During a recent press briefing at the Beachcombers Hotel, the Honorable Dr. Kishore Shallow, Minister of Tourism, officially announced the appointment of Miss Shafia London as the new Chief Executive Officer of the St. Vincent and the Grenadines Tourism Authority (SVGTA).
Described by Minister Shallow as an “astute Vincentian business and civic leader” and a “daughter of the soil,” London brings a wealth of administrative and marketing expertise to the tourism sector. Highly qualified for the position, she holds two master’s degrees, is currently pursuing her doctorate, and is regarded as a stalwart young professional within the region. She had previously been identified as the leading candidate for the role during a comprehensive recruitment process two years ago. London is slated to commence her initial three-year contract in early July.
In her introductory remarks, Miss London expressed deep gratitude for the confidence placed in her, noting that she views tourism not merely as an industry, but as a “national engine” that empowers everyone from taxi drivers to farmers, shaping livelihoods from Fancy to the tip of Mayreau.
Acknowledging the recent double-digit rise in stay-over arrivals and the foundational work of past leaders, London established a clear two-fold mandate: to drive visitor arrival growth and ensure that visitor expectations are consistently exceeded from the moment they arrive to the moment they leave.
To successfully compete internationally and target visitors who respect the local culture and environment, London outlined three core platforms for development:
- Adventure and Nature: By 2027, London envisions a structured, certified, and immersive visitor experience across the country’s eco-trails and natural sites, complete with trained guides and internationally recognized sustainable tourism standards.
- Sailing Paradise: She proposes positioning St. Vincent and the Grenadines as the Caribbean’s premier sailing capital by expanding mooring systems, addressing wastewater management, and curating official yachting experiences.
- Culture and Celebration: London aims to transform the national events calendar including Vincy Mas, the Bequia Regatta, and Garifuna heritage into strategic assets by investing in local artisans and storytellers.
Drawing on her engineering background, London emphasized an approach focused entirely on execution. “Success must be measured by outcomes, not by intention, not by effort, not by activity,” she stated, defining true success as attracting high-value visitors, encouraging longer stays, and ensuring local communities directly benefit.
To achieve this ambitious vision, London issued a nationwide call to action, inviting the public sector, private sector, diaspora, and community organizations to participate actively. “Join me not as observers, as builders,” she urged, emphasizing that a strong SVG can only be built by everyone moving in the same direction.
In the coming weeks, London plans to meet with major tourism stakeholders and spend significant time in local communities, asserting that tourism must benefit people where they live. She concluded her remarks with a message of optimism and urgency: “In the months ahead, you will see this tourism authority show up differently with focus, with urgency, and with results. The future is bright. Let’s build it together”.