Archive for April, 2026

CTO Celebrates Media Excellence with Return of Caribbean Storytelling Awards

NEW YORK (April 22, 2026) – The Caribbean Tourism Organization (CTO) has opened submissions for the 2026 Caribbean Media Awards, recognizing outstanding storytelling that captures the depth, diversity and evolving narrative of the Caribbean.

The awards will be presented during Caribbean Week in New York, taking place June 1-5, 2026, and will honor exceptional work from journalists, broadcasters and content creators across the U.S. and the Caribbean. Open to media professionals, CTO member destinations and their public relations partners, the awards celebrate impactful coverage that informs, inspires and elevates the region on the global stage.

“The stories coming out of the Caribbean continue to shape how the world sees and experiences our region,” said Dona Regis-Prosper, Secretary-General & CEO of CTO. “These awards recognize the journalists and creators who bring those stories to life with depth, perspective and authenticity.”

caribbean week awards photo

Submissions are now being accepted across the following categories:

●     Best Consumer Article: Honors engaging travel or lifestyle storytelling that resonates with a broad audience and inspires interest in Caribbean experiences.
●     Best News Reporting: Recognizes timely, well-researched journalism covering developments, issues or events relevant to the Caribbean.
●     Best Trade Article: Celebrates insightful reporting tailored to the travel trade, highlighting industry trends, performance or business developments.
●     Best Personal Immersive Story: Highlights deeply reported features that reflect meaningful, firsthand experiences within a destination.
●     Best Podcast/Radio: Acknowledges compelling audio storytelling that explores Caribbean topics through interviews, narratives or discussions.
●     Best Video Production: Rewards high-quality visual storytelling across broadcast, digital or short-form formats that brings the Caribbean to life.
●     Best Social Media Campaign: Recognizes creative and strategic use of social platforms to tell Caribbean stories and engage audiences.
●     Diaspora Journalist of the Year: Honors a journalist of Caribbean heritage whose work contributes to the region’s visibility and cultural connection.
●     Emerging Journalist of the Year: Spotlights rising talent demonstrating strong potential and a fresh voice in Caribbean storytelling.

Eligible entries must have been published or broadcast during the 2025 calendar year. Submissions are limited to one entry per person, per category, and must demonstrate a clear connection to the Caribbean. Entries will be evaluated based on editorial quality, clarity of storytelling, relevance, creativity and overall impact. Judges will also consider how effectively each piece communicates a distinct perspective on the Caribbean and engages its intended audience.

 The deadline for submissions is May 8, 2026. Entrants may submit their work via the official entry form: https://forms.gle/CAhvHbLAiQu9ghzb6.

Winners will be announced during the Caribbean Media Awards Luncheon, a highlight of Caribbean Week in New York, bringing together leading voices in media and tourism to celebrate excellence in storytelling. For additional information, please contact caribbeanweek@marketplaceexcellence.com.

Posted in: 2026 News, Caribbean Week, Corporate News

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From Neighborhood to Global Destination: How Cultural Storytelling is Reshaping Tourism

I am caribbean photo

Photo: Arne Vollstedt

Little Caribbean’s rise demonstrates how authentic storytelling and community-rooted cultural districts can drive economic impact, preserve heritage, and create meaningful travel experiences in an era of overtourism.

Cultural tourism is experiencing a profound shift. Today’s travelers, particularly Gen Z and Millennials are moving away from generic bucket-list destinations toward authentic, community-rooted experiences that offer deeper cultural connection and meaning.

Little Caribbean in Brooklyn exemplifies this transformation. What began as grassroots organizing led by I AM CARIBBEING in 2017 has evolved into an internationally recognized cultural district that attracts hundreds of thousands of visitors annually while supporting over 200 Caribbean-owned businesses. Central to this success is intentional storytelling.

Through I AM CARIBBEING and Worrell Media Group, we’ve created a storytelling infrastructure that amplifies Caribbean voices through content production, experiential activations, and strategic partnerships. From award-winning video campaigns, activations, media, and marketing strategies for brands and destinations like Diageo, the City of New York, I LOVE NY, Pure Grenada, and Global Trinidad & Tobago to hundreds of editorial features in publications like TimeOut, Eater, and National Geographic, our approach centers authentic narratives that honor community while engaging global audiences.

The model is deceptively simple: center community voice, preserve cultural authenticity through storytelling, and create accessible entry points for visitors. Walking tours, cultural markets, festivals, and culinary experiences become vehicles for narrative– offering travelers what they increasingly seek: the opportunity to learn from and engage with living culture rather than simply observe it.

This approach delivers measurable results. Local businesses report increased foot traffic and revenue. The district has generated millions in economic impact while creating jobs and preserving cultural heritage threatened by gentrification.

The broader lesson for the tourism industry is clear: sustainable tourism growth doesn’t require sacrificing community needs or cultural integrity. When destinations invest in authentic storytelling and cultural infrastructure, tourism becomes a tool for economic empowerment, heritage preservation, and cross-cultural understanding.

The future of travel is local, authentic, and story driven. I AM CARIBBEING is leading the way.

