Tobago’s Jolé St. John Wins 2025 Caribbean Tourism Organization Regional Tourism Youth Congress, Driving Sustainability Innovation in the Caribbean

Tobago’s Jolé St. John has triumphed in the 2025 Caribbean Tourism Organization (CTO) Regional Tourism Youth Congress, marking a significant milestone in her career. At just 16 years old, she has earned the title of Junior Minister of Tourism for the Caribbean, a prestigious position she will hold until the next Congress in 2026.

Her victory stands as a beacon of innovation in the Caribbean, particularly driving sustainability within the region’s tourism industry. St. John’s remarkable presentation on sustainable tourism, digital transformation, and heritage experiences impressed the judges and delegates alike, showcasing her passion for creating a more responsible future for tourism.

Her success at the CTO Congress signals the beginning of a new era of youth leadership in Caribbean tourism. With sustainability at the core of her message, St. John’s ideas are set to influence how tourism evolves in the region moving forward.

Jolé St. John: Winner of 2025 CTO Regional Tourism Youth Congress

Sixteen-year-old Jolé St. John from Tobago has won the prestigious Caribbean Tourism Organization (CTO) 21st Regional Tourism Youth Congress, held on Thursday at the Hilton Barbados Resort. St. John, the Junior Secretary of Tourism for Tobago, impressed judges and delegates alike with her innovative ideas surrounding sustainable tourism, digital transformation, and heritage experiences. Her victory has earned her the title of Junior Minister of Tourism for the Caribbean until the 2026 Congress, marking a significant achievement for both her and the region’s tourism sector.

The event, part of the State of the Tourism Industry Conference (SOTIC), brought together 15 talented students aged 14-17 from across the Caribbean. They each participated as Junior Ministers or Commissioners of Tourism, tasked with tackling issues that are reshaping the industry. These young minds delivered well-thought-out presentations on critical topics, including the evolution of tourism from its traditional focus on “sea, sun, and sand” to a new era of “smart technology, sustainable practices, and social inclusion.” St. John’s ability to tackle these modern challenges head-on showcased her readiness to lead the future of tourism in the Caribbean.

The Importance of Sustainability and Digital Transformation

During her presentation, St. John articulated how the Caribbean’s tourism industry can no longer rely solely on its beautiful beaches and clear waters. Instead, she pushed for a broader emphasis on sustainable tourism and digital innovation. She discussed the need for eco-friendly tourism practices that protect the environment while promoting long-term growth. Her ideas on integrating digital tools into the tourism experience resonated with judges, as she highlighted how the industry must evolve to stay relevant in an increasingly tech-driven world. St. John’s vision is one of a future where technology and sustainability work hand in hand to boost the Caribbean’s tourism offerings.

Digital transformation in tourism has become a hot topic globally, and St. John’s awareness of its importance sets her apart. Her proposal to implement cutting-edge technology in the tourism sector would help boost visitor engagement and improve overall destination management. It’s clear that the future of Caribbean tourism lies not only in preserving its natural beauty but also in embracing the digital revolution to enhance visitor experiences and streamline operations.

The Young Leaders Competing for the Top Spot

The competition featured 15 young competitors, each representing their home countries. The contestants participated in a series of engaging activities and presentations, where they answered mystery questions designed to spark creativity and problem-solving. These questions challenged the students to think about how their destinations could evolve in the face of changing global tourism demands. Their responses demonstrated not only their intelligence but also their deep passion for the tourism industry.

Caleader Lewison, the Junior Minister of Tourism for Jamaica, earned second place and will now serve as the Junior Secretary-General of Tourism for the CTO. His ideas for sustainable tourism and development were well-received, showcasing a commitment to preserving his island’s unique heritage while fostering responsible growth. Third place went to Aylani Morris Seymour, the Junior Minister of Tourism for the Cayman Islands, who also presented an impressive vision for the future of Caribbean tourism.

Isaiah Toney, representing St. Vincent and the Grenadines, received an honorary mention for his exceptional qualities beyond the standard competition scoring. His dedication to the tourism industry and the thoughtful, innovative ideas he presented further underscore the potential of these young leaders to shape the region’s future.

A Platform for Caribbean Youth in Tourism

The CTO’s Regional Tourism Youth Congress has always been more than just a competition. It serves as a platform for young people across the Caribbean to showcase their ideas and passion for the tourism sector. Through this initiative, the CTO nurtures the next generation of tourism advocates, ensuring that they are equipped with the knowledge and leadership skills needed to drive innovation in the industry.

Participants in the Congress had the opportunity to engage in enriching activities before the event. These included a masterclass on augmented reality (AR) and virtual reality (VR) in tourism, led by experts from Winged Whale Media, as well as a career readiness workshop focused on personal branding and leadership. These sessions not only provided valuable industry insights but also prepared these young minds to step into their roles as future tourism leaders.

Additionally, delegates had the chance to explore sustainable initiatives during a field trip hosted by Barbados Tourism Marketing Inc. (BTMI). The visit highlighted cutting-edge projects like the Oceana Innovation Hub and Barbados’ commitment to preserving its cultural heritage. These experiences added depth to the delegates’ understanding of sustainable tourism practices and demonstrated how these principles can be implemented in real-world settings.

Encouraging Regional Pride and Youth Empowerment

CTO’s Chairman, Ian Gooding-Edghill, who is also Barbados’ Minister of Tourism and International Transport, praised the participants for their passion and dedication. He acknowledged that each delegate displayed a deep commitment to shaping the future of tourism in the Caribbean. “What I saw in each and every one of you is not only dedication, commitment, but I saw passion, real passion… you certainly were not shy and you delivered with grace,” said Gooding-Edghill, highlighting the strength and enthusiasm of the next generation of Caribbean tourism leaders.

Sharon Banfield-Bovell, CTO’s Director of Resource Mobilization and Development, also emphasized the significance of the Congress. She explained that the event is a critical launchpad for the next wave of tourism innovators, advocates, and leaders. “Our Congress is more than a friendly competition… it is a launchpad propelling the next wave of tourism visionaries, advocates and innovators who will guide the future of this vital industry for the Caribbean,” Banfield-Bovell noted, reinforcing the event’s role in empowering youth to take the helm of tourism in the region.

Building the Future of Caribbean Tourism

With the conclusion of the 2025 Regional Tourism Youth Congress, the CTO has once again proven its commitment to youth empowerment. The event highlighted the importance of building critical skills and fostering regional pride among young people. It also underscored the Caribbean’s position as a leading player in global tourism, with young leaders like Jolé St. John at the forefront of shaping its future.

As the Congress continues to grow, it is clear that the youth of the Caribbean will play an essential role in reshaping the region’s tourism industry. Their innovative ideas and forward-thinking approaches to tourism are exactly what the industry needs as it adapts to new challenges and opportunities. Jolé St. John’s victory marks the beginning of what promises to be an exciting journey in Caribbean tourism leadership, and her success will undoubtedly inspire other young leaders to follow in her footsteps.

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