Ian Gooding-Edghill, Barbados’ Minister of Tourism and International Transport 

The Caribbean Tourism Organization (CTO) has unveiled a bold three-year roadmap to transform the region’s tourism sector, officially launching its Reimagine Plan 2025–2027 during Caribbean Week in New York last month.


The plan, presented by CTO Secretary-General Dona Regis- Prosper, outlines a strategic vision to position the Caribbean as a global leader in sustainable tourism, while strengthening internal operations and delivering measurable results for member countries.


“The past few years have tested the strength of our tourism industry like never before,” said Regis-Prosper in a launch video. “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.” 

Structured around five core pillars sustainable and regenerative tourism, tourism intelligence, advocacy, market competitiveness, and people development the Reimagine Plan aims to increase government and allied membership, strengthen tourism data infrastructure, expand training for marginalized groups, and enhance service standards across the region.


A sixth focus on operational excellence will guide internal reforms within CTO.


At the launch event, Ian Gooding-Edghill, Barbados’ Minister of Tourism and International Transport and Chairman of the CTO Council of Ministers and Commissioners, emphasized that the Reimagine Plan is more than a strategy it’s a regional imperative. “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.”