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 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 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 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.

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 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.

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.