The Caribbean Tourism Organization (CTO) has announced that Barbados will host the 2025 edition of its premier State of the Tourism Industry Conference (SOTIC) from September 30 to October 3 at the Hilton Barbados Resort.
Widely regarded as the region’s leading forum on tourism development, SOTIC 2025 will bring together government ministers, tourism executives, international partners, students, media, and other key stakeholders for high-level dialogue on policy, investment, research, and sustainable growth.
This year’s conference will be held under the theme: “Reimagining Caribbean Tourism: Research, Relevance and the Road Ahead.” It will focus on data-driven strategies to enhance global competitiveness and long-term sustainability across the region’s tourism sector. Highlights will include the Regional Tourism Youth Congress, which engages “Junior Ministers of Tourism” from CTO member nations.
New to the 2025 edition are sessions centered on emerging sectors such as sports tourism, medical tourism, and health and wellness — areas identified as high-potential growth markets aligned with evolving traveler preferences. These discussions aim to help Caribbean destinations diversify their offerings and build more resilient tourism economies.
“Barbados offers an ideal setting for this forward-looking dialogue on Caribbean tourism,” said Dona Regis-Prosper, CTO Secretary-General and CEO. “As we reimagine the future of our sector, we must ground our strategies in solid research, ensure our actions are relevant to today’s traveler, and work together on a clear roadmap for what lies ahead.”
The event is being organized in collaboration with the Barbados Ministry of Tourism and International Transport and Barbados Tourism Marketing Inc., with support from both public and private sector partners.
“As the host destination and headquarters of CTO, Barbados is proud to welcome the region’s tourism leaders for this timely exchange,” said Andrea Franklin, CEO of Barbados Tourism Marketing Inc. and Chairman of the CTO Board of Directors. “The theme of this year’s conference speaks to the heart of our mission — to advance tourism that is informed, inclusive and impactful.”
SOTIC 2025 will feature keynote speeches, expert panels, data presentations, workshops, and networking events, all designed to support regional transformation through collaboration. Attendees will also receive updates on CTO’s “Reimagine 2025–2027” strategic plan, which aims to reshape the Caribbean tourism landscape.
More information on registration, accommodations, and sponsorship opportunities is available at: https://www.onecaribbean.org/sotic-2025.
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