The Caribbean tourism sector is at a pivotal juncture as industry leaders convened at the State of the Tourism Industry Conference (SOTIC) 2025 to address emerging trends and challenges. Held under the theme ‘Reimagining Caribbean Tourism: Research, Relevance and the Road Ahead,’ the event took place from September 30 to October 3 at the Hilton Barbados. The conference aimed to explore how the region can adapt to technological advancements while preserving its unique cultural identity.
At the official launch ceremony on October 1, keynote speaker Dr. Auliana Poon, founder of Leve Global and a renowned expert in tourism and sustainable development, set the stage for discussions. With a career spanning South Africa, Abu Dhabi, Singapore, and beyond, Poon emphasized the transformative potential of tourism when combined with innovative strategies. She highlighted the dual challenge of leveraging artificial intelligence (AI) while maintaining the authenticity that defines Caribbean tourism.
In her address, Poon underscored the importance of balancing technological efficiency with human connection. ‘AI is inevitable, but it cannot replace the human touch,’ she stated. ‘The antidote to artificial is authentic. Tourism thrives on genuine experiences, and it’s our responsibility to deliver that authenticity.’ She urged industry leaders to adopt AI tools to enhance productivity but stressed that these tools alone are insufficient. ‘Each manager should have their own AI assistant, but we must also reimagine how we deliver authentic experiences.’
The conference marked the beginning of a week-long exploration of insights and innovations designed to guide the Caribbean tourism industry into 2026 and beyond. By embracing both technology and cultural authenticity, the region aims to position itself as a global leader in sustainable and impactful tourism.