Tourism visionary Dr. Auliana Poon will be the keynote speaker at CTO's SOTIC 2025 event in Barbados

BRIDGETOWN, Barbados (August 29, 2025) — The Caribbean Tourism Organization (CTO) has announced that Dr. Auliana Poon, one of the world’s leading authorities on tourism and sustainable development, will deliver the keynote address at the State of the Tourism Industry 2025 Conference (SOTIC), taking place from September 30 to October 3 at the Hilton Barbados Resort.

Organized in collaboration with the Barbados Ministry of Tourism and International Transport and Barbados Tourism Marketing Inc., SOTIC 2025 will bring together ministers, directors, senior executives, and key industry players to address the challenges that will define the region's future as a leading global destination. Under the theme "Reimagining Caribbean Tourism: Research, Relevance, and the Way Forward," the dynamic program will include high-level panels, cutting-edge research, interactive workshops, and networking opportunities.

Dr. Poon, a Berlin-based economist by training and a pioneering tourism strategist from Trinidad and Tobago, has worked in over 40 destinations worldwide, contributing to the development of policies, strategies, and competitiveness. She introduced the now widely recognized concepts of “Old Tourism” and “New Tourism,” developed South Africa’s Responsible Tourism policy, and crafted innovative strategies for locations as diverse as Abu Dhabi, Singapore, Montserrat, and Mozambique. Her influential book, Tourism, Technology, and Competitive Strategies, remains a central reference in global tourism research.

“The Caribbean is at a critical juncture, where research, resilience, and relevance must guide our path forward,” said Dr. Poon. “I am honored to join industry leaders at SOTIC to share ideas on how the region can design bold strategies that ensure tourism is not only competitive, but also sustainable and inclusive for future generations.”

One of the key highlights of the conference will be the CTO's data-driven session, "Caribbean Tourism: Trends, Truths, and Trajectories," presented by the CTO's Research Department, which will offer insights into regional tourism performance, market dynamics, and future outlooks. Other sessions will explore air travel expansion, medical and wellness tourism, sports tourism, cruise and stay synergies, and outbound market opportunities in North America, Latin America, Europe, the Middle East, and Africa (EMEA).

CTO Secretary General Dona Regis-Prosper emphasized that Dr. Poon's keynote address will set the tone for the week's deliberations: "Dr. Poon has been a pioneer in redefining global tourism policies, strategies, and practices. Her perspective will inspire our members and partners to think bigger and act smarter as we advance the Caribbean tourism agenda. SOTIC 2025 promises to be a truly transformative event for our region."

The agenda will also include the Regional Congress for Youth in Tourism, scheduled for October 2, which will provide a platform for the next generation of industry ambassadors from all CTO member states.

Current SOTIC 2025 sponsors include Environics Analytics, Liat Air, Tiki, and Virgin Atlantic, with additional opportunities available for organizations wishing to align themselves with sustainable tourism development in the region.