This year marks the 35th anniversary of the Caribbean Tourism Organization (CTO), so it’s no surprise that many industry officials in the region are reflecting on the Caribbean’s resilience and continued rebound.
As the tourism development agency for some 24 English-, French- and Dutch-speaking destinations, the CTO is celebrating its anniversary with a theme of “Connecting the Globe, Celebrating Diversity.” The organization is also casting a spotlight on multiple industry events designed to further improve its positioning in the marketplace.
To get the inside scoop, we spoke with Dona Regis-Prosper, secretary-general and CEO of the CTO.
As travel continues to recover from pandemic-era challenges, this is an exciting time to be celebrating the CTO's 35th anniversary. How would you describe the evolution of tourism in the region?
Caribbean tourism has weathered some heavy hits over the past few years, but it has emerged stronger and full of confidence. Storms and hurricanes have lashed the region, but they have also revealed the resilience of the Caribbean people in the way they have rebuilt their lives and communities.
Likewise, the devastation caused by COVID-19 was dealt with strategically, thanks to the effective leadership of regional health bodies such as the Caribbean Public Health Agency and the close cooperation between the health and tourism departments of CTO member countries and our sister organization, Caribbean Hotel & Tourism Association. What was clear was the fact that tourism led the recovery for all sectors of the region’s economy.
Dona Regis-Prosper, secretary-general and CEO of the Caribbean Tourism
Credit: 2024 Caribbean Tourism OrganizationHow has your organization evolved over the past 35 years?
CTO represents the interest of Caribbean governments regarding the region’s most dynamic economic driver: tourism. Our broad-based membership also includes nongovernmental allied and affiliate entities that are engaged with and invested in the health and sustainability of Caribbean tourism. Governments, of course, change — as do national policies regarding this important sector. But what has remained constant is the determination to work together as a region to enhance its major breadwinner, tourism.
In recent years, the Caribbean region has faced a dual challenge, as both the COVID-19 pandemic and natural disasters have left an indelible mark on its crucial tourism industry. While the CTO has been able to lead several initiatives toward a successful recovery of the region post COVID-19, the Council of Ministers and Commissioners of Tourism, along with the board of directors, have recognized that effective recovery and continued success of the tourism sector demand a renewed strategic direction. In this regard, the board has decided to engage a consultant to undertake a “Revitalization of the Caribbean Tourism Organization” project. This project aims to transform CTO’s role in the future development of the Caribbean’s tourism industry.
Could you explain how the anniversary’s theme tagline is playing out?
CTO members are keen to enhance connections to other regions to expand the global market for Caribbean destinations. For example, some of our members have been actively looking to strengthen ties to Africa. We are also keen to expand our connections to our neighbors in Latin America, with whom we share so many cultural and historical similarities. Through various committees and initiatives — such as marketing, research and resource mobilization — our members are collectively engaged in activities and events, including our upcoming Caribbean Conference on Sustainable Tourism Development (April 22-24 in Grenada) and Caribbean Week in New York (June 16-21), to foster and expand our connections around the world and to embrace the diverse attributes and offerings of our destinations.
We want the world to understand and join us in celebrating the diversity of the Caribbean, its people, its music, its cuisines, its environment and, among many other things, its marine and coastal areas. We have so much to share, and we are determined to display the breathtaking diversity of our beautiful region.
Would the CTO like to see more airlift into the Caribbean?
Together with our members, the CTO is constantly looking at route systems and working closely with airline companies to ensure our aerial highways can continue to expand in concert with our plans to grow our tourism activities.
Many travelers need the specialized experience, information and guidance that a knowledgeable travel agent can dispense.
How important are travel advisors for the Caribbean’s tourism industry?
We believe travel agents continue to play an important role in maintaining the health of our tourism sector, especially at a time when we are putting more products on the market. Many travelers need the specialized experience, information and guidance that a knowledgeable travel agent can dispense. We encourage travel advisors to avail themselves of the information available on our websites and to follow us on social media for the latest news and updates from our destinations.
Looking ahead, what are the key priorities and objectives of the CTO?
As we grow our sector, we are determined to ensure our residents participate in development planning. We also want to ensure that growth will not be at the expense of our environment. Tourism should benefit our people in all aspects of their lives and should ensure they are able to directly contribute to the shape of tourism. Finally, we want our youth to be highly educated, so that they can choose tourism as their first — and not their last — choice for a career path.
