CTO calls for unity and innovation in the Caribbean

The event, which took place at Peter Island Resort in the British Virgin Islands this month, was organised by the British Virgin Islands Ministry of Tourism, Culture and Sustainable Development, in collaboration with the British Virgin Islands Tourist Board and the British Virgin Islands Yachting, Hotel and Tourism Association (BVIYHTA).

Addressing an audience of more than 300 tourism stakeholders on “Strategic Partnerships for Sustainable Tourism Services in the Caribbean,” Regis-Prosper challenged the region to rethink its approach to tourism development, emphasizing that dialogue alone is not enough.

“This is not a discussion,” he said. “It is important that we meet as professionals and talk about the future of tourism.”

His speech, delivered in the British Virgin Islands – a place he fondly referred to as “home” due to his years spent living and working in the territory – set the stage for an ambitious vision of a collaborative, resilient and innovation-driven Caribbean tourism industry.

Is beauty alone enough?

Regis-Prosper posed a direct question to the audience: “Is our beauty enough to guarantee our future?”

“At this critical moment, while our natural beauty is undeniable, we must not believe for a minute that it is enough to secure the future of the Caribbean,” he warned, emphasizing the need for strong, innovative and sustainable tourism models.

Five pillars for a sustainable future

Highlighting the CTO’s five Ps of sustainable tourism (people, planet, prosperity, purpose and partnership), Regis-Prosper stressed that tourism must go beyond resilience and become restorative.

He announced that later this year, the CTO will unveil a reinvention plan focused on five key areas:

1. Defense of rights

2. Market intelligence

3. Market competitiveness

4. People development

5. Sustainable and regenerative tourism

“These pillars represent a collective vision for a resilient and sustainable tourism sector,” he said, adding that true collaboration “has to start in the mind.”

Strategic alliances: the key to growth

At the heart of her speech was a call for greater regional and international collaboration. Regis-Prosper highlighted the CTO’s growing network, which now includes 25 member countries and 65 private sector partners, including airlines, cruise lines, travel agencies and marketing.

He highlighted the power of public-private partnerships, which allow governments and businesses to pool resources, experience and knowledge.

“The CTO, for example, is a real example of the power of partnerships,” he said, citing joint efforts to address issues such as sustainable infrastructure, waste management and green technologies.

He also stressed the importance of local communities in shaping the region’s tourism future, especially in the area of ​​product development. “Residents must be involved in the discussions,” he said. “They are the people, the guardians of our culture, our environment and our resources.”

Tourism education and workforce development

The tourism leader identified people as the Caribbean's greatest asset and urged the industry to invest in workforce development.

“Tourism, ultimately, is about people,” he said, pointing to CTO’s 192 training courses (developed in collaboration with the Caribbean Hotel and Tourism Association), online learning platforms and e-books on tourism for primary school students aimed at encouraging young people to see tourism as a viable career.

He also gave the audience an exclusive sneak peek into the CTO’s 2025 training calendar, reinforcing the organization’s commitment to skills development and capacity building.

Emerging trends shaping tourism in the Caribbean

Recognizing the changing global tourism landscape, Regis-Prosper identified key trends shaping the future of the Caribbean tourism industry:

1. Health and safety after the pandemic: While the region has shown remarkable resilience, it urged continued vigilance on hygiene standards and innovations in contactless travel.

2. Sustainable and regenerative tourism: With 80% of travelers willing to pay 10% more for sustainable options and 41% willing to pay 30% more for adventure and ecotourism experiences, he said the Caribbean must capitalize on this demand.

3. Technology and innovation: From contactless check-in to ride-sharing apps across the region, he stressed that technology is transforming tourism and that the Caribbean must listen to the demands of visitors.

4. Experiential travel: Today's tourists want authentic, immersive experiences, and the Caribbean is uniquely positioned to meet this demand.

A call to collaborate, not compete

Regis-Prosper closed her speech with a call for regional unity, urging leaders to view each other as collaborators, not competitors.

“We have the opportunity to design tourism that benefits not only our local economies, but also our local environments and communities,” he said. He urged stakeholders to embrace partnerships, innovation and sustainability to ensure the Caribbean remains “the most desirable and responsible tourism destination in the world.”

With her moving message, Regis-Prosper left no room for doubt: the future of Caribbean tourism will be determined not only by its beauty, but by its vision, strategy and collective action.

Source: CTO.