Article
UNESCO and the European Union Promote Training in Creative Tourism in the Caribbean
Over 4 days, 40 site managers, cultural authorities, young culture professionals and tourism entrepreneurs from 14 Caribbean countries participated in the Creative Tourism workshop, organized by the programme Transcultura: Integrating Cuba, the Caribbean and the European Union through Culture and Creativity, implemented by UNESCO and funded by the European Union. The workshop took place in Saint George, Grenada, from 25 to 28 February 2025.
Through keynote lectures, thematic round tables and working group sessions, participants were able to design and co-create creative tourism experiences. The initiative is based on the and aims to diversify the tourism offer in the Caribbean and promote more sustainable tourism in a region that largely depends on income from this sector.
Diversifying the Region's Offer
In the opening session, Petra Roach, Director General of the Grenada Tourism Authority, highlighted the workshop's importance in thinking beyond the traditional, creating lasting networks and taking action to transcend 'sun and beach' tourism.
Our true competitive advantage lies in our unique cultural narratives. This Transcultura workshop is essential to develop and implement this potential. Knowledge without implementation is wasted potential.
The workshop was led by Caroline Couret, founder and director of the Creative Tourism Network, who introduced participants to the fundamentals of creative tourism, the design and production of tourism products based on each destination’s cultural values and the diversity of their expressions.
The Caribbean, being one of the most recognized destinations in terms of tourism, has a great opportunity to diversify its offer and, through creative tourism offers, present the diversity of its cultures. We are talking about a common region, but with local specificities based on intangible heritage, traditions and know-how, which we can highlight through creative tourism.
The sessions also covered income generation through creative tourism and digital marketing strategies tailored to this sector, with the aim of attracting tourists searching for more enriching experiences, while preserving the authenticity and cultural identity of each destination.
In this context, young people work alongside local artisans to create attractive and practical experiences that appeal to visitors of all ages. For example, spending a day immersed in the cultural traditions of Belize’s Maya communities or exploring Dominica’s Kalinago Territory, offers a deep dive into indigenous heritage and natural beauty. These experiences include cultural tours, craft demonstrations, culinary activities, performances, exploring nature, educational sessions, arts and crafts shops, and hands-on cultural workshops.
Our vision is to grow tourism in Belize in a way that considers all elements, benefits its diverse peoples, respects its rare natural and cultural environment, and contributes to the country's economic development and competitiveness.
Promoting Opportunities for Creative Youth
For Rachel Henry, an entrepreneur from Trinidad and Tobago, the journey starts much earlier. That is why she has created an interactive book where the values of each destination are discovered, with the aim of teaching young people and adults to appreciate the richness of Caribbean heritage and attract creative tourists. During the workshop, she was able to explore how this type of tourism can empower communities and expand opportunities for young cultural professionals by linking products and services with the tourism market.
In the Caribbean, we tend to see Creative Industries often as a hobby. And there is so much room for growth, entrepreneurship and providing opportunities for local artisans and artists, so that Caribbean creatives can create ventures for themselves. This workshop has helped me think more broadly about the opportunities I can create to generate income for my community.
From 17 to 21 March, a second workshop will be held in Kingstown, Saint Vincent and the Grenadines, focusing on branding and communication tools, as well as marketing strategies adapted to creative tourism and digital marketing of destinations and products.
