Barbados is betting on Latin America as a key market for its tourism expansion

What is your perception of the fair and Barbados' participation?

The Caribbean Travel Marketplace is always a key platform for our trade outreach strategy, which is why Barbados is once again present this year with a large delegation, including our hotel partners. We are prepared for two days of active discussions, meetings with strategic partners, and media presentations. Tomorrow we will have our official session, where we will share updates on the destination, the 2024 results, and projections for summer and winter 2025.

How are you addressing the growth of the Latin American market?

Several years ago, we identified the need to diversify beyond our traditional markets: the US, the UK, and Canada. Latin America presented itself as a natural choice due to its geographic proximity and cultural similarities, despite the language differences.

We have a regional office in Panama, which is currently expanding. We have hired a new Business Development Officer and expanded our presence with representation in Colombia. We are also in discussions with airlines to increase air connectivity from countries such as Brazil, Chile, and Colombia. We currently work with Copa Airlines from Panama, but we continue to explore new routes.

What does the Barbados stand represent here at the fair in terms of promotional investment?

We're making a strong commitment to promotion. More than 20 members of the Barbados Hotel and Tourism Association are participating at our booth. This includes hotels, attractions, restaurants, DMCs, and also local, indigenous-style properties. Our presence here reflects this commitment to promoting the destination and maintaining direct contact with the trade.