SOTIC 2016 Programme

STATE OF THE TOURISM INDUSTRY CONFERENCE
Honoring Our Legacy. Defining Our Future.

HILTON BARBADOS RESORT
September 14-16, 2016

MESSAGE FROM THE CHAIRMAN

HON. RICHARD SEALY

MINISTER OF TOURISM AND
INTERNATIONAL TRANSPORT | BARBADOS

&

CHAIRMAN, COUNCIL OF MINISTERS & COMMISSIONERS

Dear Delegate,

W elcome to my home, Barbados, for the CTO’s State of the
Tourism Industry Conference (SOTIC). I welcome this
opportunity to showcase our beautiful island, our friendly people, our
attractive heritage, and to share with you the wonderful country I enjoy
daily.

The business of tourism and travel is most dynamic and intriguing. For the small, open economies of the
Caribbean, where it accounts for more than 13.3 percent of all jobs and 12.1 percent of all foreign direct
investment, it is our greatest economic hope.

As such, Barbados is pleased to host the largest Caribbean tourism conference of its kind. SOTIC attracts the
world’s leading tourism experts, industry decision makers, stakeholders and students of tourism from within and
outside our region.

I invite you to participate in the dialogue on the latest developments and challenges in tourism. Come and take
advantage of the networking opportunities and follow the latest trends in developing sustainable tourism
practices across the globe. We are proud to feature our young people - the future of the industry – to listen to
their views, to hear their concerns and yes, to learn from them.

Even as you engage in the provocative and inspiring discussions and take advantage of network opportunities that
SOTIC presents, please take some time to enjoy and explore Barbados. Be sure to take a trip to historic UNESCO
world heritage site Bridgetown and its Garrison.

Please feel free to tour our ecological wonder Harrisons Cave and spend Friday night at the famous Oistins Bay
Garden, soak up the crystal clear waters of our many beautiful beaches, don’t forget to take with you when you
leave, a little piece of Barbados.

This conference brings to an end my two-year chairmanship of the CTO, a period that was both challenging and
rewarding. The CTO is one of the region’s most important and critical institutions, being the development agency
for our most important industry. I was humbled and delighted to play a part in its growth and evolution.

Thank you sincerely,

MESSAGE FROM THE SECRETARY GENERAL

HUGH RILEY

SECRETARY GENERAL & CHIEF EXECUTIVE OFFICE
CARIBBEAN TOURISM ORGANIZATION

Dear Delegate,

P lease join me in extending our sincere gratitude to the Gov-
ernment and People of Barbados for their gracious hospitali-
ty, as well as their eagerness and fervent support for the CTO’s State
of the Tourism Industry Conference (SOTIC).
I wish to thank specifically Hon. Richard L. Sealy and his team at the Barbados Ministry of Tourism and Internation-
al Transport, the Barbados Tourism Marketing Inc. and the Barbados Tourism Product Authority for walking in step
with us throughout the conference planning process in order to execute a smooth and successful event.
We have a great cast of presenters who will share their experience and engage you. Please ensure you take ad-
vantage of the opportunities the conference presents to network and pick their brains, but also to make your voice
heard and encourage others to do likewise.
You will notice that we have combined the experience and expertise of local and regional tourism practitioners
with a cadre of international speakers and the industry’s future leaders, to provide what we hope will be a bal-
anced view of this global industry in which the Caribbean is a powerful competitor.
Thank you for your participation and your support of the work of the Caribbean Tourism Organization.
Sincerely,

Hugh Riley
Secretary General and CEO



ABOUT THE
HOST COUNTRY

Adventure, romance, history and sport all come together in Barbados, a Caribbean island rich in travel experienc-
es. Extraordinary sights and sounds await your visit, brushed with tropical breezes, filtered through year-round
sunshine, and accompanied by star-studded nights.

Each place has a story, each meal is a celebration, each day brings new discoveries that you will remember forev-
er. Choose from the several tours being conducted by Barbados tourism officials for delegates and their compan-
ions. Barbados makes the best holiday experiences year after year after year.

For more information on Barbados, visit www.visitBarbados.org.

ABOUT THE
STATE OF THE TOURISM INDUSTRY CONFERENCE—SOTIC 2016

The annual State of the Industry Conference (SOTIC) is the pre-eminent tourism gathering in the region.
It brings together Caribbean tourism practitioners, policymakers, strategic partners from the public and private

sectors, academics and travel professionals at the highest levels, to discuss issues, identify solutions and generally
develop courses of action that will benefit the tourism industry in the Caribbean.

Speakers of international and regional acclaim provide best case practices and winning strategies on a wide range
of topics that are critical to the growth of Caribbean tourism, all with a view toward the development of a sustain-
able tourism industry that will position the Caribbean as the most desirable, year-round warm weather destina-
tion.

Youth from several CTO member countries make their contribution to the discussions at a Youth Congress, one of
the various vehicles through which CTO encourages the best and brightest to consider tourism as a career.

SOTIC is a not-to-be-missed event for serious Caribbean tourism leaders, practitioners and influencers, thought
leaders, educators, marketing and development strategists. SOTIC is heavily supported by our media partners and
generates substantial press coverage locally, regionally and internationally, across all forms of media.

Under this year’s theme “Honouring our Legacy, Defining Our Future”, the Conference will provide delegates with
information on the current trends that drive tourism, innovative ideas and strategies that can be implemented to
revolutionize the product and increase returns on their investments.

ABOUT THE
CARIBBEAN TOURISM ORGANIZATION

The Caribbean Tourism Organization (CTO), with headquarters in Barbados and offices in New York and London, is
the Caribbean’s tourism development agency comprising membership of over 30 countries and territories includ-
ing Dutch, English, French and Spanish, as well as a myriad of private sector members. The CTO’s vision is to posi-
tion the Caribbean as the most desirable, year round, warm weather destination, and its purpose is Leading Sus-
tainable Tourism - One Sea, One Voice, One Caribbean.

The organization provides specialized support and technical assistance in sustainable tourism development, mar-
keting, communications, advocacy, human resource development, event-planning & execution and research &
information technology. Through the CTO Foundation, one of CTO’s charities, Caribbean students receive scholar-
ships to pursue studies in foreign languages and tourism-related subjects. In addition the CTO, in partnership with
the Caribbean Hotel & Tourism Association, jointly and equally owns the Caribbean Tourism Development Compa-
ny, a marketing and business development entity dedicated to promoting the Caribbean brand worldwide.

The CTO’s Headquarters is located at:
Ground Floor, Baobab Tower | Warrens | St. Michael | Barbados BB 22026
Phone: (246) 427-5242 | Fax: (246) 429-3065 | E-mail: [email protected]

The CTO’s New York office is located:
80 Broad Street, Suite 3302 | New York, NY 10004 | USA
Phone: (212) 635-9530 | E-mail: [email protected]

The CTO’s London office is located:
The Quadrant | Richmond | Surrey TW9 1BP | England
Phone: 011 44 208 948 0057 | Fax: 011 44 208 948 0067 | E-mail: [email protected]

For more information on the Caribbean Tourism Organization please visit www.OneCaribbean.org.

For information on our member destinations visit www.CaribbeanTravel.com.

CTO MEMBER COUNTRIES Dominica St. Eustatius
Grenada St. Kitts and Nevis
Anguilla Guyana St. Maarten
Antigua and Barbuda Haiti St. Martin
Bahamas Jamaica St. Vincent and the Grenadines
Barbados Martinique Trinidad and Tobago
Belize Montserrat Turks and Caicos Islands
British Virgin Islands Puerto Rico United States Virgin Islands
Cayman Islands Saint Lucia Venezuela
Cuba
Curaçao

CONFERENCE FACTS

Please take a moment, during the Conference to reconfirm your departure. Check at the Registration Desk on
Thursday, September 15 or Friday, September 16 for details and assistance. At that time you will receive infor-
mation on the bus schedule for the day of your departure.

Make every effort to be on the bus at the scheduled time. There will be no refunds for transfers between the ho-
tel and airport, if you miss the scheduled bus.

Delegates are required to wear their badges to all conference activities including social functions. Only your badge
identifies you as a registered conference delegate and can gain you access to the events. If you lose it or need to
have it reissued through no fault of Conference organizers, there will be a replacement fee of US $10.00 per
badge.

The Conference dress code is as follows:
 Opening Ceremony - Business Attire (shirt jackets, mandarin collars or jacket and tie for men).
 Conference Sessions - Business Casual Attire
 Evening Functions - Cocktail Attire (no shorts, jeans, t-shirts or sneakers)

The Press Room will be located in Garrison Room. The Press Room is designed to serve accredited Press only
and only Journalists and individuals holding Press Briefings or invited to the Press Conference will have access.

