Investing in People, Planet and Prosperity 

The United Nations World Tourism Organisation (UNWTO) has asked that observance of international tourism day this year “highlight the vital need to deliver investment for projects that work for People (by investing in education and skills), Planet (by investing in sustainable infrastructure and accelerating green transformation) and Prosperity (by investing in innovation, technology and entrepreneurship).”  Ultimately the theme is linked to supporting the sustainable development goals (SDGs) with the bigger goal of transforming the world.  

If there is an industry that can have a transformational impact, tourism is it!  Even after being dealt a body blow by COVID tourism has proven its resilience and in 2023, according to the UNWTO, is back to 80 percent of pre pandemic levels and is still employing one in every ten people globally. Part of the reason for this is the labour-intensive nature of the industry. UNWTO estimates that “one job in the core tourism industry creates about one and a half additional (indirect) jobs in the tourism related economy.”

Given the global significance of tourism, if ever there was a time for such a transformation, it is now.  The world is at a different level of consciousness and therefore tourism must also make a transition.  This year’s world tourism day theme reflects the global shift towards acknowledging our shared fate as citizens of this earth and the need for us to seek a balance of the parts that make the whole.  Only if we take care of our people and our planet can we truly achieve prosperity. 

People have always been at the forefront of Barbados’ development as a premiere tourism destination.  Those of us who recall The Visitor magazine will remember interviews asking visitors what they love about the island.  The leading answer would always be “the people”.  That has remained unchanged over all the years.  Bajans remain that “je ne sais quoi”, the secret ingredient in our tourism success.  Many other islands have similar components including beautiful beaches, rich heritage and colourful culture.  No other place on earth can boast the wit, warmth, civility and hospitality of Barbadians. These are characteristics well worth safeguarding as they contribute not just to our tourism product but to the quality of life on this island.

This means that we must continue to invest in our people in meaningful and tangible ways. The natural fit of our island to this industry has been based on some very subtle ways in which we live.  Our sense of community, which lends itself to looking out for others, has led to our reputation for being kind.  Our courtesy and congenial ways of interacting with each other has led to our reputation for being friendly.  Underpinning all of this is our social and educational systems which combine to create a populace with both traditional and emotional intelligence plus a value system that supports the collective goal of making tourism our business.

The tangible investment in our people will require continued attention to the fundamentals.  Ensuring that our citizens continue to have access to high quality education from primary right through to tertiary levels.  Barbados is one of the top ranked islands in the Caribbean in terms of expected years of schooling.  It is also one of the most highly rated countries in the region in relation to the human development index.  So, while economic markers are important, it is Barbados’s attention to the education and health of its people that have led to the island’s success.  It is too, the significance we attach to socialization, the village raising our children and maintaining strong values.  

These things will allow us to see both economic and social prosperity for our people.  At this juncture the tourism industry must continue to provide them with training to match the opportunities that exist for them to have meaningful and rewarding work.  That work must include good working conditions and fair pay.  It must provide an enabling environment for persons to carry out their task competently in a setting that provides autonomy and allows them to connect to the guests and colleagues.  Ensuring that they feel like they can benefit from the many opportunities that tourism has to offer.  

There is an unfortunate and widely held perception that tourism only offers entry level opportunities.  Tourism employment runs the full gamut and gives anyone, from the most fledgling to the most expert, a range of professional opportunities for growth and personal development.  Beyond employment there is also the chance to develop businesses; the expanded markets provided in a tourism economy are meaningful for those who wish to innovate and be entrepreneurial. The numbers of persons entering the sharing economy to provide accommodation bears evidence of this, as do the number of restaurants, taxi drivers and tour companies and other individually owned enterprises operating in the tourism space.

Investment in the planet follows logically from this.  Given the position that Tourism holds in Barbados as our leading driver of private sector employment, number one source of foreign exchange earnings and principal contributor to GDP, how we build out this industry must be done responsibly and sustainably.  The concern about our dependence on Tourism is valid however, it remains for the foreseeable future the best fit for our resources. We must not allow a lack of vision and innovation to limit the growth of this industry.  

The question then becomes how do we build wealth for Barbadians and increase equity through the industry?  The clear way is to create a facilitating environment where local participation in the tourism economy can thrive. There are already mechanisms in place to support this.  The onus is on us to activate these tools, safeguard our resources and to marshal them to provide the best possible return to this island and its people.

There is a growing demand for sustainable tourism that has converged with a growing awareness around issues of the environment, social justice and equity.  This combined with social media activism has placed increased pressure on governments, businesses, and individuals to be ever mindful of the impact of their actions.  Barbados is attuned to this shift and poised to take advantage of this burgeoning awareness.  From our leader, Prime Minister Mia Mottley, who is one of the most powerful global voices on climate change and the need to save our planet, to our recent awards as a sustainable travel destination.  

We are charting a path to achieving the SDGs.  The opportunities lie not only in turning a new generation of travelers onto the many ways in which we practice sustainable tourism but to the very authentic experiences they will have when they visit this island.  The opportunities also lie in creating new business models to encourage more participation by locals in the tourism economy, to incentivize the many locals who have already made investments to continue to do so and to maintain a balanced portfolio of tourism investors.  

In the 1960s when Barbados deliberately shifted its focus from sugar to tourism many argued it was simply trading one mono-crop for another.  That argument only has merit if we continue practices which support extractive and exploitative development of the industry.  There must be a commitment, both in policy and in practice, to ensuring that the greatest rewards of tourism remain here and can be used for the development of this island.   Much of Barbados’ tourism product remains indigenously owned and operated.  The greatest incentives therefore must be provided to ensure that remains the case.  Stimulating local investment in sustainable, green projects has to remain a priority.  It is only then that the true multiplier effect where every tourist dollar spent on this island touches sectors from retail to manufacturing and agriculture.  

This year 2023 will mark the first full year of normalcy.  Tourism continues to recover and this Tourism Day calls on us to reflect on its significance to our development as a country and how we can continue to use Tourism as a platform to be true craftsmen of our fate.

Happy World Tourism Day!

BHTA Chairman

Renée Coppin