Tourism

BHTA NEW YEAR’S MESSAGE 2024

The theme at our quarterly general meeting just a couple of weeks ago was The Bright Future of Barbados’ Tourism. We felt it was apt given that 2023 has been a year of significant recovery for our beloved industry. A year where we moved the question, “what next?’ from a place of trepidation and anxiety to one of anticipation and excitement.

Even the most casual observer of my comments about our industry know of my deep and abiding passion for tourism. This is not simply driven by global stature of this industry but also by its significant impacts on our island. The most obvious being its contribution to GDP which was 28.9% in 2019 and currently hovers at 23.8% based on the last measure in 2023. A contribution that our Central Bank Governor credited with leading the rebound from the COVID-19 pandemic when in his October review of Barbados’ economic performance, he indicated that Barbados had recorded its largest three-quarter economic growth in 17 years as it grew over ten straight quarters.

We who work in this industry at all levels are fortified by this information. We know that the work we do every day in this demanding, but rewarding, industry makes a meaningful difference not just to the tens of thousands of people employed in the sector but to all the other sectors that rely on the multiplier effect of the tourism dollar. To agriculture and manufacturing and retail and distribution. We therefore also know that this country does indeed bank on us. It banks on us to continue to deliver, not just economic benefits, but the profusion of other advantages that tourism has brought and continues to bring to Barbados. We deliver these benefits by virtue of the hard work, commitment, dedication and initiative of each person who works in this industry.

With a busy winter season already underway and as we enter this new year we are ever mindful of our deep obligation to this industry and by extension to this wonderful country that we call home. Based on Barbados Statistical Service the January to October arrivals were 19.1% above 2022 numbers, driven by a strong 22/23 winter performance. Summer continues to be a concern. While the total year to date arrivals to October are only 5.2% below 2019, for the summer period of April to October the performance relative to 2019 still trails by 18.1%. The good news in all of this is the positive year-on-year growth as we move closer to what existed prior to the pandemic.

The year 2023 marked our first full year since our COVID restrictions were lifted here in Barbados in September 2022. The first full year of normalcy after the travel and tourism industry globally, that is airlines, hotels, restaurants and the entire ecosystem was devastated by COVID-19. The IMF in its October 2023 World Economic Outlook reminds us it is only “three years after the global economy suffered the largest shock of the past 75 years, the wounds are still healing…”

Yet, even in light of this tourism has again proven, not its fickleness as some like to characterize it, but its resilience. The IMF has projected that the fastest growing economy in 2024 will be the city of Macao with a projected growth rate of 27.2%. The economy of Macao is heavily reliant on tourism, an industry that represents over 60% of the region’s jobs, as well as roughly 70% of its GDP in an area a fraction the size of Barbados with more than twice our population and both one of the highest per capita incomes and human development indices in the world. Tourism has also been fundamental to Barbados having one of the highest per capita incomes in the Caribbean and also being one of the highest rated islands on the human development index.

Next on that IMF list of top growing economies is Guyana with a projected economic growth rate of 26.6% based on oil. Barbados does not have oil, but we are very expert in the business of tourism and so while we continue to build out our other economic sectors we in this industry, and we are sure in the rest of the island, remain cognizant that Tourism is our business. As such we are 100 percent committed to ensuring that tourism continues to remain a major driver of our economy and society.

This winter Barbados will have some of the strongest airlift out of the UK market. In addition to the traditional and already scheduled airlift, we have new airlines like Surinam Airways commencing service twice weekly, in what they hope will be a year-round schedule. This is what we really need to keep our industry operating optimally. Year-round airlift and year-round arrivals.

Some more good news for us as an industry is the upcoming world cup in June 2024 which will give a boost to our summer 2024 in the same way that the recent England tour did to the early part of December. The world cup is scheduled to run from June 3^rd to 30^th, 2024. It is our goal to ensure that we the tourism practitioners deliver an excellent experience to all those who come to this island. This will be the third cricket World Cup that Barbados has now hosted, a feat which few others can boast and one for which we, as a small island, should be very proud.

As we look forward, we recognize that we must move away from the feast or famine that currently characterizes too much of our business and level out the seasonality. This seasonality affects every aspect of our operations so that many businesses end up spending the money earned in the four months of winter to sustain the operations for the remaining eight. Only to repeat the cycle again.

Our teams are also profoundly affected by this seasonality, and it is one of the great disincentives to work in this industry. We want to be able to offer stable year-round full-time employment. Especially now as we seek to rebuild our human resources capacity coming out of the pandemic. We who operate in this industry recognize that we have a responsibility to ensure that we continue to treat the members of our team with the greatest regard for transparency, decency and equity. We know both intuitively, and from our research, that our people remain our greatest asset. Our commitment to our teams will therefore continue to be reflected in everything that we do.

