Sustainable Tourism Policy 2025-2035 marks a decisive step in the economic development of the member states of the Organization of Eastern Caribbean States (OECS). At the eighth meeting of the Council of Tourism Ministers, held on March 28, 2025 at the Beachcombers Hotel in Saint Vincent and the Grenadines, the Ministers officially approved this ambitious policy. This initiative is set to become a long-term structuring tool for the entire region.
It aims to transform the tourism sector into a sustainable economic driver, while promoting environmental conservation, social inclusion and resilience in the face of global challenges. It replaces the 2011 Common Tourism Policy, providing a new strategic direction better adapted to contemporary challenges.
Strategic policy pillars
Renewed vision and mission
Sustainable Tourism Policy 2025-2035 has a clear vision: tourism must not only generate income, but also become a lever for equitable, environmentally-friendly development. Its mission is to promote balanced growth that benefits local communities, while preserving the region’s natural and cultural resources.
Three main strategic objectives
The policy is based on three main pillars:
- Regional economic transformation through tourism.
- Promoting sustainable practices.
- Improving resilience to climatic and economic crises.
These objectives are accompanied by twelve concrete sub-objectives, including the development of ecological infrastructures and support for community initiatives.
Specific objectives and guiding principles
The guiding principles of the Sustainable Tourism Policy 2025-2035 include responsible governance, rigorous environmental management, and a strong commitment to social rights. These principles aim to ensure that each member state works in a coordinated dynamic towards measurable results.
Thematic development and common guidelines
Eight priority thematic areas
Sustainable Tourism Policy 2025-2035 identifies eight priority areas, including :
- Targeted tourism marketing.
- The development of blue tourism, based on marine resources.
- Managing climate impacts.
- Technological integration in the sector.
This structuring enables a cross-functional approach, reconciling economic performance and environmental protection.
Common policy guidelines
Guidelines have been drawn up for :
- Encourage the use of renewable energies.
- Promote ongoing training for industry professionals.
- Protecting fragile ecosystems.
They ensure that the projects developed meet the high standards set by the OECS.
Challenges and opportunities in the tourism sector in 2025
The impact of climate change and changing expectations
The climate change is weakening the region’s natural assets, such as beaches and coral reefs. At the same time, visitors are increasingly aware of the impact of their stay. Sustainable Tourism Policy 2025-2035 encourages investment in eco-friendly accommodation and experiences rooted in local culture.
Mega cruise ships: between opportunity and vigilance
Large cruise ships can generate significant economic benefits, but present risks for the coastal environment. OECS Director General Dr Didacus Jules calls for balanced management, based on eco-responsible ports and sustainable partnerships with maritime operators.
Regional collaboration and economic benefits
Active role of member states
The success of this policy depends on the mobilization of all member states. Grenada, Saint Kitts and Nevis, Saint Lucia and Saint Vincent and the Grenadines, in particular, are coordinating their efforts to ensure harmonized implementation.
Employment and local development
Tourism already supports a significant proportion of regional employment. Sustainable Tourism Policy 2025-2035 could increase these opportunities, particularly in emerging fields such as environmental management or specialized tourism services.
Sustainable Tourism Policy 2025-2035 goes beyond a simple regulatory framework. It represents a collective commitment to a balanced tourism model, reconciling economic development, social inclusion and respect for the environment. On the strength of this shared vision, the OECS now has the tools it needs to meet future challenges and lay the foundations for sustainable tourism in the Eastern Caribbean.
Nevis, a small island nestled in the Caribbean, is now in the international spotlight thanks to recent articles in prestigious publications. This tropical gem attracts not only tourists, but also investors and food lovers, confirming its status as a dynamic island of opportunity.
Nevis: An island in full economic swing
On March 17, 2025, the British magazine Business Matters published an article entitled ” Nevis is open for business “, highlighting the flourishing economy of this Caribbean island. According to the publication, Nevis offers a business-friendly environment thanks to its streamlined processes and entrepreneur-friendly policies.
Investors will find a multitude of opportunities in various sectors on the island:
- Tourism, with its pristine beaches and rich cultural heritage.
- Agriculture, with its focus on sustainability and local production.
- Financial services, benefiting from an attractive regulatory framework.
- Real estate, with innovative, environmentally-friendly projects.
