In a vibrant initiative to celebrate and promote the Caribbean’s diverse cultural tapestry, the Caribbean Tourism Organization (CTO) has launched “Our Cultural Gem,” a digital storytelling campaign running throughout November 2025, coinciding with Caribbean Tourism Month. This campaign serves as a cornerstone for the broader “Caribbean Cultural Mosaic: Rejuvenating Heritage and Authenticity” theme, aiming to spotlight the rich history, traditions, and creative industries that define the region.
At the heart of this endeavor is the CTO’s commitment to showcasing the “Orange Economy” – the dynamic sector encompassing the Caribbean’s cultural and creative industries. CTO Secretary-General and CEO Dona Regis-Prosper describes this economy as a “wellspring of talent and tradition,” extending from artisanal crafts and culinary arts to music, festivals, and living heritage practices. The “Our Cultural Gem” campaign actively invites each member destination to contribute compelling short features, including videos and photo stories, that authentically represent their unique cultural identity and heritage.
These submissions are being woven into a collective “digital mosaic” to be showcased across the CTO’s social media platforms. This curated collection is designed to amplify the visibility of Caribbean artisans, creatives, cultural practitioners, and community-led preservation efforts to a global audience. The initiative intends to strengthen regional identity, foster a deeper appreciation for the Caribbean’s cultural diversity, and elevate the international profile of its creative sectors. By focusing on authentic cultural narratives, the CTO aims to attract a growing segment of cultural travelers seeking immersive and meaningful experiences, positioning the Caribbean as a premier destination for culture-based tourism beyond its traditional sun-and-sea appeal.
Embracing the Orange Economy and Sustainable Tourism
The “Our Cultural Gem” campaign is intrinsically linked to the CTO’s strategic Reimagine Plan 2025–2027, a comprehensive roadmap dedicated to fostering sustainable and regenerative tourism across the region. A key pillar of this plan is the acceleration of the Orange Economy, recognizing its vital role in driving local value creation, innovation, and economic development. This focus on cultural and creative industries is viewed as a strategic pathway to enhance economic resilience, create sustainable employment opportunities, and bolster the overall vitality of Caribbean communities.
By channeling tourism efforts towards cultural heritage, the CTO aims to support local economies and provide tangible growth opportunities for communities. Destinations are encouraged to highlight distinctive cultural elements such as traditional crafts, performing arts, unique culinary traditions, vibrant festivals, significant heritage sites, and innovative community-led preservation projects. This strategic emphasis on authentic cultural storytelling not only enriches the visitor experience but also plays a crucial role in reinforcing regional identity and safeguarding heritage for future generations. Furthermore, the initiative is building a foundation for a regional database of cultural and creative tourism resources, fostering ongoing collaboration and investment in this vital sector.
Celebrating Stories and Empowering Communities
The “Our Cultural Gem” initiative provides a vital platform for Caribbean artists, creatives, and cultural practitioners to share their stories and talents on a global stage. The CTO encourages each destination to tell an authentic story about its unique “cultural gem,” collectively forming a vibrant portrayal of the Caribbean’s shared identity and the communities that are integral to its tourism success. This emphasis on personal stories is fundamental to building deeper connections between visitors and local populations, promoting mutual respect, and ensuring that tourism engagement is both meaningful and sustainable for all parties involved.
Dona Regis-Prosper eloquently stated that the campaign aims to “celebrate the people behind the places,” underscoring that each “cultural gem” embodies a living story. By uniting these narratives, the CTO seeks to elevate the Caribbean brand, bolster local livelihoods, and preserve its rich cultural legacy. The campaign is also instrumental in post-pandemic tourism recovery, offering new avenues for economic opportunities within local communities and fostering resilient tourism models that offer lasting benefits to the entire region.
Charting a Future for Caribbean Tourism
The “Our Cultural Gem” campaign is a significant component of the CTO’s overarching Reimagine Plan 2025–2027, which charts a course to position the Caribbean as a world leader in sustainable and regenerative tourism. This forward-looking plan, developed through extensive consultations, is structured around key pillars including sustainable tourism, tourism intelligence, advocacy, market competitiveness, and people development. It places a strong emphasis on environmental stewardship, cultural preservation, community empowerment, and the innovative economic potential of the Orange Economy.
The expected outcomes of this campaign include a fortified regional identity, heightened international recognition for creative industries, and an enhanced appeal to discerning cultural travelers. By illuminating the diverse cultural heritage of the Caribbean, the CTO is not only promoting tourism but also making a strategic investment in the long-term cultural and economic sustainability of its member nations. The “digital mosaic” created through this initiative will serve as a valuable, enduring archive of Caribbean culture, laying a robust foundation for future collaborations, investments, and the sustained growth of culture-based tourism throughout the islands.