Revitalizing Caribbean tourism: CTO Chairman calls for innovation and sustainability

October 12, 2023  -In an address at the commencement of the 2023 State of the Industry conference in Turks and Caicos, Chairman of the Caribbean Tourism Organization (CTO), Kenneth Bryan, underscored the imperative for the Caribbean to chart a new course in its tourism industry.

Bryan urged regional tourism leaders to embark on a path of innovation and sustainability to ensure the Caribbean maintains its competitive edge and continues its remarkable growth in the global tourism sector.

Bryan emphasized the pressing need for the Caribbean to embrace technological advancements as one of the critical adjustments required.

Another key point Bryan highlighted was the importance of recognizing trends and behavioral shifts among travelers.

He noted that understanding what drives tourists and adapting to their evolving preferences is essential to remain relevant in the industry.

Mastering the art of social media and beyond

In a world increasingly shaped by social media, Bryan stressed the importance of becoming masters of this digital realm.

He also urged tourism leaders to be open to leveraging artificial intelligence and green infrastructure to enhance the overall tourism experience.

“And there’s also the need to even being willing to leverage artificial intelligence and green infrastructure, to enhance the tourism experience,” he said.

“This is where I see innovation playing a key role in the development of our tourism products, and in the ways in which we promote ourselves to travelers seeking unique, authentic and bespoke…experiences,” he added.

Tourism: Selling experiences, not just destinations

Travelers seek to immerse themselves in the cultures, cuisines, and people of the places they visit. In light of this, Bryan underlined that the essence of tourism lies in selling experiences rather than just destinations.

He said that the tourism industry’s primary goal is not merely attracting first-time visitors but inspiring them to return again.

Empowering the next generation

Recognizing the pivotal role of the next generation in the industry, Bryan stressed the importance of inspiring young people to pursue careers in tourism.

He said that these aspiring leaders, managers, business owners, and entrepreneurs are the key to the industry’s future growth.

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