Minister calls for tourism’s reinvention

Minister of Tourism and International Transport, Ian Gooding-Edghill, has called for the reinvention and reimagining of the region’s tourism brand, in order to create more jobs and a sustainable product for the Caribbean.

Speaking at the official launch of the Caribbean Tourism Organisation’s (CTO) Reimagine Plan 2025–2027, Minister Gooding-Edghill, who also serves as Chairman of the Council of Ministers and Commissioners of Tourism, outlined a strategic blueprint for “a bold, transformative, and sustainable future”.

“The global tourism landscape is rapidly shifting. We face a future shaped by intensifying climate threats, fast-changing traveller expectations, changing technology, fierce international competition, and growing geopolitical uncertainty,” he told tourism officials at The Westin Times Square.

“Against this backdrop, we must be agile, future-focused, and boldly united in our vision for Caribbean tourism. That vision is poised to become a reality based on the Reimagine Plan 2025–2027. Ladies and gentlemen, my fellow colleagues, it is a call to action,” he said.

The Reimagine Plan covers several areas including sustainable and regenerative tourism practices; enhanced regional competitiveness; and critically, the empowerment of Caribbean people.

“At the core of this plan is the conviction that collaboration is our greatest strength. If we are to thrive, governments, private sector representatives, communities, and global partners must align around a shared purpose,” he explained. “Together, we can secure the Caribbean’s rightful place as the world’s leading year-round warm-weather destination, and as a collective pioneering force in climate-smart and community-focused tourism.”

The minister further pointed to specific areas of action that the plan will prioritise: strengthening intra-regional connectivity; advancing digital infrastructure and real-time tourism data; and preserving natural ecosystems and cultural heritage.

He described the efforts as, “tangible pathways to economic growth, social progress, and generational transformation. These efforts are investments in our youth, our entrepreneurs, our artisans, our farmers, and our hospitality professionals, creating intersectoral linkages that will redound to the benefit of our people who make our region unique.”

Gooding-Edghill said the occasion of the plan’s launch was not merely ceremonial, but “pivotal [as] we gather here in a spirit of purpose, resilience, and unity.”

He pointed to the resilience of the region in the wake of the COVID-19 pandemic, and celebrated the fact that many member states have not only rebounded but have now exceeded pre-pandemic arrival numbers

“The past few years have certainly tested the very fabric of our industry, perhaps more than any other time in living memory. Yet, throughout this turbulent period, the Caribbean has stood tall. Our nations, our people, and our institutions have risen to the challenge, demonstrating a courage and resolve that is nothing short of extraordinary,” he said.

“Many of our member states have not only recovered from the shock of the COVID-19 pandemic but have gone on to surpass pre-pandemic visitor arrivals. This is a remarkable achievement that speaks volumes about the strength of our regional collaboration and the enduring allure of our Caribbean identity.”

The tourism minister, however, stressed that now was not the time for the region to be complacent, particularly in the face of mounting global challenges.

“Let us reimagine tourism not simply as a sector, but as a vehicle for empowerment,” He said. “A platform for innovation, and a source of dignity for our people.” (SB)