By Admin. Updated 4:22 p.m., Monday, June 22, 2026, Atlantic Standard Time (GMT-4).
Incoming Chief Executive Officer of the SVG Tourism Authority, Mrs Shafia London-Williams, has unveiled an ambitious strategy to position St Vincent and the Grenadines as the Caribbean’s premier destination for adventure tourism, sailing and cultural experiences, while driving greater economic benefits for communities across the country.
The veteran regional business executive, who officially takes up the post on July 1, outlined a results-driven vision centred on attracting high-value visitors, strengthening the visitor experience and building what she described as “the strongest, most integrated, sustainable tourism sector SVG has ever seen”.
Speaking at a Ministry of Tourism, Civil Aviation and Sustainable Development press conference on Monday to launch the “Go Grenadines” campaign, London-Williams said her focus would be on delivering measurable results, attracting high-value visitors and strengthening the tourism experience from arrival to departure.
“Success means more high-value visitors who respect our culture, our environment and our people, longer stays, higher spending, better infrastructure, more jobs and local communities that benefit,” she said.
London-Williams said tourism must be viewed as a national engine that supports livelihoods across the country, from farmers and fisherfolk to taxi operators, artisans and hospitality workers.
London-Williams brings extensive regional leadership experience to the role. According to her professional profile, she most recently served as General Manager of the SLU Beverages Group of Companies and previously held the position of Country Head for multinational brewing company AB InBev, overseeing operations in Barbados, St Vincent and Dominica. She also served as Commercial Manager with Barbados-based Banks Holdings Limited.
Her background includes expertise in strategic planning, business development and marketing, supported by an MBA with distinction and a Master of Science degree in Biochemical Engineering from University College London.
While acknowledging recent growth in stayover arrivals driven by investments in hotel infrastructure, expanded airlift and the work of previous tourism leaders, she said the next phase must focus on sustaining and deepening that momentum.
Her strategy centres on three key tourism platforms: Adventure and Nature, Sailing Paradise, and Culture and Celebration.
Under the Adventure and Nature pillar, London-Williams envisions structured and certified visitor experiences across the country’s eco-trails and natural attractions, supported by trained guides, safety standards and internationally recognised sustainable tourism practices.
For the marine sector, she proposed positioning St Vincent and the Grenadines as the Caribbean’s premier sailing destination through expanded moorings, improved ranger systems, enhanced wastewater management and curated yachting experiences developed in partnership with charter operators.
She also outlined plans to transform the nation’s events calendar into a strategic tourism asset by leveraging events such as Vincy Mas, the Bequia Easter Regatta and the country’s Garifuna heritage. The initiative would include greater investment in artisans, storytellers and heritage sites to create marketable cultural experiences.
“We do not have to imitate anyone else,” London-Williams said. “Our strength is our authenticity, our culture, our diverse unspoiled beauty and our people. That is our competitive advantage.”
She stressed that tourism development must go beyond marketing campaigns and focus on delivering a consistent visitor experience through improved access by air and sea, increased accommodation capacity, bookable tourism products, upgraded attractions, reliable transportation and highly trained industry professionals.
London-Williams also called for a collaborative national effort involving government agencies, the private sector, local communities and the diaspora.
“Join me not as observers, but as builders, because SVG can only be built by all of us moving in the same direction with the same intent,” she said.
Minister of Tourism Dr Kishore Shallow formally announced London-Williams’ appointment during the press conference, describing her as a highly qualified Vincentian professional with extensive regional and international experience in administration and marketing.
He said she emerged as the leading candidate during a previous recruitment process and brings the experience and vision needed to strengthen the country’s tourism product in an increasingly competitive global market.
London-Williams has been appointed on a three-year contract and is expected to take up duties at the height of the Vincy Mas season on July 1.
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