Tourism

TOURISM DAY MESSAGE 2023

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

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)