Barbados shines in São Paulo during WTM Latin America with a magical night for the tourism trade

WTM Latin America 2024, which took place between April 14 and 16 at Expo Center Norte, in São Paulo, was the stage for strategic connections, commercial exchanges and cultural experiences. And it was precisely in one of these experiences that Barbados stood out by promoting, on the closing night of the fair (16), the event "Taste of Barbados: A Night of Island Magic", at the traditional Casimiro Ristorante dal Tatini, bringing together specialized press and professionals from the Latin American tourism trade.

During the dinner, executives from Barbados Tourism Marketing Inc. (BTMI) and business leaders from the island celebrated the increasingly close ties between the Caribbean country and Latin America, especially Brazil. Corey Garrett, BTMI’s Director for Latin America, led the meeting with enthusiasm and strategic vision.

Barbados and Latin America: a relationship in full expansion

“WTM is always a fantastic opportunity for us to connect with travel partners and showcase all that Barbados has to offer,” said Corey Garrett. The executive highlighted the significant growth of the Latin American market: “Arrivals from Latin America increased by 40% in 2024 compared to 2023,” celebrating the fruits of strategic partnerships, such as with Copa Airlines, which connects the region to Barbados via Panama City.

Garrett also announced a fifth flight to Barbados with Copa Airlines starting in August, in addition to existing connections through Miami and Caracas, with the expectation of further expanding the route network to Brazil. “Since 2022, we have seen steady growth with Copa, making this partnership vital,” he said.

Hotel Investments and We Gatherin 2025

Another highlight of the evening was the presentation of the latest developments in the Barbados hotel industry. “We are announcing exciting openings for 2025 and 2026,” revealed the director. Among them are the Blue Monkey Hotel and Beach Club, with 28 suites in Payne's Bay, and the Indigo Hotel, with 132 rooms, both reinforcing the proposal of luxury and exclusivity. Garrett also revealed that the Marriott group has revitalized seven properties on the island, with an investment of more than US$ 100 million.

For 2025, the island is preparing for the ambitious We Gatherin 2025 project, a

An annual celebration of culture, heritage and community with monthly events across all 11 districts of Barbados. “It is an invitation for everyone to reconnect with the island through music, food, art and stories,” he said.

Carnival, rum and marathons

Barbados is also banking on its events calendar as a competitive advantage. Garrett mentioned Crop Over, the lively Barbadian carnival, and the Food and Rum Festival, which will take place in November: “As the birthplace of rum, we are proud to host a gastronomic event that highlights our local chefs and mixologists.”

For sports enthusiasts, the Run Barbados Marathon, the largest and oldest marathon in the Caribbean, takes place in December. “It’s perfect for anyone who wants to combine running with a vacation in the sun,” joked Garrett.

Betting on the Brazilian market and training for agents

The Brazilian market was described as a priority, especially in the luxury segment. The opening of BTMI’s first office in Brasília in 2023 reinforces this commitment. “Brazil is one of our main source markets,” Garrett pointed out.

In addition, the executive announced the Barbados Elite Club, a training and incentive program for travel agents, with training and prizes that increase knowledge and engagement with the destination.

Barbados invites: “We are open all year round”

Closing his speech, Garrett reinforced the invitation: “Barbados is an active destination all year round. We are ready to welcome more and more travelers from Latin America and Brazil, with authentic experiences, increasing connectivity and an island full of human warmth.”

The night ended with applause, toasts and the certainty that Barbados remains firm in its mission to establish itself as a desired and accessible destination for the Latin American public. As Garrett said: “Barbados is ready. We are here. We are always active.

Report and photo: Mary de Aquino.