The Caribbean Tourism Organization (CTO) will host its 2025 State of the Tourism Industry Conference (SOTIC) from 30 September to 3 October at the Hilton Barbados Resort. The event will focus on strategies to boost airlift, expand sports, wellness, and cruise tourism, and strengthen the region’s position as a global travel leader. Under the theme “Reimagining Caribbean Tourism: Research, Relevance and the Road Ahead,” SOTIC 2025 will bring together industry leaders, policymakers, and innovators to discuss sustainable growth and the future of the Caribbean tourism sector.

A Regional Platform for Tourism Growth

SOTIC 2025 will be held in partnership with the Barbados Ministry of Tourism and International Transport and Barbados Tourism Marketing Inc. The event will offer high-level panels, research presentations, and actionable insights. This year’s agenda focuses on the realities shaping Caribbean tourism and the opportunities that lie ahead. Attendees will gain valuable perspectives on regional performance, global market trends, and collaborative strategies to keep the Caribbean competitive. The conference aims to inspire innovation while maintaining cultural authenticity and environmental stewardship.

Keynote Sessions to Shape the Future

A major highlight will be the CTO Research Department’s session, “Caribbean Tourism: Trends, Truths and Trajectories.” This discussion will provide data-driven insights into tourism performance, market dynamics, and forecasts for the region. These findings will help decision-makers align strategies with current and future demand. The goal is to give participants the tools they need to respond effectively to changing travel patterns. Such information will be critical for developing policies and investments that benefit both the tourism industry and local communities.

Ministerial Exchange on Policy and Connectivity

The “Ministerial Exchange on Caribbean Tourism” will gather policymakers and industry leaders to debate key issues. Topics include sustainable development, inter-island collaboration, and improving regional and international connectivity. Connectivity is central to unlocking growth in tourism. The session will address ways to strengthen airline partnerships, streamline travel processes, and improve infrastructure. The exchange will also explore strategies for creating a unified approach to marketing the Caribbean as a diverse but interconnected destination for global travellers.

Spotlight on Growth Sectors

SOTIC 2025 will examine high-potential tourism segments including medical and wellness tourism, sports tourism, and the cruise and stay-over markets. These sectors offer opportunities to diversify the region’s tourism portfolio. Sessions will cover how to create competitive products that appeal to niche markets, extend visitor stays, and increase spending. Industry experts will share best practices and case studies from across the Caribbean and beyond. This focus aims to ensure that the Caribbean continues to innovate while maintaining its reputation for quality and authenticity.

Youth Engagement Through the Regional Tourism Youth Congress

On 2 October, CTO will host the Regional Tourism Youth Congress. This event will feature the next generation of tourism ambassadors from across the region. Young delegates will present ideas, debate trends, and offer fresh perspectives on the future of Caribbean tourism. The Youth Congress is designed to inspire and empower young leaders while giving them a platform to contribute to regional development. By investing in youth, CTO is ensuring that the future of Caribbean tourism is driven by informed, passionate advocates.

Workshops and Collaborative Opportunities

The SOTIC programme includes interactive workshops and networking events aimed at fostering collaboration. Delegates will have the chance to exchange ideas, form partnerships, and explore business opportunities. Sessions such as “The Stay-Over Market: Driving Growth in Caribbean Tourism” will examine ways to increase overnight visitor numbers, while “A Holistic Approach to Tourism: Uniting Cruise and Hotel Sectors for Destination-Wide Success” will discuss strategies for integrating cruise passengers into the wider tourism economy. These workshops are designed to provide practical, actionable solutions.

Sponsors and Partnership Opportunities

Current sponsors of SOTIC 2025 include Liat Air and Tiki. CTO is inviting more organisations to partner with the event. Sponsorship offers exclusive brand visibility, speaking roles, and access to high-level networking opportunities. These partnerships support the conference’s goal of promoting sustainable tourism development across the region. By involving a broad range of stakeholders, SOTIC creates a platform where public and private sector players can work together towards shared objectives.

A Message from the CTO Leadership

Dona Regis-Prosper, Secretary-General and CEO of the CTO, described SOTIC 2025 as a transformative event. She highlighted the importance of uniting the brightest minds in tourism to create a shared vision for a resilient, sustainable, and innovative sector. The programme is designed to be dynamic and results-driven, ensuring that the discussions lead to meaningful action. CTO’s leadership views this gathering as a chance to set a new standard for collaboration and strategic planning in the Caribbean tourism industry.

Why SOTIC 2025 Matters

SOTIC 2025 is more than a conference; it is a forum for shaping the future of Caribbean tourism. By addressing pressing challenges, exploring growth opportunities, and fostering regional unity, the event aims to ensure the Caribbean remains a top global destination. The combination of research, dialogue, and practical workshops will give stakeholders the tools to make informed decisions. For those committed to the sustainable development of the region’s tourism, SOTIC 2025 is an unmissable opportunity.

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