New emphasis on positioning the Caribbean to be most desirable, warm weather destination in five years

CTO Opening ceremony

BRIDGETOWN, Barbados (17 Oct, 2012) – The Caribbean Tourism Organization (CTO), the international agency responsible for the development of Caribbean tourism, has a new vision. It is: “To position the Caribbean as the most desirable, year round, warm weather destination by 2017”.

The CTO Board of Directors and the Council of Ministers and Commissioners of Tourism approved the vision at their meetings in St. Kitts last week. This new vision is one of the outcomes of a review of the organization conducted recently 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 CTO’s secretary general.

In order to realize this vision, the CTO will continue to lead in the areas of sustainable tourism development, human resource development, research and information technology, membership services, communications and marketing. The organization also has a renewed purpose: Leading Sustainable Tourism – One Sea, One Voice, One Caribbean.