Sandals Executive Chairman Calls For Unified Approach To Regional Tourism

Adam Stewart, the Executive Chairman of Sandals Resorts International, says true sustainability in the regional tourism industry can only be achieved when all sectors—private and public—unite and work together.

Stewart delivered the keynote address at the 2024 Sustainable Tourism Conference in Grenada on April 22nd.

The conference, organized by the Caribbean Tourism Organisation, focused on five key elements of sustainability: People, Planet, Prosperity, Purpose, and Partnership.

Stewart highlighted the importance of the last element, “Partnership,” and stated that it is perhaps the most powerful part of the five Ps.

He explained that the public and private sectors have a role to play, and the degree to which those two entities come together determines the gains and future of the regional tourism industry.

He urged participants at the conference to work together and take on the challenges that they face as a united front.

Stewart noted that regional stakeholders have already demonstrated that it is possible to work together and achieve success.

He recalled the COVID pandemic and how all sectors joined hands to make the Caribbean the fastest recovering region for tourism anywhere on the planet.

He saw the most beautiful harmony take place, with cruise ships working with land-based operators in a way that never happened before. The whole supply chain and linkages came together.

Stewart believes that this lesson must never be forgotten and should be the template that drives regional tourism into a bright future.

He emphasized the importance of approaching all of this with humility, inclusivity, and open dialogue. Business leaders and policymakers in government have to dig deeper and stop relying on “that’s government business” or “that’s private sector business.”

Instead, they should understand that it is “our Caribbean business,” and the sooner they come together to realize this, the sooner they will get advancement.

Stewart warned that the traveler today has a wider variety of options fueled by what they see on social media platforms.

The region must be more competitive and ready than ever to attract and welcome visitors, which requires a close cooperation between the public and private sector. He emphasized that tourism is the path of least resistance, and the region needs to make it easy for visitors to get there.

Stewart also stated that the islands of the Caribbean should not view each other as competitors but recognize that they are one product. The world says “Caribbean,” and they put all the islands together.

They are competing against France, Italy, Germany, London, Paris, Singapore, Dubai, and other popular tourist destinations. What the Caribbean can offer differently, they cannot. Their beaches are not as beautiful, their people are not as warm and friendly, and their stories are not as fascinating.

However, to realize its potential, the region can only truly succeed when stakeholders unite and seek solutions in a non-adversarial, inclusive way with a level of maturity.

The degree to which agriculture, manufacturing, tourism, and all the services work in harmony between the private and public sectors will define the region’s future.

Stewart noted that Sandals Resorts is a perfect example of tapping into the unique, yet common values of the Caribbean people coming together as one.

Sandals is no longer an organization; it’s a platform for opportunity, a benchmark for the Caribbean dream, and an example that it can be done because it is being done.

Sandals is a SuperBrand, and it started from ground zero to a top 500 brand in the world, which should make all Caribbean people proud and show them that it is possible.