Minister reaffirms Caribbean tourism as a pillar of peace and identity

Minister of Tourism Ian Gooding-Edghill has re-emphasised the importance of safeguarding the Caribbean’s tourism brand — one that has been celebrated for decades. Speaking at the opening ceremony of the State of the Tourism Industry Conference (SOTIC) 2025 on October 1, his remarks come amid rising tensions in the southern Caribbean involving Guyana and, by extension, Trinidad and Tobago, that have become peripheral players in a broader conflict between the United States and Venezuela.

Both Trinidad and Tobago and Guyana have emerged as key regional allies in the United States’ intensified campaign against drug trafficking networks the US says are linked to Venezuela’s government — specifically the Cartel de los Soles, which Washington alleges is backed by high-ranking Venezuelan military officials and loyalists of their president, Nicolás Maduro. However, with Maduro not backing down to US pressure and the United States actively placing war vessels in Caribbean waters, the threat of a larger conflict threatens what has traditionally been a peaceful part of the world.

Echoing sentiments expressed by Prime Minister Mia Mottley, Gooding-Edghill underscored that the region has long been recognised as a zone of peace — a key selling point for tourism, the region’s economic mainstay. He stressed that preserving this peaceful reputation is essential for Caribbean nations, especially those like Barbados that are heavily dependent on tourism.

“The Prime Minister of Barbados, the Honourable Mia Mottley, began her recent address at the UN General Assembly by reaffirming the Caribbean’s collective call to be recognised as a zone of peace,” the minister noted. “This is not merely a political statement — it is the very foundation of our tourism product. In a world marked by instability, the Caribbean offers a promise of safety, stability, and harmony. We must market this proactively. Visitors aren’t just buying a vacation; they’re investing in an escape to a peaceful sanctuary. This commitment to peace makes our islands more attractive and secure destinations, directly enhancing our competitive edge.”

Gooding-Edghill also emphasised the strategic use of cultural figures as a form of soft power to reinforce the Caribbean brand on the global stage.

“We have underutilised the power of the Caribbean brand,” he argued. “It’s not just about sun and sand — it’s about the vibrant, creative, and resilient spirit of our people. We must strategically deploy our world-renowned sports heroes, musicians, artists, and global influencers as true ambassadors. Their international platforms are our most powerful marketing channels. By sharing their stories and deep connections to home, we move beyond generic advertising and offer authentic, compelling narratives that resonate globally.”

He further highlighted tourism’s deeper significance beyond economics saying, “Tourism has long been the backbone of our economies, but more than that, it is the lifeblood of our identity as Caribbean people. It tells our stories, supports our communities, and connects us to the world — not just through air and sea, but through our culture, creativity, and hospitality. When we talk about reimagining tourism, we are, in essence, talking about reimagining our future.” (QSJ)