Virgin Islands Tourism Summit Highlights CTO’s Five-Pillar Strategy for Tourism Growth and Resilience

Published on January 30, 2025

The Caribbean Tourism Organization (CTO) has reinforced the need for strategic partnerships, innovation, and sustainable tourism to maintain the region’s competitiveness in the global market. This was the central theme of the 2025 Virgin Islands Tourism Summit, where CTO Secretary-General & CEO Dona Regis-Prosper urged the region’s tourism leaders to move beyond relying on natural beauty alone and instead embrace forward-thinking policies and collaborative efforts.

The event, hosted by the British Virgin Islands Ministry of Tourism, Culture, and Sustainable Development, in partnership with the British Virgin Islands Tourist Board and the British Virgin Islands Yachting, Hotel, and Tourism Association (BVIYHTA), brought together more than 300 tourism stakeholders.

During her keynote speech, Regis-Prosper outlined an ambitious vision for a resilient, innovation-driven, and collaborative Caribbean tourism industry, emphasizing that discussions should result in concrete actions rather than just dialogue.

More Than Just Natural Beauty

Regis-Prosper posed a fundamental question to attendees: “Is our beauty enough to guarantee our future?” While she acknowledged that the Caribbean’s natural attractions are undeniable, she stressed that a more structured and sustainable approach is essential to secure the region’s tourism future.

She highlighted that as global travel trends evolve, the Caribbean must transition from being a resilient destination to becoming a restorative one—one that actively benefits its environment, economy, and communities.

The Five Pillars of Sustainable Caribbean Tourism

Regis-Prosper introduced CTO’s reimagined plan, set to be unveiled later in 2025, which focuses on five key pillars:

• Advocacy – Engaging with global travel partners and governments to create policies that benefit Caribbean tourism.
• Market Intelligence – Leveraging data to drive strategic decision-making and better understand traveler preferences.
• Market Competitiveness – Positioning the Caribbean as an innovative, high-value travel destination.
• People Development – Investing in the workforce and equipping locals with the skills needed to excel in tourism-related careers.
• Sustainable and Regenerative Tourism – Ensuring the industry grows in a way that supports both the economy and the environment.

By integrating these pillars, the Caribbean aims to solidify its standing as one of the world’s leading tourism destinations.

The Power of Strategic Partnerships

A key focus of the summit was the importance of public-private sector partnerships in shaping the future of Caribbean tourism. Regis-Prosper emphasized that collaboration across industries is critical to ensuring long-term success.

CTO currently has a network of 25 member countries and 65 private-sector partners, including airlines, cruise lines, travel agencies, and marketing firms. This growing network is facilitating joint efforts to improve sustainable infrastructure, implement eco-friendly technologies, and enhance waste management across the region.

In her address, Regis-Prosper also highlighted the role of local communities in shaping the Caribbean’s tourism identity. She stressed that residents must be included in the decision-making process, as they are the stewards of the region’s culture, environment, and economy.

Developing a Skilled Workforce for the Future

Tourism remains one of the Caribbean’s largest economic drivers, and Regis-Prosper underscored that investing in the region’s workforce is essential for continued growth.

She highlighted CTO’s 192 training courses, developed in collaboration with the Caribbean Hotel and Tourism Association (CHTA), as a testament to the organization’s commitment to workforce development. These programs cover a range of skills, from hospitality management to digital tourism marketing, ensuring that professionals across the industry are equipped for the evolving travel landscape.

Additionally, CTO has introduced tourism-focused eBooks and online learning platforms designed to educate primary and secondary school students about potential careers in the industry.

Regis-Prosper also provided a preview of CTO’s 2025 training calendar, signaling the organization’s intent to further strengthen tourism employment opportunities across the region.

Key Global Trends Influencing Caribbean Tourism

The summit also provided insights into the key trends shaping the future of Caribbean travel, which are expected to influence regional tourism strategies:

• Health and Safety Post-Pandemic – While the Caribbean has demonstrated resilience, ongoing investment in hygiene and contactless services remains essential.
• Sustainable and Regenerative Tourism – Data suggests that 80% of travelers are willing to pay more for sustainable travel options, highlighting the importance of eco-conscious initiatives.
• Technology and Digital Innovation – Travelers increasingly expect seamless digital services, from contactless check-ins to mobile-based itinerary management.
• Experiential and Immersive Travel – Visitors are moving away from generic travel packages in favor of culturally immersive and locally curated experiences.

The Need for Regional Unity in Caribbean Tourism

Regis-Prosper emphasized that the Caribbean must operate as a united force rather than as competing destinations. By fostering collaboration rather than rivalry, the region can attract a greater share of global travelers while ensuring long-term sustainability.

She encouraged tourism leaders to work together in developing joint marketing campaigns, cross-border travel initiatives, and shared industry standards to elevate the Caribbean’s reputation worldwide.

A Future Built on Vision, Strategy, and Action

As the summit concluded, it was evident that the future of Caribbean tourism will not be determined by its natural beauty alone. The region’s long-term success will depend on how well it adapts to changing traveler expectations, invests in workforce development, and fosters strategic alliances.