 

Shelley I am CaribbeingAuthor: Shelley V. Worrell
Founder + CEO | I AM CARIBBEING
Cultural Futurist | Creative Economy Leader | Storyteller
Little Caribbean NYC | 🌐  caribbeing.com
shelley@caribbeing.com  | 📱 @iamcaribbeing
Shop :  iamcaribbeing.com
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Posted in: Allied Member Insights, Blog

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Saint Lucia to Host First CTO Latin American Market Summit

SAO PAULO, Brazil (April 16, 2026) — The Caribbean Tourism Organization (CTO) announced that Saint Lucia will host the inaugural CTO Latin American Market Summit next year on May 5-6, 2027.

The announcement was made this week at World Travel Market (WTM) Latin America in Brazil.

Dona Regis-Prosper, Secretary-General and CEO of the Caribbean Tourism Organization, and Dr. Ernest Hilaire, Deputy Prime Minister and Minister of Tourism of Saint Lucia, in Brazil this week.

The one-and-a-half-day summit is designed to deepen ties between Caribbean tourism stakeholders and the fast-growing Latin American travel market. It will convene Latin American airlines, tour operators, travel agents, media representatives and partner destinations to identify opportunities, build commercial partnerships and advance regional collaboration.

Key objectives include positioning the Caribbean as a premier destination for Latin American travelers, sharing market research and insights through panels and keynote sessions, enabling direct one-on-one business meetings, and strengthening cooperation with CTO Allied Members, ACI-LAC and other industry partners. The event will also feature showcases of individual Caribbean destinations.

A major focus will be improving air connectivity between the Caribbean and Latin America. Organizers plan to build on findings from the CTO Air Connectivity Study, which highlighted capacity gaps and significant potential for new air services to key South American markets, including Argentina, Chile and Brazil.

South America was the Caribbean’s strongest-performing source market in 2025, with arrivals rising 23.7% to 2.4 million visits. Officials attribute the surge to better air links, targeted marketing campaigns and rising outbound demand from the region, which has helped diversify the Caribbean’s traditional source markets.

“Saint Lucia is honored to host the 2027 CTO Latin American Market Summit with a strong focus on connectivity and strengthening ties with Latin America,” said Dr. Ernest Hilaire, Saint Lucia’s Deputy Prime Minister and Minister of Tourism, Commerce, Investment, Creative Industries, Culture and Heritage.

Speaking in São Paulo at WTM Latin America, he added: “By targeting new direct links, we can open fresh markets, boost visitor numbers and revenue, and drive sustainable economic growth across the region’s communities.”

Dona Regis-Prosper, Secretary-General and CEO of CTO, stated: “Hosting the 2027 summit in Saint Lucia with a dedicated focus on Latin America will allow us to turn insights into action — identifying new routes, forging partnerships, and delivering tangible benefits for our member countries.”

The event, to be held just before the start of the legendary Saint Lucia Jazz & Arts Festival, is expected to include targeted sessions on route development, market intelligence and partnership-building initiatives.

group photo

Posted in: 2026 News, Blog, Corporate News

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Tourism Careers: Expanding the Horizon of Opportunity in the Caribbean

karolin jade mountain

From protecting marine ecosystems to driving digital innovation, tourism today offers far more diverse career opportunities than many young Caribbean professionals realize.

Tourism is widely recognized as the Caribbean’s leading economic sector and a major driver of employment across the region. Yet one dimension of the industry often remains underappreciated: the remarkable diversity of professional opportunities it offers.

Many young people still view tourism primarily through the lens of frontline hospitality roles — hotel reception, restaurant service or housekeeping. These are important and rewarding professions, but they represent only one part of a much broader and increasingly sophisticated industry. Today’s tourism sector requires expertise across a wide range of disciplines, including sustainability and regenerative tourism, marine conservation, information technology, digital marketing, finance and revenue management, destination planning, climate resilience and talent development.

Digital Transformation and Technology in the Tourism Sector

Technology is transforming how visitors discover, book and experience destinations. Digital platforms, data analytics, guest experience technologies and cybersecurity are becoming essential elements of modern tourism operations. As a result, IT and digital transformation are emerging as critical areas of opportunity for the next generation of Caribbean professionals.

Culinary Excellence and Gastronomy Innovations

At the same time, the culinary dimension of tourism has evolved significantly. Caribbean cuisine is gaining international recognition, and culinary arts within the tourism sector have reached a new level of creativity and excellence. For many young professionals, careers in culinary arts, gastronomy and food innovation offer rewarding and highly respected professional pathways.

Environmental Stewardship and Sustainable Development

Tourism in small island developing states also sits at the intersection of economic development and environmental stewardship. Healthy coral reefs, protected coastlines, thriving forests and resilient communities are central not only to our natural heritage but also to the long-term sustainability of Caribbean tourism.

