Archive for June, 2026

Before Travellers Choose a Destination, They Need a Story

oil down food

 

Culture, cuisine and community can turn places people barely know into destinations they want to understand.

Before a traveller chooses a destination, something has to make them care about it. For many Caribbean islands, the challenge is not a lack of beauty, history or experiences. It is a lack of stories reaching the people who would value them.

Four years ago at interCaribbean, we moved away from the familiar promise of sun, sand and sea and began building our destination storytelling around three anchors: culture, cuisine and community. Culture is how people live, celebrate and hold on to who they are. Cuisine carries memory, migration and family tradition. And community gives each story its human voice.

Our film about Grenada’s oil down reflects this approach. Oil down is the country’s national dish, but a list of ingredients cannot explain what it means. The deeper story lives around the pot. It is found in who prepares the meal, how knowledge passes between generations, the conversations shared while it cooks and why the dish belongs so deeply to Grenada. That story does more than introduce a meal. It helps someone understand the destination before arriving.

Regional airlines have a role in this process. We connect places physically. Through thoughtful content, we can also connect people emotionally. When local stories receive the care they deserve, they create curiosity about islands, communities and traditions audiences might otherwise overlook.

The Caribbean does not need to reduce itself to one familiar image. Our strength lies in the differences between our destinations and the shared history connecting them.

Culture, cuisine and community give travel marketing greater depth. They give travellers a reason to move through our Caribbean – to learn, taste, listen and return with a story worth sharing.

 

trevor sadler intercaribbean airwaysAuthor: Trevor Sadler

Trevor Sadler is Chief Executive Officer of interCaribbean Airways, a regional airline connecting people, places and communities across the Caribbean.

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Posted in: Allied Member Insights, Blog

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Embracing New Opportunities to Attract Canadian Travelers to the Caribbean

Caribbean destinations are top of mind for Canadians seeking alternatives to the US, and fresh research informs strategies to connect with them effectively.

 

capturing the canadian consumer 2026 dci reportThe Caribbean now tops the list of desired vacation destinations among Canadians according to a recent report, “Capturing the Canadian Consumer: Insights into the Path to Purchase for Canadian Travellers.” While U.S. travel interest dropped from 40% in 2023 to 21% in 2026, Caribbean destinations must embrace massive opportunities to attract Canadians seeking alternatives to U.S. destinations.

A key driver for Canadian bookings is value. Canadians don’t want to travel just for travel’s sake. They want intentional, immersive experiences with new cultures. Caribbean destinations are well-poised to offer something unique, capturing travelers who may otherwise have settled for coastlines of the southern United States.

Prioritize cultural attractions and culinary distinctions beyond just sun-soaked beaches to demonstrate your destination’s value.

In addition, Canadians prioritize safety in their vacations. Nearly all (95%) of travelers rated a safe and secure destination as important when deciding to book. The relative calm and political stability of many Caribbean destinations, therefore, will seem more attractive than ever to Canadians who’d rather avoid their southern neighbor.

It’s a reminder to DMOs across the Caribbean to amplify safety messaging and statistics whenever possible.

A third key to unlocking Canadian travelers is offering a family experience. Canadians love family getaways, especially to the beach—the two highest-rated trip characteristics according to the data. This provides a unique opportunity for Caribbean destinations to provide a clear alternative to the usual U.S. suspects like Florida.

Touting family-friendly itineraries and engaging with family influencers are strategic ways to make sure Canadian families look beyond the U.S. to consider your offerings.

This recent data allows Caribbean destinations to adapt their strategies confidently. By providing value-driven, secure, family-oriented messaging, Caribbean destinations can speak more effectively to Canadian travelers seeking alternatives to their former go-to destinations.

 

karyl barnesAuthor: Karyl Leigh Barnes
President, Tourism Practice
Development Counsellors International

President of the Tourism Practice at Development Counsellors International, Karyl Leigh Barnes has spent the past 25 years helping destinations worldwide leverage tourism to elevate the quality of life for residents in the destinations she serves.

https://www.linkedin.com/in/karylleigh/
https://www.linkedin.com/company/development-counsellors-international
SM – @aboutdci

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Posted in: 2026 News, Allied Member Insights, Blog

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CTO and TEMPO Networks Strengthen 20-Year Collaboration to Amplify Caribbean Tourism and Global Storytelling

NEW YORK, NY (June 12, 2026) – The Caribbean Tourism Organization (CTO) and TEMPO Networks announced a strategic partnership designed to amplify Caribbean tourism, culture, events and storytelling through expanded digital, social media and broadcast collaboration across CTO initiatives and member destinations.

