Meet Ashley Boxill-Rivers, CHTA Young leader and Business Development and Marketing Manager at Barefoot Holidays St. Lucia

(CHTA)- We’re proud to launch our CHTA Young Leaders Spotlight series, celebrating the first of many inspiring individuals making an impact

Tell us a bit about yourself and your role.

I lead Business Development and Marketing at Barefoot DMC My work spans brand direction, client experience, partnerships, and the internal systems that support it all. I focus on ensuring that what we present is clear, intentional, and delivered as it should be on the ground. I’m also involved in shaping how the company grows, both in how we position ourselves and how we build internally.

What led you to join the Young Leaders Forum?

I joined at a point where my perspective has shifted. I’m no longer only focused on execution, but on understanding impact, asking better questions, and contributing more intentionally to how the industry evolves.

What inspired your journey in tourism?

My connection to tourism is lived. I grew up in it. Over time, what drew me in was not just the industry itself, but what sits beneath it: the thinking behind experiences, the long-term impact of development, and the responsibility of shaping how a destination is presented.

What do you hope to gain from the Young Leaders Mentorship programme?

For me, it’s about gaining perspective across the region, challenging my own thinking, and growing in a way that is both grounded and forward-looking.

What are your career goals?

In the short term, I’m focused on strengthening my position within strategic business development and partnerships. Long term, I want to contribute to shaping a Caribbean tourism space that is more intentional, self-aware, and reflective of who we are.

What excites you about the future of Caribbean tourism?

There’s an opportunity to move with more intention, to protect what is real, and to take ownership of our narrative as a region.

What challenges or opportunities do you see in the sector?

One challenge is how easily authenticity can be diluted through over- commercialisation. At the same time, there’s a strong opportunity for greater regional collaboration to strengthen both individual destinations and the Caribbean identity as a whole.

Tell us something about you outside of work.

I’m a mix of calm and chaos. I love my quiet routines, but I also enjoy a good time. I enjoy reading, being by the ocean, and good company. I’m also drawn to deeper things, like the universe and anything that makes me think beyond what’s in front of me.

What advice would you give to young professionals?

Focus less on appearing successful and more on becoming capable. Take the time to understand how things work at a deeper level, that’s what builds real confidence and long-term value.

What’s one key lesson you’ve learned so far?

Growth is rarely clear or comfortable. There are moments when things feel uncertain, but you’re still being shaped in the process. When you stay grounded in who you are and intentional about where you’re going, clarity comes with time.