Arlene Friday, CEO of the Grenada Hotel & Tourism Association (GHTA), emerged as a pivotal figure at this year’s Caribbean Hospitality Industry Exchange Forum (CHIEF) conference. As a key panellist on the forum titled ‘Tourism for Us,’ Friday captivated attendees with her profound insights and actionable strategies on community tourism across the Caribbean region. Her address underscored the indispensable role of local communities in crafting authentic and sustainable tourism experiences. She urged Caribbean communities to reclaim their narratives, ensuring that their unique histories, traditions, and voices remain central to tourism development. ‘Communities are not just part of the tourism product — they are the heartbeat of it,’ Friday asserted. ‘When we empower our people to tell their own stories and create genuine connections with visitors, tourism becomes not only sustainable but transformative.’ Friday also emphasized the importance of fostering stronger linkages between hospitality stakeholders and local communities. She highlighted that such collaborations not only drive economic opportunities but also preserve cultural identity. Her message of empowerment and inclusion resonated deeply with industry professionals, policymakers, and delegates, all of whom are committed to a more community-centred approach to tourism. The CHIEF Conference continues to serve as a dynamic platform for tourism leaders to connect, share innovations, and chart the future of the region’s hospitality sector. Arlene Friday’s contributions at the conference reinforce the critical importance of placing people and place at the heart of tourism growth throughout the Caribbean.