At Caribbean Week in New York, CTO unveils transformative tourism plan

The project, presented by CTO Secretary General Dona Regis-Prosper, outlines a strategic vision to position the Caribbean as a global leader in sustainable tourism, while strengthening internal operations and delivering measurable results for member countries.

“The past few years have tested the strength of our tourism industry like never before,” Regis-Prosper said in a launch video. “But, in true Caribbean spirit, we have adapted, rebuilt, and moved forward. This renewed vision reflects our collective aspirations for sustainable growth, greater resilience, and lasting prosperity.”

Structured around five key pillars—sustainable and regenerative tourism, tourism intelligence, promotion, market competitiveness, and people development—the Reimagine Plan seeks to increase government and allied membership, strengthen tourism data infrastructure, expand training for marginalized groups, and improve service standards across the region. A sixth focus on operational excellence will guide the CTO's internal reforms.

At the launch event, Ian Gooding-Edghill, Barbados' Minister of Tourism and International Transport and Chair of the Council of Ministers and Commissioners of the CTO, emphasized that the Reimagine Plan is more than a strategy: it's a regional imperative. "The time is now. The changemakers are here. The visionaries are on the march," he stated. "Let us reimagine tourism not just as a sector, but as a vehicle for empowerment, a platform for innovation, and a source of dignity for our people."

Latia Duncombe, CEO of Bahamas Tourism and a member of the CTO's Reimagine Oversight Committee, called the initiative a "call to action," emphasizing the importance of execution: "We can't afford to treat this as just another framework... our ability to achieve positive change depends on how well we translate vision into execution."

The plan emerged after more than two years of consultation, analysis, and collaboration. Committee co-chair Donovan White, Jamaica's Director of Tourism, said the process has generated new alignment across the region: "The last two and a half years have felt different... It seems like we're finally realizing that we need to move in one direction."

Rosa Harris, Cayman Islands Director of Tourism, who chaired the CTO Board of Directors during the first phase of the plan's development, described it as a direct response to member states' calls for greater value and relevance. "There was a recurring theme we faced as presidents in 2022-2023: the CTO needs to deliver value... we heard that call loud and clear."

The initiative also reflects a broader push for regional self-determination in an increasingly competitive global tourism market. In his speech at the launch, Jamaica's Minister of Tourism, Edmund Bartlett, highlighted the Caribbean's unique vulnerabilities, untapped potential, and resilience. "The Caribbean is the most tourism-dependent region on the planet," he stated. To fully realize that potential, Bartlett urged regional leaders to harmonize policies, set aside nationalism, and embrace regionalism.

The plan will be overseen by the CTO's Reimagine Committee, co-chaired by Director White and Andrea Franklin, Chair of the CTO Board and CEO of Barbados Tourism Marketing Inc. It was developed in partnership with EY (formerly Ernst & Young) and supported by the Caribbean Tourism Institute.

“This is no longer a vision on paper,” said Annette Mark, executive director of the Saint Vincent and the Grenadines Tourism Authority and a member of the oversight committee. “It’s an action plan for progress.”

The Reimagine Plan was initially launched internally and is now being implemented across the region. The full plan will continue to be developed in the coming months, with stakeholder engagement, implementation support, and performance monitoring already underway. For the CTO, this initiative marks the beginning of a new era: one driven by purpose, grounded in collaboration, and focused on results.

Source: CTO.