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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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From Pathways to Investment: Tackling the US $6 Billion Food Challenge for the Caribbean

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By Kenroy Roach

The Caribbean’s food systems challenge is fast evolving into a broader development challenge.

Despite decades of policy attention and investment, the region remains one of the most food import-dependent in the world, spending over US$6 billion annually. At the same time, countries continue to grapple with food insecurity, high rates of diet-related non-communicable diseases, climate vulnerability, and exposure to external shocks that can disrupt supply chains and drive up food prices almost overnight.

For Small Island Developing States (SIDS), food security has shifted from an agriculture focus alone, it’s about economic resilience, health, climate resilience and sustainable growth.

Recognizing this reality, Caribbean governments have elevated food systems transformation as a regional priority through the CARICOM 25 x 25 Plus Five Agenda, which seeks to reduce food import dependence while strengthening domestic production, regional trade, and resilience. Across Barbados and the Eastern Caribbean, governments have also developed National Food Systems Pathways that identify the investments, partnerships, and policy reforms needed to transform food systems and accelerate progress toward the Sustainable Development Goals (SDGs).

Yet one challenge has remained persistent: financing.

In the face of high levels of public debt and limited fiscal space, while public investment remains critical, Caribbean governments simply cannot shoulder the financing burden alone. Transforming food systems at scale requires mobilizing far greater private capital, alongside development finance and public resources.

This was the rationale behind the recent convened in Barbados.

The Forum brought together governments, investors, international financial institutions, private sector leaders, regional organizations, and the United Nations around a simple proposition: food systems should be viewed not only as a development priority, but also as an investable asset class.

A distinguishing feature of the innovative gathering was its focus on attracting private investment—particularly private equity, impact investment, and blended finance solutions capable of supporting businesses and infrastructure across food value chains. By helping enterprises access growth capital and connecting investors with scalable opportunities, the initiative sought to unlock financing that complements public investment rather than adding to already constrained public balance sheets.

A key outcome was the launch of a regional Deal Book comprising approximately US$320 million in investment opportunities across seven countries, spanning agriculture, fisheries, agro-processing, logistics, and strategic food systems infrastructure. The Deal Book created a practical bridge between capital seeking opportunities and opportunities seeking capital, while enabling direct engagement between governments, enterprises, and investors.

The results were encouraging.

Across four sector-focused deal rooms, participants explored investment-ready and near-investment-ready opportunities and discussed blended finance private equity, risk-sharing, and partnerships to advance projects toward implementation.

The Forum highlighted a shift in perspective: food systems are now seen as strategic drivers of economic diversification, resilience, competitiveness, and growth. Investments across production, processing, logistics, and distribution can strengthen regional supply chains, create new businesses, generate jobs, and reduce vulnerability to external shocks.

For the United Nations, this experience reinforced an important lesson.

Transforming food systems requires more than the technical expertise of individual agencies. It requires integrated solutions that connect agriculture, nutrition, health, climate resilience, trade, private sector development, and financing.

This is where the Resident Coordinator System plays a critical role.

Across Barbados and the Eastern Caribbean, the Resident Coordinator Office has united UN system capabilities around a common food systems agenda. Working with FAO, WFP, the UN Food Systems Coordination Hub, and other partners, the RCO has helped align policy support, technical expertise, partnerships, and financing with nationally identified priorities.

The Forum demonstrated this integrated approach by convening governments, investors, development finance institutions, private sector actors, and UN agencies around a common objective. It showcased the UN’s comparative advantage as a trusted broker capable of connecting development priorities with investment opportunities.

The Forum’s success will be measured not by dialogue generated, but by investments mobilized, businesses expanded, and progress made toward resilient, competitive Caribbean food systems across the Caribbean.

Its most important outcome may therefore be what comes next.

The work starts now.

Kenroy Roach is Head of the UN Resident Coordinator Office for Barbados and the Eastern Caribbean

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Caribbean News

Returning Haitians Could Be the Answer Haiti Has Been Praying For  

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Deandrea Hamilton | Editor

What if we rejected the notion that Haitians flourish best only when they are outside of Haiti? What if the next great Haitian success story is not another exodus, but a hearty homecoming? For years, the conversation has been steered toward ushering Haitians out of Haiti. Having witnessed the indomitability of the Haitian people, I feel compelled to point out that a U.S. Supreme Court decision may force us to see what has been staring us in the face all along: the solution may be hundreds of thousands of Haitians themselves.