The Press Room will operate from 8:30am – 5:30 pm daily.

The Conference Secretariat will be located in Hibiscus Room. Secretariat Hours are 8:00am – 6:00pm daily from
Monday, September 12 to Friday, September 16, 2016.

PROMOTIONS

As a benefit of membership, private sector members of CTO may use the designated shared tables outside Secre-
tariat, to distribute their promotional materials. The tables will be available on Thursday, September 15 and Fri-
day, September 16, 2016.

CTO BUSINESS MEETINGS

TUESDAY, SEPTEMBER 13, 2016

All Day Conference Registration

09:00am–10:00am Orientation and Registration for the Media

Venue: Garrison
10:00am–05:00pm Destination Press Briefings

Venue: Garrison
10:30am–12:30pm Meeting of the CTO Executive Committee

01:30pm–02:30pm Venue: The Boardroom
03:00pm–05:00pm Luncheon for the Media
Venue: Garrison
Meeting of the Southern Cruise Alliance

06:30pm–09:00pm Venue: The Boardroom

Reception for the Ministers and Commissioners of Tourism,
Board of Directors and Media
Venue: One Sandy Lane

WEDNESDAY, SEPTEMBER 14, 2016

09:00am–12:00pm Meeting of the CTO Board of Directors
Venue: Needhams Ballroom 1
11:00am-11:45am Destination Tour for members of the media
12:15pm–01:45pm Rapporteurs and Facilitator’s Meeting—ths is on the 14th
Venue: Peninsular 1
Luncheon for Ministers, Commissioners & Board of Directors
Venue: Needhams Ballroom 2

12:15pm–01:45pm CTO Foundation Board Meeting

Venue: Peninsular 1

02:00pm–05:00pm Meeting of the CTO Council of Tourism Ministers and Commissioners

05:30pm–06:30pm Venue: Needhams Ballroom 1
05:30pm–06:30pm Welcome Orientation, Business Building Exchange and Networking
for Travel Agents
Venue: Garrison
Welcome and Orientation for Caribbean Youth Congress Participants

07:00pm–08:30pm Venue: Peninsula
08:30pm–10:00pm Opening Ceremony
Venue: Needhams Ballroom 2-3
Welcome Reception for All Delegates
Venue: Charles Fort, Hilton Hotel

MEET OUR KEYNOTE SPEAKER

ADAM STEWART

CHIEF EXECUTIVE OFFICER
SANDALS RESORTS INTERNATIONAL

Adam Stewart is one of the Caribbean’s most dynamic and
accomplished business executives.

Since 2006, Stewart has served as chief executive officer of the compa-
ny his father founded, Sandals Resorts International, one of the world’s
most recognized hospitality brands and the Caribbean’s leading luxury all-
inclusive resort company. Under his leadership, Sandals has experienced a decade of phenemonal growth and
unprecedented innovation, including the Caribbean’s first over the water accommodations which will debut this
November. He has received many accolades for his outstanding contribution to the hotel industry including most
recently being named the 2015 Caribbean Hotel and Tourism Association’s Hotelier of the Year.

He is president of the company’s philanthropic arm, the Sandals Foundation, that works to improve the lives of
Caribbean people through investment in sustainable regional projects that focus on education, community and the
environment and is the Caribbean Patron for Canada’s SickKids® Foundation. In 2012, Stewart founded the inter-
nationally-accredited private sector educational institute, Sandals Corporate University, so that employees could
share in his commitment to self-improvement through opportunity.

An entrepreneur in his own right, Stewart is the founder of Island Routes Caribbean Adventure Tours, offering the
ultimate in Caribbean destination experiences that encourage visitors to “live funner.” Since it’s 2010 debut, Is-
land Routes has expanded to 12 islands and was recently named the World Travel Award’s Leading Caribbean Tour
Company. Outside of the hospitality space, car afficiando Stewart launched the award-winning distributor ATL
Automotive and is sponsor of the ATL Racing Team. In addition, Stewart is CEO and Deputy Chairman of the family-
owned ATL Group, comprising the Jamaica Observer newspaper and ATL Appliance Traders, a chain of domestic
and commercial appliance outlets.

Involved in his community and sought for his expertise, Adam Stewart was appointed a member of Jamaica’s Eco-
nomic Growth Council and a member of the Board of Directors of the Port Authority of Jamaica by Prime Minister,
The Most Honourable Andrew Holness and was asked by Jamaica’s Minister of Tourism, the Honourable Edmund
Bartlett, to chair the influential Tourism Linkages Committee. Most recently, Stewart was conferred with one of
Jamaica’s highest honors, the Order of Distinction, Commander Class for his contribution to Tourism.

An ambassador to the University of West Indies and First Vice-President for the Jamaica Hotel and Tourist Associa-
tion, Stewart is graduate of Florida International University’s acclaimed Hospitality Management Program. An an
avid runner, frustrated fisherman and passionate outdoorsman, Adam Stewart is married to Jill and father to three
budding entrepreneurs. The family makes their home in the Caribbean.

MEET OUR FEATURED SPEAKER

CRAIG LANDRY

PRESIDENT
AIR CANADA LEISURE GROUP

C raig Landry was appointed President, Air Canada Leisure
Group in January, 2016, with overall responsibility for the
airline's global leisure business comprising the airline Air Canada
rouge which flies to popular vacation destinations worldwide, and the
tour operator Air Canada Vacations which offers inclusive holiday travel
packages featuring hotels, flights, cruises, day tours, excursions and car rent-
als.

Craig was previously Vice President, Marketing at Air Canada, a role held since August, 2010. As Vice President,
Marketing, he was responsible for developing and marketing the airline's overall product and brand, with over-
sight for eCommerce, product design, brand management, advertising, marketing communications, digital mar-
keting, social media, sponsorships, loyalty, partner marketing, customer relationship management, marketing ana-
lytics, and new product development.

Craig began his airline career at Air Canada in 1994 where he held a variety of progressively senior roles in call cen-
ters, IT, pricing, yield management and network planning. He subsequently moved to Aeroplan in 2003 where he
held the roles of Senior Vice President, Commercial and Senior Vice President, Corporate Development. Craig was
also one of the founding executives that led Aeroplan through its IPO in 2005.

Craig holds a Master of Business Administration (MBA) and a Bachelor of Music, both from McGill University in
Montreal.

MEET OUR CONFERENCE ANCHOR

BRENDA BLACKMON

ANCHOR
WWOR-TV NEW YORK

Brenda Blackmon is a New York Television News Legend.
Most recently she anchored the PIX11 News at 6:30p.m.
She's still most recognized for her position as an Emmy Award win-
ning Anchor at WWOR-TV in New York. For 23 years as Lead Anchor she
covered it all-Presidential Inaugurations, global exclusives and stories that
changed us all, like September 11th.

Blackmon started her career in the early seventies at The Ledger Enquirer Newspaper and went to her on to land
her first television job in 1973.

After six years of paying her dues as a reporter, Blackmon became the first African American news anchor in her
hometown of Columbus, Georgia and has been breaking down barriers ever since.

She's been honored with four Emmy Awards, two Edward R. Murrow Awards for Broadcast Excellence and more
than a dozen Associated Press Awards. The Network Journal recognized her as one of the “25 Most Influential
Black Women in Business.” She was honored with the Shirley Chisholm Award for public service. She was also
named Woman of the Year by the Queens, New York Courier News.

Blackmon is active in the community with organizations like SHARE-support for women with breast and ovarian
cancer. She is the founder of “The Kelly Fund for Lupus, Inc.” an organization she created in 2008 a few years after
her daughter Kelly was diagnosed with lupus. The nonprofit organization is dedicated to supporting those affected
by lupus, educating the public, and helping to find a cure.

Blackmon graduated Magna Cum Laude from Fairleigh Dickinson in New Jersey where she where she later taught
as an adjunct professor and serves on the Board of Trustees. She also holds a Master’s Degree (MPA) in Public Ad-
ministration and has received three honorary doctorates.

She lives in New York City.

