Meeting Stacey Liburd, Grenada Tourism CEO

Speaker 1 0:00

Hello everyone , welcome to another episode of Carry On Friends the Caribbean American experience . And I know every time I say this I'm excited about my next guest . But for anybody who know me and the next guest , they know that this excitement is legit , legit legit . So let me first introduce you to the incoming CEO of Grenada Tourism Authority , Mrs Stacey Liburd , but I know her as Stacey Boothbob .

Speaker 2 0:33

We're coming from a far away .

Speaker 1 0:36

Very far .

Speaker 2 0:37

Primary school . Yes , remember , yes , yes .

Speaker 1 0:55

I'm so excited for you and congratulations . And I'm ready for the audience to get to know you . As there's this video , I'm excited to have you on the podcast , so why don't you tell the community of friends a little bit about you ?

Speaker 2 1:20

And I already told them about your role . But kind of talk , education and work experience is grounded in , you know , being in New York and about 10 years ago , that cross commuting between New York and New Jersey we all can , you know , testify to that that it took a toll and I was at the point where I wanted something different . I wanted a different pace of life . I just didn't know what that looked like and I was like you know what ? I'm just going to go to that island , the last island I visited and it was Anguilla at the time and move there , not with any real goals , right . I just knew that . I just wanted a different pace of life . I think at the time , you know I was looking for something else . I just couldn't put a finger on what that something else was . And

From New York to Anguilla

Speaker 2 2:15

you know , I remember when I visited Anguilla at the time . I remember this very small island , 35 square miles , you know , 15,000 people in terms of population . I remember when I said to my parents I'm moving , like , literally , it was like March 2015, . I'm moving . And they looked at me . It was like what you know ? No wonder we don't . We've never even heard of this island . Why are you doing this to us and they thought what I had here was , you know what any Jamaican or Caribbean parents think a great life . But for me it wasn't . At that point it wasn't anymore .

Speaker 2 2:53

So fast forward , moving to Anguilla and working within the hospitality segment , and privately , right . So , working for , you know , hotels , representing villas , and even starting my own business with my now husband , and got called on to serve on the board of directors of the Angola Tourist Board , and that started my journey into the public space . And I think I served on the board from July to December and they were like um , we think you should be our director of tourism . Wait , what ? Because now this is a politically appointed position . And I was like no , no , no , no , no , I have to talk . You know , my business was going well , it was growing , and essentially , what would that look like ? Would I be jumping ship and , essentially , leaving my husband too , right ? So we had a discussion and this is how I looked at it this island gave me so much . How can I give back ? How can I show my appreciation ? And I think one of the greatest things that we could do as people is serve right . Whether you serve people , you serve an organization , whatever it is .

Speaker 2 4:19

And for me , I wanted to serve the people of the island , to say this island gave me a life that I couldn't even conceive and my parents thought I was crazy . And now let me just say this I went into it with that process . The journey was not easy , but I stayed the course because I recognized that if God did not want me to be in that space , it just would not have happened . And I said you know to him that when I fulfilled my purpose , let me know , let it be so clear that you're moving me out . And that's what he did in February . He's like okay , you've done well , it's time for the next step . And the next step was Grenada .

Speaker 2 5:12

This process , this journey , this time around , I recognize it's a little bit different , and I don't know if it's because I was part of the recruitment and selection process and not just a minister saying this is my choice , right ? So I had to apply , I had to go through the process . So it's not political in that sense . You understand what I mean . And so what I found was that the people have been so welcoming , so warm . I just had my public meet and greet where the community was invited and outpouring was more than anyone could ever ask for .

Speaker 2 5:58

So I've been able to , five weeks on the job with confidence , go out , coming out into our you know our markets , to fly the Grenadine flag and feel like I'm a daughter of the soil . That is just how I feel in just talking about the island , talking about the experiences , talking about the future , and I have such great plans for the destination . And what I love is that I have a team and a board , that I already have the buy-in and then now meeting our I'm right now at the consulate here in New York and just met the ambassador and the council general and having that , our visions are aligned . This is the first time we're meeting and talking . The vision is aligned for this destination . So it gives you so much hope , it fuels your drive and your passion and I'm so excited because I also feel like I have the Grenadian people at my back saying we've got you , go ahead , represent us . You can represent us well , so it's good .

