BRIDGETOWN, Barbados – The Caribbean Tourism Organization (CTO) has launched a vibrant new campaign, “Our Cultural Gem,” to spearhead Caribbean Tourism Month this November. This initiative, under the overarching theme “Caribbean Cultural Mosaic: Rejuvenating Heritage and Authenticity,” aims to spotlight the rich tapestry of traditions, creativity, and resilience that define the region as a premier destination for culture-based tourism. The announcement marks a significant push by the CTO to deepen global engagement with the Caribbean’s diverse cultural offerings.
Celebrating the Heart of Caribbean Culture
The “Our Cultural Gem” campaign is fundamentally a storytelling endeavor, inviting each of the CTO’s member destinations to share unique narratives that encapsulate their cultural heritage. These short features, presented as 2-3 minute videos or photo stories, are designed to highlight distinctive traditions, creativity, and the inherent resilience of the Caribbean people. CTO Secretary-General and CEO Dona Regis-Prosper emphasized the initiative’s purpose: “This Caribbean Tourism Month, we’re inviting every destination to tell a short, authentic story about its cultural gem. Together, these stories will form a vibrant portrait of our shared identity and the communities who power Caribbean tourism.”
Harnessing the Power of the ‘Orange Economy’
A central focus of the campaign is the “Orange Economy,” a term encompassing the cultural, creative, and heritage sectors that are increasingly vital for local value creation and economic innovation in the Caribbean. Through “Our Cultural Gem,” destinations are encouraged to showcase elements of this economy, including traditional crafts, performing arts, culinary traditions, festivals, heritage sites, and community-led cultural preservation efforts. By highlighting these aspects, the CTO seeks to celebrate the artisans, creatives, and cultural practitioners who are the custodians of the region’s heritage and driving forces behind its unique appeal.
A Digital Mosaic of Regional Stories
Throughout November, the CTO will curate and disseminate these submitted stories across its social media platforms. This creates a “digital mosaic” designed to amplify regional visibility for the diverse talent and cultural initiatives present throughout the Caribbean. This multimedia approach moves beyond traditional promotional content, offering travelers a more authentic and meaningful connection with the destinations they visit, shifting the focus from merely “sun and sand” to deeper cultural immersion.
Strategic Vision for Sustainable Tourism
The “Our Cultural Gem” campaign is a key component of the CTO’s broader strategic vision, the Reimagine Plan 2025–2027. This comprehensive plan aims to reshape Caribbean tourism by prioritizing sustainable and regenerative practices, enhancing tourism intelligence, strengthening advocacy, improving market competitiveness, and investing in people development. By accelerating the development of the Orange Economy, the campaign directly supports these goals, fostering economic empowerment for local communities, strengthening regional identity, and promoting resilient tourism models that benefit both the region and its inhabitants. Furthermore, the initiative aims to lay the groundwork for a regional database of cultural and creative tourism resources, fostering future collaboration, investment, and knowledge-sharing across the Caribbean.
The “Our Cultural Gem” campaign represents a significant step in positioning the Caribbean as a global leader in culture-based tourism. By celebrating its unique heritage and empowering its creative voices, the CTO is not only enhancing the region’s tourism brand but also cultivating a more sustainable and prosperous future for its people and its rich cultural landscape. This news highlights the ongoing efforts within the Caribbean to diversify its tourism offerings and leverage its cultural assets for economic growth and global recognition.