Barbados doubles its commitment to the Latin American market

At this event, we spoke with Andrea Franklin, CEO of Barbados Tourism Marketing Inc. (BTMI), Corey Garrett, Director for Latin America at BTMI, and Ryan Forde, Director of the Barbados Hotel and Tourism Association.

What is the importance of WTM Latin America for Barbados?

WTM Latin America is a key event for us, especially for our team in the region. It represents a great opportunity to interact with tour operators, airlines, and strategic partners, learn about market trends, and how stakeholders view the movement of outbound tourism from Latin America.

We currently have air connectivity through Copa Airlines from Panama, and we have seen sustained growth in arrivals from Brazil, Argentina, Colombia, Mexico, and Venezuela.

In 2023, we experienced a 40% increase in visitors from the region, and the numbers continued to rise in the first quarter of 2025. Our participation in this fair is part of a comprehensive strategy to consolidate the Latin American market.

How do you view the current situation of tourism in Latin America and the Caribbean?

We're closely monitoring global events. Changes in consumer confidence or travel trends from traditional source markets, such as Canada and the U.S., force us to reevaluate our strategies.

Therefore, Latin America represents a key opportunity, and events like this are essential to strengthening our presence. The global situation also requires us to be flexible in adapting our actions and ensuring a steady flow of visitors. Tourism is the main driver of our economy.

Are there any notable developments in terms of air connectivity?

Yes, Copa Airlines has just added a fifth weekly flight to Barbados, demonstrating its strong commitment to the destination. Furthermore, following our participation in Routes Americas, we are in promising discussions with other Latin American airlines.

The current climate opens up opportunities to attract travelers who previously looked primarily north. Barbados is an ideal alternative due to its proximity, hospitality, and excellent infrastructure.

What hotel developments are underway?

We're experiencing a great moment in terms of hotel investment. The Elegant group, now part of Marriott, will complete seven projects between this year and next. New establishments will also be added, such as IHG's Hotel Indigo, Blue Monkey, Royalton, and Pendry.

Construction has also begun on the Hyatt Ziva, a 380-room all-inclusive beachfront resort.
In parallel, the expansion of the villa offering continues, with more than 13,000 rooms available, in addition to more than 6,100 in traditional hotels.

What promotional activities do you have planned for the region?

This year, we launched our first summer campaign for the Latin American market, coinciding with its winter season. It includes promotions of up to 65% off with hotels and retail partners, and a presence in digital, print, and outdoor media.

Another new development is the implementation of the Barbados Elite Club, an incentive program for travel agents in the region. It has already been very successful in our North American and European markets.
It offers monetary rewards and points redemption for trips to Barbados for agents who complete training and actively sell the destination.

What would you recommend for a traveler who has a week to spend in Barbados?

With just a week on the island, you can enjoy a comprehensive experience. From natural attractions like Harrison's Cave, catamaran and submarine tours, to a culinary offering recognized as the best in the Caribbean.

Barbados offers a wide variety of activities: inland safaris, food festivals like the Barbados Food & Rum Festival, our Crop Over carnival, and sporting events like the Run Barbados Marathon and surfing competitions.

The climate is warm year-round, and our offerings are tailored to suit every traveler. As we always say: always active, there's always something to do in Barbados.