SOTIC

Tobago’s Jolé St. John is 2025 CTO Regional Tourism Youth Congress Winner

BRIDGETOWN, Barbados (October 4, 2025) – Sixteen-year-old Jolé St. John, Tobago’s Junior Secretary of Tourism, has been crowned winner of the Caribbean Tourism Organization’s (CTO) 21st Regional Tourism Youth Congress, held Thursday at Hilton Barbados Resort.

Part of the State of the Tourism Industry Conference (SOTIC), the Congress saw St. John impress judges and delegates with innovative ideas on sustainable tourism, digital transformation and heritage experiences. Her performance earned her the title of Regional Junior Minister of Tourism until the 2026 Congress.

The event brought together 15 students, aged 14-17, from across the Caribbean, each serving as a Junior Minister/Commissioner of Tourism. Participants delivered prepared presentations on key topics reshaping the industry, including the shift from the traditional three S’s of Caribbean tourism (sea, sun, sand) to the new three S’s (smart technology, sustainable practices, social inclusion).

They also tackled mystery questions designed to spark imagination and problem-solving – from how to position their destinations in new and creative ways to how tourism products can evolve to remain fresh and impactful. Their responses showcased both quick thinking and genuine passion for the sector.

Second place went to Caleader Lewison, Junior Minister of Tourism for Jamaica, who will serve as CTO’s Junior Secretary-General of Tourism. Third place was awarded to Aylani Morris Seymour, Junior Minister of Tourism for the Cayman Islands. In addition, Isaiah Toney, Junior Minister of Tourism for St. Vincent and the Grenadines, received an honorary mention for outstanding qualities beyond the standard scoring.

The Congress, chaired by last year’s winner Keyana Warner of Nevis, featured a judging panel of tourism leaders: Rosetta West-Gerald, CEO of the Montserrat Tourism Authority; Paul Pennicook, Interim CEO of Experience Turks and Caicos; and Chief Judge Charlene Drakes, Manager of Stakeholder Engagements, Caribbean Region for Carnival Corporation & plc.

In the lead-up to the competition, participants joined enrichment activities including a masterclass on AR/VR in tourism led by Ed and Claudia Limon and Scott Bowie of Winged Whale Media; a career readiness workshop on personal branding and leadership with Davina Layne of Your Corporate Image; and a field trip by Barbados Tourism Marketing Inc. (BTMI) to highlight sustainable initiatives such as the Oceana Innovation Hub and Barbados’ cultural history.

Ian Gooding-Edghill, Chairman of the CTO Council of Ministers and Commissioners and Barbados’ Minister of Tourism and International Transport, praised the delegates: “What I saw in each and every one of you is not only dedication, commitment, but I saw passion, real passion … you certainly were not shy and you delivered with grace.”

Event emcee Sharon Banfield-Bovell, CTO’s Director of Resource Mobilization and Development, underscored the significance of the forum: “Our Congress is more than a friendly competition … it is a launchpad propelling the next wave of tourism visionaries, advocates and innovators who will guide the future of this vital industry for the Caribbean.”

The 2025 Congress featured students from 15 CTO member countries and territories: Anguilla, Antigua & Barbuda, The Bahamas, Barbados, British Virgin Islands, Cayman Islands, Dominica, Grenada, Jamaica, Nevis, Saint Lucia, St. Eustatius, St. Kitts, St. Vincent and the Grenadines, and Tobago.

Sponsors and supporters included Barbados Tourism Marketing Inc., Breeze Travel Solutions, Caribbean Media Exchange, Caribbean Travel and Tours, Carnival Corporation & plc in collaboration with Acordis International Corporation, Liberty Business Barbados, Marketplace Excellence, Tropical Shipping, and Winged Whale Media.

The program underscored CTO’s commitment to youth empowerment, building critical skills and nurturing regional pride in one of the Caribbean’s most essential industries.

SOTIC 2025 to Feature Innovation Hub in Partnership with Winged Whale Media

BRIDGETOWN, Barbados (September 22, 2025) – The Caribbean Tourism Organization (CTO) will debut a groundbreaking Innovation Hub at the upcoming State of the Tourism Industry Conference (SOTIC) 2025, presented in partnership with Winged Whale Media, a global leader in immersive media solutions.

The Innovation Hub will showcase how virtual reality (VR), augmented reality (AR), and artificial intelligence (AI) are transforming tourism marketing, visitor engagement, workforce development, and destination resilience. Attendees will have the opportunity to explore interactive experiences ranging from reef and rainforest VR journeys to AI-powered booking assistants and digital wayfinding tools.

Ed Limon, Cofounder and Producer at Winged Whale Media, said the Innovation Hub is designed to inspire tourism leaders while demonstrating practical tools that can be deployed immediately across the region. “Innovation is how we tell our stories, protect our places and welcome the world,” he said.

Among the Hub’s highlights are:

• Immersive VR Experiences showcasing Caribbean reefs, festivals and landscapes.
• AI Itinerary & Booking Assistants providing 24/7 multilingual support while capturing valuable visitor data.
• Virtual Wayfinders offering on-the-ground orientation for events, resorts and city centers.
• AI Heritage Avatars enabling visitors and staff to interact with virtual storytellers, artisans and conservation guides.

CTO Secretary-General Dona Regis-Prosper said the Innovation Hub reflects the organization’s drive to keep the Caribbean competitive and future-ready. “We cannot rely on our natural beauty alone to secure our future. By embracing innovation, investing in sustainability and empowering our people, we can ensure that Caribbean tourism continues to grow stronger and more resilient in the years ahead.”

