The Caribbean’s top tourism summit is heading back to Bridgetown. The Caribbean Tourism Organization (CTO) has announced that the 2025 State of the Tourism Industry Conference (SOTIC) will be held in Barbados from September 30 to October 3 at the Hilton Barbados Resort.
Widely considered the most influential platform for shaping the region’s tourism future, SOTIC 2025 will unite a diverse group of leaders — including tourism ministers, business executives, media, international partners, and students — to examine the challenges and opportunities facing the industry.
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Under the theme “Reimagining Caribbean Tourism: Research, Relevance and the Road Ahead,” the event will highlight the importance of data-driven decision-making and strategic collaboration in building a more competitive and sustainable regional tourism sector.
“Barbados offers an ideal setting for this forward-looking dialogue on Caribbean tourism,” said Dona Regis-Prosper, Secretary-General and CEO of CTO. “As we reimagine the future of our sector, we must ground our strategies in solid research, ensure our actions are relevant to today’s traveler, and work together on a clear roadmap for what lies ahead.”
A major highlight of the conference will be the Regional Tourism Youth Congress, where “Junior Ministers of Tourism” from across the region will present fresh ideas and perspectives. New to this year’s SOTIC is a stronger emphasis on emerging tourism sectors such as sports tourism, medical tourism, and health and wellness — all viewed as key to economic diversification and resilience.
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“As the host destination and home of CTO headquarters, Barbados is proud to welcome the region’s tourism leaders for this timely exchange,” said Andrea Franklin, CEO of Barbados Tourism Marketing Inc. and Chairman of the CTO Board of Directors. “The theme of this year’s conference speaks to the heart of our mission — to advance tourism that is informed, inclusive and impactful.”
Attendees can expect a robust program featuring keynotes, interactive workshops, expert panels, research presentations, and strategic networking opportunities, all designed to foster collaboration and innovation.
SOTIC 2025 will also offer updates on the Reimagine 2025–2027 strategic plan, CTO’s three-year blueprint for regional tourism transformation.
It’s a landmark year for Barbados, which is also set to host the CHIEF and Taste of the Caribbean events (Read more about it) this November — reinforcing the island’s role as a hub for regional tourism thought leadership.
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