From time to time companies must refresh and even re-orient themselves to stay abreast of change and ensure their services remain relevant. And a change of name is often a critical part of the process.
Certainly, this has been true for us. In 2000, we transformed ourselves from Caribbean Futures Limited, to Tourism Intelligence International (TII).
In essence, after starting out in 1993 as an energetic and forward-looking regional tourism consultancy, we evolved into a company that was global in scope. We compiled the experience and knowledge we had gained in the Caribbean from our base in Trinidad and Tobago and offered it to the world.
We are doing it again. Tourism Intelligence International (TII) has become Leve Global.
The name Tourism Intelligence International served us well. It captured the essence of what we were about: providing our clients around the world with the very best “intelligence” – research, information, and analysis – on trends in travel and tourism, and helping industry players and countries become fit and ready for changes taking place in the marketplace.
We delivered such intelligence and advice to governments and private organisations in more than 100 countries. For over 15 years our bi-monthly newsletter Tourism Industry Intelligence provided strategic information for decision-makers.
Now, 50 years on, we sense the need once more to adapt our services to the emerging changes in the marketplace and to find a name that best reflects our sense of purpose.
Simply put, that purpose now goes well beyond the provision of intelligence. Our mission now is to cooperatively elevate not only tourism but also trade and the very lives of the people who depend on these economic drivers.
And so, we now call ourselves Leve Global. The word “leve” (pronounced lay vay) is a patois word that means “lift up”. It is a name that precisely reflects our mission today.
Indeed, it reflects a shift in the nature of our business that has been evolving for some time. Since 2015, we have been moving well beyond the boundaries of the travel and tourism sector, developing and implementing trade and export policies and strategies for a number of sectors.
These include financial services; professional services; IT-enabled services; agriculture and aquaculture; light manufacturing; quarrying and mining; culture and creative industries; and film and animation.
In essence, we are already deeply engaged in “lifting up” communities and economies by transforming sectors, attitudes and the very lives of the people we work with. All of which makes our new name – Leve Global – a perfect descriptor of what we can do, are doing, and will continue to do.
But while we have a new name, our values remain the same. We remain committed to being a catalyst for positive change.