STATE OF THE INDUSTRY CONFERENCE

THURSDAY, SEPTEMBER 15, 2016

08:00am–09:20am CTO Annual General Meeting and Elections

Venue: Needhams Ballroom 1
09:30am–10:10am Keynote Address for all delegates

10:15am–11:30am Adam Stewart, CEO, Sandals Resorts International
Venue: Needhams Ballroom 2-3

General Session I (for all delegates)

DELIVERING THE LUXURY EXPERIENCE

As wealth expands globally and middle classes emerge in populous countries, the
demand for luxury travel or aspects of luxury travel will fuel the growth of this mar-
ket. In fact, Oxford Economics predicts that over the next 10 years the growth rate in
outbound luxury trips is projected at 6.2%, almost a third greater than overall travel
(4.8%). However, this segment of the industry is also entering a phase in which they
want more meaningful, authentic, personalized and exclusive travel experiences to
define them as opposed to material possessions only. Is the region ready to receive
them and deliver on their expectations? This session examines how Caribbean desti-
nations can re-craft their value propositions in this market in order to deliver a luxury
experience and cash in on this rapidly growing segment.

Speakers:

• Jazz Poulin, Senior Manager, Partner Marketing

• Sir Paul Altman, Managing Director, Altman Real Estate

 Hon. Portia Stubbs-Smith, Minister of Tourism, Environment, Heritage & Culture,
Turks & Caicos Islands

Moderator:
• Racquel Brown, CEO, St. Kitts Tourism Authority

Venue: Needhams Ballroom 2-3

11:30am–11:45am Coffee Break (for all delegates)

11:45am–01:00pm General Session II (for all delegates)

CAPTURING THE MULTICULTURAL AND EMERGING MARKETS

Multicultural tourism is one of the fastest growing segments of the travel and tour-
ism industry – estimated to be a US $90 billion+ market. Established groups within
this segment – ethnic, cultural, religious, special interest – continue to grow, while
new ones, such as the Halal market, are fast emerging. How can the Caribbean take
advantage of these lucrative markets? This session is designed to give attendees in-
sight into how to gain a share of these multicultural markets. The experts leading the
discussion will examine travel and spending patterns, likes, dislikes and expectations,
and how best to reach and retain these unfamiliar market segments. Product special-
ists, the accommodation sector, tour guides and special interest marketers will be
stimulated by the challenges and opportunities here.
Speakers:
• Nabeel Shariff, Founder & Director, Serendipity Tailor made and Luxury

Halal Travel

01:00pm–02:00pm Speakers:

 Eric Bowman, Member, Barbados National Trust

 Luba Tulkachov, Co-Founder, Triomphant Communications, NYC
Moderator:
• Siobhan Chrétien, Founder, Me Inc
Venue: Needhams Ballroom 2-3
Luncheon (for all delegates)

02:15pm–03:30pm General Session III (for all delegates)

IS TOURISM ENTERING A NEW AND DIFFICULT AGE?

Various safety and security threats such as crime, natural disasters, pandemics/
health crises and global terrorism all have the ability to stifle the true growth poten-
tial of Caribbean tourism. This session looks at practical strategies and concrete,
workable examples of how tourism stakeholders, working together with other gov-
ernment agencies, the media and non-state actors, can plan and respond collabora-
tively at the national and regional levels to counteract or reduce such threats.

03:30pm–03:45pm Speakers:
03:45pm–05:15pm • Tyrone Griffith, Commissioner of Police (Ag.) of the Royal Barbados

Police Force, Association of Caribbean Commissioners of Police (ACCP)
• Ronald Jackson, Executive Director, Caribbean Disaster Emergency

Management Agency (CDEMA
• Major Michael Jones, Chief Operating Officer, Border Security,

Implementation Agency for Crime & Security (IMPACS) CARICOM
Moderator:
• Johnson JohnRose, Communications Specialist, Caribbean Tourism Organization

Venue: Needhams Ballroom 2-3

Coffee Break (for General Delegates)

Concurrent Workshops (for General Delegates)

IN THE AIR AND ON THE GROUND

Workshops provide a true nuts and bolts, how-to environment for delegates to get
answers to some of the region’s most vexing issues. This year, we’ll tackle challenges
with a view to making meaningful changes to improve the lives of the people of the
Caribbean. The workshops allow greater interactivity between delegates and the
carefully chosen experts who lead these 90-minute sessions.

CON-QUIZ Do you know how many CTO Tourism Conferences , including SOTIC 2016,
were hosted by Barbados?

ANSWER

Barbados hosted FOUR of CTO’s Tourism Conferences including SOTIC 2016. The are:
 Caribbean Tourism Conference (CTC-24) — October 16-19, 2000
 Leadership Strategy Conference — October 8-11, 2010
 Caribbean Conference on Sustainable Tourism Development (STC-11) — May 9-12, 2010

 State of the Industry Tourism Conference (SOTIC) — October 14-16, 2016

Workshop A: BUCKLE UP. THIS COULD BE BUMPY.
Providing adequate intra-regional service has always been a challenge for the region.
The issues are many – airline monopolies and the associated attendant complacen-
cies; adequate investment and capital to run the airlines; servicing both profitable
and non-profitable routes; high cost of travel related to government taxes on airline
tickets; customer satisfaction issues; interline agreements and the lack of seamless
connections to regional carriers; border security; etc. – but the answers appear to be
few. Some parts of the world are getting this right. How can the Caribbean do it too?

Speakers:
• David Appleby, Director, Latin America & the Caribbean, Routes & ASM
• Christiaan Jurgen Lippinkhof, Chief Commercial Officer
Facilitator:
• H. E. Brian Challenger, Chairman, CTO Aviation Task Force
Venue: Needhams Ballroom 1

Workshop B: WILL YOU BE IN BUSINESS IN FIVE YEARS?

To position a tourism destination, hotel or attraction in a way that is desirable, profit-
able and sustainable requires a series of specific steps. Perhaps the first challenge is
to establish clarity, then enlist stakeholders to share the vision and actively partici-
pate in delivering it. Every individual needs to feel a connection; needs to spot a spe-
cific benefit. What is it that makes your product desirable? How do you measure suc-
cess? What are examples of best practice? How can a region as a whole overcome
the major challenges to growth and competitiveness? This workshop will provide
practical, straightforward answers to creating and achieving a vision for success and
sustainability.

Speakers:
• Andre Bello, Commercial Manager, Caribbean, Virgin Atlantic
• Peter Cerdá, Regional Vice President in the Americas, International Air

Transportation Association—IATA
Facilitator:
• William Griffith, CEO, Barbados Tourism Marketing, Inc.

Venue: Needhams Ballroom 2-3

05:00pm—7:00pm Meeting of the CTDC Board
Venue: The Boardroom

07:00pm Media Awards Dinner — By invitation only

Venue: Palm Terrace Restaurant, Fairmont Royal Pavilion

Free Evening or Dine Around for all other delegates

FRIDAY, SEPTEMBER 15, 2016

08:00am–08:50am CTO Press Conference
08:00am–08:50am Venue: Garrison
Election of Allied Members to the CTO Board of Directors

Venue: Needhams Ballroom 1
09:00am–09:40am Feature Address (for all delegates)

• Craig Landry, President, Air Canada Leisure Group

Venue: Needhams Ballroom 2-3

09:45am–11:00am General Session IV (for all delegates)
NO PLACE FOR THE STATUS QUO

11:00 am – 11:20 am The dynamic nature of travel and tourism, coupled with changing demographics and
attitudes, force the industry into a perpetual state of transition; a constant need to
align the product and the experience with the needs of today’s traveler. As markets
and consumer tastes continue to evolve, what strategies are employed to thrive in
this dynamic and highly competitive environment? And what are the technical, logis-
tical, economic and political challenges that must be overcome? How can plan-
ners ever relax? In this session, tourism leaders discuss piloting an industry through
a perpetual state of flux, utilizing various alliances, diversifying source markets, and
developing techniques to maintain the industry’s performance as a leading revenue
earner and employment generator.

Speakers:

• Hon. Richard Sealy, Minister of Tourism & International Transport
Barbados

• Dr. Taleb Rifai, Secretary-General, World Tourism Organization
• David Scowsill, President & CEO, World Travel & Tourism Council
• Hugh Riley, Secretary General, Caribbean Tourism Organization
Moderator:
• Tony Fraser, Freelance Journalist
Venue: Needhams Ballroom 2-3

Coffee Break (for all delegates)

11:30 am – 12:45 pm General Session V (for all delegates)

THE SHARING ECONOMY: OPPORTUNITY OR THREAT?

