The director general and CEO of the Caribbean Hotel and Tourism Association says the region has to address serious problems with competitiveness.
And to do that, more consideration must be given to history.
Citing a $5 billion loss in tourism spend between 2000 and 2010 for the Caribbean, Alec Sanguinetti believes tourists are now looking for more than beaches and great weather.
He told Guardian Business the cultural nuances that make various countries unique must take center stage.
"Travellers today are looking for an experience," Sanguinetti said.  "The beach is there. The people and the hospitality are there. We need to keep building on our attractions and culture, and not let our history disappear."
The comments come shortly after the formal announcement by Sanguinetti and local tourism officials that Caribbean Marketplace 2012 will take place in The Bahamas from January 22 to January 24.
While representatives from the Bahamas Hotel Association and the Ministry of Tourism trumpeted the arrival of the conference, Sanguinetti wished to "temper that" with what he considers a dose of reality.
He stressed that it's not just dollars and cents that matter.
"This is the worst crisis we have ever faced," he told the crowd. "It is how we go up against it that is critical. If we continue the way we are, our numbers will continue to decrease. One of the reasons it is decreasing is less visitors and length of stay, combined with economic pressures. But there is another factor. How competitive is the Caribbean product?"
He referred to the travel experience in Europe as an example of tourists not just seeking relaxation, but a taste of culture and the desire to learn something new. Similarly, he told Guardian Business the Caribbean must nurture its rich history and showcase it to the world.
Sanguinetti pointed out there is indeed rich history in the region, but unfortunately, "a lot of Caribbean folk don't know their own history".
He felt many important landmarks throughout the region have been allowed to decay and haven't been properly incorporated into the tourism product.
"The more opportunity we can capture to broaden the total experience, the more I think the value and price relationship will increase," he said.
The director general and CEO's appeal is consistent with the ambition of some local leaders in the business community.
Charles Klonaris, the co-chair of the Downtown Nassau Partnership (DNP), stressed to Guardian Business last October the importance of establishing "historical showpieces" downtown. Prior to the tragic fire at the Pompey Museum, he revealed plans to upgrade and expand the premise as it spills out onto a new town square.
Since the incident, he has continued to express a desire to restore what is left and highlight it as part of the tourism experience.
Work on Pompey Square, resting on the site of the old temporary straw market, should begin this year.
Klonaris also expressed a willingness to showcase other landmarks such as the historical Christ Church Cathedral.
Similarly, executives at Graycliff shared with Guardian Business last month its accelerated plans to build the $25 million Heritage Village along West Hill Street.
The brand is now seeking like-minded investors to help deliver "the vision of what historic Nassau should be".
The development will include an interactive chocolate and coffee factory, restaurants and an authentic Bahamian market spread out along a street closed down for exclusive pedestrian traffic.
Paolo Garzaroli, whose family first purchased the Graycliff Hotel in 1973, said his hope is to indeed feed off the European concept of shopping, history and culture.

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