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Caring Entrepreneurship: A Model For Sustainable Community-based Tourism in St. Lucia

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Submitted by Kirk Elliott

 

August 11, 2023 – A few years ago award winning St Lucia photographer ( https://StLuciaPhotoTours.com/Hello ) Kirk Elliott got invited to a rural community deep in the heart of Saint Lucia to help it develop a sense of excellence in its tourism offering after his St Lucia Photo Tour won its first TripAdvisor Certificate of Excellence.  Elliott was blown away by the tremendous potential of their tourism product.  However, he couldn’t help lamenting that residents simply didn’t see its potential and were thus content to maintain the status quo.

In grappling with the conundrum of how best to effect positive and lasting change Elliott came to the realization that rural communities are largely ill-equipped to successfully manage and operate tourism enterprises.  This led him to an idea he dubbed “Caring Entrepreneurship”.

Defining Caring Entrepreneurship

In the context of tourism Elliott defines the Caring Entrepreneur as someone who understands how to successfully create and manage a tourism business.  The entrepreneur brings this expertise to the mutual benefit of both the community and his/her enterprise.  The caring entrepreneur nurtures and empowers the community so that it can eventually assume control of the business and grow it from strength to strength.

To be successful the business arrangement must be based on mutual respect and trust.  The entrepreneur must truly care about the well-being of the community rather than exclusively about his/her bottom line.  In turn the community must recognize and appreciate the value the caring entrepreneurship brings to the table. This synergy is the foundation for an outcome in which their combined efforts yield results that far exceed the sum of the community’s and the entrepreneur’s individual efforts.

“I will be the first to tell you that this notion of caring entrepreneurship is a counter-intuitive approach to deriving meaningful community benefits from tourism.  However, from inception it was clear to me that this novel approach was an effective way of nurturing long-term success in community-based sustainable tourism development” Elliott explained when asked why would anyone make such a sacrifice to help a community when they could simply open shop and proceed to extract the maximum profit.

Testing The Theory of Caring Entrepreneurship

After multiple false starts Elliott finally got the opportunity to test his theory in a different community after @CoxTravelAdventures of Danbury Connecticut, USA, outfitted an entire kindergarten class with an assortment of school supplies at the start of the 2022 school year.

The school supplies were donated to the Dugard Combined School in Choiseul, Saint Lucia. While Dugard is a rural community deep in the heart of Saint Lucia, whatsoever the school may have missed due to its remoteness it more than made up for with heart and soul.  From the principal and teachers, to the students, to the school’s caretaker staff, they all operate like one big family and their love and caring comes shining through.

“From my initial telephone conversation with Mr. Elliott I felt like my prayers had been answered, as just the week before I had prayed that our small rural community school with limited resources would somehow gain greater visibility.  Then seemingly out of the blue there was Mr. Elliott lending a helping hand and speaking of wanting to develop a long-term relationship with our school”, stated school principal Mrs. Tessa Charles-Calderon when asked about Elliott’s support for the school.

Connecting Young Students With Tourism

Since the post pandemic return of tourism Elliott has been taking patrons of his Private St Lucia Experiences to the Dugard Combined School where they get to engage with students first hand.  Elliott invites his clients to bring over school supplies based on the needs of the school, and the general consensus of visitors is that their engagement with the students has been a highlight of their Saint Lucia vacation.

For the students – they have come to appreciate tourists as people just like themselves rather than as some abstract term they hear about on the radio or see on television newscasts. 

A Burning Visitor Desire For Authentic Community-based Experiences

Today, more and more visitors are seeking authentic experiences that immerse them in the culture, history, cuisine and lived experiences of locals.  These visitors wish to know that their money is creating a positive impact in the lives of the indigenous peoples of the destinations they visit.  Towards this end such visitors are actively seeking out ways of connecting to and engaging with local communities and buying directly from them.

 What’s Next For The Dugard Combined School

Students at the school have said they would love to have a proper playground at their school and the principal and teachers consider this an excellent idea that will teach the children about caring and sharing, among other things.

Elliott has engaged many of his professional friends to lend a helping hand to the Dugard Combined School’s Playground Project.  From an engineer who has assessed the required earth works, to an architect who has produced architectural renderings for the playground, just about everyone Elliott has reached out to has lent their support and even gone way beyond his wildest expectations.

“The overwhelming support of everyone I have reached out to has emboldened me to invite both the teachers and the students to dream big scary dreams and then together let’s go out and make those dreams come through!” Elliott passionately commented when asked his thoughts on this playground project and beyond. 

During the 2022/23 school year Elliott worked with the school to complete Phase 1 of the Playground Project in the form of the painting of educational games in the schoolyard.  Not to let an opportunity go to waste, the school incorporated the games painting project into students’ School Based Assessment (SBA).  This SBA is a practical activity students must successfully complete in order to graduate and gain admission to a secondary school.

From the video below of the official launch of the games it is clear that the students’ efforts were well received.

