Barbados bets on Latin America for tourism expansion

During WTM Latin America, held from April 14 to 16 at Expo Center Norte in São Paulo, Andrea Franklin, CEO of Barbados Tourism Marketing Inc., shared in an exclusive interview her strategic vision for the growth of Barbados tourism in Latin America. With over 25 years of experience in the sector, Franklin took over the leadership of the entity a year ago and has been strengthening ties with the Latin American public.

Significant growth and focus on Brazil

According to Franklin, the Latin American market has shown consistent growth. “Latin America is a growing market for Barbados. We saw an increase of around 40% in 2024 compared to 2023,” she highlighted. She reinforces the importance of being present at WTM: “We started participating in World Travel Market about five years ago, and two years ago we established an office in the region, recognizing its potential.”

Brazil stands out as a priority. “The Brazilian market is important to us. People from Latin America are looking for new destinations beyond the traditional ones, such as the Dominican Republic and Aruba. There is a real opportunity to promote the Barbados brand,” said the CEO.

Air connectivity: more flights with Copa Airlines

One of the main drivers of growth has been air connectivity. Franklin announced new developments with Copa Airlines: “We currently have four weekly flights, but starting in August we will have five direct flights per week from Panama. This will continue throughout the year.” This partnership facilitates access for travelers from several countries in the region.

Diversity of attractions and the potential of MICE tourism

In addition to leisure tourism, Barbados is also looking at the corporate segment. “The MICE (Meetings, Incentives, Conferences and Exhibitions) market is important to us. We see great potential for nutrition and incentives coming from Latin America,” Franklin highlighted.

The country is also investing in sports and educational tourism: “We have wonderful beaches, surfing, golf, a variety of sports and opportunities for educational trips. We know that Latin Americans love the beach, and we have a lot to offer.”

Cultural calendar and major events

Barbados’ annual calendar is packed with events. Franklin explained: “We have festivals throughout the year. Our main event is Crop Over, which is similar to the Brazilian Carnival but lasts for a month. It culminates in Kadooment Day, with street parades. This year we will also have the Food and Rum Festival from 6 to 9 November and the Run Barbados marathon on the first weekend in December.”

Another highlight is the European Legends Tournament golf tournament, as well as the CariFestival in August, which brings together cultures from various Caribbean islands.

Educational tourism as a cultural bridge

Franklin believes in student exchange as a bridge between Barbados and Latin America. “There is a great opportunity for student exchange. Students from Barbados study foreign languages ​​and we have our hospitality institute that promotes immersion in other cultures,” he explained.

She adds: “We want to bring Latin American students to Barbados and also send our students to experience new cultural realities and learn more about geography and languages. Educational tourism is an area that we intend to explore more intensely.”

Barbados’ participation in WTM Latin America 2024 shows that the Caribbean destination is looking for new connections and innovative strategies to attract travelers from the South American continent — offering sun, culture, events and learning all in one place.

Report and photo: Mary de Aquino.