CTO News

Caribbean Region Represented at Latin America’s Largest Tourism Fair

BUENOS AIRES (October 31, 2024) – The Caribbean made a significant impact at the 2024 International Tourism Fair (FIT) in Argentina, creating a strong presence among record-breaking crowds. Held from September 28, 2024, to October 1, 2024, at La Rural Convention Center, FIT attracted over 135,000 visitors, an eight percent increase compared to last year.

EM Marketing, an allied member of the Caribbean Tourism Organization (CTO), was pivotal in coordinating the Caribbean’s participation in this growing Latin American travel event.

“This year’s success at FIT demonstrates the Caribbean’s increasing appeal in Latin America,” said Elsa Petersen, Founder and CEO of EM Marketing. “The growing interest from both travelers and industry professionals confirms the region’s unique value proposition. This event allowed us to showcase the Caribbean’s cultural richness and scenic beauty as well as establish new partnerships and strengthen confidence in the region as a leading destination for international tourism.”

Key achievements at FIT 2024 include:

• 6,114 business appointments, a 39% increase from 2023
• 7,445 meetings facilitated via the FIT B2B system
• Over 30 meetings coordinated by EM Marketing with operators from Brazil, Argentina, Uruguay, Paraguay, Ecuador, Colombia, Mexico, and Peru

“The vibrant Latin American travel market represents a strategic partnership opportunity for Caribbean tourism,” said Dona Regis-Prosper, CTO’s Secretary-General and CEO. “Through our ongoing collaboration with Latin American tourism stakeholders, we’re committed to fostering meaningful connections that enhance travel experiences. As we support the growth of this market, we’re excited to work alongside our partners to create sustainable tourism opportunities that benefit both regions.”

With over 34 million travelers originating from Latin America annually, FIT has established itself as the region’s premier tourism exhibition and is poised to set new records at its next edition. CTO and its allied partners view this premier industry event as crucial for elevating the Caribbean’s brand within the Latin American market.

CTO Champions Resilience and Renewal on World Tourism Day

BARBADOS (October 15, 2024) – The Caribbean Tourism Organization (CTO) celebrated World Tourism Day on September 27, 2024, with a virtual event centered on the theme, “Resilience and Renewal: Building a Peaceful Future”, in alignment with UN Tourism’s global focus on “Tourism and Peace”. Discussions produced key outcomes focused on strengthening the region’s tourism sector through crisis management, peace-building principles, sustainable development, youth empowerment, and collaborative partnerships.

The forum attracted over 150 participants, including government ministers, tourism directors, policymakers, and representatives from the private sector, all eager to engage in discussions about the future of sustainable and peaceful tourism in the region.

Executives and industry leaders from across the Caribbean and the global marketplace attended to gain insights from the discussions and share their expertise in developing strategies for a more resilient and sustainable tourism sector. The event provided a valuable platform for networking and collaboration among key stakeholders, fostering a shared commitment to the responsible growth of Caribbean tourism.

There were several key outcomes from the discussions.

Enhanced Resilience and Recovery Strategies

The forum underscored the importance of developing robust crisis management strategies, particularly in the Caribbean, which is highly vulnerable to natural disasters. Emphasis was placed on proactive measures to not only respond to immediate crises but also to support long-term peace, stability, and resilience in the tourism sector.

Integration of Peace-Building Principles

Participants explored how embedding peace-building principles into tourism practices can enhance the Caribbean’s ability to adapt and thrive. A strong emphasis was placed on fostering collaboration among public and private sectors, academia, and local communities to create an inclusive and sustainable tourism framework.

Commitment to Sustainable Development and Regenerative Tourism

Sustainable development was highlighted as critical to the region’s long-term peace and prosperity. The forum emphasized regenerative tourism approaches that minimize environmental impacts while restoring and rejuvenating destinations and communities. Discussions focused on environmental stewardship, cultural heritage preservation, and the role of tourism in ensuring a sustainable future for the Caribbean.

Empowerment of Youth and Communities

Youth empowerment and community engagement were central themes of the forum, with the youth representative offering insights on tourism as a catalyst for peace and community resilience. The forum called for educational initiatives that prepare future generations to lead in sustainability and peacebuilding within the tourism sector.

Strengthening Collaborative Approaches

Collaborative partnerships across sectors were deemed essential for ensuring equitable benefits from tourism. Participants stressed the importance of social inclusion and addressing the needs of marginalized communities, highlighting that only through collaboration can economic resilience and sustainable growth be achieved.

CTO’s World Tourism Day 2024 forum reaffirmed the power of tourism as a tool for promoting understanding, cooperation, and sustainable development. The insights and recommendations from this year’s event will help guide future actions and policies aimed at enhancing tourism’s role in fostering peace, sustainability, and economic prosperity across the Caribbean.

CTO Highlights Importance of Cultural Tourism at UNESCO Transcultura Event

Sustainable Tourism Consultant Narendra Ramgulam participates in global talks in Genoa, Italy

BARBADOS (October 12, 2024) – The Caribbean Tourism Organization (CTO) emphasized the importance of cultural tourism at the 15th World Tourism Event (WTE) in Genoa, Italy. The event was organized last month by UNESCO’s Transcultura program and centered around the theme, “Integrating Cuba, the Caribbean, and the European Union through Culture and Creativity.”