Investing in Future Leaders: CHTAEF and Global Training Partnerships

Through my volunteer work as Chair of the Caribbean Hotel & Tourism Association Education Foundation (CHTAEF), we seek to expand pathways for Caribbean nationals to build meaningful careers in tourism. The Foundation supports both on-island training initiatives and scholarships for international hospitality education. Through our partnership with Les Roches Global Hospitality Education, we help Caribbean students access world-class training and leadership opportunities.

Building a Dynamic Career Ecosystem for the Caribbean

Looking ahead, strengthening Caribbean talent in areas such as executive hospitality management, environmental stewardship, climate resilience, marine conservation, regenerative tourism, culinary arts and digital innovation will be essential to the continued success of our tourism economies. Tourism should therefore not be seen simply as a job, but as a dynamic career ecosystem offering opportunities for innovation, leadership and stewardship of the Caribbean’s natural and cultural heritage.

 

Author: Karolin Troubetzkoy

Owner/ Chief Operating Officer,
Anse Chastanet & Jade Mountain Resorts, Saint Lucia
Chair, Caribbean Hotel & Tourism Association Education Foundation

Posted in: Allied Member Insights, Blog

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Robust Speaker Lineup Builds Excitement for STC 2026 in Belize

SAN PEDRO, Belize (April 9, 2026) — The Caribbean Tourism Organization (CTO) has assembled more than 40 speakers for its 17th Sustainable Tourism Conference (STC 2026) at month-end, highlighting regenerative practices and community benefit tourism development. Anchored in the concept of “Tourism in Full Color,” the April 27-30 conference will explore how Caribbean destinations can move beyond siloed approaches by adopting integrated tourism development models.

These models are based on the Blue Economy through responsible use of marine and coastal assets, the Green Economy by advancing low-carbon, climate-resilient and nature-positive solutions, the Orange Economy by unlocking the value of culture, heritage and creative industries, and the “beyond” economies such as the Purple Economy, which emphasizes social cohesion, identity, wellbeing and inclusive growth.

Drawing on her Indigenous knowledge and inclusive frameworks, Dame Pania Tyson-Nathan DNZM, Chief Executive of New Zealand Māori Tourism, will deliver the keynote address “Tourism in Full Color – A New Development Paradigm” which will aim to examine a more holistic approach to tourism development.

Additional featured speakers include Professor Dale Webber, Jamaica’s ambassador and special envoy for climate change and environment, who will examine the management of climate risk, and Paloma Zapata, CEO of Sustainable Travel International, addressing the management of carrying capacity in a climate-constrained world.

High-level officials will also take center stage in a ministerial dialogue on building resilience. Participants include Belize’s Minister of Tourism, Youth, Sports and Diaspora Relations, Anthony Mahler; Minister of Sustainable Development, Climate Change and Solid Waste Management, Orlando Habet; and Tobago’s Secretary of Tourism, Zorisha Hackett.

“The strength of STC 2026 lies in the diversity of voices and expertise coming together to shape the future of Caribbean tourism,” said Narendra Ramgulam, CTO’s Deputy Director of Sustainable Tourism. “By bringing together policymakers, practitioners and innovators from across sectors and regions, we are creating a platform where ideas can be exchanged, partnerships formed and practical solutions developed for a more resilient, inclusive and sustainable industry.”

Sessions on inclusive development will feature Dr. Kadijatu Grace Ahene-Kamara, Deputy Minister of Tourism and Cultural Affairs of Sierra Leone, while Dr. Acolla Lewis-Cameron of The University of the West Indies will address the importance of green tourism pathways. Additional perspectives will come from Belizean tourism expert Seleni Matus of The George Washington University; Dahlia Guard of the Saint Lucia Community Tourism Agency; Kelly Fontenelle, CEO of the St. Kitts Tourism Authority; and Frank Comito, former CEO of the Caribbean Hotel and Tourism Association.

Moderated discussions will feature award-winning Caribbean journalist Julian Rogers, and include representatives from the Inter-American Development Bank, CAF — Development Bank of Latin America and the Caribbean, The Travel Foundation, and the Organization of Eastern Caribbean States Commission.

In addition to plenary sessions and technical workshops, the program includes a full day of Sustainability in Action site visits. Delegates will explore various locations through curated immersive experiences, including the Lamanai Archaeological Reserve, Hol Chan Marine Reserve, Hopkins Experience (Palmento Grove Eco-Cultural and Healing Lodge, Che’il Mayan Chocolate, and Cockscomb Basin Wildlife Sanctuary), and The Chaa Creek Experience, offering firsthand insight into community-based tourism, marine and terrestrial conservation, and cultural heritage initiatives.

STC 2026, hosted by the Belize Ministry of Tourism, Youth, Sports & Diaspora Relations and the Belize Tourism Board, is sponsored by Carnival Corporation & plc and Norwegian Cruise Line Holdings Ltd./Belize Island Holdings Ltd (BIHL).

Additional Belizean sponsors and supporters include Bowen & Bowen, Development Finance Corporation, DIGI Belize, National Institute of Culture and History, Wine Smith Ltd., and the Belize Trade and Investment Development Service (BELTRAIDE).

Posted in: 2026 News, Blog, Corporate News, STC

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