The Caribbean Tourism Organization has announced a new vision.
The international agency responsible for the development of Caribbean tourism has selected as its theme a goal, “To position the Caribbean as the most desirable, year round, warm weather destination by 2017.”
The Board of Directors and the Council of Ministers and Commissioners of Tourism approved the vision at their meetings in St. Kitts from 10 to 12 October. This new vision is one of the outcomes of a review of the organisation conducted by the corporate strategy consulting group, McKinney Rogers.
“This vision helps us focus on achieving our very important objective within a realistic timeline, while continuing to provide strategic leadership in tourism,” said Hugh Riley, the Caribbean Tourism Organization’s secretary general.
In order to realise this vision, the organisation said it would “continue to lead in the areas of sustainable tourism development, human resource development, research and information technology, membership services, communications and marketing”.
The organisation also noted it had “a renewed purpose”: Leading Sustainable Tourism – One Sea, One Voice, One Caribbean.