Barbados boosts its global standing and strengthens its connection with Latin America
Andrea Franklin, CEO of Barbados Tourism Marketing Inc., highlighted during WTM London the importance of consolidating the destination's presence in key markets such as the United Kingdom and Latin America, as well as advancing a new brand strategy that reflects the authenticity and cultural diversity of the island
What is the importance of the European market, and in particular the United Kingdom, for Barbados?
The UK market has historically been Barbados's number one market, thanks to the close ties between the two countries. This year, the US market has begun to compete in terms of volume, but British interest remains very strong. WTM London is a key event for maintaining that connection. We participate with around 21 partners, including hoteliers, destination management companies, and car rental companies, who come to meet with tour operators and airlines that connect the UK and Ireland with our destination. It's an essential part of our annual program.
How are they working in the Latin American market?
It's a relatively new market for us, one we've been focusing on for the last three or four years. We opened an office in Panama to serve the region and have seen double-digit growth. Countries like Brazil, Colombia, Argentina, and Peru are showing increasing interest. Copa Airlines currently operates four weekly flights to Barbados, which will increase to five in January, reflecting the growing demand. We're also looking to add new routes to further expand connectivity from other Latin American countries.
What kind of support do they offer to travel agents and the MICE segment?
We work closely with cooperative partners and travel agents in all our markets. We recently hosted the Motivational Luxury Summit in conjunction with Fiexpo, the first event of its kind outside of Latin America, demonstrating our commitment to the meetings and incentives tourism sector. Furthermore, our Latin America Director, Corey Gary, actively participates in trade shows and B2B training sessions, educating agents and tour operators on how to sell Barbados, a destination still relatively new to many of them.
What is the vision for the coming years in terms of destination promotion and marketing?
We are working on a new brand campaign that we will launch in the first quarter of 2026. The goal is to strengthen Barbados's positioning and highlight our key experiences: MICE tourism, gastronomy, festivals, cultural events, and heritage. We want Barbados to be a year-round destination where visitors can enjoy its authenticity, explore local communities, and experience the essence of the island. Promoting community-based tourism and showcasing cultural identity are key pillars of our strategy for 2026.