There are new aggressive players in the travel and tourism business. They offer
cheap and easy access to goods and services that they do not own but to which they
can provide access, using online services. They monetize goods, services and labour
in creative ways and, because of their modus operandi, find themselves free from
the regulations that govern traditional businesses. They are part of what is common-
ly called The Sharing Economy or the Consumer, Peer-to-Peer Rental Market which
is currently valued at 26 billion USD and rapidly growing. These players are already
operating in Caribbean countries and their numbers are estimated to grow here as
rapidly as in other parts of the globe. This session will examine this hybrid market
model and discuss the challenges, risks and opportunities for the Caribbean tourism
sector.
Speakers:

• Khalil Bryan, Co-Founder & Business Development Lead, Caribbean
Transit Solutions

• Frank Comito, CEO & Director General, Caribbean Hotel and
Tourism Association

• Shawn Sullivan, Public Policy, Central America and the Caribbean, Airbnb

• Olivier Henry-Biabaud, CEO, TCI Research

12:45pm–01:45pm Moderator:
• Paul Pennicook, Director, Jamaica Tourist Board

Venue: Needhams Ballroom 2-3

Luncheon (for all delegates)

Venue: Alcove/Peninsula Terrace/Lighthouse Terrace

01:45pm–03:00pm General Session VI (for all delegates)
03:05pm–03:25pm
CREATING VALUE THROUGH OUTSTANDING
VISITOR EXPERIENCES

For the visitor, the destination experience begins long before the moment of touch-
down, presenting several opportunities to create positive impressions for the visitor
as well as for the destination. With the reasons why people choose to travel continu-
ing to evolve and greater focus being placed on experiential travel and the search for
authenticity, it is important that visitors get to experience the destination on their
own terms. This means a dynamic website that anticipates their questions, or spe-
cialist travel agents who can craft personalized experiences, an airport that wows
them on entry, the availability of technology they need to get around and explore,
fascinating attractions, desirable facilities and excellent service. This session will look
at ways and means of enhancing the experiences of travelers to the Caribbean and
positively impacting the bottom line.

Speakers:
• Paula Frederick-Hunte, Permanent Secretary, Ministry of Economic

Development, Investment & Energy, Antigua & Barbuda

• Dr. Kerry Hall, CEO, Barbados Tourism Product Authority
• Carol Johnson, Destination Sales Manager, Latin America and

the Caribbean, TripAdvisor

Moderator:
 Rachel O’Reily, Head of Communications, Kuoni
Venue: Needhams Ballroom 2-3

Liquid Break (for all delegates)

03:30pm–05:30pm General Session VII (for all delegates)

CARIBBEAN TOURISM YOUTH CONGRESS

National “Junior Ministers of Tourism” comprising students between the ages of 14-
17, research various facets of the tourism sector and share their vision for the future
direction of regional tourism in this competitive environment. Delegates should ex-
pect a thought-provoking and spirited exchange of views among our future leaders
of the region, as these young debaters vie for important prizes and the chance to be
a youth ambassador for tourism.

05:30pm–05:45pm Chairman: Chloe Walker
07:30pm Venue: Needhams Ballroom
Rapporteur’s Report
Venue: Needhams Ballroom
Farewell Function (for all delegates)
Venue: The Concorde

2016

MEET OUR SPEAKERS

SIR PAUL ALTMAN

MANAGING DIRECTOR
ALTMAN REAL ESTATE

Sir Paul has been involved in the real estate profession for over thirty
years. He is the Managing Director of Altman Real Estate, and
Ambassador and Chairman of the Savills Caribbean Associates. He has
been at the forefront of luxury developments in Barbados, including: Sugar
Hill Resort, Royal Westmoreland golf community; and Limegrove Lifestyle
Centre, Barbados’ first mixed-use centre which features restaurants, offices,
cinemas, some of the world’s leading fashion brands and a residential component.

Sir Paul is involved in urban renewal programs in Barbados and is a Past President of the Barbados National Trust.
He and his family led the restoration of the Nidhe Israel Synagogue in Bridgetown, which is currently undergoing
its final phase of development.. Sir Paul, involved in many charitable organisations, serves as Chairman of the
Campus Council at the University of the West Indies, Cave Hill Campus and sits on the Board of the National Art
Gallery.

Over the years, Sir Paul has been recognised for his contributions to philanthropy, heritage and tourism. The
culmination of this came in 2016 when he was honoured with the title of Knight Bachelor, as part of the British
Honours System, for services to the preservation of historic buildings and real estate development.

Sir Paul holds a BBA from the University of Miami and, in 2009, was awarded an honorary Doctor of Laws degree,
by the University of the West Indies, Cave Hill Campus.

DAVID APPLEBY

DIRECTOR OF LATIN AMERICA AND THE CARIBBEAN
ROUTES & CARIBBEAN

David is the Director of Latin America and the Caribbean for British
aviation companies Routes and ASM, both of which are part of United
Business Media (UBM) plc portfolio. After attending the University of
Newcastle-Upon-Tyne, David worked for US Airways from 2001, initially
with corporate accounts for the airline’s Spain-US operations, later
expanding into the Mexican market upon US Airways’ launch of services to
Mexico City. In 2005, David was promoted to Analyst, a role which he
performed for two and a half years prior to joining Routes in 2007.

David was relocated in March 2008 to Mexico in order to build and lead the Latin American and Caribbean
business for Routes, within the region. During this time, he was able to significantly expand the business, leading

PROGRAM



to a much increased Latin American and Caribbean representation in all areas of route development activity which
has brought about key benefits for the region, over time. His remit was later expanded to include the route
development consultancy arm of the business, ASM, where he has now been providing route development
consultancy, analytical and training services for clients since 2011.

David has played a key role in establishing numerous air services for clients around the region using his wide
ranging aviation and analytical experience. David was relocated again in August of 2015 and is now based in
Miami, Florida. David is a fluent Spanish speaker and has a true passion for Latin American history, economics and
politics.

ANDRE BELLO

COMMERCIAL MANAGER
VIRGIN ATLANTIC

André has enjoyed a career in sales, marketing and service that spans
over twenty-five years. A native Trinidadian, he began his career as a
medical representative, before completing his MBA, taking a
sabbatical in Spain, and returning to his homeland to work in
advertising. When one of his clients invited him to create a new
marketing department for their group of financial companies, he
welcomed the opportunity, and joined The Maritime Financial Group as
General Manager – Marketing. He spent several years in the financial sector,
eventually taking a role in Jamaica as Marketing Manager for Jamaica Money
Market Brokers (JMMB). He now lives in Barbados, and is the Head of the Caribbean for Virgin Atlantic Airways.

The question of how to improve performance through behavioural change has always intrigued André. In 2005, he
completed his first book, “The Sword & The Spirit,” a fable written to teach the skills he learned at Harvard Law
School’s Program on Negotiation (PON). Professor Lawrence Susskind of the PON says that André’s book,
“...illustrates more clearly what we mean by a ‘mutual-gains approach to negotiation’ than one hundred
repetitions of the theory could accomplish on their own.” That same year, André presented his paper, “The
Muscles of Imagination,” at the Harvard/ESSEC conference, “New Trends in Negotiation Training” held in Paris.

His books were followed by several web applications. Of those, the most well-known is his sales pipeline
management software at www.goalsmashers.com which cuts through the noise of excessive data and focuses on
the essential questions that salespeople need answered, to help them win more business: Who should I contact

next? Which activities or skills do I need to work on? How am I doing?

ERIC BOWMAN, Q.C., LL.M., J.D.

ACTIVE MEMBER AND VOLUNTEERBARBADOS NATIONAL TRUST &

THE BARBADOS JEWISH COMMUNITY

Eric was born in England in 1937 and immigrated to Canada with his
parents in 1948. There he completed his education and became an
Attorney-At-Law in 1960. He practiced law in Toronto until 2005 when
he retired.

While working, Eric and his wife took their annual vacations in February in
the Caribbean and visited most of the islands – British, French, Dutch and
American. They were always interested in and sought out Jewish heritage.
In 2005 they immigrated to Barbados as residents and lived there six months

each year.

While working, Eric and his wife took their annual vacations in February in the Caribbean and visited most of the
islands – British, French, Dutch and American. They were always interested in and sought out Jewish heritage. In
2005 they immigrated to Barbados as residents and lived there six months each year. He is an active member and
volunteer of the Barbados National Trust and The Barbados Jewish Community. His honour and pleasure is to lead
Jewish religious services in the historic “Nidhe Israel” Synagogue in Bridgetown. He has also led tours of the
Jewish Complex there. Eric lectures and talks about the Jewish heritage of Barbados and the Caribbean to visitors,
tourists, synagogues, schools and clubs, both in Barbados and Canada.

He and his wife, Penny are observant Jews and would like to encourage more Jews to visit the Caribbean, if given
the opportunity to provide the observances of the Jewish dietary laws and the Sabbath and Festivals.

