Tourism

BHTA 2024 INTERNATIONAL WOMEN’S DAY MESSAGE

Invest in Women: Accelerate Progress

There can be no greater imperative at this time than that contained in the theme for this year’s International Women’s Day 2024. With the world facing so many challenges it may seem like issues of gender inequality are no longer as relevant; especially as our concepts of gender evolve. There can be nothing farther from the truth.

The United Nations Women’s Organization estimates that, “if current trends continue, more than 342 million women and girls could be living extreme poverty by 2030.” This is a worrying statistic as it is well established that, “statistically, countries and regions that offer more economic opportunities for women have some of the best economies in the world.”

This simple statement is contained in a December 21, 2023 article by Amnah Zaidi. It goes on to cite the 2017 study by the International Labour Organisation (ILO) which then stated that closing the gender gap in participation by 25 per cent by 2025 could increase global GDP by US$5.3 trillion. The question therefore is how far have we reached in fulfilling this obligation?

However, we should never believe that this is only an economic matter. The top ten countries that treat women best as presented in the results of a 2023 global survey by US News coincides very closely with the list of the happiest countries in the world as per the 2024 World Population Review. Countries that appear on both lists such as Sweden, Canada, Norway and Finland are well established in all important areas of development. They have demonstrated to the rest of the world that success is not simply measured by economic indices but by broader social and moral metrics.

Barbados has traditionally been matriarchically driven. This may be one of the reasons for the stability and progress that we have historically enjoyed. There can be no denying the vital role that women have played in the development of this island, both in the home and outside as participants in the labour force of the island.

UN Women lists five areas that are necessary to accelerate the economic empowerment of women. These are resources, jobs, time, security and rights. These five are important because they do not simply speak to assets and financing but recognize that it is equally important to build systems and institutions that promote investment in social goods and sustainable development.

Therefore, we as an island state can be proud of the significant ways that we have supported our women to the benefit of the wholistic development of Barbados. The 67/33 enrolment ratio of women to men at the University of the West Indies Cave Hill may point to other trends of concern but it certainly signals that we are seeking to provide educational resources and opportunities to our women. This has been one of the key catalysts to advancing their participation in the workforce.

The last Barbados Statistical Service Labour Market Survey bears out the results of that investment in education in relation to the number of women now engaged in higher level jobs. Sixty-one percent of professionals are female, 52% of Legislators and Senior Officers and 56% of Technician and Associate Professionals. The fact that we now have a female Prime Minister and President bear proof to the harvest of an intentional strategy to develop our women and the concomitant positive benefits for an island that has been said to punch above its weight.

Our island’s attention to human rights and our record in this regard can withstand any international scrutiny. Barbados must ensure that it remains a just, fair and democratic society where its citizens continue to be equal participants in its development and opportunities. Our legal, political and other systems must function optimally so that there is transparency and certainly to allow our women, the majority of whom are black, access to the enfranchisement which, due to our history, was for too long denied.

There has also been great attention to ensuring that Barbadian women are able to access social protection where needed and to building the kind of just society where such protection is less needed. Insecurity is a barrier to the advancement of women and even as we celebrate this Internation Women’s Day every Barbadian must recommit themselves to ensuring that our girls and women can live in a society that does not place them at risk of gender based or other violence. One that teaches respect for women and structures a society where that respect can be readily reciprocated.

There is one key area necessary for accelerating progress where Barbados may still have room for improvement. The worrying historical fact is that, even with all of our progress, globally women spend around three times more time on unpaid care and domestic work than men. This certainly holds true here. This means that many of our women are stretched thin because even as we progress in relation to our careers we are still expected to undertake an inordinate amount of the work for managing the home and family. Any meaningful discussion of accelerating progress for women must therefore deal with this issue frontally. Men must certainly be a part of the conversation about allowing our women to have the support needed so that they can thrive equally.

This conversation is particularly poignant in tourism where according to the ILO 60-70% of the workers in hotels, catering and tourism are women. A fact supported by the World Travel and Tourism Council which states that this sector employs marginally more women than any other. We in tourism must therefore be heavily engaged in ways to support our female team members who must often juggle raising families, childcare and even access to transportation given the shift driven nature of the industry, as significant obstacles to their ability to be consistent participants in their workplace.

These simple but core issues can too often be impediments to their success and advancement. This requires a national discussion as a tourism economy about how we lend support so that our women can have the time needed to thrive and progress. This can be achieved through a review of the childcare, social support structures and transportation sector and how they can be better configured to meet the needs of the island’s key economic driver and employer of women.

