The Caribbean Tourism Organization (CTO) has launched an ambitious new blueprint to redefine the future of tourism across the region. Titled the “Reimagine Plan 2025–2027,” this strategic roadmap moves beyond recovery and calls for a complete transformation of Caribbean tourism into a driver of innovation, inclusion, and resilience.
Unveiled in New York, the Barbados-based CTO’s plan outlines a collective shift from traditional sun-and-sand branding to a value-driven tourism model rooted in sustainability, cultural integrity, data modernization, and regional collaboration.
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“The past few years have tested our strength — but they’ve also shown us what’s possible,” said CTO Secretary-General Dona Regis-Prosper. “Now is the time to reimagine the future we want.”
Key priorities of the plan include:
- Strengthening CTO membership and cooperation
- Improving tourism data systems and accessibility
- Expanding training in underserved communities
- Elevating service and visitor experience standards
- Supporting tourism as a source of dignity and empowerment
Barbados’ Tourism Minister Ian Gooding-Edghill, who also chairs the CTO Council of Ministers and Commissioners, called the roadmap a “regional imperative,” urging Caribbean leaders to think of tourism not just as an industry, but a catalyst for equity and innovation.
Latia Duncombe, Director General of Tourism for The Bahamas and member of the plan’s Oversight Committee, emphasized accountability: “This cannot be another framework that sits on a shelf. Execution is everything.”
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With over two years of regional consultation shaping the initiative, the strategy is already generating buy-in from member states. Rosa Harris, Director of Tourism for the Cayman Islands, said the plan is a direct response to demands for greater CTO impact: “We heard our members say, ‘We need more value.’ This is that response.”
Jamaica’s Tourism Minister Edmund Bartlett added a call for deeper regional alignment: “As the most tourism-dependent region in the world, we must harmonize policies, embrace unity, and think beyond borders.”
The “Reimagine” strategy sets the stage for a new Caribbean tourism narrative — one built not only on beauty, but on purpose.
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