The Caribbean Hotel and Tourism Association (CHTA), together with its public sector partner, the Caribbean Tourism Organization (CTO), played a leading role at the Global Tourism Resilience Day Forum held in Nairobi, Kenya, presenting a comprehensive strategy designed to transform crisis response into long-term competitive resilience.

Speaking before international tourism leaders, CHTA President Sanovnik Destang and Immediate Past President Nicola Madden-Greig emphasized a defining premise: resilience in tourism is no longer reactive — it is institutional, collaborative, and increasingly digital.

The forum was organized by Edmund Bartlett, Jamaica’s Minister of Tourism and founder of the Global Tourism Resilience and Crisis Management Centre, who underscored the importance of preparedness, stating that resilience has become the “new currency” of global tourism.

Three Pillars of Modern Resilience

Destang introduced a three-pillar resilience model centered on physical infrastructure, digital infrastructure, and human capital. He argued that digital maturity now determines the speed and competitiveness of recovery processes.

Drawing lessons from the COVID-19 pandemic and Hurricane Melissa, CHTA highlighted how digital systems support all phases of crisis management — from demand forecasting and risk modeling to real-time guest communication, cloud-based operations, dynamic pricing strategies, and CRM-driven re-engagement campaigns.

“Digital systems are no longer just marketing tools. They are business continuity infrastructure,” Destang stated, noting that digitally prepared destinations reopen faster and restore demand more effectively.

A 25-Year Institutional Framework

Madden-Greig stressed that the Caribbean’s resilience strategy is built on more than 25 years of coordinated crisis management between CHTA, CTO, and national tourism associations. That collaboration proved crucial during the pandemic, when regional health safety protocols and joint training programs — implemented alongside the Caribbean Public Health Agency — helped the Caribbean record some of the lowest per capita hospitalization and death rates globally, while achieving one of the fastest tourism recoveries among competing destinations.

Hurricane Melissa further tested the region’s preparedness, particularly in Jamaica, where tourism accounts for approximately 40% of GDP. The rapid activation of a Tourism Recovery Task Force, combined with a public digital dashboard and satellite connectivity systems, ensured transparency and operational continuity even amid infrastructure disruptions.

AI as an Enabler of Competitiveness

CHTA also showcased its Technology Task Force and the Version 2.0 AI Guide for Caribbean Tourism, outlining practical applications already implemented across the region, including AI-driven guest engagement, predictive maintenance, revenue optimization, and energy management systems.

According to Destang, artificial intelligence is not replacing hospitality but strengthening efficiency and foresight.

Regional Integration and Inclusive Growth

Speakers highlighted that resilience must extend beyond hotels to the broader economic ecosystem. Jamaica’s Agri-Linkages Exchange (ALEX) platform was presented as a model for connecting hotels directly with local farmers, strengthening regional supply chains and reducing external dependencies.

Research from the CARICOM Private Sector Organization estimates that increased intra-Caribbean sourcing could generate approximately US$1.3 billion in business savings while expanding SME participation across the tourism value chain.

“The Caribbean has long been known as a leader in hospitality,” Destang concluded. “Now we have the opportunity to lead in resilient, intelligent, technology-enabled tourism.”