Speaker 1 7:09

It's good . Wonderful . I am so excited and I'm really glad that you touched on the journey .

Speaker 1 7:15

You know we were there at the beginning when you were wrestling with this , and your parents , and you know what that's been like for them and you know , let's be honest , that's not a unique experience . Caribbean parents veer to something different , outside of their comfort zone . It is more like you're my child . How am I going to protect you from afar ? But I think , navigating this professional change leaving New York to Anguilla and going through this process , I think it's a really powerful story , especially , as you know , black women , caribbean people now have to come to , like , what does an unconventional career look like ?

Speaker 1 8:00

looks like Right , exactly , right , exactly . And you know not , I mean we're not , we're not telling our business . You know time and place for everything , but , being honest about the

Finding Purpose in Public Service

Speaker 1 8:16

the the challenges that come with it , and I think that is where we need to say there will be challenges . My challenge may not be your challenge , but expect a healthy dose of it . And I think what you've showed is the resilience because we know , like all of us , couldn't come to Anguilla and move with you , right , but you had to deal with not being around your friends . So I really , really wanted to say that you are an example of what it looks like to pivot careers in different ways in a different country and actually lead , you know , public sector work and you know , maybe I'm not saying dispel some myths , it's not- easy .

Speaker 2 9:00

But you know , especially in tourism . You know a lot of people thought that when my tenure came to a close in Anguilla that the natural progression would be private sector . Because , you know , everybody likes to talk about the soft life , Like , why would you have to have gone through so much , why would you choose to go back into the public sector ? And I have to say that it's not for the weak of heart and because I recognize that for me my purpose is not fully realized , right ? I think that you know , anguilla laid the ground , the foundation for me , laid the ground , the foundation for me , and I think that God recognized that there is so much more and I can bless somewhere else with my , with my talents .

Speaker 2 9:50

I think that I had to grow . There were some growing pains , you know , some of it of my own making , I'll be fair and I'll be honest about that . But I think I'm better off for it because you don't go through what you went through and not learn and not do a bit of introspection . And was an idea , right , the crying at the brunch Right now , right , and see , oh my gosh . Remember that . Yes , oh my gosh , okay . So , and I remember um saying that God really does bless you where you are , because I remember not even asking , I didn't plan anything . I think when I moved to you know , anguilla , my mom is the one that says oh , you go there to get this , you go there . I did no research , I you know . I just said I'm going right . But even when God is not in the midst of the decision , he will still bless you .

Speaker 1 11:06

I'm telling you he wastes no experience .

Speaker 2 11:09

He takes every single thing and mold it for his purpose when I look at even my circle of friends who have served , as I always think of . You know them with their armor and me in the middle right and there's this protection , this hedge of protection I think of . I have a Kerry , I have a Michaela , I have a Sin , I have an Alcyon right . I can look at each of and it's just like God is like okay , these are the people who are instrumental in your journey in New York . I'm going to mimic that because you'll need that in Angola and I know he'll do the same for me .

Speaker 2 11:50

I've already met amazing people in Grenada , like sister friends . That feels like you've known them for ever , people who have shown up to me . Just one little message is done . You know the support has just and you know what it speaks to . It speaks to the Caribbean spirit of sisterhood right and of a community that is about , you know , people and togetherness and unity . I know that the public likes to think that we are divided and we're like crabs in a barrel . It's not . You can't generalize a culture . You know what I mean . This is not everyone At the core , I think that there is unity and strength and power and just the need to see each other , grow and flourish , and that's what I'm experiencing . That's what I've experienced since my move .

Speaker 1 12:46

I love that you said that and I love this idea of you know like I posted something like I'm Jamaican rooted but I'm Caribbean American , like the Caribbean shapes my lens . Of course , jamaica roots me because that's where I born and grew . We see the diaspora , the region , for the power and the might that we know that it has . Now let's shift a little bit to your new role into .

Speaker 1 13:10

Grenada in this role , like I feel like that's a superpower to have all of this cultural context behind you . How are you taking this perspective to shape not just Grenada but I mean Grenada is your priority but as a representative of the wider Caribbean still ?

