Scarborough, Tobago — In a world where sustainability often feels like a buzzword, one young leader is turning it into a way of life. Jolé St. John, a vibrant 23-year-old from Tobago, has been awarded the prestigious title of winner at the 2025 Caribbean Tourism Organization Regional Tourism Youth Congress. Her triumph is not just a personal victory; it marks a significant shift in how the Caribbean envisions its future in tourism.

St. John’s journey began in the lush landscapes of Tobago, where the ocean meets verdant hills. Growing up in a region heavily reliant on tourism, she witnessed firsthand the challenges and opportunities that came with it. “The beauty of our islands is our greatest asset, but it’s also our responsibility to protect it,” she reflects. This mantra has driven her to innovate and inspire.

Her project, which focuses on integrating sustainability into tourism practices, not only garnered attention at the congress but also resonated deeply with the audience. In her presentation, she showcased a multifaceted approach that includes eco-friendly lodging, community engagement in tourism planning, and educational programs for visitors that highlight the importance of conservation. St. John’s vision is to create a model where tourists leave with not only memories but also a sense of duty to protect the environment.

But what does this mean for young professionals across the Caribbean and beyond? St. John embodies a growing trend: the rise of youth-led initiatives that prioritize sustainability and social responsibility. As the global job market evolves, young people are increasingly seeking careers that align with their values. According to a report by the World Economic Forum, 80% of Gen Z workers prefer to work for companies that prioritize sustainability ^[1]. This shift signals a powerful opportunity for businesses and organizations to adapt or risk losing out on the next generation of talent.

This shift signals a powerful opportunity for businesses and organizations to adapt or risk losing out on the next generation of talent.

Moreover, St. John’s win at the congress is a reminder of the importance of mentorship and community support. Her project was not developed in isolation; it was shaped by countless conversations with local community members, mentors, and fellow innovators. This collaborative spirit is essential for fostering new ideas and creating impactful solutions. “No one does it alone in tourism; we must work together to ensure that our islands thrive,” she emphasizes.

In a broader context, the recognition of young leaders like St. John highlights the importance of investing in the next generation. Governments and organizations need to create platforms and opportunities for youth to engage in meaningful projects. The Caribbean is at a crossroads, and empowering young innovators is crucial for sustainable development.

As St. John reflects on her journey, she emphasizes the need for resilience and adaptability. “We are living in a time of constant change, and we must be prepared to pivot and innovate continuously. The world is watching us, and we have the power to shape our narrative,” she states with a determination that resonates far beyond her years.

Looking ahead, the potential for similar initiatives across the Caribbean is vast. With the right support, young leaders can spearhead projects that not only drive economic growth but also safeguard the environment. Imagine a future where every Caribbean island is a model of sustainability, where tourism bolsters local economies while preserving the natural beauty that draws millions each year.

The Caribbean is at a crossroads, and empowering young innovators is crucial for sustainable development.

Ultimately, Jolé St. John’s victory is more than just an accolade; it is a call to action for young people everywhere. As they navigate their careers, they can draw inspiration from her journey. The message is clear: sustainability is not just a trend; it’s the future. And with the right mindset and tools, today’s youth can lead the charge toward a brighter, more sustainable tomorrow.