The announcement follows the signing of an agreement during Caribbean Week in New York, further strengthening a relationship that dates back to the historic launch of TEMPO Networks in 2005, alongside CTO, at South Street Seaport in New York City. That landmark event, which celebrated Caribbean tourism and culture on a global stage, featured performances by several emerging Caribbean artists, including Rihanna at the very beginning of her international career.

tempo cto mou signing

Under the new collaboration, TEMPO will provide digital-first editorial coverage, social media storytelling, interviews, highlights and destination-focused content surrounding select CTO events and initiatives. TEMPO has also joined CTO as an Allied Member, further strengthening the network’s long-standing commitment to the Caribbean tourism sector and regional development.

Since its launch, TEMPO has worked closely with tourism boards, ministries, festivals and destination partners to help showcase the Caribbean to regional audiences, the global Caribbean diaspora and the broader mainstream market through authentic storytelling, cultural programming, events, promotions and strategic media initiatives.

Over the years, TEMPO has partnered with numerous CTO member destinations and tourism stakeholders on campaigns and activations designed to drive visibility, strengthen cultural connection, expand tourism interest and position the Caribbean as a premier global destination.

Recent collaborations and initiatives include:

• The St. Vincent & the Grenadines partnership surrounding NASCAR driver Rajah Caruth’s ambassador campaign and Caribbean storytelling initiative

• Coverage of the U.S. Virgin Islands’ premier festivals including the Crucian Christmas Festival, St. Thomas Carnival, and St. John Celebration

• TEMPO Trip destination promotions and giveaways with Barbados and the British Virgin Islands

• The Saint Lucia Tourism Authority collaboration on TEMPO’s popular Hot Ones Caribbean series, showcasing St. Lucia’s cuisine, culture and destination appeal through celebrity interviews featuring St. Lucian talent

• Tourism, culture and lifestyle storytelling initiatives across multiple Caribbean destinations and diaspora markets

Frederick Morton, founder and CEO of TEMPO Networks, said: “CTO has been an important part of TEMPO’s journey. As we celebrate our 20th anniversary, we are proud to continue strengthening a relationship that for more than two decades has shared a common vision of promoting Caribbean tourism through culture, media and authentic storytelling. We look forward to continuing to work alongside CTO and its member destinations to amplify Caribbean destinations, voices and experiences across the region, throughout the diaspora and within the broader mainstream market.”

Dona Regis-Prosper, secretary-general and CEO of CTO, said: “TEMPO Networks has stood with us for 20 years as a powerful voice for the Caribbean. This deepened alliance allows us to shine a brighter light on our destinations, cultures and experiences through innovative media channels, reaching new audiences across the globe.”

As part of the collaboration, CTO and TEMPO will also explore opportunities for expanded long-form programming, destination storytelling and enhanced regional promotional initiatives utilizing content captured throughout CTO events and member destination activations.

The agreement includes collaboration surrounding major CTO initiatives including the Sustainable Tourism Conference, Caribbean Week in New York, the State of the Tourism Industry Conference (SOTIC), Caribbean Weekend in Miami and other mutually agreed opportunities.

About TEMPO Networks

Now celebrating its 20th anniversary, TEMPO Networks is the Caribbean’s premier media and cultural platform, uniquely connecting Caribbean audiences, the global Caribbean diaspora and the broader mainstream market through television, digital media, social platforms, live events and original programming focused on Caribbean culture, tourism, music, lifestyle and entertainment.

Since its launch in 2005, TEMPO has remained committed to authentic Caribbean storytelling through media, events, partnerships and original programming that showcase the richness and global influence of the Caribbean.

Posted in: 2025 News, Corporate News

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The Latin American Traveler: A Diverse Audience That Demands Local Insight

The Latin American Traveler

 

To conquer Latin America, brands must think regional but execute hyper‑local.

Understanding the Latin American traveler means recognizing a region where culture, motivations, and purchasing behaviors vary dramatically from one country to another. While it may look like a single market from the outside, Latin America is a mosaic of identities: a Mexican traveler behaves differently from an Argentine, and a Brazilian’s decision-making process has little in common with that of a Colombian. This diversity is what makes the region both exciting and challenging for brands.

Unlike audiences in Europe or North America—where consumer patterns tend to be more predictable—Latin American travelers rely heavily on emotional, social, and family-driven influences.