The Barbados Hotel and Tourism Association would like to use this opportunity to recognize and applaud the amazing women, whose daily contribution make this industry so powerful and who through their work, alongside their male counterparts, ensure the success of our beloved island. We assure of our commitment to making this industry the best it can be for our women and all those who participate in it both to accelerate their own progress and that of Barbados. Happy International Women’s Day! (PR)

Tourism

Connect Barbados Returns In 2025

After a five-year hiatus, the island’s foremost tourism business-to-business event, Connect Barbados, is back! Scheduled for June 23rd to 26th, the premier travel conference will be held at Wyndham Grand Barbados Resort, Sam Lord’s Castle.

Over four exclusive days, Connect Barbados will host top international tour operators, travel decision-makers, and local service providers, welcoming delegates from the island’s major source markets.

In addition to robust networking and business meetings, the 2025 event proudly reintroduces the Connect Barbados Awards, last celebrated in 2019, to honour outstanding media and trade partners whose work and collaboration have elevated Barbados’ global profile.

“The return of Connect Barbados marks a pivotal milestone for our island and for the global travel community that continues to stand with us,” said Andrea Franklin, CEO of the Barbados Tourism Marketing Inc. (BTMI).

“As our premier B2B platform, Connect Barbados plays a vital role in fostering meaningful commercial relationships between our international tour operators, travel partners, and the dedicated stakeholders within Barbados’ tourism sector.”

The CEO added, “It is through these collaborations that we drive sustainable growth, create new business opportunities, and strengthen Barbados’ position in the global tourism marketplace. This year, we are excited to reconnect, celebrate excellence and chart an exciting new future together.”

Under the dynamic theme, “From Street to Chic: A Culinary Journey Awaits,” Connect Barbados 2025 will also celebrate the island’s vibrant culinary landscape from the humble delights of street food offerings and local rum shops to the heights of fine dining excellence. (PR/GIS)

Tourism

BARBADOS RECORDS 31% SURGE IN GCC ARRIVALS IN 2024

Barbados Tourism Marketing Inc. (BTMI) has reported a robust 31% year-on-year increase in arrivals from the Gulf Cooperation Council (GCC) region in 2024, as the island continues to interest the travellers seeking authentic, high-end Caribbean escapes.

The UAE led the growth in visitor numbers, followed by the Kingdom of Saudi Arabia, with increases of 30% and 36%, respectively. Oman also emerged as a standout market, registering an impressive 104% increase in travellers to Barbados compared to the previous year.

This regional upswing reflects a growing appetite for long-haul, luxury leisure travel among GCC residents, particularly to culturally rich destinations like Barbados. The island’s appeal lies in its pristine beaches, vibrant culinary scene, and a wide range of family-friendly and wellness-focused experiences. The presence of luxury family all-inclusive resorts also serves as a value-add for family travellers from the region.

“We are incredibly proud to see Barbados striking a chord with discerning travellers from the GCC who seek authenticity, luxury and enriching experiences. This upward momentum fuels our commitment to deepening strategic investments in the region and amplifying Barbados’ unique appeal on the global stage. The appointment of our new Director of Emerging Markets, Kyle Gittens, coupled with the impressive growth in arrivals from the GCC, highlights our dedication to expanding Barbados’ international footprint and welcoming new audiences to our island,” said CEO of the BTMI, Andrea Franklin.

“The GCC continues to show strong potential as an emerging source market,” said Kyle C. Gittens, Director of Emerging Markets, BTMI. “Travellers from this region are seeking unique, meaningful experiences and Barbados delivers on that promise—from immersive island culture to unmatched hospitality. We are encouraged by the growth and are committed to further strengthening our presence in the market.”

BTMI’s marketing push in the region has included targeted media campaigns, travel trade partnerships, and destination promotions tailored to the preferences of GCC travellers. A contributing factor to this momentum has been BTMI’s collaboration with dnata Representation Services, supporting sales, marketing, and PR efforts across the region.

As Barbados continues to diversify its global footprint, the GCC remains a key market for strategic growth and long-term tourism development. (PR)

Tourism

Barbados Strengthens European Presence At ITB Berlin 2025

Barbados has reaffirmed its commitment to the European travel market at ITB Berlin 2025, the world’s leading travel trade show for Europe.

The Barbados Tourism Marketing Inc. (BTMI), alongside key stakeholders from the island’s tourism sector, engaged with airline partners, tour operators, and media representatives to drive increased visitation from Germany and the wider European market.

