Tourism has become a buzzword frequently used in the media and by government ministers, as the state has recently begun shifting towards the expansion of our tourism product and its supporting industries. For those unfamiliar with the term, tourism refers to the travel of individuals from their home countries to foreign nations for business, leisure, or other purposes, bringing economic or social benefits to the host nation. Many of our neighbours, such as Trinidad and the Bahamas, have long tapped into the profitability potential of tourism with great success, reaping rewards in the form of economic development, investment, and increased regional and international recognition and influence.
When many of us consider the current state of tourism, we think of “people from farrin” coming to Saint Vincent to enjoy the beaches or visit La Soufrière—and often, that is where the thought ends. On cruise ship days, it’s common to see tour buses weaving through Kingstown en route to Dark View Falls or Belmont Lookout. These are undoubtedly beautiful attractions, but they are not unique to Saint Vincent; other Caribbean destinations also boast waterfalls and volcanoes. What makes Saint Vincent distinctive lies beyond the obvious—in our cultural, historical, and experiential offerings that set us apart. As we pursue national development through tourism, it is essential to consider how we can better showcase the unique character of our island. In the spirit of collective prosperity and growth, I would like to highlight three areas that must be addressed to fully embrace the gift that tourism presents.
Tapping into our unique culture
What makes travel here unlike any other destination is not only the lush landscape, but our rich—though at times painful—cultural heritage. Saint Vincent and the Grenadines has the rare privilege of claiming a deep and multifaceted cultural identity. On Yurumein, the island we now call Saint Vincent, the Caribs, Garinagu, and Indian peoples once formed a collaborative society—one that laid the foundation for vibrant Garifuna communities now thriving in places such as Dangriga, Belize, and Puerto Cortés, Honduras. That culture lives on in our people, in their stories, speech, cuisine, traditions, dance, and music. Yet, ironically, while Garifuna culture is celebrated abroad, it often receives little recognition at home, and even less attention is paid to our broader indigenous heritage.
To truly elevate our tourism offering, we must invest in structured cultural programming. Regular, professionally organised cultural events must be hosted to educate, entertain, and celebrate the ethnic roots of modern Vincentian society. From government-supported festivals to privately hosted workshops, we need initiatives that showcase traditional Vincentian arts: bamboo crafting, chocolate making, indigenous garments, traditional weaponry, and leather sandal production. These immersive experiences not only ensure cultural continuity among Vincentians but also allow tourists to engage meaningfully with the spirit of Saint Vincent.
Engaging our youth—many of whom are unaware of their own history—creates employment opportunities and fosters a more culturally conscious society, capable of safeguarding and promoting our heritage for generations to come.
Creating experiences
In 2023, the Travel Coach Network conducted a survey titled “The Deeper Reasons Why People Travel.” The findings revealed a clear trend: modern travellers are driven less by traditional sightseeing and more by meaningful experiences. While “Exploring Culture” ranked highly at 16.9%, four other categories with similar motivations collectively amounted to 19.4%—including Creating Life-Long Memories (1.4%), Explore & Discover (1.7%), Seeking Adventure and New Experiences (5.4%), and Human Connection (10.9%). This confirms what many in the industry already know: tourists are looking for authentic, emotionally engaging experiences.
As a result, events must become a cornerstone of our tourism development strategy. Shared experiences are what capture the hearts of travellers and keep them coming back. One only has to observe the sharp increase in arrivals during the carnival season to understand the potential. Carnival is more than a spectacle—it is a cultural immersion that blends music, movement, and communal connection, exactly the kind of experience today’s travellers are seeking.
That success should not be limited to one season. Spirited beachside concerts, vibrant football matches, and community festivals offer opportunities for visitors to connect with local people, participate in our culture, and create lasting memories. The truth is, people may not always remember the scenic views, but they remember the event they attended, who they shared it with, and the story that came from it.
Initiatives such as a Town Night Market, where small business owners can display their goods and services, or an annual marathon that draws athletes and spectators from across the region, serve more than just entertainment purposes. They strengthen nation-building, open doors to investment, and create genuine points of connection between Vincentians and the wider world. In a time where many communities feel increasingly fragmented, events remind us of our need to gather, not just in grief, but also in joy, creativity, and shared celebration. We should not wait for funerals to bring us together.
Expanding recreation
I’ve often said that at the heart of tourism lies recreation. The same venues and activities that locals use for sport and leisure naturally become attractions for visitors. Tourists are not merely here to observe; they want to experience life as it’s lived by Vincentians. This means the range and accessibility of recreational activities significantly shape a visitor’s overall experience.
Unfortunately, Saint Vincent currently lacks diversity in its recreational landscape. Most offerings are concentrated in the bar and restaurant sector. While these businesses have their value, they do not adequately reflect the full spectrum of experiences that today’s global traveller seeks. Moreover, many alternative recreational options are unaffordable to the average Vincentian, creating inequality in access and limited participation by the broader population.
Nonetheless, the potential is vast. From the Leeward to the Windward coast, our island is rich in available land and even richer in creative minds. We are not short of ideas—what we need is a coordinated national framework to help these ideas come to life. The government, private investors, and financial institutions must work collaboratively to offer support through start-up capital, simplified loan application processes, tax incentives, and investment in youth-led initiatives.
Recently, I saw a small but promising enterprise promoted on social media: a local gel-blaster activity hosted in open spaces. It’s affordable, family-friendly, and unifying. Imagine scaling up this momentum—introducing themed cafés, bowling alleys, escape rooms, book lounges, laser tag arenas, or kayaking excursions along our rivers and coastlines. These are more than business ventures; they are opportunities for Vincentians to reconnect with one another and for visitors to immerse themselves in authentic local life.
By investing in diverse recreational opportunities, we are not just enhancing our tourism product—we are making an investment in social cohesion, youth empowerment, and the sustainable future of our nation. If tourism is to play a meaningful role in our development, it cannot be confined to beaches and boat rides. It must embrace the full richness of who we are, what we offer, and how we choose to live. Saint Vincent and the Grenadines has all the pieces–it’s time we put them together in ways that truly reflect our spirit.
Daniel Burgin
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