Issue link: https://digital.copcomm.com/i/1526693
In order to attract locals to the industry, CHTA visits high schools and colleges to present the merits of the industry. "We want to give them expo- sure by having them as interns," said Madden-Greig "We want to deliver the best service and ensure that we have the right team in place. We also do that by maintaining our Caribbean job bank." Madden-Greig said one of the biggest challenges facing the industry is a shortage of labor. "We are losing talented team members to other desti- nations like North America and the U.K. which offers better incentives," she said. "We want to encourage the younger generation to come into the industry and let them know they can work throughout the region. We want to get more Caribbean nationals in the ownership class and become the owners of capital. There is so much they can do. They can be suppliers or work in transportation. They don't have to be just workers. They have the opportunity to own their own business." When she decided to take the role of CHTA president, the impact she was seeking was far broader. Due to COVID, one thing she wanted to accomplish in her position was an organizational restructure. "We had to lay off the entire team," she said. "How do we ensure Caribbean tourism will come back strong? We worked with our partners and advisories. The recovering mode was the focus. It was about training and development and the diversification of our product." Her next concern was technology, and somehow embedding it into the region's overall tourism. "I appointed a technology task force so that we can deliver better services," said Madden-Greig. "We have partnered with technology professionals. We are delivering training to members across the region. We are looking at how to utilize it from a marketing point of view." Her focus is on technology because Madden-Greig said the Caribbean is a destination that is going to be impacted by climate. "We need to look at sustainability to ensure our business model is keeping up with the new trends," she said. "The question is how do we continue to offer the types of products we do at an affordable price?" Madden-Greig said tourism is the driver for the Caribbean region. "It allows us to have growth," she said. "How do we implement systems and policies and ensure we have sustainable practices? We have to make sure we can mitigate any external shocks. We are used to dealing with natural disasters. We're using the best practices and building upon the tools we already have in place because of COVID. We can sustain the industry." One of the more challenging aspects of her position was and continues to be "dealing with the pandemic." Although most of the infections have waned, Madden-Greig under- stands that COVID has not disappeared, therefore, she still has concerns. "We are still very much working to reposition," said Madden Greig. "Our move now is to growth and recovery. Most of our destinations were closed. It's been a long time and a lot of hard work getting back into growth. In fact, some are not fully back yet." Madden-Greig believes in the region's ability to bounce back quickly. "The Caribbean is one of the fastest destinations to recover in the world," she said. "It's a popular destination. A lot of work went into it from the pri- vate sector, the U.S., the tourism minister, and more. We were good at man- aging our protocols. We put in a protocol to allow us to open early – it worked. We worked with airline partners to bring people back early. We kept our COVID numbers down." Throughout her 20+-year career, Madden-Greig has taken on roles that can influence the next generation. The list is impressive. Madden- Greig, currently the group director of marketing and sales for The Courtleigh Hospitality Group, is also a former two-term president of the Jamaica Hotel & Tourist Association (JHTA) and current chair of the Gastronomy Tourism Network. In addition, she sits as a director on the Jamaica Tourist Board and the boards of the Jamaica Hotel & Tourist Association (JHTA), the Jamaica Chamber of Commerce, and the Tourism Linkages Council of Jamaica. She received JHTA's President's Award in 2006 and 2019 and was named a recipient of Jamaica's Order of Distinction (Officer), one of the country's highest honors. She's held the position of group director of marketing & sales at The Knutsford Court Hotel and group director of marketing & sales at The Holiday Inn Sunspree Resort (Jamaica). She was also on the board of Pegasus Hotels of Jamaica Ltd., Tourism Product Development Co., and National Hotels & Properties Ltd. and Vice President of Jamaica Hotel & Tourist Association. Asked if she ever sleeps, Madden-Greig lightly chuckles before admit- ting to her vast workload. But it all has a purpose. Madden-Greig, who is married and based in Kingston, Jamaica, is quick to point out that her efforts to advance Black, female, and young adult leadership, have always started with her own actions. She's big on teamwork and diversity and prides herself on reaching out to Black employees and other people of color who are just beginning their careers. She admits to being biased, but Madden-Greig believes everyone should visit the Caribbean. "The beauty of it," she said. "It has all the ele- ments that will captivate your senses. It has sight, sound, and feeling. We are the warmest people in the world. Each destination is unique in its own way. You have to go to eight or nine destinations deep. Each island has its own uniqueness." As if she doesn't have enough responsibility with CHTA, for the last 20 years, Madden-Greig has been the group director of marketing and sales with The Courtleigh Hospitality Group. "I started as the director of sales," she said. "We have other real estate interests outside of tourism. I oversee marketing, sales, public relations, reservations, banquets, catering, and product development. I work all elements. It's been an interesting journey." While it may seem like she is all work and no play, Madden-Greig rel- ishes her time away from the office. She listens to reggae, jazz, and R&B, watches movies, and enjoys traveling to places like China, Thailand, Barcelona, Madrid, Peru, Canada, the U.K., Japan, and the U.S. Of course, she's also making her way through Caribbean destinations. "I'm trying to visit all of the Caribbean destinations," she said. "We have 30 destinations. I've been to 15. I'm halfway there." B M & T ••• September/October 2024 ••• www.blackmeetingsandtourism.com 21