Narendra Ramgulam, CTO’s Sustainable Tourism Consultant, underscored the importance of promoting the rich, diverse heritage of the region while driving economic growth: “By highlighting our unique traditions, music, cuisine, festivals, and historical sites, cultural tourism enhances the Caribbean’s global appeal and attracts a wider audience of travelers seeking authentic experiences,” he noted.

Ramgulam further asserted that this type of tourism promotes the preservation of local cultures and strengthens community identity, while also creating opportunities for sustainable development. Cultural tourism diversifies the Caribbean’s tourism offerings, reduces reliance on traditional sun-and-sea tourism, and spreads the economic benefits across more areas of the region, fostering inclusivity and resilience.

The WTE, a prestigious international event, brought together tourism leaders, policymakers, and stakeholders from around the globe to focus on the sustainable development of heritage tourism products. As part of the UNESCO Transcultura initiative, funded by the European Union, the Caribbean region was prominently featured, with a dedicated stand showcasing its unique World Heritage destinations and vibrant regional culture.

Ramgulam represented the Caribbean during a panel discussion alongside former CTO Sustainable Tourism Specialist Amanda Charles. Together, they addressed the challenges and opportunities of sustainable cultural tourism in the Caribbean.

“We are honored to have participated in this event, which not only highlights the unique cultural heritage of the Caribbean but also underscores the critical importance of sustainable tourism practices,” said Ramgulam. “It was an invaluable opportunity to share our region’s experiences, connect with global tourism leaders, and explore strategies to foster a more resilient tourism sector.”

The event also provided an essential platform for networking with UNESCO officials and other tourism leaders. Ramgulam’s presentation received positive feedback, and UNESCO has expressed interest in inviting the CTO to future events, reinforcing the importance of international collaboration in promoting sustainable tourism.

Dona Regis-Prosper, Secretary-General and CEO of CTO, emphasized the significance of the event: “This experience in Genoa reaffirms our commitment to advancing sustainable cultural tourism in the Caribbean. Engaging in international dialogue and sharing best practices are crucial steps toward shaping a more sustainable future for our region’s tourism industry while preserving our rich cultural heritage.”

Regis-Prosper highlighted that, for the first time, the CTO has presented sustainable heritage tourism strategies in the Caribbean to such an international audience. This achievement reaffirms CTO’s vital role in promoting the region globally and underscores the value it offers to its members by amplifying their presence on the world stage. “As the Caribbean continues to participate in global conversations on sustainable tourism, CTO is eager to build on the momentum from the WTE and strengthen partnerships that promote responsible and sustainable tourism development in the region,” she asserted.

CTO and Tourism HR Canada Sign MOU to Strengthen Skilled Tourism Workforce

OTTAWA, Canada (October 11, 2024) – The Caribbean Tourism Organization (CTO) and Tourism HR Canada have signed a memorandum of understanding (MOU) that will support and grow a skilled, sustainable tourism workforce in both regions.

Announced at the recent Tourism Labor Market Forum held in Ottawa, Canada, the collaborative working relationship builds upon long-established tourism links between the two regions. The agreement is based on the organizations’ respective mandates, emphasizing that the growth and competitiveness of tourism rely on the industry’s ability to attract and retain a skilled workforce.

“This agreement with Tourism HR Canada allows CTO members to tap into their wealth of expertise in workforce development,” said Sharon Banfield-Bovell, CTO’s Director of Resource Mobilization and Development. “By collaborating on training, capacity building, and competency standards, we will not only strengthen our own tourism workforce but also create opportunities for knowledge exchange that will benefit both regions.”

The collaboration entails:

• Information sharing: Each organization will build on decades of sharing labor market intelligence on matters of joint interest, including invitations to participate in events or special committees.

• Capacity building and skills transfer: The organizations will work together to enhance the skills and knowledge of personnel through training and knowledge-sharing initiatives, striving towards exemplary practices to grow and develop sustainable tourism workforces.

• Leveraging resources: This includes CTO adapting Tourism HR Canada’s tourism competency library for use in the Caribbean, adapting Tourism HR Canada’s Emerit certification credentials to inform similar instruments for the Caribbean market, and brokering or adapting proprietary learning content (training programs) for use in each other’s market. For example, Canadian material in the Caribbean, and Caribbean material in Canada.

• Developing a new technology platform: The platform will host and manage the tourism competency library.

• International benchmarking and collaboration: The organizations will work together to continually improve programs and services to create globally competitive workforces.

• Promoting the value of the working relationship.

“We are excited at the opportunity to share with and learn from an organization who shares our goals and values around the importance of workforce development, skills training, employer support, and professional recognition,” noted Philip Mondor, President and CEO of Tourism HR Canada. “We have over 30 years of experience around labor market topics, which we hope will enhance the initiatives being undertaken by the Caribbean Tourism Organization. In turn, we look forward to the chance to expand on our own capacity and gain fresh perspectives as we work with their esteemed professionals.”