Two Islands, One Journey 

grenada careenage

 

The Caribbean has long been sold one island at a time. Travel sellers can offer something richer by connecting destinations through their culture, cuisine and communities. 

For decades, the Caribbean has often been sold as a choice. One island or another. One resort. One beach. One version of the region. Travel sellers have always had the ability to build multi-island holidays. The opportunity is to make them a more deliberate part of how we present the Caribbean to the world. Because what separates one Caribbean destination from another is not simply a different stretch of sand. It is culture, cuisine and community. 

A short regional flight can take a traveller from one language, history and culinary tradition to another. From one Carnival to another expression of Caribbean culture. From one community’s story to a completely different understanding of island life. That is the real promise of a two-centre Caribbean journey. 

Beyond One Island: Rethinking the Caribbean Holiday

The strongest combinations are not built by adding a second stop to an itinerary. They are designed around destinations that complement each other. 

Each island should deepen the experience and offer something the other does not. Some hotel groups already encourage guests to divide a holiday between properties in different destinations. Travel sellers can take the same principle further, working with tourism boards, hotels and airlines to turn separate bookings into one coherent journey. 

The Power of Connected Experiences

At interCaribbean, our role is connecting YOU and the Caribbean. We link the people and places of the region so travellers can experience more of the Caribbean without treating each island as an entirely separate trip. 

When we do this well, travellers stay longer, spend across more communities and leave with a fuller understanding of the region. 

The Caribbean is often introduced through sun, sea and sand. But the reason people remember it is culture, cuisine and community. 

This is OUR Caribbean. Distinct islands, connected stories, and more than one way to experience them. 

 

trevor sadlerAuthor
Trevor Sadler
CEO, interCaribbean Airways

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: 2026 News, Allied Member Insights, Blog

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CTO to Launch Caribbean Tourism Research Forum at SOTIC 2026

BRIDGETOWN, Barbados (Aug. 10, 2026) – The Caribbean Tourism Organization (CTO) will introduce the inaugural Caribbean Tourism Research Forum as part of the 2026 State of the Tourism Industry Conference (SOTIC), creating a dedicated platform to advance research, innovation and evidence-based decision-making across the region’s tourism sector.

The three-hour forum will take place Tuesday, Oct. 6, during SOTIC 2026 in Guyana under the conference theme “Tourism Futures: Smart, Sustainable, and Inclusive.” Designed as an accessible and engaging research exchange rather than a conventional academic conference, it will bring together academics, researchers, tourism practitioners, destination representatives, development partners, students and other interested delegates to share recent findings and explore practical solutions to the Caribbean’s most pressing tourism challenges.

“The Caribbean Tourism Research Forum reflects CTO’s commitment to ensuring that the future of Caribbean tourism is informed by credible research, regional collaboration and practical application,” said Aliyyah Shakeer, CTO’s director of research. “By creating stronger connections between researchers, policymakers and industry leaders, we can better equip our destinations to make informed decisions that support a smarter, more sustainable and more inclusive tourism industry.”

The program will feature two research showcase sessions. The first, “Emerging Research from Caribbean Universities,” will highlight recent or ongoing work from universities and research institutions.

The second, “Research in Practice: Applied and Destination Insights,” will focus on studies addressing specific policy, planning, market or destination-management challenges.

Presentations may examine topics including visitor behavior and changing travel patterns, tourism demand and forecasting, sustainable and regenerative tourism, climate resilience, community-based tourism, workforce development, artificial intelligence and digital transformation, destination competitiveness, market intelligence, economic impact and product development.

Each session will include concise presentations followed by moderated discussion with the forum concluding in a joint conversation on strengthening links between academic research and industry needs. Presentations will be limited to approximately 10 minutes and designed to be accessible to both technical and non-technical audiences.

The forum aims to raise the visibility of tourism research conducted across the Caribbean, demonstrate how applied research addresses real destination and industry challenges, and identify opportunities for collaboration among universities, tourism organizations, governments, development partners and the private sector. It reinforces the importance of evidence-based tourism planning and decision-making.

Participation is open to all registered SOTIC delegates at no additional cost.

To ensure broad regional representation, CTO is inviting nominations from Caribbean universities, recognized research institutions, the Caribbean Tourism Research Network and CTO member countries.

