Caribbean Tourism Organization Shifts Focus to Sustainable Innovation at World Travel Market

Friday, November 8, 2024

At the World Travel Market in London, the Caribbean Tourism Organization (CTO) underscored its commitment to progressive travel and tourism strategies. Secretary-General and CEO Dona Regis-Prosper took part in a high-impact panel titled “Building a Consistent Vibe Across Messaging, Delivery, and More,” alongside prominent female leaders in the industry.

Focused on advancing travel marketing and sustainability, the panel highlighted a shift from traditional approaches to personalized, data-driven strategies that drive deeper customer engagement. Regis-Prosper’s remarks showcased the CTO’s dedication to harmonizing economic growth with environmental stewardship, emphasizing the importance of partnerships, adaptability, and community-centered development as core elements of the Caribbean’s tourism vision.

Joining her on stage were panel moderator Tina Charisma, Director of Charisma Campaign; Wendy Vividor, Managing Director and CMO at Chase Travel Group; and Lotti Norman, CMO of TTC Tour Brands Marketing Lab. Together, the panelists explored the transformative power of data-driven strategies in travel marketing, with discussions on hyper-personalization, the strength of partnerships, and the role of agile teams in responding to evolving consumer expectations.

Reflecting on her leadership philosophy, Regis-Prosper explained that “prosperity” is foundational to her approach, which centers on People Development, Research-Driven Decision-Making, Operational Alignment, Sustainability, Partnerships, Empowerment, and Return on Investment. She stressed the importance of creating a lasting positive impact and empowering teams to achieve this vision.

Describing the CTO’s ability to adapt to a changing landscape, Regis-Prosper noted, “We have been able to pivot in the Caribbean in terms of how we communicate, how we make information available to our customers, [and] how we customize that experience.” She emphasized the importance of tailoring the Caribbean experience to fit diverse travelers’ needs across the region’s many unique destinations, adding, “We have to customize and find out [what individual travelers] want, [then] we’ll be able to tailor that package for [them].”

The panel also addressed challenges, such as balancing economic growth with environmental protection. Regis-Prosper noted the unique responsibility Caribbean destinations bear in safeguarding their fragile ecosystems, even as they promote the region’s breathtaking beaches and natural wonders. For her, sustainability means ensuring that tourism’s benefits extend to all communities, creating a meaningful legacy for future generations.

According to Regis-Prosper, partnerships are vital to the CTO’s approach, with the organization working closely with both public and private sectors across its 25 member states in the Caribbean.

Looking forward, the tourism leader spoke about the future of travel marketing and the CTO’s unwavering commitment to sustainability: “Everything we do in this industry, we’ll do it in the name of sustainability, and we will pivot to regenerative tourism,” she concluded.

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Tags: Caribbean Tourism Organization, Dona Regis-Prosper, sustainable tourism, Travel Marketing, World Travel Market London