How Tobago’s Jolé St. John’s Win Shifts Caribbean Tourism Toward Sustainability

Spotlighting Youth Leadership in Caribbean Tourism

As the vibrant backdrop of the Caribbean contends with the evolving landscape of global tourism, it is not merely the recognition of beautiful beaches and rich cultural history that stands out. Instead, the spotlight shines on innovative thinking from the region's youth, exemplified by Jolé St. John, a remarkable 16-year-old from Tobago. Winning the Caribbean Tourism Organization (CTO)'s 2025 Regional Tourism Youth Congress, St. John's triumph represents a step forward toward sustainability and digital transformation within the tourism sector.

The Shift from Traditional to Progressive

The congress, held at the Hilton Barbados Resort, hosted participants from across the Caribbean, aged 14-17, each embodying the roles of Junior Ministers or Commissioners of Tourism. They engaged in expanding the traditional tourism narrative dominated by the "three S's" of sea, sun, and sand, to a more contemporary interpretation: smart technology, sustainable practices, and social inclusion. This progressive shift, articulated through well-prepared presentations and dynamic responses to mystery questions, elevates the discourse on what tourism can—and should—be in the Caribbean.

Jolé's Vision for Sustainable Tourism

Jolé's visionary approach encompassed significant discussions on sustainable tourism practices that could protect the environment while concurrently enhancing the visitor experience. Advocating for a tourism industry that embraces eco-friendliness and technological integration, she poses a challenge and opportunity for the Caribbean. As global travelers increasingly prioritize responsible travel choices, such ideas will undoubtedly reverberate throughout the industry.

Empowering the Next Generation

The CTO’s junior congress is more than just a competition; it serves as a vital launchpad for young leaders, like Jolé, who are equipped to drive innovation and policy advocacy in the tourism industry. This program is a tremendous showcase of collaboration among member nations, sparking inspiration and nurturing the critical skills necessary to helm the industry into the future. Other participants, such as Jamaica’s Caleader Lewison and Cayman Islands' Aylani Morris Seymour, highlighted the powerful voices emerging from the Caribbean, each presenting their distinct visions for regional tourism.

Engaging in Enrichment Activities

Building dynamic, actionable insights, participants engaged in enrichment activities designed to sharpen their leadership skills. Masterclasses on augmented and virtual reality (AR/VR) in tourism, led by industry experts, not only informed but inspired. Moreover, workshops focused on personal branding and leadership, presented by seasoned professionals, enhanced their career readiness. Such experiences reinforced the importance of awareness in sustainable practices and exemplary service in an age where digital engagement shapes the travel experience.

Long-Term Impact: Shaping Future Leaders

The significance of youth empowerment was echoed by event leaders, like Ian Gooding-Edghill, chairman of the CTO Council, who commendably acknowledged the dedication and passion demonstrated during the congress. Strengthening regional pride, the CTO aims to ensure the upcoming generations are equipped not solely with ideas but with the intrinsic desire to propel their heritage forward responsibly.

Inclusive Discussions and Feedback

The congress not only highlighted the notable achievements of Jolé St. John but also revealed the vast potential within each participant to become a force for positive change in their respective tourism sectors. As tourism continues to evolve in the face of environmental challenges and shifting consumer preferences, these discussions foster creativity and establish a new narrative for sustainable tourism, positioning the Caribbean as a leader in the global arena.

Final Thoughts: The Future is Bright

In essence, Jolé’s win at the CTO congress illustrates not only her personal growth but also signifies a collective movement toward a sustainable and technology-driven future for Caribbean tourism. As these young leaders take their first steps, they pave the way for an industry that does not solely rely on its natural allure but also embraces innovation and responsibility. The success of the congress should resonate beyond its immediate aftermath, igniting conversations and actions that will further empower youth across the region.

As a travel enthusiast or educator, consider how you can support initiatives that encourage young voices in tourism. Investing in their exploration of sustainable practices not only enriches their understanding but enhances the collective well-being of all Caribbean communities for generations to come.