Click here to submit recommendations before Sunday, Aug. 23, 2026: https://forms.gle/bqDS2hVVD7vVFgsj7

Visit https://sotic.onecaribbean.org/ for more information about SOTIC 2026.

Posted in: 2025 News, Blog, SOTIC

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Digital Discovery: How Travelers Are Actually Choosing Destinations Now

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From Inspiration to Interrogation: Why Real-Time Conversation Is the New Frontier for Destination Marketing

Travelers don’t “search” for destinations anymore. They interrogate them.

Between AI assistants, conversational ads, and content that talks back, the path from curiosity to booking hasn’t just changed—it’s been redefined. For destinations competing for attention, that shift isn’t a threat. It’s an opening. And it’s already happening.

The First Signal: Bermuda Tourism

A recent campaign for Bermuda Tourism across 15 U.S. feeder markets offers a clear read on what’s happening.

Over three months, an AI-powered travel chat—embedded within premium travel content—generated 235,000 impressions, an 11.2% click-through rate, and nearly 40,000 high-intent engagements.

But the real signal isn’t just performance. It’s progression.

CTR didn’t spike—it climbed: 9.0% → 11.0% → 12.1%. Every month. No drop-off.

The takeaway is simple: the more travelers engage with conversational formats, the more they trust them.

But performance isn’t the headline. Behavior is.

When travelers leaned in, their questions clustered fast:

  • What can I do there? (~67%)
  • Where will I stay? (~35%)
  • How do I get there? (~28%)
  • What will I eat? (~16%)

No one is asking if it’s sunny. No one is asking if it’s beautiful. That decision is already made. They’re not discovering anymore—they’re planning.

A Second Proof Point: Visit Tampa Bay

This isn’t isolated.

In a campaign with Visit Tampa Bay, the same pattern emerged—this time with deeper insight across the UK and Germany.

Across 1,992 real traveler interactions:

  • 53% focused on things to do
  • Lodging searches jumped from 25% to 38% as travelers moved closer to booking
  • 21% centered on food and local culture

Different markets. Same behavior.

But here’s the shift: Tampa Bay didn’t just get campaign performance—they got real-time research.

Through Tiki’s Envoy platform, they captured insights traditional methods can’t match:

  • Scale: thousands of real interactions vs. limited survey panels
  • Quality: actual travelers actively planning trips
  • Speed: 3 weeks vs. 3–6 months

And most importantly—real questions, asked at the exact moment decisions are being made.

Questions like: “Where exactly is Tampa Bay?” and “Is it still worth visiting?”

That’s not data you analyze months later. That’s direction you act on now.

What This Means

The takeaway is clear:

  • Lead with experiences — that’s where travelers start
  • Simplify lodging and logistics — that’s where they go next
  • Use food and culture to differentiate — that’s what they remember
  • Show up when the question is asked — that delivers on their expectations.

Closing Thought

Travelers are telling us exactly what they want. Not in reports, or in surveys, but in questions. The destinations that listen and respond in the moment will close the gap between inspiration and booking faster than the rest.

 

scott schult TIKiScott Schult
VP Destination Strategy, Tiki

Scott is a travel technology strategist focused on digital transformation, AI strategy, and marketing innovation. He is known as a thought leader in the tech space, often sharing insights on the intersection of leadership, technology, and tourism strategy.

 

 

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CTO Names interCaribbean Airways Official Airline Partner for SOTIC 2026

BRIDGETOWN, Barbados (August 7, 2026) – The Caribbean Tourism Organization (CTO) has named interCaribbean Airways the Official Airline Partner for the 2026 State of the Tourism Industry Conference (SOTIC) being held in Georgetown, Guyana, Oct. 5-9.

Under the agreement, interCaribbean Airways will offer a 25% discount on flights for SOTIC delegates and CTO members traveling to the conference. The partnership is designed to strengthen regional participation and improve accessibility for attendees from across the Caribbean.

“We are proud to partner with the Caribbean Tourism Organization as the Official Airline Partner for SOTIC 2026,” said Trevor Sadler, CEO of interCaribbean Airways. “As a regional airline, interCaribbean Airways is committed to strengthening connectivity across the Caribbean and making it easier for tourism leaders and stakeholders to come together to shape a smart, sustainable and inclusive future for the region. We look forward to welcoming delegates traveling to Georgetown for this important conference.”

intercaribbean airways logo

Focusing on the theme “Tourism Futures: Smart, Sustainable and Inclusive,” SOTIC is the Caribbean’s premier tourism gathering. It brings together ministers, commissioners, directors of tourism, private-sector leaders, aviation executives, media and other key stakeholders to examine the opportunities and challenges shaping the future of Caribbean tourism.

