In Tobago, where the rhythms of tradition and the pulse of innovation often meet, a young voice has begun to rise, steady, hopeful, and deeply grounded in pride of place. That voice belongs to Tobagonian Jolé St. John, the Caribbean Tourism Organization’s 2025 Regional Junior Minister of Tourism. Still a student at Bishop’s High School, she represents a generation that views leadership not as a title, but as service.
“When I realized I had won, I felt so many emotions at once that I couldn’t even decipher what I was feeling,” she said, reflecting on her win. “Tears were the immediate response. This moment belongs not just to me, but to the entire island of Tobago.” Her words reflect a maturity far beyond her years, shaped by gratitude and an unwavering sense of belonging.
Bishop’s High School’s Jolé St. John Crowned Junior Secretary of Tourism 2025
Jolé’s love for tourism grew naturally. Since 2022, she never missed a local Tourism Youth Congress, attending each year to support her school’s representatives and feed her passion for public speaking. Encouraged by mentors and driven by her own curiosity, she eventually entered the Tobago Junior Secretary of Tourism competition. “The preparation required commitment, research, coaching, and time management,” she said. “But the process itself taught me the value of persistence.”
Jole’s mother, Trilicia St.John-Small,Jolé St. John and Secretary – Secretary of Tourism, Culture, Antiquities & Transportation| Councillor- Tobago House of Assembly
Her presentation on heritage tourism captured the hearts of judges and audiences alike. For Jolé, heritage is not a static relic of the past, but a living force shaping Tobago’s future. “We live in an era where technological and social advancements are unavoidable,” she explained. “But as Tobagonians, to secure and maintain the essence of who we are, heritage tourism and cultural preservation are integral.” Her words echo the understanding that Tobago’s identity, when nurtured, becomes its most valuable export.
Yet, Jolé’s impact extends beyond public speaking and advocacy. She is also an entrepreneur, the founder of JEM Concepts – Fruity Roots, a natural haircare brand she created when she was only nine years old. “My curiosity and problem-solving skills sparked the idea,” she said. “Growing up around my father’s poultry business, I always asked questions and wanted to understand how things worked.”
Her mother enrolled her in a Kids Summer Entrepreneurship Camp, where facilitator Ms. Marlene Davidson helped her transform an idea into a business plan. With her parents’ support, she registered her company and began producing fruit-scented hair oils designed for all hair types. What began as a simple curiosity soon became a lesson in discipline, financial management, and innovation.
Running a small business in Tobago, however, is not without its challenges. Jolé faced fluctuating costs, inconsistent supplies, and the loss of key ingredients post-COVID. “Some by-products used in oil manufacturing are no longer available, or the prices increased drastically,” she said. “I’ve had to seek alternatives to maintain quality and manage costs.” Despite these obstacles, she continues to balance entrepreneurship, academics, and leadership with quiet determination.
For Jolé, entrepreneurship and tourism are two sides of the same coin. “The linkage between tourism and entrepreneurship is undeniable,” she noted. “It’s our local craftsmen, farmers, chefs, and tour guides who add that personal touch to the visitor experience. They are the heartbeat of the tourism economy.” She sees her own business as part of that ecosystem—a reflection of Tobago’s creativity, sustainability, and authentic spirit.
Her journey, however, is not all work and responsibility. It is also about values, community, and gratitude. She credits her school, family, and faith for keeping her grounded. “At school, I don’t just have teachers, I have parents,” she said warmly. “They correct me when I’m wrong, lend comfort when I need it, and continuously push me toward greater opportunities.”
As Regional Junior Minister of Tourism, Jolé envisions her role as a bridge between youth and leadership across the Caribbean. She aims to create mentorship programs, champion sustainability, and advocate for technology-driven innovation in tourism. “I see this platform as an opportunity to strengthen community tourism and highlight Tobago’s uniqueness,” she said. “We must encourage responsible tourism practices and ensure our voices as young people are heard.”
From left Jole Caleader Lewison, Junior Minister of Tourism, Jamaica (2nd place – black & green) Jole St John, Regional Junior Minister of Tourism and Aylani Morris Seymour, Junior Minister of Tourism, Cayman Islands (3rd place – blue suit)
When asked what advice she would offer to her peers, her response is simple yet profound. “You can do it all. Maybe not all at once and maybe not forever, but life is too short not to explore your passions as you seek to find your purpose.”
Jolé’s story is one of courage, faith, and early ambition. She admires leaders like Prime Minister Mia Amor Mottley of Barbados for her authenticity and confidence, but Jolé herself embodies many of those same traits. “I hope to be remembered for breaking boundaries, dismantling stereotypes, and empowering youths and children,” she said. “Above all, I want to give back to the island that has shaped me.” Jole also believes that becoming CTO’s Regional Junior Tourism Minister during Bishop’s Centennial Celebration is both an honour and a historic milestone. “It reflects my school’s strong commitment to nurturing excellence for 100 years. In the moment of our centennial celebrations, this achievement serves as a reminder of the limitless potential that exists within each student and, by extension, the island’s youth. Together, we shall all continue to contribute meaningful locally, regionally, and internationally,” she ended.
In every sense, Jolé St. John represents the best of Tobago’s next generation, curious yet grounded, ambitious yet humble. Through her voice, her business, and her leadership, she carries the story of her island forward, proving that the future of Tobago’s tourism lies not just in the places visitors see, but in the young people who call it home.
“Bishopians are instilled with a sense of discipline, leadership, respect for others, and community responsibility. Core values such as integrity, excellence, humility, and service were pivotal in how I represented my island, Tobago. My school encourages holistic development, critical thinking, effective communication, and empathy to ensure all students can navigate life in or outside of school. These elements were the foundation of my approach to the CTO’s 2025 Youth Congress.
Becoming CTO’s Regional Junior Tourism Minister during Bishop’s Centennial Celebration is both an honour and a historic milestone. It reflects my school’s strong commitment to nurturing excellence for 100 years. In the moment of our centennial celebrations, this achievement serves as a reminder of the limitless potential that exists within each student and, by extension, the island’s youth. Together, we shall all continue to contribute meaningful locally, regionally, and internationally.”
