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)

Beaches Resorts announced plans to invest nearly US $1 billion in the expansion of its leading family all-inclusive vacation brand, doubling its footprint within the next five years.

Adam Stewart, executive chairman of Beaches Resorts, unveiled the groundbreaking announcement and ambitious expansion plans at the company’s Made of Caribbean global launch event held in New York City. Stewart shared the announcement of new destinations for the Beaches brand including: a new Beaches in Barbados, plans for aBeaches in Exuma, The Bahamas, and Beaches Runaway Bay in Jamaica – along with asneak peek of the new Treasure Beach Villagecoming toBeaches Turks and Caicos.

Beaches Resorts was founded in 1997 with locations in Jamaica and Turks and Caicos, as the family-friendly evolution of Sandals Resorts. Beaches Negril and Beaches Turks and Caicos introduced a premium, all-inclusive experience tailored specifically for families. Since then, Beaches has established itself as the premier vacation for travelers of all ages with signature inclusions such as Caribbean Adventures with Sesame Street®, Kids Camps, epic waterparks and its groundbreaking Autism Programme certified `by the International Board of Credentialing and Continuing Education Standards (IBCCES).

“As a family from the Caribbean, we have a deep love for our islands, and it’s incredibly gratifying to draw inspiration from our guests,” said Stewart. “Our growth strategy is rooted in meeting their wants, with the importance of family time being at the core of our brand’s DNA. We know that now, more than ever, families are prioritizing connection and seeking enriching, multigenerational vacations. We are committed to not only meeting this demand but going above and beyond to wow them with new product offerings and provide unforgettable shared experiences.”

Beaches Resorts to Make its Debut in Barbados

Joining existing sister properties Sandals Barbados and Sandals Royal Barbados, Beaches Barbados will open as the inaugural Beaches on the island. Breaking ground in late 2025, the new resort will offer 600 rooms – from king suites and two-queen designs to nearly 3,000-square-foot, four-bedroom suites complete with a private oceanfront balcony. Designed in ‘Bajan Style,’ a grand and luxurious take on Caribbean Georgian Style, the resort’s standout will include a dedicated ‘Main Street’ – a winding resort centre featuring dining and shopping opportunities, as well as high-energy family zones from outdoor performance stages to a modern sports bar and arcade.  

Beaches Resorts Steps Foot in The Bahamas

Set upon 500 acres in the Out Islands, Beaches Exuma will be the brand’s first appearance in The Bahamas. The brand is collaborating with the Bahamian government to finalize an agreement for the conversion of the resort from Sandals Emerald Bay. The transformation into Beaches Exuma will reconfigure the property’s 249 keys into a mix of accommodations, including multi-bedroom villa suites. While the new resort will feature 12 restaurants, a Kids Camp, signature splash park, full-service Red Lane Spa, and the brand’s exclusive partnership with Sesame Street^®, the destination itself – with its renowned crystalline waters – will be the star attraction. Guests can also enjoy complimentary green fees at the Greg Norman-designed 18-hole Emerald Bay Golf Course. 

Beaches Runaway Bay Resort 

Located midway between Ocho Rios and Montego Bay on Jamaica’s renowned North Coast, Beaches Runaway Bay will feature an estimated 400 expansive one, two, three and four-bedroom suites and villas, designed with extended families in mind. Guests can expect dedicated wellness areas and new activities such as skateboarding, bike trails, a climbable treehouse and access to Runaway Bay Golf Club and its par-72, 18-hole championship golf course, plus organic farm-to-table dining. 

Treasure Beach Village at Beaches Turks and Caicos Now Accepting Reservations 

Beaches Resorts will open the doors to a brand new village, Treasure Beach, at Beaches Turks and Caicos, bringing the property to 858 total keys across its soon-to-be six villages. Designed for friends and families traveling together, Treasure Beach Village will add 101 keys – all of them suites – including large four-bedroom villas along the beach welcoming up to 10 guests each and overlooking the crystal clear Grace Bay waters. Treasure Beach Village will debut its first-ever food hall featuring an international array of dining options, as well as introduce Sandals guest favorite, Butch’s Island Chophouse, to the brand. The resort is now accepting reservations.