ITB Berlin, which refers to the “Internationale Tourismus Börse Berlin” (International Tourism Exchange Berlin), is considered the world’s leading travel trade show and one of the largest platforms for the global tourism industry.

The event, which took place from March 4 to 6, 2025, hosted tourism businesses from around the globe, and gave them a platform to showcase their products and services, network, and discuss industry trends. Approximately 100,000 attendees were part of the three-day ITB 2025 convention, under the theme “The World of Travel Lives Here”.

Leading the Barbados delegation was Deputy Permanent Secretary in the Ministry of Tourism, Deborah Norville. She was accompanied by BTMI’s Chairman Shelly Williams; Chief Executive Officer (CEO), Andrea Franklin; Chief Operations Officer, Cheryl Carter; Director for Europe, Tracy Jones; Senior Business Development Officer, Debbie Moe; and PR & Corporate Communications Manager, Belle Holder.

The Barbados Hotel and Tourism Association’s (BHTA) CEO, Ryan Forde, and the Tourism Development Corporation’s Executive Manager, Jacqueline Gill, were also in attendance.

Driving Growth in the European Market

The Barbados delegation’s primary focus at ITB Berlin was expanding airlift and increasing visitor arrivals from Germany and other European countries. Meetings were held with major airline partners, including Condor and TUI, to strengthen connectivity and enhance accessibility to the island.

BTMI’s new Director for Europe, Ms. Jones, who will be stationed in Brussels, was officially introduced at the event. BTMI’s CEO Ms. Franklin said: “For us as a destination, it is certainly our intention to regain the strength and the visibility for brand Barbados in the UK and in Germany. We have our hotel partners with us here at ITB whose support is imperative to sharing what is happening on island.

“With Tracy’s extensive experience in the tourism sector and her in-depth understanding of the Barbados market, she along with Debbie Moe, the Senior Business Development Officer will play a pivotal role in boosting visitor numbers from this region.”

She added: “The BTMI remains committed to maintaining Barbados as a premier Caribbean destination. The work done at ITB Berlin underscores the importance of collaboration between our government agencies and our private sector partners in ensuring the continued success of the island’s tourism industry.”

Strategic Airline Partnerships

Discussions with Condor, a long-standing airline partner for Barbados, yielded promising results, demonstrating the island’s strong appeal. The airline has expressed enthusiasm about its performance and the potential for further collaboration. Similarly, meetings with TUI explored not only air-to-sea connections for cruise tourism but also potential investment opportunities in Barbados’ tourism sector, including philanthropic initiatives through the TUI Care Foundation.

BTMI’s Chairman Ms. Williams shared: “This market, specifically Germany, has been crucial to Barbados for many years. We have seen some decline, but I can confidently say that we are back. The numbers are increasing, and our meetings have been extremely productive.”

BTMI also engaged in discussions about leveraging key European hubs, such as Frankfurt, Heathrow, and Schiphol, to tap into emerging markets. These efforts align with Barbados’ strategy to extend visitor arrivals beyond the peak winter season, driving demand during the summer and shoulder periods.

Mrs. Williams added: “The conversations we’re having now will open doors for future trade shows in emerging markets, allowing us to expand our reach.”

Tourism Stakeholders Unite for Barbados

The strength of Team Barbados was evident at ITB Berlin, with hoteliers, tour operators, and destination management companies joining forces to promote the island. Representatives from Hilton Barbados, Accra Beach Hotel, Mango Bay, Marriott, and Wyndham Hotels were among those present, highlighting the diverse accommodation options available to European travellers.

According to BHTA’s CEO, Ryan Forde, participation in ITB Berlin is essential to sustaining and growing Barbados’ market share in Europe. “Tourism impacts every sector in Barbados. Being here allows us to connect with key industry players, ensuring that our hotels, attractions, and businesses benefit from increased arrivals.”

Marielle Alexander, the Regional Manager for St. James Travel & Tours, a premier Caribbean destination management company also attended this year’s ITB. She said: “Being at ITB with the BTMI has been really wonderful this year, even better than we expected, meetings have been really positive for new and renewed business.”

A Bright Future for Barbados Tourism

The Barbados team left ITB Berlin with renewed confidence in the European market’s potential. With strengthened airline partnerships, a growing presence in key tourism markets and strategic initiatives in place, Barbados is poised for sustained growth in visitor arrivals. (PR/GIS)