Private And Public Sectors Unite To Guide Caribbean Destinations Toward Sustainability

Mar 27, 2014, 12:05 ET from Royal Caribbean Cruises Ltd.

ST. MICHAEL, Barbados, March 27, 2014 /PRNewswire/ -- Some of the world's most popular and appealing travel destinations are in jeopardy, vulnerable to issues like climate change and unsustainable development. Several leading organizations have joined forces to address these challenges head-on by helping tourism destinations in the Caribbean and Latin America to safeguard their natural and cultural assets, while enhancing communities and securing a vibrant regional economy.

The new Sustainable Destinations Alliance for the Americas (SDAA), which was launched today at an event in Barbados, marks the largest-scale effort to date through which public and private entities have united to focus on destination sustainability in the Americas. The Alliance includes the Organization of American States Caribbean Tourism Organization, global NGO Sustainable Travel International, leading cruise vacation company Royal Caribbean Cruises Ltd., and the United States Government through the United States Permanent Mission to the Organization of American States.

The SDAA will offer seven destinations in the Caribbean and Latin America significant support with their sustainability efforts. Each participating destination will begin with an evaluation of destination management practices designed to recognize areas of strength, and to identify areas in which they have the greatest opportunity to improve. Destinations will also have access to an online sustainable tourism course called Sustainable Tourism Professionals, designed to facilitate implementation of sustainability practices, and a destination sustainability monitoring framework called SMART, which will support the tracking of key performance metrics. Results and lessons learned will be disseminated regionally to leverage market advantage, and to foster greater understanding among destination decision-makers.

Sustainable Travel International, the Alliance's non-profit implementation partner, will conduct assessments in each destination using its Rapid Destination Diagnostic tool, which provides a snapshot of the destination's sustainability status, a summary of destination management priorities, and valuable input to inform and shape destination level policies.

The aim is for these seven destinations to follow the successful implementation of similar pilot programs in Cozumel, Mexico and Roatan, Honduras. Today's announcement is also the first step in an active effort to expand the SDAA to include more than 30 destinations in the next few years, which would make it the largest initiative of its kind in the world.

The SDAA initiative, which will become a critical component of the OAS Sustainable Tourism Program over the next two years, underscores the close inter-agency cooperation among the OAS and its regional partners, the strong involvement of key stakeholders, and collaboration with the private sector.

In-depth work in the first 7 destinations is being financed through resources provided by the United States Permanent Mission to the Organization of American States and by Royal Caribbean Cruises Ltd. through its Ocean Fund. Four destinations will be funded by the US Mission, and three will receive funding from Royal Caribbean Cruises Ltd.

The OAS Executive Secretary for Integral Development Sherry Tross says, "With the focus of this initiative on destination sustainability and management, we are strengthening our ability to assess issues that are critical to the competitiveness and destination product and to make targeted recommendations that, among other things, will help to ensure the maximization of benefits for local communities. For the OAS, it is important that these issues remain as an integral part of the sustainable tourism policy dialogue so we can respond effectively to the needs of our member states."

"It's critical that companies look at ways they can have a positive impact in the places where they do business," said Rich Pruitt, Vice President, Safety and Environmental Stewardship, Royal Caribbean Cruises Ltd. "We want to see the uniquely beautiful destinations of the Caribbean and Latin American region thrive, and are committed to collaborating with the organizations that can work to move these destinations toward greater sustainability." Pruitt also announced its Destinations for Tomorrow toolkit today - an online resource for destinations that wish to complete sustainability self-assessments, learn how to prioritize sustainability practices, and become part of a community of organizations and destinations with similar goals.

Pruitt then invited all destinations in the region to visit in order to be among the 75 cruise destinations that Royal Caribbean will sponsor to complete a destination self-assessment.

United States Ambassador Larry L. Palmer remarked, "We are proud to facilitate the strengthening of the tourism industry in the Caribbean and Central America to ensure that our region meets the highest sustainable tourism standards." He highlighted that "there's tremendous opportunity to keep tourism development on a steady path that emphasizes sustainability, authenticity, social equity and poverty reduction, ecological protection, stakeholder engagement, while keeping pace with the development of other key sectors, such as agriculture."

"We are thrilled to expand the work we have done in pilot destinations through the SDAA initiative," shared Seleni Matus, Vice President of Latin America and the Caribbean at Sustainable Travel International. "We believe that destination stewardship is a shared responsibility, and are delighted to bring together these organizations across sectors in a way that will maximize regional impact."