Video Link: https://StLuciaPhotoTours.com/DugardPlayground

Saint Lucia Diaspora Support

Saint Lucians, both in the diaspora and at home who participated in Elliott’s recent I Am Lucian Webinar Series have been super supportive too.  Some have volunteered to fly down to Saint Lucia to assist with the playground construction, while others are sourcing electronic smart-boards for multiple schools on the island, and entry level STEM (Science, Technology, Engineering & Math) training for students.

“I am delighted by the outpouring of support and excited about the possibilities that lie ahead for community youth development and empowerment.  It is refreshingly heartwarming to see what is possible through the power of collective caring and sharing” Elliott commented regarding the Saint Lucian diaspora support.

Creating an International Benchmark of Sustainable Community-based Tourism in Small Island Developing States (SIDS)

When Elliott embarked on this journey of seeking to empower a rural community little could he have imagined where the journey would lead.  In the process of understanding and overcoming the obstacles he encountered he has come to realize that those we consider rural poor enjoy a richness of life and living that remains largely unrecognized.

However they are at risk of losing much that they hold dear due to the rapid environmental degradation of the world at large.  For this reason, empowering them through an appreciation of the benefits of sustainable community-based tourism is a powerful way of preserving much that is rapidly being eroded away.

“I am super excited about this idea of Caring Entrepreneurship and my goal is to see this community engagement starting with the Dugard Combined School project manifest into an International Benchmark of Sustainable Community-based Tourism in Small Island Developing States” said Elliott when asked what was the overall outcome he envisions.

…and at the rate at which this intervention is progressing he just might be on to something.

 

About Kirk Elliott

Kirk Elliott is an award-winning St Lucia Photographer, Sustainable Tourism Advocate and National Geographic Certified Educator.

Kirk is the Founder of the St Lucia Photo Tour where he introduces visitors to authentic Saint Lucia culture, history and cuisine through the medium of photography… Kirk@KirkElliott.com | https://StLuciaPhotoTours.com/Hello

 

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Caribbean News

Liberty Caribbean Supports Regional Forum on AI, Cyber Resilience and Digital Inclusion  

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Port of Spain, TRINIDAD & TOBAGO (February 24, 2026) — Liberty Caribbean, the operators of Flow, Liberty Business and BTC, recently served as Gold-Level Partner of the two-day Trinidad and Tobago Internet Governance Forum (TTIGF), themed “The Innovation Paradox – Balancing Progress with Responsibility and Resilience”.

The Digital Divide is of particular interest to Liberty Caribbean and is being addressed through its Charitable Foundation across the region. Low broadband penetration in the Caribbean contributes to diminished opportunities for individuals, communities, and local economies, but with the support of funding partners, this gap can be addressed through a comprehensive programme – JUMP – that focuses on providing access, devices, and digital skills.

“Liberty Caribbean was proud to serve as Gold-Level Partner of the TTIGF because the conversations taking place here shape key digital policies for multiple stakeholders,” said Simone Martin-Sulgan, Vice President and General Manager, Flow Trinidad.

“As technology accelerates at an unprecedented pace, we must ensure that innovation strengthens our societies rather than fragments them. The theme, ‘The Innovation Paradox – Balancing Progress with Responsibility and Resilience,’ speaks directly to the work we do every day: building networks that are not only fast and reliable, but secure, inclusive and future-ready.”

Across the Caribbean, the digital divide remains one of the most pressing barriers to equitable growth. Low broadband penetration limits access to education, entrepreneurship and essential services, and that is why we are deeply committed to closing this gap.

Through the Liberty Caribbean Charitable Foundation and initiatives like the JUMP Programme, the company is expanding access to technology, affordable connectivity and digital skills training so that individuals and communities are empowered to participate fully in the digital economy.

Martin-Sulgan further stated “at Liberty Caribbean, we believe progress and responsibility must move in lock step. By investing in resilient networks, inclusive programmes and trusted partnerships, we are helping to build a Caribbean that is innovative, secure and prepared for the opportunities ahead.”

Topics covered during the Forum, with over 140 participants, included “Securing Critical Infrastructure”, Integrating AI into Digital Transformation”, “The Digital Divide”, The Human Cost of Innovation – Mental Health and Well-being in the Digital Age’, and AI, Cyber Resilience and Regional Innovation”.

Focused on the underlying mandate of the Conference theme thought leaders, innovators, policymakers, technologists, researchers, and community stakeholders were invited to explore how countries can evolve boldly without compromising values or long-term stability.

Photo Caption: 

TTIGF – l-r Darren Campo, Regulatory & Compliance Officer; Yolande Agard-Simmons, Senior Manager Communications; and Kevon Swift, Senior Manager Government and Regulatory Affairs of Flow Trinidad in attendance at the Post Event Mixer at Caribbean Telecommunications Union’s Head Office in St Clair, Port of Spain

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Mottley Sworn in After Historic Clean Sweep in Barbados Election

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Barbados, February 12, 2026 – Prime Minister Mia Amor Mottley was this afternoon officially sworn in for a third consecutive term, hours after delivering one of the most emphatic election victories in Caribbean political history — another complete capture of all 30 seats in Barbados’ House of Assembly.

