The Montserrat Tourism Authority (MTA), has successfully concluded its Tourism Week of Activities, held from September 27 to October 3, 2026, under the theme “Tourism Reimagined: Unlocking Opportunities Through Technology and Artificial Intelligence.”
The theme aligned with the global World Tourism Day theme, “Digital Agenda and Artificial Intelligence to Redesign Tourism,” observed on Sunday, September 27. Both themes underscore how artificial intelligence (AI) is transforming the way people travel, explore destinations and experience tourism products and services.
The main purpose of Tourism Week is to raise awareness of the importance and value of tourism, while educating and engaging the community through activities that promote innovation, technology, sustainability and culture. The events were designed for residents and visitors alike.
As a precursor to the week, the MTA delivered a Social Media: Content Creation and Digital Photography workshop for youth and tourism stakeholders. The participants were eager to improve how they create and promote their content. The timing was intentional, equipping participants with basic skills to showcase Tourism Week on social media while building the abilities needed to enter the Video Competition, which was launched during the week.
Week of Activities
• World Tourism Day Radio Address (Sunday, September 27): Marked the official start
of the week.
• Radio Quiz (Monday, September 28, continuing throughout the week): Open to
children, youth and adults.
• Garden Tour (Tuesday, September 29): In collaboration with the Montserrat National Trust MNT), participants toured the MNT gardens and saw how QR codes are being
used throughout the grounds.
• Sunset Turtle Walk (Wednesday, September 30): Organized with Fish ‘n Fins Inc., the walk drew more than 25 participants. The facilitator spoke about the types of turtles
found in Montserrat, their importance to our shores, and the use of AI and other equipment to monitor turtles and secure data.
• School Presentations: Sessions were delivered at the Montserrat Secondary School and the Montserrat Community College. Students learned about tourism’s role in
the economy, the growing impact of AI, the personal and career opportunities the
industry offers, and ways to get involved.
• Local Food and Drink Showcase (Friday, October 2): Several restaurants partnered
with the Authority to highlight their offerings using local food and drink.
• Island Tour (Saturday, October 3): The week concluded with an island tour attended
by more than 20 participants. The tour included a viewing of the Montserrat Volcano Observatory video, followed by visits to the St. George’s Hill historical site and the
buried city of Plymouth. Many participants described the experience as thoroughly enjoyable.
The highlight of the final day was the Scavenger Hunt, in which more than 20 participants teamed up to learn more about Montserrat through this competitive and exhilarating event. Winners received prizes, and participants are already looking forward to next year’s edition.
Tourism Week 2026 was a resounding success, reinforcing the MTA’s commitment to engaging the community and embracing innovation in the development of Montserrat’s tourism sector.
“This year’s theme challenged us to think differently about tourism. Technology and AI are already benefiting the tourism sector, but while they may reshape how we tell our story, it is our people, culture and natural beauty that draw visitors to our shores. As stewards we must use these tools ethically and responsibly, promote inclusion, and keep people at the core of the sector,” said Rosetta West-Gerald, Chief Executive Officer, Montserrat Tourism Authority.
Montserrat Tourism Week 2026 Highlighted AI and Technology as Emerging Influences in Tourism