As thousands of Haitians in the United States prepare for the end of Temporary Protected Status (TPS)—a humanitarian programme created under U.S. law as a temporary protection, not a permanent immigration pathway—the conversation should extend beyond American immigration policy. It should turn to Haiti’s future.

History offers perspective. An estimated 20,000 to 30,000 Haitian revolutionaries defeated Napoleon’s forces and secured independence in 1804, making Haiti the first Black republic and the second independent nation in the Western Hemisphere. Now imagine the force of more than 300,000 Haitians returning with skills, discipline and experience gained in the world’s largest economy.

Add to that, Haiti is itself sending a clear message: the country needs its people.

I found a report from the Armed Forces of Haiti (FAd’H) which recently announced that 17,722 applicants came forward in just 11 days during its latest recruitment campaign. A second recruitment phase is planned and will specifically target professionals in law, engineering, medicine and other technical fields, as the country works to strengthen institutions, restore security and prepare for the future.

Coincidentally—or perhaps providentially—many of the Haitians now facing the end of TPS are not returning empty-handed. They include thousands of nursing assistants, caregivers, mechanics, delivery drivers, warehouse workers, agricultural workers, hotel employees, cooks, retail workers, security officers, landscapers, school assistants and property managers. They are returning with years of experience gained inside the world’s largest economy. They have learned trades, embraced innovation, worked within structured systems, met professional standards and developed the practical skills every successful nation depends upon.

These are not simply returning migrants.  They may be the human capital Haiti needs most.

For generations, Haitians have become experts at surviving and thriving in other lands. They have endured political upheaval, natural disasters, poverty, insecurity and displacement with extraordinary resilience. But survival and escape  cannot build their nation. At some point, survival must give way to rebuilding. And hope for home must command action. It requires people willing to invest not only in their families, but in the future of the country itself.

For decades, the Haitian diaspora has faithfully sustained families through remittances. That generosity has been indispensable. But rebuilding Haiti will require something remittances alone cannot provide. It will require human capital—teachers in classrooms, nurses in clinics, engineers on construction sites, entrepreneurs creating jobs, police protecting communities, judges strengthening the rule of law, and citizens committed to rebuilding the institutions that hold a nation together.

Anyone who has spent time in Haiti knows it is far more than the headlines. It is a nation of breathtaking mountains, secret waterfalls, fertile valleys and rice paddies. It is a land of remarkable creativity, deep faith, natural entrepreneurs, rich culture and resilient people. It is the oldest republic in Latin America and the Caribbean and the first Black republic in the modern world. Above all, it is a country worth fighting for.

Perhaps the fight itself now needs to change.

For too long, the world has defined Haiti by its crises. Haitians know it by its promise. The next fight should not simply be to survive, but to rebuild—to inject a new generation of skilled workers, professionals and entrepreneurs into a nation that desperately needs their mental muscle, their experience and their vision.

Returning home will not be easy, but what if returning became rewarding and the contribution of these thousands of Haitians became the catalyst for transforming or reforming the nation they call home?

No country can export its builders forever and expect to become stronger. Haiti has spent decades sharing its greatest resource with the world—its people. Perhaps the next chapter in Haiti’s remarkable story is not another exodus, but this very homecoming.

The next chapter of Haiti’s story should not be written at an airport departure gate, nor should it be framed only as horror for those whose TPS protections are ending. The real test now is whether advocates, attorneys, governments and the wider Caribbean do more than wave goodbye. We must help more than 330,000 Haitians find their footing, settle back in, put their skills to work and build the Haiti that generations of Haitians have always deserved.

Research & Development supported by ChatGPT AI

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Caribbean News

Sandals® and Beaches® Resorts Launch Rebranded Loyalty Program, ‘Island Insiders Club’

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~All-inclusive resort company elevates rewards program, offering expanded benefits and member-only events & experiences, rooted in the spirit of the islands~

MONTEGO BAY, JAMAICA, July 2, 2026 Sandals and Beaches Resorts unveiled today the introduction of its new Island Insiders Club, the next chapter of its refreshed loyalty program. Replacing the long-running Sandals Select Rewards program (established in 2008), the new program is designed to elevate the guest experience with a more immersive approach to awards and recognition. Effective July 1, 2026, the transition will preserve members’ current status and existing benefits, while expanding access to enhanced rewards, exclusive events and enriched experiences that bring members closer to the Caribbean.

