Barbados is betting on the Motivation Luxury Summit to strengthen luxury and incentive tourism

The Caribbean island wants to showcase its hospitality, infrastructure, and cultural authenticity as strategic differentiators to increasingly conquer this market.

In an interview with Travel2Latam, Corey Garrett, director for Latin America at Barbados Tourism Marketing Inc. (BTMI), detailed the importance of the MLS and presented the main new features of the destination.

A strategic stage to attract Latin America

“Holding the Motivation Luxury Summit in Barbados represents a strategic opportunity to showcase the island to influential leaders in the MICE and luxury travel sectors in Latin America,” Garrett noted.

According to him, recent international events have changed the way global tourism chooses destinations. "We want organizers to consider the Caribbean, which shares cultural similarities with Latin America, including a rich heritage and strong business potential, in addition to traditionally looking north or at established destinations."

Barbados is one of the most connected destinations in the Caribbean, with the highest volume of air traffic and infrastructure for events of up to 2,500 people. "We have reliable digital connectivity, high-quality hospitality, and a command of English, ensuring fluid communication," he emphasized.

Modern infrastructure and new developments

Garrett detailed the infrastructure already available for large events. The Wyndham Grand Barbados Sam Lord's Castle, opening in 2024, offers a conference center with multilingual capabilities in over 160 languages.

Another highlight is the Hilton Barbados, which boasts 342 rooms and 929 square meters of flexible meeting space, including Needham's Ballroom, which seats 500 guests. The Lloyd Erskine Sandiford Centre (LESC) is the largest independent convention center on the island.

In the coming years, Barbados' hotel industry will be strengthened with major launches and renovations:

The Blue Monkey Hotel and Beach Club (2025)

Hotel Indigo Barbados (2025)

Royalton Barbados (2026)

Pendry Barbados (2026)

Repositioning of the Marriott chain, with the reopening of The House and Treasure Beach.

“These additions solidify Barbados as the most connected and event-ready destination in the Caribbean,” said the BTMI director.

Luxury as a strategic priority

The MLS is a key element in reinforcing Barbados's position as a benchmark for luxury and incentive travel. "The event demonstrates our ability to meet the expectations of MICE audiences and high-end travelers. Furthermore, it aligns with our long-term strategy of expanding our presence in Latin America," explained Garrett.

On the island, travelers will find options such as the legendary Sandy Lane, recognized by the Forbes Travel Guide 5-Star and AAA 5-Diamond, as well as more than 200 luxury homes and villas offered by Blue Sky Luxury.

Barbados also stands out as a golf destination, with seven international courses, including three designed by Tom Fazio.

The efforts have already yielded results: “Arrivals from Latin America grew by almost 33%, reflecting strategic partnerships, increased connectivity, and collaboration with Copa Airlines,” Garrett highlighted.

Culture and sports schedule

Barbados' official program also emphasizes its cultural diversity. Highlights for 2025 include:

We Gatherin' 2025 – annual celebration of local traditions and talents.

Crop Over Festival – the island’s largest cultural festival, ending in August.

Carifesta XV – from August 22 to 31, 2025, the largest Caribbean arts and culture festival, with 10 days of music, fashion, cinema, gastronomy and fairs.

In sports tourism, Barbados annually hosts events such as the European Legends Golf Tour, the Barbados Surf Pro (WSL), the Open Water Swim Festival and, in December, the traditional Run Barbados Marathon & Wellness Weekend.

"These events reflect the energy, hospitality, and creativity of Barbados. We want every visitor to have unforgettable experiences year-round," concluded Garrett.

Report: Mary de Aquino.