- Renewable energies, a key sector for the island’s future.
These assets make Nevis an ideal destination for those wishing to combine business with an exceptional quality of life. With its advantageous tax system and efficient administration, Nevis is positioned as an economic model in the Caribbean.
A unique culinary scene
Two days after this economic article, on March 19, 2025, LA Weeklythe American magazine read by over four million monthly visitors, has highlighted another fascinating aspect of Nevis: its gastronomy. Entitled ” Nevis’ culinary scene sets it apart from other Caribbean islands “, the article highlights the creativity and authenticity of local flavors.
The island’s cuisine is distinguished by :
- The use of fresh local ingredients such as tropical fruits and spices.
- A unique fusion of Caribbean traditions and international influences.
- Local establishments that innovate while respecting their culinary heritage.
For lovers of good food, a visit to the island is an unforgettable sensory experience that perfectly reflects the island’s cultural identity. Whether you’re a gourmet or simply curious, the island’s culinary scene will seduce you with its diversity and authenticity.
Nevis' renewable energy potential
March 25, 2025, International Business Times (UK) published an article entitled ” Nevis: Renewable Energy Potential Attracts Major Foreign Interest “. The publication highlights the island’s enormous potential in renewable energy. Thanks to its proactive government, the island is already attracting the attention of foreign investors interested in this promising sector.
Notable initiatives include:
- Geothermal development to produce clean, sustainable energy.
- Solar projects to reduce dependence on fossil fuels.
- A favorable regulatory framework to encourage foreign investment.
However, despite these advances, challenges remain. The need for modern infrastructure and a skilled workforce remains crucial to maximizing this energy potential. These efforts show that the island is not content with being a paradise island; it also aspires to become a regional leader in green energy.
Premier Mark Brantley's vision
At a press conference held on March 31, 2025, Premier Mark Brantley expressed his pride in the growing international recognition his island is enjoying. According to him, these prestigious publications are just the beginning of positioning Nevis as a regional leader in innovation and investment.
He also emphasized:
- How important it is for local residents to support this positive dynamic.
- The potential economic spin-offs linked to this global visibility.
- The need to protect natural resources while exploiting economic opportunities.
For Mr. Brantley, the island is much more than a tourist destination; it’s an island capable of inspiring the world with its ambition and resilience.
Nevis: A tourist destination in its own right
Beyond business and investment, the island also seduces with its unique tourist attractions. Its pristine beaches offer an idyllic setting for relaxation, while its lush mountains invite exploration. Sustainable tourism is at the heart of local tourism development, ensuring that the island’s natural beauty remains preserved for future generations.
Today, Nevis is establishing itself as a major destination thanks to its unique combination of economic, cultural and environmental assets. From lucrative investments to memorable culinary experiences, this small island is proving that it can compete with the world’s top destinations. With a clear vision driven by its leaders and growing international recognition, the future looks bright for this Caribbean gem.
Jamaica’s Airbnb sector is undergoing a veritable “revolution”, according to Senator Delano Seiveright. Speaking in the Senate during the debate on the Finance Bill 2025, he emphasized the extent to which the rise of this platform is transforming local communities and the country’s economy.
Spectacular growth
In 2017, Jamaica had 59,500 visitors via Airbnb. This figure has literally exploded, reaching over 800,000 visitors in 2023. This massive influx has generated over J$32 billion in revenue for local homeowners.
Seiveright describes this growth as a democratization of tourism: “From Trench Town to Treasure Beach, from Portland to Negril, Jamaicans are opening their doors, sharing their culture and talents with the world while generating revenue.” In this way, Airbnb enables ordinary locals to capitalize on the country’s tourist appeal.
Investing in Jamaica's creative potential
Senator Seiveright also highlighted the efforts of the Andrew Holness-led government to strengthen the tourism industry by supporting workers, creatives and entrepreneurs. Key initiatives include:
- The pension scheme for tourism workers : a unique scheme in the world, with over 10,000 contributors and 4 billion Jamaican dollars under management.
- Insurance plan for artists and creative people : launched in 2024, guarantees financial protection for the country’s cultural figures.
- The tourism and entertainment industry academy : launched on March 27 under the aegis of the Tourism Enhancement Fund (TEF), it offers training, mentoring and networking opportunities for artists and cultural entrepreneurs.