KHALIL BRYAN

CO-FOUNDER, DIRECTOR
CARIBBEAN TRANSIT SOLUTIONS

Khalil is a Barbadian entrepreneur who focuses on the implementation and
execution of strategic initiatives. He has been involved in a few startup
ventures in NYC since 2007 and in Barbados since 2010. He worked as a
management consultant at PwC in New York City for 3.5 years where he
focused on project management and process improvement. In 2014 he
co-founded Caribbean Transit Solutions (CaribbeanTSI.com) which
provides on-demand and real time information on taxis and buses.

Khalil has an MBA from the Richard Ivey School of Business at the
University of Western Ontario and an undergraduate Computer
Engineering Degree from Howard University (Washington, DC). He has
used his complementary mix of skills in engineering, consulting and
business in a number of entrepreneurial ventures in NYC and Barbados. These
experiences have given him broad knowledge in marketing, accounting, finance,
IT, staffing and logistics coordination.

Khalil is also a volunteer in the Barbados Entrepreneurship Foundation. This organization seeks to make Barbados
the entrepreneurial hub of the world by 2020 and is working avidly to enable entrepreneurship in the island.

PETER CERDÁ

REGIONAL VICE PRESIDENT, THE AMERICAS
INTERNATIONAL AIR TRANSPORT ASSOCIATION — IATA

Peter Cerdá is the Regional Vice President in the Americas for IATA, the
trade association whose 260 member airlines transport more than 84%
of total air traffic. He leads a multinational team of professionals which
proactively pursue IATA’s industry priorities with governmental authori-
ties and industry stakeholders to make the air transport industry safer,
more secure, efficient and profitable.

Peter possesses a wealth of senior industry experience acquired over a long

and successful career in aviation. Most recently, he served as Regional Director for
Safety, Operations and Infrastructure for the Americas and Atlantic until 2013.

Fluent in English and Spanish, Peter was born in Spain and received his Master’s Degree in Aeronautics and Avia-
tion Management from Embry Riddle University and a Bachelor of Business Administration at Florida International
University.

AMBASSADOR BRIAN CHALLENGER

CHAIRMAN
CTO AVIATION TASK FORCE

Ambassador Brian Challenger is a national of Antigua and Barbuda. He
presently serves as the Chairman of the CTO’s Aviation Task Force set
up in 2012 to promote progress in facilitating air transport services
within and between Caribbean countries as well as between the Carib-
bean and the wider international community.

His academic background includes undergraduate studies in Political Sci-
ence and Law from the University of the West Indies, and postgraduate
studies in aviation law and international relations.

His professional background includes work with various national, regional and international agencies in various
aspects of public policy including civil aviation, tourism, energy and the environment.

In relation to civil aviation he has served for a number of years as the principal aviation policy adviser to the gov-
ernment of Antigua and Barbuda, as a Director and Chairman of the Board of Directors of the Eastern Caribbean
Civil Aviation Authority, as a member of CARICOM’s Technical negotiating team on air service agreements, and as
a Director on the LIAT Board of Directors. During 2009 to 2012 he served as acting CEO of LIAT. He is presently
Antigua and Barbuda’s non-resident Ambassador to a number of Latin American countries, including Venezuela
and Brazil with special responsibility for civil aviation.

SIOBHAN CHRÉTIEN

Founder, President
Me Inc.

A global marketing professional, spokesperson and travel executive
advisor. Siobhan has spent the last decade promoting Canada around
the world. She has worked within Brazil, Japan, Korea, India, Mexico,
China, Canada and the USA as Destination Canada's marketing executive
for the entire region. She now offers the valuable global experience she
has acquired on the ground through her unique career from her offices in
Brooklyn, NY and Vancouver, Canada.

ME Inc. is a marketing excellence and market entry company focused on the travel
and lifestyle sector. With a globally established network, ME Inc. enables companies to achieve their marketing
and sales goals with minimal upfront business development investment. With resources in 4 continents, her clients
will be guided by relevancy on the ground, reducing overhead, project management needs and fast tracking their
brand to success.

Considered an influencer in travel and tourism strategy, her network is unparalleled by any agency having worked
in 20 of the most populous cities of the world. She has parlayed this into her own brand SipTips (www.siptips.co)
through which she provides bespoke travel experiences as a locals know expert and taste maker to clients. She is
also a published writer and creates travel content.

FRANK J. COMITO

CEO & Director General
Caribbean Hotel & Tourism Association

Frank has over 30 years of experience in economic development, organ-
ization management, government affairs, project management, work-
force development, research, and in providing business and investor
support in The Bahamas, the United States, the U.S. Virgin Islands and
the Caribbean.

He presently holds the position of CEO and Director General for the Carib-
bean Hotel and Tourism Association (CHTA). Previously, Frank served as
Executive Vice President for the Bahamas Hotel and Tourism Association, a
position he held for more than 10 years. He has held executive positions with the
Nassau Tourism & Development Board, the National Alliance of Business in Washington DC. And earlier with the
St. Croix and St. Thomas-St. John Chambers of Commerce.

Regionally, he was President of the Caribbean Society of Hotel Association Executives a long-serving member of
the Board of Directors for CHTA. Frank was Deputy Chairman of the Nassau Airport Development Company where
he helped to guide a $410 million investment in upgrading the airport. He served on the Board for the Internation-
al Downtown Association and is a Lifetime Director for the Downtown Nassau Partnership.

He has two children, is married to a Bahamian, Donna. Frank is an island collector with an avid love for the Carib-
bean, its beauty, people, diversity, history and culture. He has travelled to 22 Caribbean islands, most on multiple
occasions, plus 15 islands in The Bahamas.

TONY FRASER

FREELANCE JOURNALIST

Tony Fraser – free-lance journalist — Trinidad Guardian — investigative
reporter/feature writer, Sunday columnist, Editorial Writer; corre-
spondent for The Associated Press (T&T); current affairs programme
producer host on Radio Power 102.1fm; Producer of video (television)
documentaries.

WILLIAM GRIFFITH

CEO
BARBADOS TOURISM MARKETING INC.

Mr. Griffith, a Bachelor of Science, Bsc (Honours) graduate in Hotel
Management from the University of the West Indies, is a 36 year veter-
an in the hotel and tourism industry. His career started in 1979, as a
management trainee, at Sandy Lane Hotel in Barbados. During his nine
years at Sandy Lane Griffith held positions of Front Office Manager, As-
sistant Food and Beverage Manager, Food and Beverage Manager and
Director of Sales and Marketing.

Mr. Griffith was appointed by UK hotel chain, Trusthouse Forte Hotels, as Gen-
eral Manager of the Harmony Club in Bermuda in 1988, and was subsequently promoted to Executive Director of
Forte Hotels, Bermuda in 1991, managing both 70 room Harmony Club and the 150 room Belmont Hotel. Harmony
Club was the first all - inclusive hotel in Bermuda. Griffith was also a part owner of the Harmony Club Hotel be-
tween 1996 and 2001 when the company was purchased from Forte Hotels. In recognition of his outstanding
work, he was voted Bermuda’s Hotelier of the Year in 1997. He was also one of nine Barbadian residents in Bermu-
da, specially honored for outstanding achievement, at the 30th Anniversary Independence Banquet of the Barba-
dos Association of Bermuda.

He has served as President of the Bermuda Hotel Association; President of the Hotel Employers of Bermuda; Chair-
man of the Bermuda Hotel Association, served on the Board of Governors of the Bermuda College, the Board of
Tourism, as well as the Board of Trustees of the Government Golf Courses. Mr. Griffith was appointed Director of
Tourism of Bermuda in August 2008 and served in this capacity until March 2014. During his tenure as Director he
also served as Member of the Board of Directors of the Caribbean Tourism Development Company (CTDC); Vice
President of British Overseas Territories Committee of the Caribbean Tourism Organization (CTO) as well as on the
Board of Directors of the Caribbean Tourism Organization (CTO).

Griffith was appointed CEO of Barbados Tourism Marketing Inc (BTMI) in October 2014, the position he now holds.
He also currently serves as the Chairman of the Board of Directors of the CTO, as well as on the Board of Directors
of Grantley Adams International Airport (GAIA).

DR. KERRY HALL

CHIEF EXECUTIVE OFFICER
BARBADOS TOURISM PRODUCT AUTHORITY (BTPA)

Dr. Kerry Hall is a double graduate of the University of the West Indies
in Barbados, with a B.Sc. (Hons) in Management Studies and a Ph.D. in
Tourism History. She also holds a M.Sc. in Hotel and Food Service Man-
agement from the Florida International University, School of Hospitality
Management. She has acquired diversified experience in the tourism and
hospitality industries in both the public and private sectors, in the capacity
of Chief Tourism Development Officer (Ag) in the Ministry of Tourism and
International Transport, Trade Consultant for Tourism & Entertainment Ser-
vices at the Barbados Private Sector Trade Team and Director of People Develop-
ment and Training at the Five Diamond Sandy Lane Hotel.

