Culture Is Integral to Caribbean Tourism. A New Campaign Is Emphasizing That Connection.

The Caribbean Tourism Organization is turning to storytelling to put culture at the center of Caribbean Tourism Month this November.

The regional body has unveiled a new initiative called “Caribbean Cultural Mosaic: Rejuvenating Heritage and Authenticity,” a campaign designed to spotlight the artists, traditions and heritage that shape the region’s identity. Under the subtheme “Our Cultural Gem,” each member destination will contribute a short feature that celebrates a distinctive element of its cultural landscape — from music and food to crafts, festivals and living traditions.

“The Caribbean’s Orange Economy is a wellspring of talent and tradition — from craft and cuisine to music, festivals and living heritage,” said Secretary-General and CEO Dona Regis-Prosper. “This Caribbean Tourism Month, we’re inviting every destination to tell a short, authentic story about its cultural gem. Together, these stories will form a vibrant portrait of our shared identity and the communities who power Caribbean tourism.”

The campaign is part of the organization’s Reimagine Plan 2025–2027, which prioritizes sustainable and regenerative tourism, including accelerating growth in the Orange Economy — the cultural and creative sectors that drive local value creation.

Throughout November, CTO will share a curated series of short videos and photo stories across its social media platforms, creating what it calls a “digital mosaic” of Caribbean culture. Destinations are expected to highlight everything from culinary traditions and heritage sites to performing arts and community-led preservation efforts.

The organization says the effort will help strengthen regional identity, build a growing archive of cultural assets, and increase international visibility for creative sectors. It will also lay the groundwork for future collaboration and investment in culture-based tourism.

“For Caribbean Tourism Month, we’re celebrating the people behind the places,” Regis-Prosper said. “Every ‘cultural gem’ reflects a living story — and when we bring those stories together, we elevate the Caribbean brand while supporting livelihoods and preserving heritage for generations to come.”