“Regional connectivity remains one of the most important issues facing Caribbean tourism, and this partnership demonstrates the critical role that collaboration and accessible air travel play in bringing our region together,”

said Dona Regis-Prosper, secretary-general and CEO of CTO. “The support of interCaribbean Airways will help ensure broader participation and enrich the important conversations taking place at this year’s conference.”

The interCaribbean Airways discount code will be shared with delegates upon registration.

Visit https://sotic.onecaribbean.org/ for more information.

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How Youth Cricket is Helping Grow Sports Tourism in Tobago

TCA Sports 1-800

 

How youth cricket is attracting international visitors, supporting local communities and creating lasting tourism benefits for Tobago. 

Sports tourism is one of the fastest-growing sectors of the global travel industry, offering destinations an opportunity to diversify their visitor economy while creating lasting benefits for local communities. 

Tobago is demonstrating how youth sport can play an important role in achieving exactly that. The 2026 Tobago Trophy marked the second year of the Global Cricket Series (GCS) in Tobago. Built through collaboration between the Tobago Cricket Association, tourism partners and the Global Cricket Series, the event welcomed 10 teams from the UK, USA and across the Caribbean. Around 160 players and coaches travelled to the island, accompanied by a similar number of parents and supporters. 

Staying for 9–10 nights, they generated more than 3,000 visitor nights, supporting hotels, restaurants, transport providers, attractions and local businesses throughout their stay. 

Beyond the Boundary: Economic Impact on Local Communities

The benefits extend far beyond the cricket field. Families experience Tobago’s beaches, culture and hospitality, while organised excursions and free time encourage visitors to explore the island and contribute directly to the local economy. 

For many, it is their first visit to Tobago, creating an opportunity to showcase the destination to a new international audience and encouraging future holidays, repeat visits and word-of-mouth recommendations. 

A Digital Legacy: Authentic Marketing Through Player and Family Networks

The event also creates a lasting digital legacy. Players, parents and supporters share thousands of photographs and videos across social media, providing authentic destination marketing that reaches schools, clubs and families around the world.

This genuine visitor advocacy is often more powerful than traditional advertising in inspiring future travel. Importantly, sports tourism also creates opportunities for local people. Tobagonian players gain valuable experience competing against visiting teams, while local coaches, umpires, scorers, volunteers and transport providers all play an important role in delivering the event. 

From the Pitch to the Classroom: Grassroots Cricket Development

GCS also delivers coaching sessions in local primary schools, ensuring tourism contributes to grassroots cricket. The opportunities can even be life changing.

Following last year’s tournament, Tobago player Fabrice Lynch secured a scholarship to an independent school in the UK, where he will begin his studies this September. The success of the Tobago model has provided a blueprint for wider regional collaboration. GCS is now working with partners in Saint Lucia and Saint Vincent and the Grenadines to develop similar youth cricket events that attract international visitors while strengthening local cricket. 

Scaling the Model: Expansion to Saint Lucia and Saint Vincent

The inaugural Saint Vincent programme will feature Under-19 boys’ and girls’ competitions, welcoming visiting teams including Sedbergh School, Harry Brook’s former school, Oakham School, where Stuart Broad was educated, Surrey County Cricket Club representative teams for both boys and girls, and a GCS Franchise Team led by former England international and former Leicestershire CCC coach Philip DeFreitas. 

As Caribbean destinations continue to diversify their tourism offering, youth sport has the potential to become an increasingly valuable part of the visitor economy. 

The Future of Youth Sport in Caribbean Tourism

Tobago’s experience demonstrates how strong partnerships, meaningful visitor experiences and community engagement can deliver benefits that extend well beyond the final day of competition, creating lasting value for tourism, local sport and the wider community.

 

chris berryAuthor
Chris Berry
CEO, TCA Sports Tours

Founder of the Global Cricket Series, working with destinations across the Caribbean to develop international youth cricket events that drive sports tourism, support local communities and inspire the next generation of cricketers.

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