Seiveright insists: “These are not just words, but concrete budget-funded actions, giving Jamaicans the tools to thrive in a booming industry.”
Impact on small businesses and local communities
The rise of Airbnb has enabled many small local businesses to thrive. Restaurants, cab drivers, tour guides and artisans benefit directly from the increase in visitor numbers. This dynamic promotes a more inclusive economic model, reducing dependence on large hotel complexes and better distributing the wealth generated by tourism.
What’s more, some communities that have not historically been major tourist destinations, such as Port Antonio or Treasure Beach, are experiencing an economic boom thanks to the arrival of travelers seeking authentic experiences far from the traditional circuits.
A positive vision for the future
The senator called on the population to celebrate the progress made. In particular, he highlighted the significant reduction in violent crime, the renewed hope in communities and the notable economic performance in several sectors.
Solid economic fundamentals
Defending the country’s budget of J$1.26 trillion, Seiveright asserted that the country’s economic fundamentals are robust.
“Despite the challenges of 2024, including Hurricane Beryl and Tropical Storm Raphael, Jamaica’s economy remained resilient thanks to prudent and strategic fiscal management,” he explained.
Key indicators include :
- Real GDP growth forecast at 2.2%.
- Net international reserves in excess of US$5.5 billion.
- A historically low unemployment rate of 3.5%.
- A reduction in the debt/GDP ratio to 68.7%, with a target of 63.7% next year.
- Inflation under control and stabilization of food prices.
In addition, Fitch reaffirmed Jamaica’s BB- credit rating with a positive outlook, boosting investor confidence.
Challenges and opportunities for the Airbnb industry in Jamaica
While Airbnb’s rise is undeniable, it also raises challenges. One of the main issues concerns regulation of the sector to ensure fair competition with traditional hotels while guaranteeing travelers’ safety.
The government is considering several measures:
- The introduction of a specific tax on Airbnb revenues : revenues, in order to generate additional resources for tourism development.
- A framework of safety and quality standards : we are committed to the highest standards of safety and quality, to guarantee the best possible experience for travelers and to prevent abuse.
- Increased support for independent owners : this includes training in rental management and tourist information.
Jamaica’ s “Airbnb revolution” is driving economic and social transformation, redefining the country’s tourism landscape. Led by figures like Senator Delano Seiveright, the government is investing in the potential of Jamaicans and boosting the destination’s appeal. As the island continues to grow, it’s essential to celebrate these advances and encourage greater public participation in this positive dynamic.
The orange economy, based on creativity, innovation and cultural knowledge, has become a strategic development lever in the Caribbean.
But what does this mean in practical terms for our regions?
In a region rich in living heritage, artistic expression and community dynamics, it paves the way for new sustainable economic models, driven by local talent.
One of the most promising developments is creative tourism – or orange tourism – which combines cultural immersion, know-how enhancement and active visitor participation. At a time when travelers’ expectations are changing, this type of tourism offers a more authentic and inclusive alternative, in phase with the ecological, social and digital transitions underway.
From mass tourism to sustainable and creative travel
The evolution of tourism is closely linked to global economic transformations and technological advances. Since the 1950s, the expansion of the middle class and rising disposable incomes have led to an explosion in international travel – from 25 million tourists in the 1950s to 1.5 billion in 2019. But this growth has revealed a fragility: tourism is extremely sensitive to economic crises. In 2008, for example, the first budget cuts made by households concerned vacations.
This model of mass tourism has gradually given way to alternative, more responsible and sustainable forms, driven by a new type of traveler: the conscious tourist. These travelers are looking for more than just entertainment: they aspire to authentic experiences, cultural immersion and respect for the environment. It’s in this context that ecotourism, rural tourism, community tourism and educational and religious travel have emerged.
Sustainable tourism is based on a hybrid approach, combining government initiatives (top-down) and the participation of local communities (bottom-up). It recognizes that to be viable, tourism must respect the environment, value cultures, be economically profitable and socially just – including gender equality and the preservation of traditional knowledge.
The emergence of the orange economy and creative tourism
The term “orange economy” was popularized in 2011 by British writer John Hawkins. Also known as the creative or cultural economy, it encompasses economic activities based on creativity and intellectual property: arts, music, film, design, technology, advertising, etc. According to UNESCO, this economy represents 3% of global GDP and more than 30 million jobs worldwide.
