CTO ramps up Europe push after strong WTM London showing

The Caribbean Tourism Organization is sharpening its bid for more UK and European business after a major presence at World Travel Market London and a series of policy and industry meetings in the city. The effort feeds into a 2027 program focused on trade, airline and consumer outreach, as well as climate resilience and destination competitiveness.

Why it matters: - The Caribbean Tourism Organization is trying to convert strong visibility at WTM London into more airline access, trade deals and consumer demand from the UK and Europe. - The push is part of CTO’s Reimagine Plan 2025-2027, which centers on sustainable and regenerative tourism, market competitiveness, tourism intelligence and people development. - For Caribbean destinations, stronger European business can diversify source markets and support longer-term growth.

What happened: - CTO and the CTO Chapter UK & Europe used WTM London, held Nov. 3-5, to present a coordinated regional sales and marketing effort. - The event featured the largest CTO Caribbean Pavilion in about two decades. - Seven national tourism organizations and seven commercial partners exhibited under the regional banner. - Seven additional CTO member destinations showed separately at the event. - The expanded pavilion included Anguilla Tourist Board, Grenada Tourism Authority, Nevis Tourism Authority, St. Kitts Tourism Authority, St. Vincent and the Grenadines Tourism Authority, Tobago Tourism Agency Ltd. and Aruba Tourism Authority. - Separate exhibitors included the Bahamas Ministry of Tourism, Barbados Tourism Marketing Inc., Belize Tourism Board, Bermuda Tourism Authority, Guyana Tourism Authority, Jamaica Tourist Board and Saint Lucia Tourism Authority.

The details: - CTO said the goal is to strengthen relationships with international travel buyers and win a larger share of European business. - The chapter’s 2027 program calls for more destination roadshows, trade engagement, consumer marketing, media outreach and industry training. - Airlines, tour operators and travel distributors are a priority as the Caribbean looks to improve market access and stimulate demand. - CTO Secretary-General and CEO Dona Regis-Prosper joined the WTM Experience Hub session “Ready Before the Rush,” focused on managing tourism growth alongside pressure on infrastructure, resources and communities. - CTO also participated in the WTM Ministers’ Summit, organized with UN Tourism and the World Travel & Tourism Council. - That summit brought together 60 ministers to discuss international cooperation and more resilient, regenerative tourism destinations. - CTO will produce a joint working paper with consulting firm ICF to help Caribbean destinations respond to changing European travel preferences and stay competitive. - The working paper follows the Nov. 5 CTO-ICF Tourism Visionaries Circle at the Sunborn London Yacht Hotel. - About 30 Caribbean tourism ministers, CEOs, tourism directors and senior industry representatives attended that roundtable. - The session theme was “What Does Europe Want Next? Reimagining the Caribbean for the Conscious Traveler.” - The discussion centered on sustainability, authentic cultural experiences, climate resilience and tourism that benefits local businesses and communities. - Amadeus presented research on European traveler behavior and market trends. - Travelzoo examined differences between U.S. and European travelers and the opportunities those differences create for Caribbean destinations. - On Nov. 4, Narendra Ramgulam, CTO’s deputy director of sustainable tourism, took part in an ICF Tourism Visionaries Circle discussion on preparing destinations and tourism businesses for climate-related disruptions. - Ramgulam said climate risk is tourism risk, and that adaptation will increasingly shape the long-term competitiveness and sustainability of Caribbean destinations.

Between the lines: - CTO is pairing sales outreach with policy, research and climate discussions, signaling that the region wants more than short-term visibility at a trade show. - The strategy suggests the Caribbean is trying to sell both demand and resilience: more business now, and a stronger case for investing in destinations that can handle future shocks. - The use of a joint paper with ICF points to a more data-driven approach to European market development.

What's next: - CTO and the CTO Chapter UK & Europe plan to expand roadshows, trade missions, consumer marketing, media outreach and industry training in 2027. - The forthcoming working paper with ICF will outline practical steps on destination positioning, tourism development and investment. - CTO will continue emphasizing climate adaptation, market competitiveness and sustainable tourism as part of its regional strategy.

The bottom line: - CTO is turning a strong London trade-show presence into a broader European growth campaign built around business development, research and resilience. - For more information, visit OneCaribbean.org.