The Hub will also capture engagement data and feedback from delegates, helping CTO and its partners identify pilot-ready initiatives for destinations across the region.

The Innovation Hub at SOTIC 2025 underscores the CTO’s commitment to fostering collaboration between governments, the private sector and innovators to drive sustainable growth, elevate visitor experiences and strengthen the Caribbean’s position as a global tourism leader.

For more information about the conference, taking place September 30 to October 3 at Hilton Barbados Resort, visit https://sotic.onecaribbean.org.

CTO Regional Tourism Youth Congress Returns at SOTIC 2025 in Barbados

BRIDGETOWN, Barbados (September 8, 2025) – The highly anticipated Regional Tourism Youth Congress, organized by the Caribbean Tourism Organization (CTO) in collaboration with the Barbados Ministry of Tourism and International Transport and Barbados Tourism Marketing Inc., will return this year as a major highlight of the State of the Tourism Industry Conference (SOTIC), taking place in Barbados.

The Youth Congress, one of CTO’s signature developmental initiatives, brings together students aged 14 to 17 from across the region, each serving as a “Junior Minister/Commissioner of Tourism”.

This year’s participants, representing 16 CTO member countries and territories, will present their research and innovative perspectives on the future of Caribbean tourism. The spirited exchanges, set for October 2, are designed to foster critical thinking, communication skills, and a deeper understanding of the sector while providing delegates with a glimpse into the vision of the next generation.

Sharon Banfield-Bovell, CTO’s Director of Resource Mobilization and Development, stated that the Youth Congress and its preceding events serve a critical function in educating the next generation about tourism’s considerable impact on the region. “This initiative transcends a simple competition,” she explained. “It represents a fundamental pathway to developing future tourism advocates and innovators who will help define the trajectory of the Caribbean tourism sector.”

In addition to competing, students will participate in the broader conference program, including a Tourism Youth Congress Master Class led by Ed Limon, Cofounder and CEO of Winged Whale Media — an award-winning XR/AI studio recognized for its pioneering work in immersive media and virtual tourism innovation. They will also benefit from another key session, “Level Up: A Teen Career Launchpad Workshop for Work, Life & Leadership”, facilitated by Davina Layne of Your Corporate Image.

Last year, in the Cayman Islands, Keyana Warner of Nevis captured the top honor at the 20th CTO Tropical Shipping Regional Tourism Youth Congress, impressing judges and delegates alike with her insights and delivery. This year’s competition promises to be equally dynamic, with young leaders ready to showcase their passion for shaping the region’s most vital industry.

A total of 16 countries and territories will be represented in the 2025 Youth Congress:

• Anguilla
• Antigua & Barbuda
• Bahamas
• Barbados
• British Virgin Islands
• Cayman Islands
• Dominica
• Grenada
• Jamaica
• Nevis
• Saint Lucia
• St. Eustatius
• St. Kitts
• St. Vincent & the Grenadines
• Tobago
• U.S. Virgin Islands

The Congress is sponsored and supported by Breeze Travel Solutions, Carnival Corporation & plc, Caribbean Media Exchange (CMEx), Marketplace Excellence (MPE), and Winged Whale Media. It continues to serve as an important platform for empowering young Caribbean citizens, offering them exposure, mentorship and the opportunity to play a role in shaping the region’s tourism narrative.

For more information about the conference, taking place September 30 to October 3 at the Hilton Barbados Resort, visit https://sotic.onecaribbean.org.

CTO to Launch Groundbreaking Tourism Intelligence Award at SOTIC 2025

BRIDGETOWN, Barbados (September 5, 2025) — The Caribbean Tourism Organization (CTO) will unveil a landmark regional honor — the Caribbean Tourism Intelligence Award — at this year’s State of the Tourism Industry Conference (SOTIC), underscoring the region’s push toward knowledge-led growth and evidence-based policy.

The award will be launched on Wednesday, October 1, 2025, during the official State of the Tourism Industry Presentation by CTO’s Research Department. It will recognize individuals, institutions and firms within the Caribbean producing high-quality research and data-driven insights that strengthen the region’s global competitiveness while advancing sustainability, resilience and people development.

“This award represents an important step in positioning the Caribbean as a global reference point in tourism strategy and innovation,” said Aliyyah Shakeer, Director of Research of CTO. “By recognizing those applying research, data and fresh thinking, we are reinforcing a culture of evidence-based decision-making — a cornerstone of our Reimagine Plan — that ensures growth is sustainable, resilient and inclusive.”

The award will evaluate nominees — including researchers, consultants, educators, students, tourism professionals, firms and institutions — on three criteria: academic and scientific excellence, practical industry impact, and leadership in sector development.

The initiative is rooted in CTO’s Reimagine Plan, a bold framework built on five pillars: sustainable and regenerative tourism, tourism intelligence, advocacy, market competitiveness and people development, with operational excellence driving internal reforms. The plan seeks to expand data infrastructure, boost skills training, enhance service standards, and align industry growth with global sustainability benchmarks.

By spotlighting transformative research and practical innovation, CTO aims to fortify the Caribbean’s role in shaping the future of tourism in an era of climate uncertainty, shifting markets and fierce global competition.

Details on award eligibility and submission guidelines will be released at SOTIC 2025 and through CTO’s official communications channels.

Current SOTIC 2025 sponsors include Chukka Caribbean Adventures Barbados Limited, Environics Analytics, Liat Air, Tiki and Virgin Atlantic with additional opportunities available for organizations wishing to align with the region’s sustainable tourism development initiatives. For more information, visit https://sotic.onecaribbean.org.