The world is changing, and the tourism industry is evolving with it. As such, the Caribbean’s greatest tourism minds have gathered at the State of the Tourism Industry Conference (SOTIC) 2025 to explore emerging trends — filled with both opportunities and challenges — and determine how the islands can position themselves to thrive. Under the theme Reimagining Caribbean Tourism: Research, Relevance and the Road Ahead, the conference is scheduled to take place from September 30 to October 3 at the Hilton Barbados.
At an official launch ceremony held on October 1, facilitators highlighted the vision for the upcoming conference and set the tone for the discussions ahead. Among them was keynote speaker Dr Auliana Poon, founder and managing director of Leve Global. Poon is recognised as one of the world’s foremost authorities on tourism and sustainable development.
She has worked in countries such as South Africa, Abu Dhabi, Singapore, Greece, Spain, Switzerland, Germany, Iceland, Australia, Mozambique, and throughout the English-speaking Caribbean. An economist by profession, Poon’s contributions to these destinations have been transformative, particularly in the development of their tourism industries.
In her address to the gathering, the Trinidadian illustrated how tourism can not merely survive but thrive in this data-driven age. In particular, Poon discussed how the industry — especially in the Caribbean — should respond to the challenges posed by artificial intelligence (AI). She implored industry leaders to embrace their “Caribbeanness” while leveraging the technological benefits provided by AI to enhance their offerings.
“What is the antidote for artificial? Authentic!” she said. “AI is coming for all of us, whether we are doctors, lawyers, content creators, marketers. AI will do a lot, but it cannot replace human touch, and this is what tourism is about. How do we deliver that human touch? To compete in the age of AI you will need to use it, of course, it is necessary to use it, but it’s not sufficient. Each manager should have your own AI assistant in their pocket. It will drive efficiency, save time and grow productivity. But that’s not sufficient. We need to reimagine authenticity and remember that it’s people that deliver that authenticity.”
This marks the beginning of what is expected to be a week filled with insights and innovation to guide industry professionals into 2026 and beyond.
