This paper investigates tourists’ preferences for climate change adaptation measures in the French West Indies using a discrete choice experiment. Results show that tourists give top priority to beach protection, prevention of infectious diseases, and restoration of terrestrial and marine habitats. Conversely, measures such as protection of cultural heritage, wildfire prevention, and securing water supply are seen as less important. The analysis also reveals significant heterogeneity in preferences, indicating that tourists do not form a homogeneous group when it comes to climate priorities. These findings highlight the need for differentiated and targeted adaptation strategies to effectively respond to the diverse expectations of visitors. By aligning adaptation efforts with tourists’ priorities, decisionmakers can better support sustainable tourism development and enhance the resilience of these island destinations to climate impacts. Taking tourists’ preferences into account can also contribute to preserving the long-term attractiveness of these regions, which are highly vulnerable to environmental change. Overall, the study emphasizes that understanding demand-side preferences is crucial for designing effective and publicly acceptable adaptation policies. Integrating these insights into planning processes can help reconcile climate resilience with economic objectives in tourism-dependent territories. Furthermore, our research contributes to the growing literature on climate adaptation by focusing on tourists often overlooked in policy design. By using stated preference methods, this study provides empirical evidence on how visitors perceive and value different types of adaptation actions. Such information is essential for policymakers aiming to build climate-resilient tourism systems that are both environmentally sustainable and economically viable in the context of accelerating climate risks.