The ceremony, conducted by President His Excellency Lt. Col. The Most Honourable Jeffrey Bostic, marked the formal start of a new administration following the February 11, 2026 general election, which returned the Barbados Labour Party (BLP) to power with a renewed and overwhelming mandate.

In a statement after taking the oath, Mottley said she accepted the responsibility “with humility and resolve,” thanking the people of Barbados for placing their trust in her leadership once again and urging national unity as her government begins its new term. Attorney Wilfred Abrahams was also sworn in as Attorney General.

The result is historic not only for its scale but for its consistency. This is the third straight general election in which the BLP has won every constituency, reinforcing Mottley’s dominance in national politics and extending an unmatched era of one-party control in the modern democratic period.

Voting day unfolded under the watch of a CARICOM Election Observation Mission, led by Antigua and Barbuda’s Supervisor of Elections Ian Hughes and supported by senior electoral officials from Belize and Jamaica. The team engaged key institutions ahead of the poll and monitored the process across the island.

Regional leaders were swift in their congratulations.

Guyana’s President Irfaan Ali described the outcome as “emphatic and historic,” saying the clean sweep reflected how deeply Mottley’s leadership has connected with Barbadians and expressing optimism about strengthening ties between the two countries.

Jamaica’s Prime Minister Andrew Holness also hailed the victory, noting that her re-election provides an opportunity to deepen cooperation within CARICOM and advance shared regional priorities.

The scale of the win again leaves Barbados without a parliamentary opposition, a reality that has become a defining feature of the political landscape since 2018. Supporters argue the repeated mandate reflects public confidence in Mottley’s stewardship of economic reform, climate diplomacy, the transition to a republic, and Barbados’ expanding global influence.

Now, newly sworn in and backed by another unanimous parliamentary majority, Mottley begins a third term with both extraordinary political capital and equally high expectations at home and across the region.

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Liberty Caribbean Committed to ‘Elevating Region’ at CANTO  

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Simone Martin-Sulgan, Vice President and General Manager, Flow Trinidad & Tobago

Liberty Caribbean is Diamond Sponsor of CANTO Connect 2026 and 42nd AGM

 

Port of Spain, TRININDAD & TOBAGO (February 1, 2026) — Liberty Caribbean, the operators of Flow. Liberty Business and BTC, has reaffirmed its commitment to turning regional connectivity into measurable economic and social outcomes as Diamond Sponsor of CANTO Connect 2026 and its 42nd Annual General Meeting.

CANTO is the leading regional body that brings together telecommunications operators, ICT providers, regulators, governments, and industry partners to support the development of the Caribbean’s digital and communications landscape.

Simone Martin-Sulgan, Vice President and General Manager, Flow Trinidad & Tobago delivered the sponsor’s address on behalf of Liberty Caribbean.

“The work of laying fibre and lighting towers is done; connectivity is now our foundation,” she said.

“The real task before us is to translate that foundation into innovation, productivity and prosperity for our people. Intelligent connectivity, such as networks designed for 5G, AI and IoT, will be the platform for smarter public services, more resilient systems and scaled opportunities for Caribbean entrepreneurs.”

Martin-Sulgan emphasised that infrastructure alone will not deliver sustainable progress.

“Digital progress must become digital prosperity. That means creating career pathways for young people, helping local businesses scale and ensuring citizens across our communities can fully participate in the digital economy. A connected Caribbean should also be a confident, creative and globally competitive Caribbean,” she said.

Liberty Caribbean is represented by a senior delegation at CANTO Connect to support the conference objectives of aligning policy, investment and execution across the region under this year’s theme ‘Elevate the Caribbean – From Connectivity to Global Competitiveness’.

Liberty Caribbean’s delegation includes Inge Smidts, Chief Executive Officer; Desron Bynoe, VP and General Manager, Flow Barbados; Susanna O’Sullivan, VP and General Manager, North Caribbean; Marilyn Sealy, Senior Director, Head of Communications; Dominic Boon, VP, People; Daniel Neiva, Chief Commercial Officer, B2B; Bradley Ramcharan, Director, B2B, Trinidad & Tobago; Yolande Headley, Country Manager, Dutch East Caribbean; and Jade Reymond, Country Manager, Flow Anguilla.

Martin-Sulgan thanked CANTO’s local secretariat for convening the forum and urged delegates to convert conversation into action.

“If we align policy, capital and capability, the Caribbean can move from connectivity to competitiveness. Liberty Caribbean will continue to invest in resilient networks, nurture homegrown talent and partner to deliver measurable social and economic value across our markets,” she said.

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