Incoming CEO of the St. Vincent and the Grenadines Tourism Authority (SVGTA), Shafia London, has vowed to run a results-focused, collaborative and nationally inclusive tourism programme, telling Vincentians that tourism must benefit all the people of St. Vincent and the Grenadines.
Speaking at a press conference in Villa on Monday, where her appointment was announced, London — who officially assumes duty on 1 July on a three-year contract — presented tourism as a core driver of livelihoods and said success would be measured strictly by outcomes, not rhetoric.
“I am deeply grateful for the opportunity and for the confidence placed in me by the Minister and the Board. But more importantly, I am grateful for the opportunity to serve the people of this country in this way,” she said.
Tourism as ‘a national engine’
The CEO-designate located SVG’s tourism at the centre of the national economy, emphasising its reach into multiple sectors and communities.
“You see, tourism is not just an industry; it is a national engine,” she said.
“It shapes livelihoods from Fancy all the way to the tip of Mayreau. It empowers taxi drivers, tour operators, farmers, artisans, hotel workers, fisherfolk — everyone. Tourism touches every village, every family, every generation.”
She said the sector is already showing real momentum.
“Stay-over arrivals have already risen by double digits over the last few years, driven by investments in hotel infrastructure, new airline routes, and the hard work of those who came before me.”
London recognised former leaders and staff in the tourism system, applauding “those who built that foundation — the former ministers, the former board members, the former CEOs, the former PSs (permanent secretaries), and every team member who gave their best,” she said.
“Your contributions matter. They are the reason we stand here today with something to build on.”
Two-fold mandate: more visitors, better experiences
The CEO-designate said that the question is, “How do we deepen and sustain it?
“And so we begin that new chapter, one built on clarity, confidence and collaboration,” London said.
She said her immediate mandate is two-fold: drive visitor arrival growth, and ensure that the moment visitors arrive in St. Vincent and the Grenadines, until when they leave, “we exceed their expectations”.
She characterised her leadership commitment in straightforward terms: “…to listen carefully, to move quickly and decisively, to define and elevate our brands globally, to improve the visitor experience locally, and to build the strongest, most integrated, sustainable tourism sector SVG has ever seen”.
London argued that the country’s strength lies in its authenticity, not imitation.
“We are a small nation, but we are a remarkable one. We do not have to imitate anyone else,” she said.
“Our strength is our authenticity, our culture, our diverse, unspoiled beauty, and our people. That is our competitive advantage, and we are going to protect it, package it properly, and present it to the world with confidence.”
Three strategic platforms: adventure, sailing, culture
London said she has already been “doing [her] homework” and has identified three platforms to focus SVG’s tourism positioning, subject to consultations with the minister, board and other stakeholders.
They are adventure and nature, sailing paradise and culture and celebration, she said, adding, “There could be many others, and if you know me, you know that I’m a big dreamer. But I’m a dreamer who gets things done.”
Adventure and nature
On adventure and nature, London invited the audience to imagine a structured, world-standard eco-offering.
“Picture it: Saint Vincent and the Grenadines, 2027 — a structured, certified, immersive visitor experience across all of our eco trails and natural sites, with trained guides, safety protocols, and a commitment to delivering internationally recognised sustainable tourism standards,” she said.
“That tells the world SVG takes care of what it has.”
Sailing paradise
On sailing, she proposed a bolder regional and global focus, positioning SVG “as the Caribbean’s premier sailing capital”.
London outlined what that entails, including infrastructure and environmental management.
“Expanding moorings, ranger systems, addressing wastewater management for the sailing community, and working with charter companies, curating official yachting experiences that make us the first choice in sailing itineraries — not just in the Caribbean, in the world.”
Culture and celebration
On culture and celebration, London said the country’s events calendar should become a deliberate economic and branding tool.
“My vision, minister, is that we will turn our events calendar into a strategic asset,” she said.
“From Vincymas to Bequia Regatta to our Garifuna heritage — packaging them. We will invest in our artisans, our storytellers, our heritage sites, developing them from raw assets into compelling, marketable experiences.”
‘Success will not be measured by intention’
Drawing on her engineering training, London said she intends to measure the sector’s performance using hard indicators, not activity or announcements.
“Success means more high-value visitors who respect our culture, our environment, our people; longer stays; higher spending; better infrastructure; more jobs; [and] local communities that benefit.”
Summarising her management approach, she said, “We will focus on execution, we will focus on measurable results, and we will focus on ensuring that the benefits of tourism are felt across our nation.”
London said the broader vision is to position SVG as “the Caribbean’s most diverse, beautiful destination — where visitors from across the primary platforms, whether it be adventure and nature, sailing paradise, and culture and celebration, can experience and respect our natural beauty and authentic spirit, and every community, business and family shares in the success”.
She added that the objective is to create visitors who effectively become ambassadors.
“It means delivering experiences so exceptional that when they go home, they become our best ambassadors, telling everyone they know — and they’re returning to us. That is the North Star.”
Coordination, communities and ‘a heavy lift’
London stressed that achieving this vision would require extensive coordination across government, the private sector and communities.
“Enhancing accommodation capacity, ensuring bookable products and maintaining pristine sites requires immense coordination — coordination amongst the private sector, the public works, and local communities,” she said.
“Our vision is solid. I join the Ministry of Tourism in this vision, but the execution will be a heavy lift.”
She issued an open invitation to “everyone — public sector, private sector, diaspora and community organisations — join me, not as observers, as builders…
“Because SVG can only be built by all of us moving in the same direction with the same intent. So join me in building an SVG that stands confidently amongst the world’s most compelling destinations.”
Stakeholder outreach and ‘showing up differently’
London said that in the coming weeks she intends to engage widely with tourism actors at all levels and in all communities.
“… I will meet with every major tourism stakeholder, including frontline workers, tour operators, business owners, community leaders, airlines, school partners, and our public service partners,” she said.
“I will also spend time in communities, because tourism must benefit people where they live, not just where visitors stay.”
She acknowledged that there will be obstacles, adding, “… but I’m confident that with the right focus and collaboration — and I hear ‘a strong team’ — we can strengthen the tourism sector and unlock the greatest potential for our country”.
London said she wants ordinary Vincentians to feel both a sense of ownership and opportunity in the sector.
London has returned to SVG to work after a decade working across the region.
She pledged to deliver and promised a more assertive SVGTA.
“I return home committed to listening, to working, and to delivering. 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.”