“We are expanding how loyalty shows up across every stay to encapsulate what our loyal members already are — an inside part of the Sandals and Beaches family,” stated # SVP of Loyalty at Unique Vacations, Inc., worldwide representative of Sandals and Beaches Resorts. “We developed this program side-by-side with the guests who know the resorts, the islands, and the people best, drawing on extensive focus groups, surveys, and direct feedback. The result is a loyalty experience that goes far beyond points, and is felt in every welcome home.”

Guests can enroll in Island Insiders Club before their very first visit, and begin earning status after their first stay. The program features seven levels of loyalty, the highest being Ambassador, followed by Pearl, Diamond, Emerald, Sapphire, Coral and Shell (which replaces the former Select tier).

More Access. More Recognition. More Caribbean.

Sandals Select Rewards members will roll over to the Island Insiders Club on July 1, 2026, maintaining their status and benefits with no reset.

Island Insiders Club highlights include:

  • Choice of Insider Reward: A flexible credit that lets Insiders choose the experiences that best match their vacation style, from relaxing at the Red Lane Spa to embarking on an adventure with Island Routes.
  • The Insiders Shop: A private online merchandise store featuring premium collections and limited-edition drops, including handcrafted artisanal pieces, available exclusively for Island Insiders.
  • Room Upgrade Hotline: Now available exclusively for members, Insiders can request a room upgrade 30 days prior to travel and receive up to 50% off their upgrade when they call a dedicated number.
  • Dedicated VIP Concierge Line: A one-stop, full-service customer care team supporting Diamond, Pearl, and Ambassador members throughout their vacation journey, helping to book their flights, tours, special requests and more.
  • Expanded Insider Experiences, On and Off Resort: Exclusive Insider events including specialty weeks focused on diving, autism inclusion, and culinary experiences on resort. Plus, access to a series of experiential events across the globe.
  • 20% off Managers Wine List Discount: Returning members receive 20% off the Manager’s Wine List, offering another elevated touch for dinners, celebrations, and special moments on resort.
  • $200 Laundry Service Credit: Ambassador members will receive a $200 laundry service credit, adding an extra layer of ease and convenience to longer stays.
  • Complimentary Week Stay: A complimentary 7-night stay at any resort of choice is awarded to members after every 70 paid nights.
  • New Member Incentive: Those “newly inside” who book and travel will receive 5,000 bonus points after their first stay.

As always, Insiders enjoy special access to cabanas, a complimentary photo on every trip, member discounts on everything from retail and watersports to candlelight dinners, and added savings on future stays at the loyalty lounge.

New Name, New Look and a Nod to Nostalgia

The Island Insiders Club’s refreshed visual identity is built around a simple pair of sandals, now the signature symbol of Island Insiders Club and a throwback to an Insider tradition that’s been worn for decades, from vintage gold and silver pendants in the early days to the leather necklaces shared at member events today.

The new brand look will roll out across consumer touchpoints in the months ahead, from dedicated Island Insiders Club lounges to on resort signage, marketing and sales channels, digital and more, bringing Island Insiders Club to life through a modern design and multiplatform approach.

An Exclusive Inside Scoop

In true Insider fashion, Island Insiders Club was first unveiled to the brand’s most loyal members during a special “Step Inside Our Sandals” video conference. Designed as an Insider-first briefing, the call gives top members an early look at brand news and upcoming developments. Hosted by Peter Menges, the event walked members through the highlights of the new program, what to expect, and the refreshed look and feel of Island Insiders Club, before Sandals and Beaches Resorts’ Executive Chairman Adam Stewart gave an exclusive look at what’s next and the reimagining of three iconic Sandals Resorts in Jamaica.

For more information about Island Insiders Club or to become a member, visit: www.sandals.com/islandinsidersclub.

Go behind-the-scenes of the Island Insiders Club with Peter Menges on the Sandals Palmcast and read the latest on the Sandals blog.

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