Strong commitment of Barbados to boost international tourism

Barbados has had an exponential tourism development in recent years as a result of the intense work of Barbados Tourism Marketing Inc. To learn more about the destination's current situation, during its Connect Barbados event, we interviewed William Griffith, CEO of the organization.

This the 13th edition of this event, ¿what was the objectives for 2018?

"The objectives of Connect Barbados was:
-To strengthen relations between industry partners and to enable business generations and new contracts for wholesale business.
-To expose wholesalers to new projects and new wholesalers to the Barbadian experience".

How was the selection process for Hosted buyers?
"Each year we choose from a pool of buyers that have an existing relationship or have shown an interest or willingness to sell Barbados. Also, we focus on wholesalers who have a relationship with key airline partners".

How was the impact of past events and what are the projections for 2018?
"Coming out of Connect Barbados, we have seen an impact of increased business for Barbados tourism players. Given the various channels, this is not specifically quantifiable. However, we have experienced a growth level of 5% in visitors in 2017, which can in part be attributed to events such as: Connect; similarly, the increase in air seats. Similar levels of growth are also being projected for 2018".

Being that the air connectivity is so important what is the task at hand with the airlines?
"Our relationship building with numerous airline partners is currently ongoing. New air routes and increase capacity is always being considered and pursued. Looking to summer 2018, an 8% increase of 1,286 WestJet seats between May and October will bring us to a total 16,948. This winter, we can also celebrate increased capacity from Montreal in December, as Air Canada deploys its B767 for three weekly flights.
Airlift for the U.S market has also soared, as American Airlines will be adding a third daily flight from Miami starting December 19, 2018. This can only mean even greater results for this upcoming 2018/2019 winter season".
"During the 2017/2018 winter period, Barbados benefitted significantly from the introduction of a twice-weekly direct service from London Heathrow with Virgin Atlantic, and a once-weekly service from London Gatwick with Thomas Cook Airlines. After a very successful season, it is important to note that these services will recommence during winter 2018/2019 with close to 300,000 airline seats from the United Kingdom".
"Lastly, commencing July 17, we will see the inaugural flight on Copa Airlines from Panama. The service features a 94-seat Embraer 190, and will fly out of Tocumen International Airport every Tuesday and Friday".

What can be done at a private or public level so that every year visitors can live new experiences?
"This fits within the mandate of our sister company Barbados Tourism Product Authority".

What kind of promotions do you have in mind for LATAM?.
"Currently in LATAM we are working with Copa airlines and various trade partners to do more destination training and awareness across all markets. Apart from that, we are also exploring several mass media, above the line and out of home options which includes airport and billboard advertising".
"Many plans are in place for coverage and promotion via press and TV, not to mention specialized tactical activations malls and cinemas. These activations will compliment activities with sponsored events and partners".
"We are also working on some targeted digital exposure, outside of the regular social media that will include specialized app promotions etc".