What innovations would enable the tourism and hospitality industry in the Caribbean to re-build?

Abstract

PurposeThe purpose of this article is to identify the opportunities for resetting Caribbean tourism along the lines of sustainability, the use of SMART technology and social inclusion so that it benefits all of its stakeholders.Design/methodology/approachThis is a conceptual paper that draws on research about the limitations of Caribbean tourism and the emerging needs of tourism stakeholders in the wake of the Covid-19 pandemic.FindingsThe paper proposes five areas of focus - educating smartly, becoming a smart and strategic employer, using technology smartly to identify value and values of internal and external customers, thinking, buying, using sustainably and connecting the dots in joined up government.Research limitations/implicationsThe paper draws on current research on problems associated with pre-pandemic tourism and proposes ways that these can be addressed. It utilizes the service-profit chain model to identify the relationships between internal and external service value.Practical implicationsCaribbean tourism interests have the choice of using the pandemic as an enforced pause or an opportunity to reset. This paper assumes the latter choice and makes specific recommendations for private and public sector interests to shape a sector that is socially inclusive and sustainable and that incorporates smart technology.Social implicationsThe Caribbean is the world's most tourism dependent region but a critical examination indicates that the pursuit of tourist numbers and dollars has come at a cost to local residents. The paper utilizes the new three Ss of smart destinations, social inclusion and sustainability to recommend ways in which tourism can better serve the region and a new generation of tourists.Originality/valueTourism in the Caribbean has grown exponentially but not always in a way that benefits all of its stakeholders. Covid-19 forced a cessation of most activities and created an opportunity to rethink tourism. This paper recognizes that the changing needs of external and internal stakeholders must be considered if tourism is to be successful and sustainable, and proposes five overlapping and important innovations.