The tourism landscape is shifting rapidly, and the Caribbean is working to stay ahead of the curve. Industry leaders have gathered at the State of the Tourism Industry Conference (SOTIC) 2025, hosted at the Hilton Barbados from September 30 to October 3, to explore emerging trends and strategies for sustainable growth under the theme Reimagining Caribbean Tourism: Research, Relevance and the Road Ahead.
At the official launch on October 1, speakers set the tone for a forward-thinking week of discussions. Among them was Dr. Auliana Poon, founder and managing director of Leve Global, widely regarded as one of the world’s leading experts on tourism and sustainable development.
Dr. Poon has made transformative contributions to destinations across the globe, from South Africa to Singapore, Greece to Iceland, and throughout the English-speaking Caribbean. An economist by training, she highlighted how the region can remain competitive in a future dominated by artificial intelligence (AI).
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Her message was clear: while AI is an invaluable tool for improving efficiency and productivity, the true essence of Caribbean tourism lies in its authentic human touch.
“What is the antidote for artificial? Authentic,” she noted. “AI will do a lot, but it cannot replace human touch, and this is what tourism is about. To compete in the age of AI you will need to use it — but it’s not sufficient. We need to reimagine authenticity and remember that it’s people that deliver that authenticity.”
Dr. Poon urged leaders to embrace their “Caribbeanness,” using AI as an aid rather than a replacement, and to focus on creating experiences rooted in culture, warmth, and identity.
As the conference continues, attendees are expected to share insights and innovations that will shape the region’s tourism sector into 2026 and beyond.
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