Speaker 2 13:38

Of course , yeah , yeah .

Speaker 1 13:39

That's what it is . So talk to me about what this new role is , what about it is exciting and what you bring to this role , given this unique hybrid or mash of experiences that you bring to the role .

Speaker 2 13:54

Yeah , I think it's Grenada . There's something about Grenada . There's something about Grenada , there's something about the people . I'll tell you something that happened . So I moved to Grenada two weeks before I started my position because I didn't want to get there on like Saturday or Sunday and jump into the role , right . I wanted to get a feel for the island . I'd only visited , you know , twice before and I wanted to get a feel for the island , get a lay of the land , right , because you know , whereas Anguilla is flat , grenada is not . And I wanted to get used to the roads and driving there and seeing where I get my grocery and , you know , all of that good stuff . And I have a friend there that I met in Anguilla who works in Grenada . She's been there for a year and a half and she has just been just such a resource . And then someone else in Grenada said oh , I have a sister friend there and I introduced you and they've both taken me under their wing and I'm grateful we were going to .

Speaker 2 14:58

There's this thing called hashing , it's hiking , and you know , someone said it's a great way to learn about Grenada and I and I agree 100% . But I didn't have hiking shoes , I don't hike , so I needed to go get some stuff and my card , my Anguilla card they were doing some maintenance so it wasn't working . When I went to pay and I , let's say , the bill , I think , was 280 EC and I had 265 , whatever it was , I was short 15 EC and I said , oh , I have some US , can you ? And a gentleman behind me said no , no , no , no , don't break your US for the 15 . Put it on my bill , he said to the lady , and I was like no , no , no , it's no problem , I'll , you know , as long as she could break it . Um , he said no , he said that doesn't make any sense . He's like I'll pay the bill . And he did . He covered , just just like that , um , and sincerely nice , respectful , um , you know , and that's the sort of kindness I've been met with . Now , let's translate that into the role

Grenada's Warm Welcome

Speaker 2 16:03

of kindness I've been met with .

Speaker 2 16:04

Now , let's translate that into the role , because what is important to me is that I get buy-in , of course , on the government level , but also I believe that the community should buy into your vision . You are representing the island . I have a lot of bosses , the island , I have a lot of bosses . Right , You're representing the island because tourism represents the number one revenue stream for the destination . I want buy-in . That's why I would have had the community meet and greet is for people to see me hear what the vision is right . It really is about the people .

Speaker 2 16:41

Now having the people reach out via social media and through my email and stuff like that and say , oh , we're so happy you're here . And I'm saying to myself , why are you so happy I'm here ? You know nothing about me . They're like , yes , yes , yes , we've done our research , we've seen you , your whatever , and we think you're going to do well for the destination . Do you know what kind of ? What sort of encouragement that gives you as someone sitting in the seat ? It is pressure that is not meant to . What should I say ? Make you fearful ? It's accountability , because if you're going to hold me accountable right , and I think now I am able to say , okay , they're entrusting me with the island how do we make sure that we get by in terms of the strategic vision ? And so that is something that when we draft the 2026 strategy , we're going to present it live . We're going to live stream it , because I want you to know how we're spending the government's money . I want you to know how we're positioning the destination . I want you to know because , as a service provider , you should be able to identify an opportunity and ready yourselves right . So let's look at it this way If you are a ground transportation operator and I now tell you I am tapping into the luxury segment and this is what that audience requires , you're gonna see an opportunity and say , well , I wanna add a black SUV or whatever to my fleet , because that is something that's missing A sprinter , to be able to transport groups , right . I want you to start thinking about how you can leverage the strategy and be able to monetize .

Speaker 2 18:36

I measure success by how the business , the tourism dollars , trickle down to the mom and pop business . I want to be able to pull up to the mango vendor on the side of the road and say how business going and be like well , listen , girl . You know the cruise ships come in , and now you know I'm getting people to buy , and you know what I mean . It must trickle down . I think that's also . You make it equitable , right . So you know it's , it's everyone should be able to benefit , and so that is really the strategy I'm going to present . It live and just so again people can ready themselves and position themselves

Building Tourism Strategy

Speaker 2 19:18

.

