CTO News

CTO Launches Reimagine Plan for Caribbean Tourism at Caribbean Week in NY

NEW YORK, NY (July 5, 2025) — The Caribbean Tourism Organization (CTO) has unveiled a bold three-year roadmap to transform the region’s tourism sector, officially launching its Reimagine Plan 2025–2027 during Caribbean Week in New York last month.

The plan, 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,” said Regis-Prosper 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 core pillars — sustainable and regenerative tourism, tourism intelligence, advocacy, market competitiveness, and people development — the Reimagine Plan aims to increase government and allied membership, strengthen tourism data infrastructure, expand training for marginalized groups, and enhance service standards across the region. A sixth focus on operational excellence will guide internal reforms within CTO.

At the launch event, Ian Gooding-Edghill, Barbados’ Minister of Tourism and International Transport and Chairman of the CTO Council of Ministers and Commissioners, emphasized that the Reimagine Plan is more than a strategy — it’s a regional imperative. “The time is now. The change-makers are present. The visionaries are in motion,” he said. “Let us reimagine tourism not simply as a sector, but as a vehicle for empowerment, a platform for innovation, and a source of dignity for our people.”

Latia Duncombe, Director General of Tourism for The Bahamas and a member of the CTO Reimagine Oversight Committee, called the initiative “a call to action,” stressing the importance of execution: “We cannot afford to treat this as just another framework … our ability to move the needle depends on how well we translate vision to execution.”

The plan emerged from more than two years of consultation, analysis and collaboration. Committee co-chair Donovan White, Director of Tourism for Jamaica, said the process has brought new alignment across the region: “The last two and a half years feel different …It feels like we are finally understanding that we have to pull in one direction.”

Rosa Harris, Director of Tourism for the Cayman Islands, who chaired the CTO Board of Directors during the first part of the development of the plan, described it as a direct response to calls from member states for greater value and relevance. “There was a recurring theme that we faced as chair in 2022-2023: CTO needs to add value … we heard the call loud and clear.”

The initiative also reflects a broader push for regional self-determination in an increasingly competitive global tourism market. Speaking 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 dependent region on planet Earth for tourism,” he said. To fully harness that potential, Bartlett urged regional leaders to “harmonize policies,” “put aside nationalism,” and “embrace regionalism.”

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

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

The Reimagine Plan was first launched internally and is now being rolled out across the region. The full plan will continue to unfold over the coming months, with stakeholder engagement, implementation support, and performance monitoring already underway. For the CTO, this initiative signals a new era — one rooted in purpose, built on partnership, and focused on results.

CTO Chairman: “An Exciting Time” as Caribbean Week 2025 Wraps with Strong Momentum

NEW YORK (June 9, 2025) – Caribbean Week in New York (CWNY 2025) concluded on Thursday with high praise from Caribbean Tourism Organization (CTO) Chairman Ian Gooding-Edghill, who declared the 2025 edition a powerful testament to regional unity, strategic vision, and forward-thinking leadership.

“This is my first Caribbean Week as Chairman of the CTO and based on all the feedback we received, it went extremely well,” said Gooding-Edghill, who also serves as Minister of Tourism and International Transport for Barbados. “We are certainly delighted that we’ve had so many participants (over 200) registered. It also tells us that the organization is going in the right direction.”

Held under the theme “Caribbean Resilience: Crafting Tomorrow’s Tourism”, the week brought together tourism leaders, cultural influencers and media stakeholders for a series of high-level discussions, workshops, and networking events focused on shaping the region’s tourism future.

One of the event’s highlights was the Council of Ministers and Commissioners Meeting. “We were in the session for just over four hours, which speaks to the value of the contributions at that meeting. We’ve also specifically laid out additional work that the CTO will have to undertake on (behalf of members),” said Minister Gooding-Edghill. Andrea Franklin, CEO of Barbados Tourism Marketing Inc., presided over the Board of Directors meeting as Chairman of the CTO Board.

Gooding-Edghill emphasized the importance of robust research and data in strategic planning. “Research plays a significant role in our day-to-day business … and we discussed how we can finetune and get additional data and metrics … and plan strategically to advance the Caribbean’s interests.”

Caribbean Week also marked the launch of the CTO’s Reimagine Plan (2025-2027), which seeks to provide CTO’s strategic direction for the next three years. It is anchored by five key pillars: advocacy, market competitiveness, tourism intelligence, sustainable and regenerative tourism, and people development.

“We will continue to focus on the Reimagine program. It’s an exciting time for us as CTO … ever so often you have to look back and you have to look internally and see where you are and where you want to go … and that is the Reimagine plan for us,” said Chairman Gooding-Edghill.

The CTO Chairman also highlighted the increasing engagement of CTO’s Allied Members, emphasizing their crucial role in promoting destinations and supporting the broader Caribbean tourism sector. He commended their contributions during the dedicated forum “Beyond Borders: Positioning the Caribbean Tourism Industry in a Shifting Travel Landscape”, noting that the discussions were insightful and highly relevant to the industry’s current challenges.

The Chairman also addressed intra-regional travel, acknowledging progress and the work ahead. “Connectivity within the Caribbean continues to be a challenge … we have to ensure that we improve connectivity and there is a CTO Airlift Committee … tasked with not only bringing solutions to the table, but also making recommendations so we can advance greater connectivity.”

Looking ahead to the 2025 State of the Tourism Industry Conference (SOTIC) in Barbados, slated for the Fall, Gooding-Edghill signaled that connectivity, tourism growth, and economic linkages will be central to discussions. “The only way you can grow your tourism business is by increasing spend or by driving additional traffic to the destination, and we believe in both,” he said. “And of course, ensuring that we have a strong linkages program with the agriculture, manufacturing sectors within the Caribbean so that we can retain more of the foreign exchange that is spent within the Caribbean.”

Reflecting on the broader impact of the week, the Chairman noted that one of the key takeaways was the opportunity for professionals across the industry to connect and exchange ideas. He emphasized that beyond networking, the event offered valuable insights into emerging trends, with the diversity of panelists and speakers highlighting CTO’s forward-looking vision.

“I extend heartfelt thanks to Minister Ian Gooding-Edghill and CEO Andrea Franklin for their outstanding leadership throughout Caribbean Week in New York,” stated CTO Secretary-General & CEO Dona Regis-Prosper. “Their vision, energy and commitment to advancing regional collaboration and sustainable growth were evident in every aspect of this year’s event. We are charting a bold and inclusive path forward for Caribbean tourism, and the success of Caribbean Week 2025 reflects the strength of that direction.”

CWNY 2025 was supported by the following sponsors:

• Platinum: Dominica, U.S. Virgin Islands
• Gold: Antigua and Barbuda, Bahamas, Bermuda, Global Ports Holding, Travel & Adventure Shows
• Silver: Sandals Resorts International, St. Kitts
• Bronze: Adara, A RateGain Company; Anguilla; Barbados; Carnival Corporation & plc; Saint Lucia; TEMPO Networks