CTO Calls for Caribbean Unity, Innovation at Virgin Islands Tourism Summit

The Caribbean must move beyond relying solely on its natural beauty by embracing strategic partnerships, innovation, and sustainable tourism to stay competitive globally.

This was the central message delivered by Dona Regis-Prosper, Secretary-General and CEO of the Caribbean Tourism Organization (CTO), in her keynote speech at the 2025 Virgin Islands Tourism Summit, hosted at Peter Island Resort. The event was organized by the BVI Ministry of Tourism, Culture and Sustainable Development, in collaboration with the British Virgin Islands Tourist Board and the British Virgin Islands Yachting, Hotel and Tourism Association (BVIYHTA).

In her address to over 300 tourism stakeholders, Regis-Prosper emphasized the need for actionable steps to rethink tourism development under the theme, “Strategic Partnerships for Sustainable Caribbean Tourism Services.” She urged attendees to move beyond discussions and focus on tangible progress, stating, “This is not a talk shop. It’s important that we get together as professionals and talk about the future of tourism.” Referring to the British Virgin Islands as her “home,” due to her past work and residence there, Regis-Prosper shared a vision of a collaborative and innovation-driven tourism industry.

Challenging the audience to consider whether natural beauty alone is enough to sustain the region’s future, she warned, “At this critical juncture, while our natural beauty is undeniable, we must not for one minute believe that it’s enough to secure the future of the Caribbean.” She presented the CTO’s Five Ps of Sustainable Tourism—People, Planet, Prosperity, Purpose, and Partnership—as a framework for creating a resilient and restorative tourism model. Additionally, she announced the forthcoming launch of the CTO’s reimagined plan for 2025, centered on advocacy, market intelligence, competitiveness, people development, and sustainable tourism practices.

Collaboration was a recurring theme in her address. Regis-Prosper highlighted the CTO’s growing network of 25 member countries and 65 private-sector partners as a testament to the power of public-private partnerships. She also underscored the importance of including local communities in tourism development discussions, recognizing them as stewards of the region’s culture, environment, and resources. “Residents must be included in the discussions,” she said, stressing that their involvement is vital to the region’s tourism future.

Regis-Prosper also emphasized the importance of workforce development, describing people as the Caribbean’s greatest asset. She highlighted CTO’s extensive training programs, online learning platforms, and resources designed to foster skills development and inspire young people to pursue careers in tourism. She unveiled the CTO’s 2025 training calendar, reaffirming the organization’s commitment to empowering the tourism workforce.

As she concluded, Regis-Prosper identified emerging trends shaping the industry, including post-pandemic health and safety, sustainability, technology-driven innovations, and experiential travel. With 80% of travelers willing to pay more for sustainable options, she encouraged stakeholders to embrace these opportunities. She closed with a call for regional unity, urging leaders to collaborate rather than compete. “We have the opportunity to shape tourism that benefits not only our local economies but also our environments and communities,” she said. Her stirring message left the audience inspired to embrace partnerships, innovation, and sustainability to ensure the Caribbean remains a leading global tourism destination.