Shafia London has been appointed the new chief executive officer of the St Vincent and the Grenadines Tourism Authority.

London’s appointment takes effect on July 1, 2026, Tourism and Sustainable Development Minister Dr Kishore Shallow announced on June 22 during the launch of the “Go Grenadines” domestic tourism programme.

Shallow said London’s background in administration and marketing made her a strong fit for the role as SVG seeks to expand its tourism offering.

“Shafia brings a wealth of administrative and marketing expertise and will be an invaluable asset to the tourism authority as we continue to accelerate the growth in what is really an increasingly competitive tourism industry,” he said.

He added that London’s experience and vision would help elevate the country’s tourism product and strengthen SVG’s standing as a global destination.

London previously emerged as a leading candidate during the authority’s last CEO search two years ago, according to Shallow. He said she was among the top applicants before the process was changed and another candidate was “handpicked”.

Her appointment is for three years, with the possibility of renewal.

Chair of the SVG Tourism Authority Shelly Ann Fraser said the board fully supports London’s appointment and believes she has the skills needed to guide the organisation through its next phase.

“The board is confident that she possesses the qualities necessary to lead the authority through its next phase of growth while building a tourism sector that is competitive, sustainable, and reflective of our uniqueness,” Fraser said.

London said her focus will be on turning SVG’s natural resources, culture and heritage into stronger tourism experiences that create benefits across communities.

She outlined plans to strengthen adventure and nature tourism by developing certified visitor experiences across the country’s trails and natural attractions, supported by trained guides, safety standards and sustainable tourism practices.

She also highlighted ambitions to position St Vincent and the Grenadines as a leading sailing destination, with improvements to moorings, wastewater management and partnerships with charter companies to create more structured yachting experiences.

On culture, London said the country’s events and heritage offerings, including Vincy Mas, the Bequia Regatta and Garifuna heritage, should become stronger tourism assets through greater investment in local artisans, storytellers and heritage sites.

London said success should be measured by results, including attracting more high-value visitors, increasing visitor spending, encouraging longer stays and ensuring local communities benefit from tourism growth.

“My approach is very simple: we will focus on execution, measurable results and we will focus on ensuring that the benefits of tourism are felt across our nation,” she said.

She added that developing the sector will require collaboration between government, businesses, communities and other stakeholders.

London said she plans to meet with tourism partners, including frontline workers, tour operators, business owners, airlines, cruise partners and community leaders, as she begins her tenure.

“Tourism must benefit people where they live, not just where visitors stay,” she said.

London said her goal is to help position SVG as one of the Caribbean’s most compelling destinations while ensuring Vincentians feel a sense of pride and opportunity from the sector’s growth.