CTO Launches ‘Reimagine Plan’ to Reshape the Future of Caribbean Tourism

The Caribbean Tourism Organization (CTO) is ushering in a new era for the region’s tourism industry with the official rollout of its ambitious Reimagine Plan 2025–2027, a three-year roadmap for reshaping how the Caribbean approaches travel, sustainability and development.

Unveiled in June during the Caribbean Week event held in New York, the plan outlines a bold vision for transforming the Caribbean into a global leader in sustainable tourism, while also strengthening the CTO from within and delivering measurable benefits to its member states.

CTO Secretary-General Dona Regis-Prosper introduced the initiative in a launch video, reflecting on the challenges of recent years. “The past few years have tested the strength of our tourism industry like never before,” she said. “But in true Caribbean spirit, we have adapted, rebuilt, and moved forward. This renewed vision reflects our collective aspirations for sustainable growth, greater resilience, and lasting prosperity.”

The Reimagine Plan is built around five core pillars: sustainable and regenerative tourism, tourism intelligence, advocacy, market competitiveness and people development. A sixth internal pillar, operational excellence, focuses on honing the organization’s own practices. Together, these priorities aim to improve everything from data infrastructure and government collaboration to training programs and service standards across the region.

Barbados’ Minister of Tourism and International Transport, Ian Gooding-Edghill, who also chairs the CTO Council of Ministers and Commissioners, called the plan a necessary step forward for the region. “The time is now. The change-makers are present. The visionaries are in motion,” he said. “Let us reimagine tourism not simply as a sector, but as a vehicle for empowerment, a platform for innovation, and a source of dignity for our people.”

CTO Chairman Ian Gooding-Edghill and Secretary-General Dona Regis-Prosper (center) with colleague ministers and directors in New York City.

Latia Duncombe, Director General of Tourism for The Bahamas and member of the CTO Reimagine Oversight Committee, described the initiative as “a call to action,” emphasizing that real progress depends upon follow-through. “We cannot afford to treat this as just another framework… our ability to move the needle depends on how well we translate vision to execution,” she said.

The plan is the result of over two years of consultation, investigation and cooperation among Caribbean nations. Donovan White, Jamaica’s Director of Tourism and Oversight Committee co-chair, said the effort has created newfound harmony. “The last two and a half years feel different… It feels like we are finally understanding that we have to pull in one direction.”

Rosa Harris, Director of Tourism for the Cayman Islands, said member nations have long called for more tangible value from CTO. “There was a recurring theme that we faced as chair in 2022-2023: CTO needs to add value… we heard the call loud and clear.”

For Annette Mark, CEO of the St. Vincent and the Grenadines Tourism Authority and member of the Oversight Committee, the plan represents a significant shift. “This is no longer a vision on paper,” she said, “It is an action plan for progress.”

The initiative also signals a wider movement toward greater regional self-reliance as the global tourism landscape becomes more competitive. At the launch event, Jamaica’s Minister of Tourism, Edmund Bartlett, pointed to the Caribbean’s distinct vulnerabilities, untapped opportunities and enduring resilience. “The Caribbean is the most dependent region on planet Earth for tourism,” he said, urging leaders across the region to “harmonize policies,” “put aside nationalism,” and “embrace regionalism” to unlock the sector’s full potential.

The Reimagine Plan is being led by the CTO Reimagine Committee, co-chaired by White and Andrea Franklin, Chairman of the CTO Board of Directors and CEO of Barbados Tourism Marketing Inc. It was developed in collaboration with firm EY (formerly Ernst & Young) and supported by the Caribbean Tourism Institute.

Initially launched internally, the Reimagine Plan is now being implemented throughout the region. Over the next several months, the rollout will continue with active stakeholder engagement, implementation support and performance tracking already in motion. For the CTO, this marks the beginning of a new chapter, driven by purpose, grounded in collaboration and committed to delivering real results.

Source: Travel Pulse