As an independent Consultant, she worked on local and regional tourism projects, specializing in market research
and analysis, strategic planning, tourism marketing and human resource development. One of her more notable
projects included crafting the “White Paper on the Development of Tourism in Barbados 2012-2022” for the Barba-
dos government.

A former Chairperson of the Tourism Advisory Council and member of the Board of Directors of the Barbados
Tourism Authority, in 2013, she co-authored a Coffee Table book entitled, “Island in the Sun: The Story of Tourism
in Barbados”. Her present position is Chief Executive Officer of the Barbados Tourism Product Authority, where
she has direct oversight over the quality and standard of the Barbados product offering, facilitating the develop-
ment and enhancement of new and existing tourism product and ensuring that Barbados’ tourism industry re-
mains current, viable and competitive in an evolving global tourism environment.

OLIVER HENRY-BIABAUD

CEO TCI RESEARCH
A UNWTO-AWARDED MARKET INTELLIGENCE AGENCY

Olivier founded TCI Research in 2010 following to 20 years of experi-
ence in market research in global companies (TNS, Ipsos) in senior in-
ternational operational and management positions.

As a specialist in tourism and travel research, he has been in charge of
large-scale surveys and big data-based research programs measuring
visitor experience and destination attractiveness for over 80+ countries,
regions, cities and international tourism organizations.

Winner of the 2011 UNWTO Innovation Award recognizing its TravelSat global competitive survey, he is a regular
speaker in international forums about destination competitiveness and visitor experience.

RONALD JACKSON

EXECUTIVE OFFICER
CARIBBEAN DISASTER EMERGENCY MANAGEMENT AGENCY

Mr. Ronald Jackson assumed the post of Executive Director of CDEMA
on April 3, 2013. Prior to this, Mr. Jackson served as Director General of
the Office of Disaster Preparedness and Emergency Management
(ODPEM) in Jamaica, from August 2006 until March 2013. He previ-
ously served ODPEM as Deputy Director General, Senior Director of the
Preparedness and Operations Division and as Regional Coordinator for
the Southern parishes.

Mr. Jackson has been extensively involved in disaster management at the
national, regional and international level in various capacities. At the national
level, he helped the coordination of the national response to the impact of Hurricanes Charlie, Ivan (2004); Dennis
and Emily (2005); Tropical Depression 16, Tropical Storm Nicole (2010) and most recently Hurricane Sandy (2012).
He has been instrumental in the development of the Guidelines for Child-Friendly Disaster Management and Re-
sponse, Reinstatement of the ODPEM Dedicated Communication Network and Revision of the Emergency Welfare
Plan. In 2010, he received a Certificate of Commendation from the Caribbean Community for his contribution to
the rescue and recovery efforts in the aftermath of the January 2010 Haiti Earthquake. Mr. Jackson also served as
a member of CDEMA’s Technical Advisory Committee, President of the IDB Caribbean Policy Dialogue Forum, the
co-chair for the Inter American Network for Disaster Management and represented the Caribbean Disaster Emer-
gency Management Agency (CDEMA) Member States on the Hyogo Framework for Action Mid-Term Review Com-
mittee and Post-2015 Hyogo Framework for Action Committee. Mr. Jackson holds a Master of Science Degree
(M.Sc.) in Natural Resource Management and Environmental Resource Management from the University of the
West Indies and a Bachelor of Science Degree (B.Sc.) in Physical Planning and Environmental Resource Develop-
ment from the University of Technology. He recently achieved a Masters Certificate in Monitoring, Evaluation and
Reporting.

CAROL JOHNSON

MANAGER, DESTINATION MARKETING, CARIBBEAN
TRIPADVISOR

Caribbean Marketing Professional Carol Johnson has seen the words
Visitor Experience defined numerous ways over the years.

With over 2 decades of marketing experience, working successfully with
destinations and hotels in marketing solutions, her view is radically
different. Carol appreciates, and shares with listeners, that visitor expe-
rience is a moment-to-moment choice and not about what tourism pro-
fessionals may always think. Visitor Experience is transparent, precious
and a destination’s review. It’s the backbone to everything in tourism and is
changeable.

Carol, sometimes referred to as a “Staple in the Caribbean” is known for her practical, street-savvy style; her fu-
sion of real-life stories and her conversational techniques connect with her audience at an intimate, intense and
individual level. Carol has served as a Manager of Destination Marketing with the U.S. based TripAdvisor for over
two years. She is also widely known for her target marketing solutions at properties, Caribbean Travel & Life, Is-
lands.com, Destination Weddings & Honeymoons and Sport Diver.com.

Prior to her sole dedication to digital marketing efforts for destinations, Carol, a marketer by education and pas-
sion, created, managed, and led a successful team with integrated advertising solutions in online, email, print, tel-
evision and trade events such as Celebrate Romance in New York City and Los Angeles. Carol served as an Account
Executive at Ogilvy & Mather Direct on the American Express account. She splits her time between New Jersey
and Florida.

MAJOR MICHAEL JONES

CHIEF OPERATIONS OFFICER, BORDER SECURITY,
JOINT REGIONAL COMMUNICATIONS CENTRE

Major Michael Jones is the Chief Operations Officer, Border Security
at the Joint Regional Communications Centre (JRCC) in Barbados. The
JRCC, located in Barbados is one of two operational sub-agencies of
the CARICOM Implementation Agency for Crime and Security
(IMPACS) which is headquartered in Trinidad & Tobago. He joined the
organisation in March 2009 as the then Deputy Director and was pro-
moted to the position of Director by October 2010. His primary focus for
the organization is to establish it on path of independent sustainability and
increasing the range of systems and services provided by it to its several
stakeholders.

This Barbadian national is married to Sophia whom he met at Cave Hill Campus some 25 years ago and together
they have one daughter Katherine who is herself now a student there studying for an undergraduate degree in
Economics. Major Jones himself holds a baccalaureate degree in Mathematics and Computer Science, and a Mas-
ters Degree in Project Management & Evaluation, both from Cave Hill Campus, UWI. He is currently pursuing his
Doctorate in Business Administration from the University of Liverpool, England.

He has been a serving member of the Barbados Defence Force as a Commissioned Officer (Reserves) for the last
27 years; his current role is that of drafting Policy & Plans as it relates to employment and administration of re-
serve soldiers in the Barbados Regiment.

CHRISTIAAN JURGEN LIPPINKHOF

CHIEF COMMERCIAL OFFICER
INSEL AIR

Christiaan Jurgen Lippinkhof has extensive experience in the airline
industry, including positions with Insel Air International and KLM Royal
Dutch Airlines.

Since 2007, he has worked at Insel serving first as manager commercial
operations and the past eight years as the chief commercial officer. Lip-
pinkhof spent five years at KLM Ground Services at Schiphol where he held
several management positions in the Projects and Developments Luggage
Department, Towing Department and Water/Icing/De-icing department.

Additionally, he owned his own businesses including Aurora Business Services and Kenmar Carrental NV. Lippink-
hof also was a consultant at Cap Gemini for two years. He has a Master’s Degree in Business Administration from
Nyenrode University, Breukelen, The Netherlands, a Master’s Degree in International Relations from University of
Groningen, The Netherlands and an International Baccalaureate Degree from International School Beverweerd,
The Netherlands.

Lippinkhof serves as a board member of the Curacao Hospitality & Tourism Association (CHATA) and is a member
of the Rotary Club Willemstad.

BRIAN MAJOR

EXECUTIVE EDITOR
CARIBBEAN AND LATIN AMERICA FOR travAlliancemedia

Brian Major is an award-winning travel industry journalist and public
relations professional who has served as Executive Editor, Caribbean
and Latin America for travAlliancemedia since 2010.

Brian began as a travel journalist with Travel Agent magazine, where he
served as associate cruise editor beginning in 1991. He was named the
magazine’s cruise editor in 1993 and in 1999 he joined Travel Weekly as sen-
ior cruise editor, remaining in that position through 2002. That same year Brian
entered the public relations field, joining New York-based Lou Hammond & Associates as account supervisor rep-
resenting Norwegian Cruise Line. One year later he accepted an offer to become public relations director at the
Cruise Lines International Association (CLIA), the cruise industry’s main trade association.

Brian remained in New York when CLIA relocated to Florida in 2006, joining small-ship operator Lindblad Expedi-
tions as communications manager. Remaining with Lindblad through late 2007, he later joined boutique public
relations agency MMG Mardiks as account supervisor in charge of Regent Seven Seas Cruises.