CTO Secretary General Hugh Riley acknowledged that multi-sectorial partnerships are the ideal way to pursue sustainable tourism. "By bringing to bear the views of the public, private, and NGO sectors, this initiative supports our mandate to establish best practices in sustainable tourism."

Tourism destinations that wish to be considered for the in-depth, on-site assessments should contact Seleni Matus at or visit

About the Caribbean Tourism Organization
The Caribbean Tourism Organization (CTO), with headquarters in Barbados and offices in New York and London, is the Caribbean's tourism development agency comprising membership of over 30 countries and territories including Dutch, English, French and Spanish, as well as a myriad of private sector allied members. The CTO's vision is to position the Caribbean as the most desirable, year round, warm weather destination, and its purpose is Leading Sustainable Tourism – One Sea, One Voice, One Caribbean. Among the benefits to its members the organization provides specialized support and technical assistance in sustainable tourism development, marketing, communications, advocacy, human resource development, event planning & execution and research & information technology. In addition the CTO, in partnership with the Caribbean Hotel & Tourism Association, jointly and equally owns the Caribbean Tourism Development Company, a marketing and business development entity dedicated to promoting the Caribbean brand worldwide.

About the Organization of American States
The Organization of American States is the world's oldest regional organization, dating back to the First International Conference of American States, held in Washington, D.C., from October 1889 to April 1890. That meeting approved the establishment of the International Union of American Republics, and the stage was set for the weaving of a web of provisions and institutions that came to be known as the inter-American system, the oldest international institutional system. The Organization was established in order to achieve among its member states—as stipulated in Article 1 of the Charter—"an order of peace and justice, to promote their solidarity, to strengthen their collaboration, and to defend their sovereignty, their territorial integrity, and their independence." Today, the OAS brings together all 35 independent states of the Americas and constitutes the main political, juridical, and social governmental forum in the Hemisphere. In addition, it has granted permanent observer status to 67 states, as well as to the European Union (EU). The Organization uses a four-pronged approach to effectively implement its essential purposes, based on its main pillars: democracy, human rights, security, and development.

About Sustainable Travel International
Sustainable Travel International harnesses the power of travel and tourism to leave the world a better place. An NGO in operation since 2002, the organization leads the world in helping communities and businesses develop the tools and relationships they need to build a better future through tourism. Travel and tourism is one of the largest global threats to our environment, cultures, and landscapes. Sustainable Travel International believes that tourism also has the potential to be a powerful force for good on the planet and that, when carefully managed, it can enrich lives, strengthen communities, and conserve resources and heritage., it can enrich lives, strengthen communities, and conserve resources and heritage.

About Royal Caribbean Cruises Ltd.
Royal Caribbean Cruises Ltd. (NYSE, OSE: RCL) is a global cruise vacation company that owns Royal Caribbean International, Celebrity Cruises, Pullmantur, Azamara Club Cruises and CDF  Croisieres de France, as well as TUI Cruises through a 50 percent joint venture.  Together, these six brands operate a combined total of 41 ships with an additional six under construction contracts.  They operate diverse itineraries around the world that call on approximately 490 destinations on all seven continents.  Additional information can be found on,,,, or

About the United States Permanent Mission to the Organization of American States
The United States Mission to the Organization of American States (OAS) is headed by Ambassador Carmen Lomellin, who was confirmed by the United States Senate to serve as Permanent United States Representative on November 20, 2009. As a member of the OAS, the United States is committed to strengthening and working with the organization. This reflects the U.S. Government's determination to make optimal use of multilateral diplomacy to resolve regional problems and to engage its neighbors on topics of hemispheric concern.

Larry L. Palmers is a career member of the Senior Foreign Service. He was formerly a U.S. Ambassador to Honduras, and also served as President and CEO of the Inter-American Foundation, an independent agency that provides grants to Latin American communities to foster economic development. In addition, he has served in Uruguay, Paraguay, South Koreas, Sierra Leone, and the Dominican Republic, and was a Peace Corps Volunteer in Liberia.

Ambassador Palmer is committed to furthering the success of the Caribbean Basin Security Initiative (CBSI), which he said is "vitally important to providing for the safety and security of the United States by ensuring that Barbados and the Eastern Caribbean can combat transnational organized crime and avoid the violence and instability seen elsewhere in the hemisphere."

SOURCE Royal Caribbean Cruises Ltd.