The Caribbean Tourism Organization (CTO) has launched a significant new campaign, “Our Cultural Gem,” to spotlight the region’s rich cultural heritage and creative industries. This initiative, central to Caribbean Tourism Month in November 2025, operates under the broader theme of “Caribbean Cultural Mosaic: Rejuvenating Heritage and Authenticity.” The campaign aims to showcase the unique traditions, creativity, and resilience that position the Caribbean as a global leader in culture-based tourism.
The ‘Our Cultural Gem’ Initiative: Digital Storytelling and Cultural Mosaic
The core of “Our Cultural Gem” involves inviting each CTO member destination to share short, authentic digital stories highlighting a distinctive element of their cultural heritage. These can range from traditional crafts and culinary arts to performing arts, festivals, heritage sites, and community-led preservation efforts. Whether presented as two-to-three-minute videos or photo stories, these submissions are curated by the CTO to form a “digital mosaic” on its social media platforms. This multimedia approach is designed to amplify the visibility of artisans, creatives, cultural practitioners, and community initiatives across the region.
Dona Regis-Prosper, the CTO’s Secretary-General and CEO, emphasized the campaign’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”. The initiative seeks to foster a deeper global engagement with Caribbean culture and to encourage tourists to seek more meaningful and immersive experiences beyond traditional sun-and-sand offerings.
Strategic Alignment with Reimagine Plan 2025-2027 and the ‘Orange Economy’
The “Our Cultural Gem” campaign is intrinsically linked to the CTO’s “Reimagine Plan 2025-2027,” a strategic roadmap focused on positioning the Caribbean as a global leader in sustainable and regenerative tourism. A key pillar of this plan is accelerating the development of the “Orange Economy” – the cluster of cultural and creative industries that drive innovation, local value creation, and employment within the region.
The “Orange Economy,” also known as the creative or cultural economy, is built upon creativity, innovation, and intellectual property, encompassing sectors like arts, music, film, design, and digital content. By spotlighting these sectors, the campaign aims to contribute to the economic regeneration of Caribbean communities and empower local artists and entrepreneurs. This focus aligns with the growing global trend of “creative tourism,” which encourages deep immersion in local culture and heritage.
Empowering Communities and Preserving Heritage
Beyond promoting destinations, “Our Cultural Gem” emphasizes celebrating the “people behind the places” – the artists, storytellers, and cultural custodians who safeguard heritage and inspire creativity. By amplifying their voices, the CTO highlights cultural tourism as a pathway to sustain livelihoods and preserve traditions for future generations. The campaign also aims to strengthen the region’s collective identity by showcasing shared heritage and values, while simultaneously celebrating the diversity within the Caribbean.
Furthermore, the initiative is building a foundation for a regional database of cultural and creative tourism resources, which will serve as a valuable asset for long-term sustainable growth. This effort supports the broader vision of regenerative tourism, which seeks to create positive impacts on the environment and local communities, ensuring that tourism benefits are equitably shared.
Caribbean Weekend in Miami: A Forum for Regional Strategy
In parallel with these cultural promotion efforts, the CTO is also convening tourism leaders for Caribbean Weekend in Miami, scheduled for December 4-8, 2025. This significant gathering at the Loews Coral Gables Hotel will feature discussions on critical economic strategies and partnership opportunities aimed at strengthening the Caribbean’s tourism pillar. A key event during this weekend will be the Caribbean Media Exchange (CMEx) Leadership Awards on December 7, which will honor individuals and organizations for their transformative contributions to Caribbean tourism, business, media, culture, and sustainable development.
The CTO’s “Our Cultural Gem” campaign, coupled with events like Caribbean Weekend, underscores a strategic commitment to diversifying the Caribbean’s tourism appeal, fostering economic resilience through its vibrant cultural and creative sectors, and solidifying its reputation as a premier destination for authentic lifestyle and cultural experiences. This news highlights ongoing trends and developments in Caribbean tourism, contributing to the broader discourse on the region’s evolving travel landscape.