Brian received the Caribbean Tourism Organization’s Inner Circle King Award in 2015. He was born and resides in
Brooklyn, New York.

RACHEL O’REILLY

HEAD OF COMMUNICATIONS
KUONI

Rachel has worked in the travel industry for more than two decades
and has been the media spokesperson for luxury worldwide travel com-
pany Kuoni for the past two years.

Throughout her career in travel Rachel has worked for companies of all
shapes and sizes, from large mass-market companies to small, inde-
pendently-run start-ups. For six years, she ran the press office at TUI UK,
looking after the Thomson holidays brand, dealing with a wide brief ranging
from crisis response to brand campaigns.

She’s worked and travelled throughout Australia, the USA, Canada, the Caribbean and Europe and has most re-
cently returned from The Maldives, Vietnam and Sri Lanka. Rachel is used to talking about destination trends and
has also been at the forefront of dealing with the many issues which impact on travel, from health issues such as
the Zika virus to sustainability.

For the past six years, Rachel has appeared in the PR Week Powerbook, a list of the UK's most influential commu-
nications professionals. She’s married with two children, Max and Hannah, and swapped West London for Surrey
Life two years ago.

PAUL PENNICOOK

DIRECTOR OF TOURISM
JAMAICA TOURIST BOARD

Appointed director of tourism in July 2014, Paul Pennicook brings
36 years of tourism experience to this key leadership position with
the Jamaica Tourist Board (JTB).

A seasoned tourism leader, Mr. Pennicook is no stranger to the post of
Director of Tourism having served in that capacity from 2003 – 2006. His
tenure with the JTB dates from October 2001 when he became a board
member, serving as chairman of the Marketing Subcommittee.

Previous appointments have included senior positions with prominent hospitality organizations. Mr. Pennicook
served as president and chief executive officer with Couples Resorts, and has also held the position of senior vice
president, sales and marketing, for SuperClubs. In addition, he spent several years as Executive Vice President of
Unique Vacations, the marketing arm of Sandals Resorts, and as First Vice President of the Jamaica Hotel and Tour-
ist Association. Mr. Pennicook was also Air Jamaica’s Senior Vice President of Sales and Marketing from 2006 to
2008.

Known as an innovator and strategist, Pennicook recognizes the power of forging strong industry partnerships to
position Jamaica for growth as a leading tourist destination. Paul Pennicook is a graduate of the Cornell School of
Hotel Administration in Ithaca, New York.

JAZZ POULIN

SENIOR MANAGER
PARTNERSHIPS, LUXURY RETREATS

Jazz Poulin has played an influential role in the development of the
world’s largest and most recognizable luxury villa rental company, Luxu-
ry Retreats. Founded in 1999 by his younger brother Joe Poulin, Luxury
Retreats specializes in creating personalized luxury villa vacations offer-
ing over 3,000+ luxury villas in over 95+ destinations.

Jazz has been a key strategic figure throughout the course of Luxury Re-
treats’ rise to success. In the company’s early growth stages, he played a stra-
tegic role building Luxury Retreats’ global portfolio team expanding to new destina-
tions in the Caribbean, Europe and Mexico.

A natural relationship builder, Jazz’s media savvy paired with his passion for luxury travel have driven him to pio-
neer many fruitful marketing projects, from launching the Luxury Retreats digital magazine, social media, SEO, and
content marketing to seizing high-profile PR and media opportunities targeting the affluent traveler.

Jazz’s entrepreneurial drive continues to propel him towards new business development initiatives. He is currently
focused on developing partnership opportunities for Luxury Retreats. Jazz is also an avid rugby player playing at an
elite level with the Saint-Anne-De-Bellevue (SABRFC) rugby club in Quebec, Canada.

TALEB RIFAI

SECRETARY GENERAL
WORLD TOURISM ORGANIZATION (UNWTO)

Mr. Rifai is Secretary-General of the World Tourism Organization
(UNWTO) based in Madrid, Spain. He holds this position since 1 January
2010. He was unanimously elected at the 18th session of UNWTO Gen-
eral Assembly (October 2009), following the recommendation of the
UNWTO Executive Council made in May 2009.

From March to December 2009 he was UNWTO Secretary-General ad in-
terim. From February 2006 to February 2009 he was Deputy Secretary-
General. From January 2003 to February 2006, Mr. Rifai was the Assistant Di-
rector-General of the International Labour Organization (ILO).

Prior to this appointment, Mr. Rifai served in several ministerial portfolios in the Government of Jordan as Minister
of Tourism and Antiquities; Minister of Information; and, Minister of Planning and International Cooperation. Dur-
ing his term as Minister of Tourism, Mr. Rifai served as Chairman of the Executive Council of the World Tourism
Organization (UNWTO). From 1997 to 2000, he was Chief Executive Officer (CEO) of the Jordan Cement Company,
one of the largest public shareholding companies in Jordan; and directed the first large-scale privatization and re-
structuring scheme in Jordan.

Mr. Rifai was also actively involved in policy making and developing investment strategies in his capacity as Direc-
tor General of the Investment Promotion Corporation (IPC) in Jordan (1995-1997). From 1993 to 1995, Mr. Rifai

headed Jordan’s first Economic Mission to Washington DC, promoting trade, investments, and economic relations
between Jordan and the USA..

Mr. Rifai began his career as Professor of Architecture, Planning and Urban Design at the University of Jordan from
1973-1993. He received his Ph.D. in Urban Design and Regional Planning from the University of Pennsylvania, Phil-
adelphia – USA (1983); and a MSc. in Engineering and Architecture from the Illinois Institute of Technology (IIT),
Chicago – USA (1979). He also attained a B.Sc. in Architectural Engineering from the University of Cairo in 1973.
Mr. Rifai is a Jordanian national born is 1949. He is married and has five children

HUGH RILEY

Secretary General
Caribbean Tourism Organization

Hugh Riley is the Secretary General and Chief Executive Officer of the
Caribbean Tourism Organization, (CTO). He oversees the CTO’s offices
in Barbados, North America and Europe and leads the organization’s
initiatives to strengthen the Caribbean brand worldwide.

His overall responsibility is to deliver the CTO's mission as the Caribbean’s
tourism development agency, providing specialized services and technical sup-
port to over thirty governments and a variety of private sector members. Services
include research and statistics, advocacy/public affairs, information technology, marketing communication, human
resource development, media training, public relations, project funding, and sustainable tourism development.

Mr. Riley joined the staff of the CTO New York in 2002 as director of marketing for the Americas, after having
worked for his native Barbados in a number of senior tourism positions in the U.S, Canada and the Caribbean. He is
credited with having instituted programs that engaged potential visitors and the Caribbean Diaspora through tar-
geted events in major cities, and was honored by the New York City Council for his exemplary service to the com-
munity.

His Total Visitor Satisfaction concept has been described as a singularly competitive tool for the tourism industry.
A former BBC-trained broadcaster, he was educated at the City University of New York and Thomas Edison State
College of New Jersey where he earned a bachelor’s degree in communications, and at the University of Surrey in
the UK. He is a member of the Destination Council of the United Nations World Tourism Organization and a mem-
ber of the Board of Directors of various tourism marketing and academic bodies, regionally and internationally. He
is widely quoted in industry publications and is a frequent speaker at tourism-related events in the Caribbean and
beyond.

DAVID SCOWSILL

PRESIDENT & CEO
WORLD TRAVEL & TOURISM COUNCIL

Prior to joining WTTC in November 2010, David worked for 6 years in
private equity and venture capital, completing deals in technology and
travel sectors.

David was CEO of Opodo, pan-European online travel company from
2002 to 2004, building the business from start up to a €500mn transaction
turnover, before it was sold to Amadeus.

He joined the board of Hilton International in 1997 as senior VP sales, marketing

and IT, leading the brand

re-unification programme between the two Hilton shareholder companies. David rejoined British Airways from
1993 to 1997 as regional general manager Asia/Pacific. He established the Joint Service Agreement and global alli-
ance with Qantas.

He joined American Airlines in 1991 as managing director sales, Europe Middle East and Africa. David’s earlier ca-
reer was with British Airways, with a variety of operational and sales roles in US, Europe, Latin America, Gulf
States, Africa, and Asia.

HON. RICHARD SEALY

MINISTER OF TOURISM AND INTERNATIONAL TRANSPORT
BARBADOS

The Honourable Richard L. Sealy, M.P., Minister of Tourism and Interna-
tional Transport of Barbados holds a BSc. in Civil Engineering from the
University of Florida, USA, and an MBA from the University of the West
Indies, Cave Hill Campus, Barbados.

