For Caribbean tourism, the key is to “customize: the experience to “fit diverse trailers needs across the region’s many unique destinations,” according to Caribbean Tourism Organization Secretary General Dona Regis-Prosper. 

The CTO chief, who was speaking on a panel in London this week during the World Travel Market conference, said it was important fo {“find out what individual travelers want.”

“Then,” she said, “we’ll be able to tailor that package for them.”

Regis-Prosper, who is helping to lead the CTO’s own renaissance, said the Barbados-based organization recognized its responsibility to protect the “very fragile ecosystems” in the Caribbean. 

That means sustainability, a term which is in the process of its own rebirth — now, Regis-Prosper said, it’s about thinking beyond just sustainability. 

“Everything we do in this industry, we’ll do it in the name of sustainability, and we will pivot to regenerative tourism.”

— CJ