Speaker 2 19:18

The other thing is that , as local people , we also have to ready ourselves as it relates to talent . We have to equip ourselves to be able to take the post of general manager so that we can see people like us right Represented at the top . Right , not just housekeeping , not just kitchen , not just , you know , wait staff . I want to see a Grenadian at , you know , at Silver Sands as the general manager , right ? And I think if we had to give an example of who is doing that in terms of elevating their staff at Spice Island Resort , and that's what we want . That's where we want to get everyone on that right . But so now we , the Greening Adult Tourism Authority , has a training program where we're doing training and development at every level , not just line staff , but also supervisors and managers , right , so we are going to continue that .

Speaker 2 20:14

The other thing that I'm focused on is people . So I think we have , as leaders , sometimes that limited focus where we focus out instead of focusing inward . So you have to lay that foundation . It's just like you're building a house . Thinking about when you're building a house , right , you know that whatever foundation you put down , it has to be able to sustain the structure . Right , the foundation is the internal client , right ? So we have to make sure I can't go out and train people out there and not training my staff inside , because I know if I get their buy-in I'm going to see the passion , if they can see themselves in the future of the organization .

Speaker 2 20:57

My first day , the young lady that is subbing for my assistant , who is on maternity leave , said to me that she wants to be the CEO one day . Here's what we've done . We've already drafted a plan for her . She'll serve as my assistant through October until my assistant comes back , and then we're moving her to support another department and then we're going to do some cross-training , because what is supposed to happen is , if now a position becomes available in marketing , which is where she wants to be , we should be able to promote her . So I want to promote from within and hire only for the lower positions . That way people see themselves growing in the organization . So you know , those are just some of my initial strategies . Right , to be able to not only move the country forward but also to move the people forward . Right , because they are the very foundation of this tourism thing that we all see are pushing .

Speaker 1 21:59

Yeah , stacey , I just love what you're saying because you know many gripes as a diaspora person , and I mean again that experience of growing up in Mobe , specifically Jamaica's tourism capital , knowing what it's like to walk past the craft market and knowing what that looks like on the ground , that you aren't just talking from theory .

Speaker 1 22:22

You know what it was like to see the people at the craft markets or whatever the cruise ship and everything to get , you know , to get some money and to make sure that whatever is coming in gets into their pockets as well . There's one segment that I wanted to ask you if you've considered what role does the diaspora play in the plan or the strategy that you have , Because they are the ambassadors .

Speaker 1 22:46

Listen , listen , I know this is about Grenada , but you know , as a Jamaican , I sometimes feel like the diaspora is often not considered as tourists , because we come and spend our money . You know how we do when we go home . You understand we may stay home , but we don't spend money . We at least spend a night at a hotel . We say all right , we boom . So like , how are you envisioning the Grenadian ?

Speaker 2 23:10

diaspora that we all struggle with is seasonality , right , and so why not go to your hotels and ask them to offer whether it's local rates , returning residence rates , caricom rates right , I know that we have staycations where you know locals are able to . You know this is how you encourage spend within the island , because we know that every year , people will leave the island to go vacation . But sometimes , you know , with the rise of these airfares , people are not able to do that . So how can they vacation at home and feel refreshed and reset and feel like they left the island Really and truly ? It's promoting to them as well . Right , that's the low-hanging fruit .

Speaker 2 24:03

I think a lot of times we look so far afield that we forget what is right in front of us , and it is the local diaspora . It is , you know , diaspora in market . We have to market to them as well , encouraging them to come back home , experience your country , see your country in a new light . And that is just the Grenada context . Let's look broader in terms of the region . The region again suffers in the summer months because we find that people typically go to Europe . They can move around Europe . It's cost effective , they get to hit a couple of countries , it's easier to get around right . Why aren't we promoting as one Caribbean ?

Speaker 1 24:53

Because her island travel is difficult . That is the solution .