Orange tourism lies at the crossroads of this creative economy and the tourism sector. Unlike traditional tourism, it doesn’t just consume culture: it invites you to immerse yourself in it. This involves staying in local communities, taking part in craft workshops, traditional music classes, cooking lessons or sailing initiations. It’s not just about seeing, it’s about doing with the locals, interacting and sharing. This type of tourism fosters commitment, frequent returns, and sometimes even forms of personal investment in the communities visited.
Orange tourism also paves the way for indirect job creation through digital technologies – app development, activity booking platforms, or tools facilitating administrative procedures, logistics and hospitality. The aim: to turn creative ideas into economic opportunities through cultural and digital innovation.
What could orange tourism look like in the Caribbean?
Orange tourism in the Caribbean could take a variety of forms, rooted in the cultural realities, local know-how and creative aspirations of the territories. Several concrete avenues can be explored to structure this offer:
– Agricultural tourism, for example, would enable visitors to take part in immersive experiences on local farms, such as permaculture or hydroponics, learning about Caribbean farming techniques and taking part in the harvest.
– Traditional nautical activities, such as sailing lessons or artisanal navigation, could combine the transmission of knowledge, adventure and the enhancement of maritime heritage.
– Music workshops would offer visitors the opportunity to learn how to make and play traditional instruments (drums, cordophones, percussion), while discovering the cultural roots of local music.
– Craftwork, with sessions to create dolls, jewelry, pottery or textiles inspired by local traditions, would reinforce the link between creativity, collective memory and the solidarity economy.
– Gastronomy, for its part, is a powerful gateway to exploring the Caribbean identity: cooking workshops focusing on local products and ancestral recipes could enhance the destination’s appeal, while promoting short distribution channels.
Added to these experiences are the opportunities offered by digital technology. Whether facilitating access to information, enhancing the value of cultural offerings or streamlining the traveler experience, digital tools are playing a growing role in the transformation of Caribbean tourism. The development of local initiatives in this direction could enhance the attractiveness of these territories while supporting creative ecosystems.
Finally, structuring initiatives such as the creation of living museums or immersive heritage trails could enable key moments in Caribbean culture – carnivals, festivals, emblematic competitions – to be relived through physical or virtual installations, combining memory, transmission and innovation.
An opportunity for Caribbean territories
Today, orange tourism represents a way forward for Caribbean territories. At the crossroads of culture, creativity and innovation, it transforms intangible resources – knowledge, stories, local practices – into meaningful experiences for visitors, and sustainable economic opportunities for communities.
Anchored in the orange economy, this tourism model opens up new horizons: it enhances cultural identities, stimulates job creation in sectors that cannot be relocated, and strengthens the resilience of territories in the face of global crises. But it needs to be supported by appropriate public policies, suitable infrastructures and active support for cultural and creative projects.
By focusing on orange tourism, the Caribbean doesn’t just welcome the world: it invites it to enter into a dialogue with its territories, peoples and imaginations.
Club Med Les Boucaniers: a local icon reinvented as a blend of authenticity, modernity and sustainable commitment. In Sainte-Anne, Martinique, a jewel of the Caribbean hotel industry is getting a new lease on life. On March 26, 2025, elected officials, economic partners and tourism figures gathered to mark the culmination of an ambitious renovation project. The 25 million euro project is driven by a shared vision: to make one of the West Indies’ most emblematic resorts even better, while meeting the demands of tomorrow’s tourism.
A renewed symbol rooted in Martinique
Facing the Rocher du Diamant and bordered by the turquoise waters of the Caribbean Sea, Club Med Les Boucaniers is elegantly reborn. Redesigned rooms, modernized common areas, brand-new padel courts, a chic Creole-style bar… Every detail evokes Martinique, its culture, its light and its joie de vivre.
But beyond its design, Club Med Les Boucaniers tells a story. It’s the story of a community that, in the 1970s, was trying to rebuild itself after the sugar crisis.
“The Club enabled people to get out of the factory and find enough to support their families,” recalled Jean-Michel Gemieux, mayor of Sainte-Anne. “The Club is part of our memory, and an essential lever for our future. Today, it must think the unthinkable, anticipate the challenges of tourism, ecology and society.”