We support the work of all our partners who, through their own hard work and positive example, seek to uplift the many men and women who work in tourism. We support good legislation, guidelines and standards for our industry. We are supportive of ensuring accountability and reducing the possibility of disequilibrium in our industrial relations climate. We are already one of the most regulated industries in the world both by our local governmental agencies, our partners and our customers who, in the era of the online review, have enormous power over our businesses. There is no incentive for us to be anything but excellent. We therefore call on all our partners to work with us to model, build and encourage excellence. Barbados is poised for a bright future, but this can only be achieved if all parties are working constructively towards a common goal.

It is for this reason that we partnered with our Ministry of Labour on the Tourism Job Starts Programme, which is already off to a promising start with more than half of the successful applicants having been placed. Some Job Starters have already been offered full employment and the officials from the Ministry of Labour have signalled the enthusiasm of the participants. They are motivated and excited about working in the industry. This is much the same sentiment that many of our teams have reflected as the season has progressed. People in the tourism industry are excited to see the industry rebounding. The tourism industry is excited to bring another generation of keen, young talent into our industry at a time when it is poised for recovery and when our industry needs the best and brightest even more.

In 2023 we welcomed back Sam Lord’s castle as a Wyndham resort and broke ground on a new south coast hotel. As we welcome 2024 there are even more new projects, both large and small, in the pipeline. We therefore look forward with zeal and enthusiasm as we craft the future of our industry for the benefit of all Barbadians.

As we close 2023 and look forward to what 2024 will bring, I take this opportunity to say a special thank you to our teams in this industry, and to the businesses and partners who have worked so determinedly to ensure this industry’s recovery over the past 12 months. We salute you all as you continue to play your part in this, our business!

Have a positive, healthy, brilliant 2024!

Renée Coppin

Chairman – Barbados Hotel and Tourism Association (BHTA)

Tourism

Tourism Megafest Expo Highlights Industry Stakeholders

As part of the activities for Tourism Week, the Barbados Tourism Marketing Inc. (BTMI) hosted a Tourism Megafest Expo yesterday at the Lloyd Erskine Sandiford Centre, aimed at highlighting industry stakeholders.

The Expo got under way with exhibitors participating in an on-site live location shoot of the Caribbean Broadcasting Corporation’s Mornin’ Barbados programme.

BTMI’s Chief Product Development Officer, Marsha Alleyne, said the expo was geared towards showcasing stakeholders in the industry, career opportunities, and the importance of tourism to the local economy.

“We know that tourism is an inclusive industry, and we wanted to ensure that we were able to showcase every single facet of our industry, and not just showcase but also let the world see where there are opportunities for them from a career perspective, and also from an entrepreneurial perspective as well,” Ms. Alleyne explained.

Booths on display included those from The University of the West Indies, Marriott International, Executive Air, the Grantley Adams International Airport, the Barbados Hotel and Tourism Association, the Barbados Port Inc., WIBISCO, CARMETA’s, Gabcey, and Guest Hub. There were also cooking demonstrations and mixologists preparing mocktails, and entertainment from reigning calypso monarch Adrian Clarke, and TC, among other artistes.

The remaining activities for Tourism Week, which is being held under the theme “Tourism and Peace”, include a community pop-up, in collaboration with the Barbados Food and Rum Festival at Pelican Island on Friday, September 27, from 6:00 to 9:00 p.m. The week culminates on Saturday, September 28, with a clean-up at the Drill Hall Beach, The Garrison, St. Michael.

The public is encouraged to come out and participate in the remaining events. During this week of activities, locals with their national identification cards have the opportunity to enjoy special discounts on staycations, restaurants, and attractions. (PR/GIS)

Tourism

BHTA Internship Programme a hit with UWI Students

THE Barbados Hotel and Tourism Association’s (BHTA) annual Internship Programme has received high praise from University of the West Indies (Cave Hill) students.

Ronesha Williams and Chelsea Devonish, pursuing Hospitality and Tourism Management and International Tourism Management Bachelor’s Degrees respectively, both participated in this year’s internship programme and referred to it as, “eye opening and amazing.”

Williams stated, “I chose tourism because it allows me to connect with people from diverse cultures and backgrounds, which I find incredibly enriching. What started as a way to make ends meet at the age of 17 quickly grew into a passion for creating memorable experiences and delivering excellent customer service. I thrive in the dynamic environment of tourism, where making connections and leaving lasting impressions is key to sustainable business in tourism.

