as approximately 6,000 square feet of meeting space and a business center.
Can you tell us more about Grenada’s commitment to sustainability?
At the center of our sustainability initiative is the expansion of our Molinere Underwater Sculpture Park, the world’s first underwater sculpture garden, and our newest underwater sculpture park, A World Adrift, off the coast of Carriacou.
The 31 new pieces added in November 2023 were inspired by Spicemas, reimagining how art, culture and conservation intersect to enhance tourism and environmental sustainability. A year later, we pushed through setbacks caused by Hurricane Beryl to launch our new underwater sculpture park in Carriacou, which received the brunt of the storm. The park’s success now represents the island’s recovery efforts, supporting both environmental regeneration and economic revival.
How do you work with travel advisors so they can sell more Grenada?
Travel agents play a critical role in promoting Grenada as a destination, and we are committed to empowering them with the tools and knowledge they need to effectively sell our unique offerings. That’s why we created interactive online platform Grenada Travel Expert Program, where agents can earn certification by completing modules about our destination’s attractions, accommodations and unique selling points. We’ve also organized events that celebrate those who are committed to selling the allure of Grenada in the U.S.
