The Saint Vincent and the Grenadines Tourism Authority (SVGTA) has bolstered its organisational capacity through new appointments and the reassignment of key roles as it advances a strategic direction centred on Culture and Celebration, Marine Paradise and Eco Adventures.
The direction brings together destination marketing, tourism product development, commercial partnerships and service standards to create distinctive visitor experiences and expand the benefits of tourism across the mainland and the Grenadines.
Chief Executive Officer Shafia London said the Authority’s focus is on translating the destination’s natural beauty, cultural richness and marine assets into compelling reasons to visit, explore and return. “Our vision is for Saint Vincent and the Grenadines to be recognised as the Caribbean’s most authentic and diverse destination, where visitors can connect with our islands in meaningful ways and Vincentians share in the rewards of tourism,” London said. “Achieving this requires us to bring together how we market the destination, how we develop our experiences and how we prepare to welcome and serve our visitors.”
The Authority’s strategic programme includes the development of 32 signature experiences, designed to bring together attractions, local guides, transport, food and other services into coordinated, bookable offerings. Community participation will be central to this approach, creating opportunities for local entrepreneurs, tourism operators, farmers, artisans and cultural practitioners.
Culture and Celebration will showcase Vincentian heritage, cuisine, festivals and community life. Marine Paradise will build on the appeal of the Grenadines through sailing, yachting and diving exploration, while Eco Adventures will highlight the destination’s volcanic landscapes, rainforests, waterfalls, trails and other nature experiences.
“We want the interest generated by our marketing to lead to bookings, rewarding visits and stronger local business opportunities,” London added. “Our priorities include improving destination readiness, strengthening air and sea connectivity, raising service standards and developing experiences that encourage visitors to explore more of Saint Vincent and the Grenadines. We will also use research and performance data to measure our progress and guide our decisions.”
To support this direction, the Authority has bolstered and realigned existing human resources across leadership, marketing, communications, commercial development and tourism experiences. The appointments and realignments include:
- Shawn Sutherland, Director of Operations
- Camille Soleyn, Director of Tourism Products and Experiences
- Shelley John, Director of Commercial
- Aina Browne, Director of Quality, Intelligence and Strategy
- Alex Barnwell, Director of Marketing
- Aviar Charles, Public Relations and Communications Manager
- Natasha Anderson, Brand Manager
- Cenica Patterson, Events and Promotions Manager
- Najhma Mc Kenzie, Connectivity and Capacity Development Manager
- Kathique Haynes, Revenue and Trade Manager
- Ramona John-Maloney, Marketing Officer
- Delphine Ottley, Senior Marketing Officer
- Jamali Jack, Content and Creative Lead
- Thalia DeShong, Social Content Officer
- Codrian Simmons, Experience and Development Officer, Nature and Adventure
- Jaykel Mars, Experience and Development Officer, Culture and Celebration
- Amber Glasgow, Experience and Development Officer, MICE and Sports, covering meetings, incentives, conferences and exhibitions, alongside sports tourism
- Adapha Ralph, Performance Analyst
- Karen Weekes-Lewis, Industry Relations Officer
- Marlon Joseph, Community Relations Officer
Some key roles in Accounting, Statistics and Quality Assurance remain unchanged.
The staffing and organizational changes have been executed within the St. Vincent and the Grenadines Tourism Authority’s approved budget. They are designed to strengthen the Authority’s capacity while maintaining responsible management of its financial resources.
The Authority is also reviewing how its overseas offices operate to ensure that resources are used efficiently and that its presence in key source markets delivers value for money. The review will consider the most effective ways to engage travel partners, reach potential visitors and strengthen demand for St. Vincent and the Grenadines.
London said the strengthened team will provide dedicated leadership and expertise to support implementation in collaboration with public and private sector partners.
“This team brings the requisite knowledge and professional expertise to the work ahead. Each role has a clear contribution to make, from strengthening our brand and partnerships to developing experiences and improving the visitor journey,” she said. “Our success must be reflected in the quality of those experiences and in the opportunities tourism creates for people and communities throughout our country.”
