New Regional Tourism Task Force to host first meeting in Jamaica

Jamaica will later this year host the first meeting of the newly formed Regional Tourism Task Force.

The task force, officially established by the Council of Ministers and Commissioners of Tourism, will focus on strengthening tourism’s connections with other economic sectors, including agriculture, transportation, education, manufacturing, and the creative economy.

It marks a move towards a supply-side approach to tourism development—one that looks beyond visitor arrivals to how the region can produce and deliver more of what the industry consumes, locally and efficiently.

Speaking on the matter during his address at the State of the Tourism Industry Conference (SOTIC) on Wednesday, Barbados’ Minister of Tourism, Ian Gooding-Edghill, outlined key pillars of a new strategy to build a more sustainable, interconnected, and future-ready tourism industry across the region.

“We are answering the call with purpose. We are aligning our tourism strategy with the principles of sustainability, innovation, and inclusivity,” said Gooding-Edghill.

“We can no longer afford to pursue tourism as business as usual. We must become smarter, more resilient, and more regenerative.”

The task force is part of the broader Reimagined Caribbean Tourism Plan, launched earlier this year by the Caribbean Tourism Organization (CTO).

The plan calls for tourism that is not just profitable, but purpose-driven and deeply rooted in the lived experiences of Caribbean people.

Too often in the past, Gooding-Edghill, who is also Chairman of the CTO, said regional strategies have been discussed but not implemented.

He made clear that this new sub-committee must break that cycle.

“This is a regional industry. The challenges we face—whether climate change, cruise industry renewal, or workforce deployment—are shared across our borders. So our solutions must be shared as well.”

Meanwhile, Gooding-Edghill, also in his address, argued that the Caribbean needs a more sustainable and inclusive approach to tourism growth,one that is grounded in data, community benefit, and long-term value.

“Are we measuring and maximising the true economic impact of tourism? Are communities benefiting equitably? We must go beyond sun, sea, and sand. The Caribbean brand is also about our people, our peace, our culture, and our creativity,” he said, while growth figures seen last year.

He indicated that in 2024, the Caribbean saw growth in stay-over visitors, welcoming over 34 million.

Global tourism also saw a sharp rebound, with 1.5 billion international arrivals and US$2 trillion in export revenues in 2024.

This buoyancy helped drive regional gains.

US–Caribbean airlift grew by five per cent, driven by expanded routes from major carriers like American Airlines, United, and JetBlue.

Cruise arrivals surged, with scheduled cruise calls up seven per cent in 2025.

Gooding-Edghill stated that while these gains are to be celebrated, it must also be noted that recovery alone is not enough.

He argued that what’s needed are more sustainable and inclusive approaches that will better drive long-term growth, underscoring the need for not only volume but value.

The conference is being held under the theme Reimagining Caribbean Tourism: Research, Relevance, and the Road Ahead and is being attended by 400 delegates from across the Caribbean.

It is taking place from September 30 to October 3.

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