Word of mouth carries exceptional weight, and trust is built through closeness and authenticity rather than scale.

Reaching this audience requires more than translating a campaign. Brands must speak the cultural language of each market. Local nuance is not optional; it’s the key to relevance. A message that resonates in Chile may fall flat in Peru if it doesn’t reflect differences in aspirations, humor, or economic context.

In tourism marketing, both B2C and B2B trends show a strong shift toward personalization and relationship‑driven strategies. For consumers, user‑generated content, micro‑influencers, and mobile‑first storytelling remain highly effective.

On the B2B side, Latin America responds particularly well to long‑term partnerships, in‑market representation, and trade education programs. Travel advisors, OTA’s and wholesalers still play a central role in influencing demand, making consistent local engagement essential.

Trust is built through presence, not distance.

Latin America is complex because it isn’t one region—it’s many, layered within the same geography. The brands that truly connect are those that understand that local execution is not a detail; it’s the strategy.

 

elsa petersen em marketingElsa Petersen
Founder & CEO, EM Marketing & Communication

Elsa Petersen, CEO & Founder of EM Marketing & Communication, boasts over 45 years of experience in tourism and communications industry. She holds postgraduate credentials in Business Strategies and Integrated Communications Marketing, complemented by certifications in Innovation vs Imitation and Tourism Law.

https://www.linkedin.com/in/elsa-petersen-a2a51b150
https://www.linkedin.com/company/emtmkt/
https://www.instagram.com/emtourismmarketing

 

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Barbados and BVI Leaders Receive Top Honors at Caribbean Women in Tourism Leadership Awards

NEW YORK (June 7, 2026) — Barbados’ top tourism executive Andrea Franklin, and Luce Hodge-Smith, junior minister of tourism and culture for the British Virgin Islands, received top honors during the Caribbean Tourism Organization’s (CTO) third annual Caribbean Women in Tourism Leadership Awards held at InterContinental New York Times Square during Caribbean Week in New York on Monday.

Franklin, CEO of Barbados Tourism Marketing Inc. and chairman of the CTO Board of Directors, was selected by her peers as Director of Tourism of the Year 2026. Hodge-Smith earned the Minister/Commissioner of Tourism of the Year award following similar voting by regional tourism leaders.

Sponsored by the Antigua and Barbuda Tourism Authority, the awards recognize excellence in visionary leadership, destination growth, regional tourism advancement and the ability to inspire the next generation of women in the industry.

luce-hodge-smith-tourism-award-2026

The evening featured an inspiring keynote address by Christine Valls, managing director for Latin America and the Caribbean at United Airlines, who shared insights from her leadership journey and underscored the importance of empowering women, fostering innovation and building strong partnerships.

The Secretary-General’s Distinguished Service Award was presented to Dr. Lisa Indar, executive director of the Caribbean Public Health Agency (CARPHA), in recognition of her outstanding contributions to healthier, safer tourism and sustainable tourism development.

The event also inducted six distinguished women into the Caribbean Women in Tourism Leadership Hall of Fame for their lasting impact on the industry:

  • Valérie Damaseau, Commissioner of Tourism and Culture, Saint-Martin
  • Marsha Henderson, Minister of Tourism, St. Kitts and Nevis
  • Rosa Harris, Director of Tourism, Cayman Islands
  • Beverly Nicholson Doty, CEO, Figment Design
  • Petra Roach, Director of Sales and Marketing, Wyndham Grand Barbados
  • Karolin Troubetzkoy, Executive Director of Marketing and Operations, Anse Chastanet and Jade Mountain Resorts, St. Lucia

In a major initiative during the evening, CTO launched a new scholarship fund dedicated to empowering the next generation of Caribbean women in tourism. The initiative, titled “From Her to Her: From Today’s Female Leaders to Tomorrow’s Tourism Stars,” raised US $13,000 through a live fundraising auction.

The scholarship program will provide annual support for a promising female student from the Caribbean pursuing studies and a career in tourism with all proceeds benefiting the initiative through the CTO Foundation.

Guests also received a sneak preview of “From the Sea Suite,” CTO’s women’s leadership magazine profiling remarkable women across Caribbean tourism. The publication will make its official print debut at CTO’s State of the Tourism Industry Conference in Guyana, scheduled for Oct. 5–9, 2026.

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women in tourism photo from awards dinner caribbean week new york

Posted in: 2026 News, Blog, Caribbean Week

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