Speaker 2 24:58

And we're working on that . But here's the thing . I am in the South , so right next to me is Trinidad . On the other side of me is St Vincent , then there's Barbados , there's Antigua , we have a lift . So why aren't we coming together and pooling our resources to be able to again say fly into Trinidad , start your vacation there and then hop over to Grenada , then hop over to St Vincent ? Right , if I'm just looking at my tri-island state , come to Grenada , because if you hop over to Carriacou , that experience is going to look different . If you hop over to Petit Martinique , that experience is going to look different . Power as a diaspora . Encourage people to come home .

Speaker 1 25:52

No , you know what I mean . Yeah , it's living in the diaspora , which is why I think that for you , in this role , you have almost a 360 view . You know what it's like to grow up in the Caribbean , live in the diaspora , you lived on another and now you're here that you can bring this perspective .

Speaker 1 26:11

You brought something innovation right . And the other aspect of preservation or sustainability , rather , given where Grenada is , or the tri-island state coming out of burial from last year and what the sustainability and resilience but yet innovation in the tourism product look like

Innovation and Diaspora Engagement

Speaker 1 26:34

for you in your role .

Speaker 2 26:36

Yeah . So let me tell you right now I can happily say that Karikou is just about , I would say , between 80 to 90% recovered , right , in terms of the ground transportation , the service providers , at least 76% of the rooms , the properties have reopened . I visited there two weeks ago and the island is just amazing , right , I think what we need to do is be able to um , because I think they kind of get lost in the Grenada story , right , um , and and so we have to be able to tell the story where it is . You understand what Grenada offers , you understand what Karikou and Petit Marquis offers , but recognize that it is tri-island and it's three different experiences , but it's what the one similarity is going to be the people and the national pride , right . And then here is where innovation comes into place how do we tell the story and how do we use the platforms that we have at our fingertips , ie social media , right , people are not spending a lot of money today on print because , essentially , what a publication can tell me is how many subscribers and where they circulate , right , it doesn't give me where . I run a campaign on social media and I can see all the figures , you know demographics , right , and all of that good stuff . It is a cost-effective way of reaching a large amount of people . So it's again how are we telling that story authentically ? How are we making it aspirational so that people want to come to the destination , but not only that . How are we making aspiration in such a way where you know the diaspora is excited about some of the products that we've added and how they can rediscover their island home in a different way ? Right ? So I think it's being able to utilize social media to tell our story . And then we know AI is now this big thing . You can't go to any conference and not talk about AI and how that plays a role .

Speaker 2 28:59

So in the customer journey , if they're looking at social media to get inspiration , what's the next step in that journey ? We want to drive that traffic to the website . Now , is our website easy to navigate ? Is the information there that's going to trigger them to make the decision ? You know when we are asleep , can they still get information ? Because we have to recognize there are time differences , whether it's Dubai , whether it's Asia , you know wherever . So we don't want them to abandon their research simply because , again , the information wasn't easier , it wasn't readily available . So we're looking at . Well , we're looking at streamlining the website , but also adding a chatbot so it's frequently asked questions and then being able to train it to go above and beyond the customer's request .

Speaker 2 29:54

Right , I know you asked for X , y , z . However , have you considered you know what I mean plug that in . So again , it's like , oh , but I never thought about that , right ? So you know , those are some of the innovative ways , but for us , it's using our arrival experience to be the first impression of the destination , right ? So I think that the airport provides , or the seaport provides , a clean slate for us to do amazing things .

Speaker 2 30:32

So , when you walk in , does it marry with your perception of the destination ? You know what I mean . So are we using our you know wall space for visual arts ? Are we using that space where you're waiting for your luggage and we know sometimes you can spend a lot of time in that area ? How Are we using that space where you're waiting for your luggage and we know sometimes you can spend a lot of time in that area ? How are we using that opportunity to captivate folks while they're waiting ?

Speaker 2 30:58

You know whether it's , you know , the screens with all your , your videos , your destination videos and photos , or perhaps right now we have some of our statues there that tell a story and we just put up a billboard that gives you a brief history of everything , so you don't have to wonder well , why are these statues here Right Now ? I want to educate you Now . I want you to say , oh , but that wasn't . The water park wasn't on my itinerary . Or going to Granite Tang wasn't on my itinerary . Or oh , going to Street Food Wednesday at True Blue Resort was not on my itinerary . Or going to Granite Tang wasn't on my itinerary . Or oh , going to Street Food Wednesday at True Blue Resort was not on my itinerary . Right Is using that opportunity I'm going to use the word to upsell , right ? So it's . You know , those are some of the innovative ways that we're looking at again educating , capturing , upselling , but most importantly is to have you well locked in on the cultural aspect of the destination .

