Way Forward For Regional Tourism Outlined In CTO’s Reimagined Plan
Strategies for advancing regional tourism are in the Caribbean Tourism Organization’s (CTO) Reimagined Plan 2025–2027, which focuses on diversifying the tourism product and strengthening resilience against external shocks.
This was outlined by Chairman of the CTO and Minister of Tourism and International Transport, Ian Gooding-Edghill, and CTO Secretary General and Chief Executive Officer, Dona Regis-Prosper.
The two spoke during the closing press briefing of the CTO’s State of the Tourism Industry Conference (SOTIC), held under the theme “Reimagining Caribbean Tourism: Research, Relevance and the Road Ahead,” at the Hilton Barbados Resort from September 30 to October 3.
Addressing the potential impact of external shocks, such as geopolitical tensions, Minister Gooding-Edghill highlighted the importance of identifying new source markets to reduce dependency on any single region.
“The United States is one of the fastest growing markets for the Caribbean, and of course, we want to maintain that, because with growth, there are more opportunities for people…. We want to see continued growth, but … if we are very strategic in our planning, we also have to ensure that we open up other markets in the event that any one market that we have should give us a shock,” he explained.
Speaking on the issue of regional airlift and the high cost of travel within the Caribbean, Mr. Gooding-Edghill noted that code sharing – agreements that allow airlines to sell seats on partner-operated flights to expand network reach without additional operational costs – could be part of the solution.
“Code sharing, obviously, with any airline would be, in our judgment, a wonderful opportunity to enhance seamless travel…. I think it’s very useful that we have some arrangements in place. You will know that a lot of the airlines, they have their alliances, or they have their one world programmes, etc., and that’s worked very well, especially for persons who are having onward travel. You have to remember as well that not every country within the Caribbean will have direct connections.”
When asked about the next steps for regional tourism and the implementation of ideas discussed during SOTIC, Ms. Regis-Prosper pointed to the Reimagined Plan, launched in June 2025, as already addressing key issues such as sustainability and diversification. She also noted that a more inclusive 2025 SOTIC was among the follow-up actions emerging from the plan.
The Reimagined Plan is built around five key pillars: advocacy, market competitiveness, tourism intelligence, sustainable and regenerative tourism, and people development. It aims to foster collaboration among governments, industry stakeholders, and international partners to ensure the Caribbean remains a premier global destination that delivers tangible benefits to its people.
“The Reimagined Plan is a significant milestone for CTO…. Some of the recommendations that we have gotten from our discussions at our Council of Ministers Meeting and our Board of Directors meeting will be actioned; some of them as early as this quarter, and in addition to that, we have several sub committees within the Caribbean Tourism Organization; their role is to really action some of those items and directives coming out of those events,” the CTO Secretary General stated.
Both Mr. Gooding-Edghill and Ms. Regis-Prosper expressed appreciation to the media for its continued role in promoting the Caribbean’s tourism offerings and sharing its story with the world. They also commended the BTMI team for hosting what they described as a “successful” conference.
Author: Sheena Forde-Craigg