Ian Gooding-Edghill, Minister of Tourism, has reiterated the critical importance of preserving the Caribbean’s globally celebrated tourism brand. Speaking at the opening of the State of the Tourism Industry Conference (SOTIC) 2025 on October 1, his remarks come against a backdrop of escalating tensions in the southern Caribbean involving Guyana and Trinidad and Tobago. These nations have become entangled in a broader geopolitical conflict between the United States and Venezuela. The U.S. has intensified its campaign against drug trafficking networks allegedly linked to Venezuela’s government, particularly the Cartel de los Soles, which Washington claims is supported by high-ranking Venezuelan officials loyal to President Nicolás Maduro. With Maduro resisting U.S. pressure and American warships patrolling Caribbean waters, the region’s longstanding reputation as a peaceful haven is under threat. Gooding-Edghill echoed Prime Minister Mia Mottley’s recent address at the UN General Assembly, emphasizing the Caribbean’s identity as a zone of peace—a cornerstone of its tourism appeal. He stressed that maintaining this peaceful image is vital for nations like Barbados, where tourism is a primary economic driver. The minister highlighted the need to market the Caribbean as a sanctuary of safety and stability, offering visitors not just a vacation but an escape from global instability. Additionally, he advocated for leveraging cultural figures as soft power to amplify the Caribbean brand globally. He argued that the region’s sports heroes, musicians, and artists should serve as ambassadors, sharing authentic narratives that resonate internationally. Gooding-Edghill also underscored tourism’s deeper role in shaping Caribbean identity, describing it as the lifeblood of the region’s culture, creativity, and connection to the world. Reimagining tourism, he concluded, is synonymous with reimagining the Caribbean’s future.