Speaker 1 31:55

Absolutely . And as you were talking about educating , as you know , I produce other podcasts and one podcast I produce is a history podcast , strictly Facts , and we talk about , you know , the tri-island state , how the carnivals you know originate , you know , and the different feel . And then recently , on this podcast , I had a young lady who is helping the museum in Karakul build back you know , because a lot of that you know was lost in barrel and you know just the work around sustainability .

Speaker 1 32:24

So the diaspora and content creators like me , we're doing the work because it's love that we're doing this , so this is amazing , and I can't wait to see what you do in the role . Thank you , and which other island you end up in ?

Speaker 2 32:38

uh , not yet but , um , no , grenada says I'm not going anywhere there . Yes , yes , they , I've heard that . Yeah , they're like you're not leaving , you know . So this will be the last time . And , listen , I'd be happy for that to be the case , right , because I think that there is so much potential and there's so much work that , listen , if they'll have me , I really could see myself just saying , yeah , this is where I want to be , and even if I'm not in the public space , perhaps there could be an opportunity for private . You know , maybe we have the agency granny , you know .

Speaker 1 33:17

Yeah , yeah , yeah , that works . So , as you wrap up , I want to have some little fun questions really quickly . Okay , what phrase , proverb or saying is grounding you right now in your journey .

Final Thoughts and Call to Action

Speaker 2 33:32

To whom much is given much is required , always been and it will always remain To whom much is given , much is required . So as God has blessed me , it is incumbent on me to bless others . I don't have to ask him to bless Kerry . If there's a way for me to bless Kerry , he has given me the means to do so . I could do it right . So I think that is something that I always look to to ground me and propel me right . It's this life is bigger than just me .

Speaker 1 34:05

Wonderful . And then , what tune did I run ? Reggae Lock . I know you love your music . Thank you so much . Even the people that must sing the song .

Speaker 2 34:15

I have to be honest , I just love when the guy comes in and says bad man , shit , listen .

Speaker 1 34:22

Love the seven-year-old and the 10-year-old . We're like wait . Even they jump the lyrics in .

Speaker 2 34:28

That makes sense . Yeah , but we also know that when we were growing up , there were songs that we shouldn't be singing , that even if you said right yeah , I don't think they know what they're saying .

Speaker 1 34:38

No , they don't know . They're just like the beat , yes , and it's like the seven-year-old bad man , chill out . I was like what you know , but I'm glad all right , so no no , there's another one .

Speaker 2 34:49

No , no , no . So there's a song that I fell in love with from one of our local artists , and I have to say this here because I said to my team that they have to bring him to the office . I want to meet him . His name is Blackadan and the song is Blessing . And it started see my ex with a new man , feel like she new brand , and it's just the , it's the storytelling and it's just the listen . I could listen to that song and last night we were at an event , a media event , and the pan guy started playing it and I was like , oh my God , my song . But you know , I was there and I had to be in . Yes , yes , but I was like , oh , my song .

Speaker 2 35:31

But , yes , that's another one .

Speaker 1 35:32

Lovely . And then your call to action , your last words , if for anything you didn't say that you want to make sure that you say before we sign off .

Speaker 2 35:42

So I said something today and I started laughing , because recently Grenada got voted globally number two , number two in terms of the purest air quality globally by the World Health Organization , and I said it to the person that was interviewing me . I said the call to action is come to Grenada and breathe easy , is come to Grenada and breathe easy . And let me tell you , I and then I thought about that in terms of even our name pure Grenada , pure air , pure experience , pure people , pure quality . That's it right there . Come to Grenada and breathe easy .

Speaker 1 36:27

Wonderful , wonderful . Well , stacey , all right , stacey and I are going labrish , but you know what ? Yes , you all know what I say at the end of every episode Walk good Bye , everyone Bye .