For Jean-Michel Gemieux, Mayor of Sainte-Anne, the resort is an integral part of the local identity:
“Sainte-Anne is proud to welcome this iconic venue, which plays an active role in our economic vitality and influence.”
Major investment for an ambitious, responsible project
The transformation of Club Med Les Boucaniers was based on a solid public-private partnership, mobilizing the Banque des Territoires, Alderan, the FEDER, the CTM and several banking institutions. The work, to be carried out between 2023 and 2024 with no interruption to activity, will incorporate eco-responsible solutions in line with the objectives of the tertiary sector decree.
Henri Giscard d’Estaing, President of Club Med Les Boucaniers, hailed “a lasting partnership with Martinique’s institutional and economic players”. He added:
“Club Med has never stopped reinventing itself to stay one step ahead of new customer expectations. Thanks to the strength of our model, our ambition is more than ever to be the world leader in all-inclusive, upscale and experiential vacations.”
He also emphasized:
“Our ambition is to stay ahead of the curve, anticipate expectations, and make Les Boucaniers a Caribbean flagship for responsible upscale. Already, customer satisfaction has improved significantly, both in terms of accommodation and infrastructure.”
He announced an expansion project to create a 56-room “Zen Oasis” for adults, and around 40 additional jobs, confirming Club Med’s determination to consolidate its long-term presence on the island.
A collective dynamic at the service of the region
This project is also the embodiment of an exemplary partnership between public and private players.
Alexandre Ventadour, Chairman of the CTM’s Tourism Commission, made the point forcefully:
“This project does not impose itself on the region: it integrates with it. It’s responsible, bold and built on a partnership approach. Not all brands do this. Visit Club Med Les Boucaniers, on the other hand, has always told the story of Martinique with respect and pride.”
“Club Med Les Boucaniers is not only a jewel in the crown of Martinican tourism, it is also a powerful symbol of our ability to combine tradition, excellence and innovation,” emphasized Alexandre Ventadour, Chairman of the Tourism Commission of the Collectivité Territoriale de Martinique. He added: “These renovations mark an essential step in strengthening the attractiveness of our territory and offering the people of Martinique concrete opportunities for employment, training and outreach.”
Prefect Étienne Desplanques, meanwhile, hailed “a structuring investment model that combines economic ambition, local integration and environmental exemplarity.”
He added:
“Here at Sainte-Anne, we’re not just talking about renovation. We’re talking about a project for the future. Club Med alone accounts for 40% of the island’s 4-star hotel beds. It’s the bridgehead for our move upmarket. And it’s also a place where Martinique’s human history is alive and well.
Étienne Desplanques asserts:
“This project is a perfect illustration of what we must continue to support: structuring investments that respect the environment and are meaningful for the region and its inhabitants.”
A few figures
1969: the year the resort opened
291 fully renovated rooms
25 million euros invested in works
6 new padel courts – the most on the island
22 hectares of landscaped gardens and coconut grove
80% of teams recruited locally
0 single-use plastic in common areas (Bye Bye Plastics program)
1 traditional yawl integrated into the bar as a cultural nod
1 future extension: a 56-room Zen Oasis for adults, with swimming pool and new staff accommodation
Inspiration for the Caribbean hotel industry
Club Med Les Boucaniers becomes a model. A place that honors local culture, embraces ecological issues, and redefines the tourism experience with boldness and refinement.
A jewel of Martinique tourism since 1969, is entering a new era. Its evolution resounds like a call to respectful innovation, cooperation and local pride. An exemplary project, where tourism, environment, memory and future coexist in the same breath.
And as Henri Giscard d’Estaing so aptly summed it up:
“What’s important in life? To be happy.
Where’s the place to be happy? This is it.
And when is the time to be happy? It’s now.”
A new look at Les Boucaniers
Discover the new look of Club Med Les Boucaniers. With its Creole touches, refined design and openness to nature, each space has been designed as an invitation to relax and marvel. From light-filled rooms to lush gardens, from Le Madou bar to brand-new padel courts, this transformation gives shape to a contemporary vision of travel in Martinique: more authentic, more inspired, more sustainable.