For 19 years, Mr. Sealy worked on engineering projects in Barbados and
the wider Caribbean. Between 1991 and 1994, he served on the Engineer-
ing Registration Board, the Film Censorship Board and the Promotions Com-
mittee of the National Assistance Board.

Mr. Sealy entered elective politics and contested the St. Michael South Central constituency in 1999 as a member

of the Democratic Labour Party (DLP), based on the philosophy of “Service over Self.” Mr. Sealy won a seat
in the Parliament in 2003.

Mr. Sealy is a former President of the Young Democrats, the youth arm of the DLP. While in Opposition (2003-
2008) he shadowed the portfolios of: Industry and International Business; Foreign Trade; Commerce, Consumer
Affairs and Business Development; International Transport; and Health.

In January 2008, the Democratic Labour Party won the national elections and Mr. Sealy was appointed Minister of
Tourism and held that portfolio with distinction until the February 21, 2013 General Elections when he was re-
turned to office and in the new Cabinet, International Transport was added to his portfolio.

A former Vice President of the Democratic Labour Party, he currently serves as a member of the Commonwealth
Parliamentary Association and Deputy Chairman of the Cabinet’s Economic Policy Committee.

Some of the initiatives Mr. Sealy has been responsible for during his tenure as Minister include:

 A $25 million Tourism Industry Relief Fund (TIRF) for tourism businesses affected by the current glob-
al economic crisis.

 The development of Latin America, specifically Brazil as a legitimate source market for destination
Barbados.

 The initiation of the process and completion of Barbados’ first Tourism Master Plan.
 The initiation and completion of the process to reform and restructure the public sector institutions

that govern the tourism sector.

NABEEL SHARIFF

FOUNDER & DIRECTOR
SERENDIPITY

Nabeel Shariff is the founder and director of UK based Serendip-
ity Tailormade and Luxury Halal Travel, the leading luxury halal
friendly tour operator.

With a vision of bringing back the romance of travel to Muslim trav-
ellers, Nabeel brings his experience to a brand that has made innova-
tive strides in the halal travel sector.

In September 2014, the company evolved to launch their sister brand; Luxury Halal Travel. At Serendipity Tailor-
made it is all about the experience for the most important person in the process; the traveller. From the people
they meet, food they taste, sounds they hear and even luxuries in which they indulge in, the team uses their vast
travel knowledge and experience for travellers to enjoy the world’s most wonderful sights and sounds.

Mr. Shariff is an MCIM member of the Chartered Institute of Marketing and has been involved in the travel indus-
try for over 15 years, contributing to some of the UK’s largest tour operators. Beginning his career with one of the
largest travel companies of the early 2000’s, he worked under Andrew Laurie and Rick Weber during his tenure at
Stella Travel and Travelbag. Mr. Shariff then moved on to become the Head of Marketing at Sri Lanka Tourism for
the UK and Irelnd, working with key stakeholders in the travel trade, government and media to promote the Indian
Ocean Island. In 2010 the National Tourist Office was awarded the CIM Marketing Excellence Awar through inno-
vative marketing campaigns he spearheaded. This was the first time an overseas national tourist office had won
the coveted accolade.

HON. PORTIA STUBBS SMITH

MINISTER OF TOURISM
TURKS & CAICOS ISLANDS

Hon. Portia Stubbs Smith assumed the portfolio of the Ministry of Tour-
ism in February 2015. This ministry also encompasses the Departments
of Environment, Culture, Gaming, & Heritage. As a results driven leader,
Minister Stubbs Smith has recently led the Ministry of Health and Hu-
man Services as the Minister within the Turks & Caicos Islands Govern-
ment. Under her leadership as Minister for Tourism, the island of Provi-
denciales won “best island, 2015” award as a vacation destination on Trip
Advisor.

Prior to becoming the Tourism minister, as Minister of Health & Human Services, she oversaw more than 300 per-
sons employed within the TCI’s private and public health sectors touching the lives of Turks and Caicos Islanders
citizens and residents from every background, in every part of our country. She is committed to the mission of en-
suring that every Turks and Caicos Islander has access to the building blocks of healthy and productive lives.

Hon. Portia Stubbs Smith assumed the portfolio of the Ministry of Tourism in February 2015. This ministry also
encompasses the Departments of Environment, Culture, Gaming, & Heritage. As a results driven leader, Minister
Stubbs Smith has recently led the Ministry of Health and Human Services as the Minister within the Turks & Caicos
Islands Government. Under her leadership as Minister for Tourism, the island of Providenciales won “best island,
2015” award as a vacation destination on Trip Advisor. Prior to becoming the Tourism minister, as Minister of
Health & Human Services, she oversaw more than 300 persons employed within the TCI’s private and public health
sectors touching the lives of Turks and Caicos Islanders citizens and residents from every background, in every part
of our country. She is committed to the mission of ensuring that every Turks and Caicos Islander has access to the
building blocks of healthy and productive lives.

Formally before that assignment, Minister Stubbs Smith was assigned with the portfolio of Home Affairs and Envi-
ronment. There, she worked closely with TCIG to ensure the strengthening and delivery of services, which brought
much needed stability to the local population. She led the Administration’s efforts to restoring one of the local
craft vendor markets, consultation on the expansion of the water-sports industry, locating a site for the country’s
first ever Juvenile Center and commencement of discussion of Agriculture’s way forward. Additionally, she
worked to ensure that the regulatory system protects the health and welfare of Turks and Caicos Islanders while
promoting economic growth, job creation and innovation.

Minister Stubbs Smith has called for all Ministries assigned to operate utilizing three guiding principles:

1. Deliver results on a range of complex issues
2. To strengthen the relationships that drive the progress; and
3. To build strong teams with talent and focus needed to deliver meaningful impact for all residents of

the TCI Prior to serving in the Public Service (2007 – 2011) she led in management at one of the bank-
ing and financial institutions in the Turks and Caicos Islands, while there she led efforts to empower
young women in banking and provide philanthropic assistance to local civic and community organiza-
tions. During her tenure in banking, the branch and unit surpassed their goals by 40% annually in
sales.

Minister Stubbs Smith received a Bachelors and Master’s Degree from University of Houston- Victoria, Victoria
Texas, in 2005 and 2007 respectively. A second generation Turks and Caicos Islander, Stubbs-Smith hails from
Providenciales, Turks and Caicos Islands. She and her husband Kevin live in Turks and Caicos with the youngest of
their four children, Kevin.

SHAWN F. SULLIVAN

POLICY LEAD, CENTRAL AMERICA & CARIBBEAN
AIRBNB

Shawn Sullivan joined Airbnb in 2016 as the public policy lead for Cen-
tral America and the Caribbean. He represents the company’s inter-
ests before governments, regulatory agencies and other stakeholders.

Prior to joining Airbnb, Sullivan worked as an international government
relations consultant based in Washington D.C. and as the Latin America
regional director for an international non-profit organization. He spent
more than a decade serving as an American diplomat in Latin America, Africa
and the Balkans.

Sullivan holds an MA from the University of New Mexico and a BA from the University of Massachusetts at Am-
herst. He is fluent Spanish and Portuguese.

LUBA TOLKACHYOV

CO-FOUNDER OF GRAVITY
TRIOMPHANT COMMUNICATIONS

Professional entrepreneur Luba Tolkachyov is a Co-Founder of Gravity,
an award-winning advertising and communications agency focused on
cultural marketing. Luba has been a key player in building Gravity into
the fastest-growing cultural advertising agency in the U.S. and an INC
500 I 5000 company three years in a row. In addition, Luba is also Co-
Founder of Gravity’s award-winning public relations & public affairs arm,
Triomphant Communications.

Ms. Tolkachyov leads and nurtures innovation within the agency and has
launched award winning campaigns for clients such as: Caesars Entertainment, Christofle, Comcast, NewDay USA,
Prudential and various tourism clients. She frequently advises Fortune 500 companies on technology and innova-
tion. Along with this, Luba was the creator and strategist behind Singapore Tourism’s gamification campaign creat-
ed to drive travelers to Singapore through a visually compelling virtual experience.

Her work has garnered her some of the industry’s top accolades. She has been named a Webby Special Achieve-
ment Honoree, and was awarded as a Finalist in the Female Entrepreneur of the Year – Business Services category
of the 11th annual Stevie® Awards for Women in Business. Advertising Age, the New York Post, and Forbes have all
recognized her excellent work, and in 2013, she was named one of MO.com’s top 10 digital entrepreneurs.

Ms. Tolkachyov received her master’s degree in social and cultural psychology from the London School of Econom-
ics and Political Science and a Bachelor’s degree in International Marketing from Baruch College. She is also fluent
in Russian.

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