“We Have the Opportunity to Shape Tourism”

It’s the most beautiful place on earth (at least in our opinion). But to reach new heights, the Caribbean needs to leverage more than just its natural environment and focus on a combination of strategic partnerships, innovation and sustainability to remain competitive against top destinations around the world. 

That was the message from Caribbean Tourism Organization Secretary General Dona Regis-Prosper this week at the recent Virgin Islands Tourism Summit on Peter Island in the BVI. 

“At this critical juncture, while our natural beauty is undeniable, we must not for one minute believe that it’s enough to secure the future of the Caribbean,” she said. 

Accordingly, the CTO is planning a new push this year focusing on five pillars: advocacy, market intelligence, market competitiveness, people development and sustainable and “regenerative tourism.”

“These pillars represent a collective vision for a resilient and sustainable tourism sector,” she  said. 

So what are the biggest trends right now in Caribbean tourism, according to Regis-Prosper? 

Health and safety, along with sustainability, technology and experiential travel. 

Sustainability in particular is a fast-growing factor, with some 80 percent of travelers saying they’re willing to pay more for sustainable options, according to the SG. 

“We have the opportunity to shape tourism that benefits not only our local economies but also our environments and our local communities,” she said. 

She challenged stakeholders to embrace partnerships, innovation, and sustainability to ensure that the Caribbean remains “the world’s most desirable and responsible tourism destination.”