These additions to the Beaches Resorts portfolio come on the heels of a recent expansion to the brand’s flagship resort in Jamaica, Beaches Negril, where the new three-story Firesky Reserve Villas welcome families of up to 10, complete with four bedrooms, beautifully appointed living areas, a private pool and more – all steps from the sand; along with the Eventide Penthouse Collection, welcoming up to 18 guests with access to a rooftop terrace ideal for stargazing and soaking in the soothing breeze. (PR)

Teams participating in the ‘Hearts of Many – Connecting The World Through Aviation’ (HOM) Aviation Football Tournament being held today, Thursday, February 27, were welcomed to the island at a reception at the Barbados Coast Guard Headquarters, last evening.

Those teams are British Airways Virgin Atlantic and Delta, JetBlue, American Airlines, O2 Beach Club – Barbados, British Airways (Barbados), Barbados Defence Force (BDF) and Weymouth Wales FC.

The games will be played at the Barbados Football Association’s Technical Centre from 4:00 to 9:30 p.m.

Speaking on behalf of the Minister of Tourism and International Transport, Chief Executive Officer (CEO) of the Barbados Tourism Marketing Inc. (BTMI), Andrea Franklin, welcomed the teams, noting that HOM is more than just a football cup.

“This tournament is far more than a competition, it is a celebration of sport, tourism, and the meaningful connections that emerge when individuals from diverse backgrounds unite with a shared passion…. The Aviation Cup is a powerful testament to the way sports transcend boundaries, bridging cultures, industries and communities,” she said.

The BTMI CEO stated that Barbados is committed to enhancing sports tourism endeavours, as it seeks to position itself as a location for hosting premier sporting events.

“Barbados remains committed to expanding the scope and impact of sports tourism, recognising it as a driving force behind economic growth and international engagement. 

“According to the Barbados Statistical Service, in 2024, the island welcomed 12,140 visitors, who travelled specifically to participate in or spectate at sporting events.  This remarkable figure underscores the increasing global interest in Barbados as a premier sports tourism hub.  As we look to the future, we are determined to further strengthen our position on the international stage by actively marketing Barbados as the ideal destination for major sporting events,” Ms. Franklin stated.

She thanked the Co-Ordinator of the Aviation Cup, British Airways’ Performance Development Co-Ordinator, Kurt Morlese, for organising the initiative and for his “dedication and unwavering passion” for making the Barbados ‘leg’ possible.

According to Mr. Morlese, HOM is an event where the world of aviation professionals and the love for football converge.

He said it took three years of planning to pull off the initiative with the first leg being held in October 2024 in London. He pointed out that the initiative aids in raising awareness about homelessness and supports young kids and adults who are getting into apprenticeships within the aviation industry.

Mr. Morlese noted that the British Airways team comprised various persons from within the aviation sector, including cabin crew, pilots, engineers, global senior management, and persons in cyber security, and loading and baggage.

Also welcoming the teams were BTMI’s UK-based Business Development Officer, Cedric Lynch, and BDF Captain, Shane Drakes.

Ms. Franklin and Mr. Morlese thanked those who made the Barbados leg possible and wished the participants a successful and safe tournament. They also encouraged the teams to enjoy their time together as they build camaraderie on and off the field. (PR/GIS)

Caption: Barbados Tourism Marketing Inc. (BTMI) CEO, Andrea Franklin (centre); British Airways’ Performance Development Co-ordinator, Kurt Morlese (ninth from left) ; BDF Captain, Shane Drakes (sixth from right); and BTMI’s UK-based Business Development Officer, Cedric Lynch (right) pose with some of the participating team members and supporters at the welcome reception yesterday.