“My internship at the BHTA has been one of the most incredible experiences in my career to date, providing me with hands-on exposure to the groundwork that is necessary to make this industry successful. I assisted with various projects, applying theories from my coursework at UWI in areas such as data collection, budgeting, and event planning. Additionally, I gained valuable skills in site inspection and sponsorship management. Throughout my internship, I also attended first aid training, a hurricane preparedness seminar and quality customer service training, all of which have further equipped me for my future endeavours in tourism.

Devonish, who explained that she always had a love for the industry, echoed similar sentiments, “This experience was wonderful. The BHTA team treated us like family and allowed us to work on projects along with them, rather than just observing how things are done. I was able to assist with planning and also participate in meetings, seminars and events covering a wide range of areas. From producing e-flyers and distributing information to members, to attending seminars and site-visits as well as meetings with emergency personnel including the Barbados Police Force.

“I was aware of the BHTA before but never realised the wide range of work and activity that the Association is responsible for. There are numerous meetings with members and different stakeholders, just as many activities and events to plan and execute as well as the advocacy and programmes focusing on health and safety, training and the like. It is much more than I ever imagined. My studies focus on International approaches to tourism and this internship has definitely exposed me to how many of these methods are being utilised on a daily basis by the BHTA and its members.”

BHTA CEO, Ryan Forde stated, “Every year we host two UWI Students as interns and every year we marvel at their different backgrounds and perspectives on the industry. This year, we had the pleasure of hosting and teaching Ronesha and Chelsea various aspects of the industry and from a different point of view. We may be a Secretariat for our membership, but the day-to-day work is much more than just that.

“Both ladies were able to experience an International Tournament (ICC World Cup) from the role the BHTA plays, experience hurricane preparations and post hurricane reporting, advocacy on behalf of our membership, marketing for new members and initiatives, proposal review sessions as well as work on numerous projects that the BHTA is undertaking and, of course, numerous site visits to understand the Tourism Product of Barbados.”

Forde added that the skillset the two were able to add to the Secretariat was needed this summer. He said, “Their energy and ‘can do, will do, may I participate’ attitude is exactly what the industry needs more of, and they were rewarded for it. On behalf of the Board of Directors, Trustees, the Secretariat and our Members we wish to thank both young ladies for their efforts and assistance this summer and we foresee that this will not be the last that we hear of these two names, as they have a lot of promise to offer the destination for years to come.” (PR)

Tourism

Winair Adds Barbados To Its Caribbean Flight Network

Winair is pleased to announce the launch of direct flights to and from Barbados, a popular destination for business and leisure travellers alike.

Starting November 15, 2024, Winair will operate six flights a week between St. Maarten and Barbados, utilising their ATR-42 aircraft. In addition, Winair will also provide direct flights from Barbados to St. Lucia twice weekly, Martinique twice weekly and Dominica three times weekly.

Barbados Tourism Marketing Inc., Chief Executive Officer (CEO) Andrea Franklin, speaking on the new airlift into Barbados, said: “I am delighted to welcome Winair’s new direct flights to Barbados, which significantly enhance our connectivity within the Caribbean. This development not only makes Barbados more accessible to our Caribbean neighbours including the French West Indies to our island, fostering greater cultural and economic exchanges.

These routes position Barbados as a pivotal hub for travellers and align perfectly with our goals of boosting regional tourism and strengthening ties with our Caribbean partners. The increased connectivity will have a positive impact on both business and leisure travel, further solidifying Barbados as a premier destination in the region.”

CEO of Winair, Hans van de Velde, noted that: “Winair is growing its Caribbean network with the addition of these new routes. We now offer 16 destinations and 40 routes, providing better connectivity throughout the region. Whether you’re a local resident or an international traveller, Winair offers a seamless and convenient journey. Our partnerships with global airlines like British Airways, Air France, KLM, and JetBlue further enhance our reach to Europe and North America, making it easier than ever to explore the Caribbean’s diverse beauty.”

He added: “Winair is proud to be the trusted and reliable airline in the Caribbean region, with a 63-year long history of providing a smooth and enjoyable travel experience.” The airline has a growing fleet of three ATR42-500 and five) Twin Otters.

“Winair looks confidently forward to this upcoming winter season. Our dedication to customer satisfaction is steadfast, and we are committed to pushing innovation, continuously improving, and growing our services.

To celebrate the launch of these exciting new routes, Winair is offering special introductory fares for a limited time for travel dates between November 15 and December 15, 2024. (PR)