How We’ve Reimagined Caribbean Tourism at Thomas.A PR
- aprillethomas
- Oct 6
- 4 min read
When I was asked to present at SOTIC 2025 under the theme 'Reimagining Caribbean Tourism: Research, Relevance and the Road Ahead' I knew I didn’t want to repeat the usual call for the Caribbean to “own its story beyond sun, sea and sand.” In my mind, reimagining calls for a new approach, a fresh way of thinking — and it's what we’ve been doing at Thomas.A Public Relations from the start.
So instead, I posed a challenge to the room of Caribbean leaders: what if we flipped the script?
Right now, many destinations outsource our storytelling power, but what if we owned it — crafting our messages here in the region where we understand the pulse, the politics, and the people?Then, we could see our global agencies for what they do best: distribution — helping our stories travel further, faster, and louder. That’s how we move from being represented to being recognized.
For those unfamiliar, the State of the Industry Conference (SOTIC) is the Caribbean Tourism Organization’s (CTO) annual flagship event, which brings together Caribbean tourism leaders across government and the private sector, as well as media, students and key stakeholders.
And the most important message I wanted to leave with them is that over the years, I’ve watched as we’ve invited international agencies to define our image, promote our destinations, and manage our reputations. And while there’s value in global partnerships, there’s also a cost, because without regional intelligence, our stories lose their soul.
As someone who started in tourism PR over 10 years ago, working my way up to advising Governments, Boards and CEOs across the region, I’ve seen firsthand what happens when messaging is created far away from the markets it represents. The visuals are polished, the slogans are catchy, but the narrative sometimes misses the heartbeat of who we are.
The result? Our destinations sound beautiful, but not distinct. Our brands are visible, but not understood.
The Problem with Outsourced Storytelling
We often confuse visibility with influence. We assume that being featured in international publications automatically builds reputation. But without cultural fluency, the message falls flat.
When PR strategy is developed outside the region, what’s missing is context; the nuance of our culture, the rhythm of our speech, the regional issues shaping our people and policies. These are the elements that transform communications from promotion into connection.
And this is not about rejecting global agencies; but even from the agency’s perspective, they can feel overwhelmed trying to tell the right story without the cultural guidance they need to get it right. And leaders don’t always have the time to give it to them. I’ve worked with agencies across the U.S., Canada, U.K, Europe, Latin America and the Middle East; and many of them are talented, eager and excited about sharing Caribbean stories with the world. So in my mind, it’s more about redefining their role into a ‘win-win’ relationship for everyone.
The Opportunity: Reclaiming the Narrative
If Caribbean brands and destinations want to compete globally, our PR must be led from here, in the region, by people who understand not just the product, but the purpose behind it.
Regional agencies bring something global firms cannot replicate:
Cultural intelligence. We understand how to communicate authenticity, not just aspiration.
Stakeholder trust. We have the relationships to open doors that ads can’t.
On-the-ground awareness. We know when a message will resonate, and when it will fall flat.
Global reach matters. But regional roots matter more.
That’s why Caribbean PR must move from execution to direction, from support function to strategic driver.
Leading Through Strategy
The next phase of Caribbean growth won’t be driven by campaigns; it will be driven by clarity: a clear vision of who we are and what we do. So how do we prepare?
Collaborate, don’t compete. Let international agencies handle amplification, but let us define the story.
Elevate PR at the strategy table. It’s time CEOs and Boards treat reputation as a performance metric and a critical driver to business growth (if you haven’t yet, check out my article on the secret business growth formula.)
Build internal capacity. Our ministries, destinations, and companies need PR systems that outlast any single contract.
Invest in narrative strategy. Because perception, not promotion, is what builds credibility.
If we want to shift how the world sees the Caribbean, we must first shift how we see ourselves. And we need to see ourselves as capable of leading our own business.
Owning Our Voice
That’s the work I built Thomas.A Public Relations to do — help leaders and destinations own their voice, define their reputation, and position the Caribbean as a region of innovation, purpose, and influence.
Our story is powerful because it’s real, and the world is ready to hear it. It’s time we start telling it ourselves.
If you’re a Caribbean leader in any industry, not just tourism, who’s looking to own your company’s narrative, send me a message and let’s chat.
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