Where tranquil natural beauty meets a cultural melting pot of sport, historic intrigue, and the story of rum itself, Barbados caters seamlessly for all.
INTRODUCTION
More than simply a beach vacation, Barbados offers an irresistible way of life you simply can’t help becoming immersed in.
The easternmost outpost in the Caribbean, Barbados is an infinitely vibrant island nation possessing a bounty of wondrous natural serenity and gracious hospitality.
From private rum distillery tours or swimming with turtles to luxury catamaran cruises and fun-filled historical excursions, there are plenty of thrilling and unique experiences to dive into across the island.
Offering an immaculate array of Caribbean traditions to sample, Barbados boasts something for all, such as playing dominoes at one of the 1,500 rum shops or trying some delicious roast breadfruit dripping in butter from one of the island’s many roadside food stalls.
Ideal for any passionate foodie, Barbados is a hive of assorted tastes and flavours, including locally caught fish, home-grown grass-fed meats, sweet plantains, rice and peas, tasty West Indian curries, and rotis.
Alternatively, jump aboard a boat and head out into the surrounding gorgeous turquoise waters, where intrepid explorers can sign up for a wreck and reef dive amongst the vast aquatic splendour of the underwater coral landscape.
On a purely geographical level, Barbados may be relatively modest in size, but the possibilities are truly unlimited, and the overall experience promises to be larger than life in every conceivable way.
Each new place in Barbados has a story, every meal is a celebration, and each day promises new and diverse experiences, magical discoveries, and unforgettable memories to last a lifetime.
Q&A WITH ANDREA FRANKLIN, CEO, BARBADOS TOURISM MARKETING INC.
Can you talk me through the origins of Barbados Tourism Marketing Inc. and its initial vision?
Andrea Franklin, CEO (AF): Barbados Tourism Marketing Inc. (BTMI) was formed through the amalgamation of Barbados Tourism Marketing Inc. and the Barbados Tourism Product Authority.
The goal behind this unification was to streamline the efforts of both entities to elevate Barbados as a globally competitive, warm-weather destination. The initial vision was centred on creating a sustainable tourism model that not only enhances the experience for visitors but also improves the quality of life for Barbadians.
Our mission is to leverage exceptional marketing capabilities to tell the authentic story of Barbados. This involves a collaborative approach with all tourism stakeholders, driving growth in a way that is both fiscally responsible and environmentally sustainable.
We focus on targeted marketing strategies, utilising cutting-edge tools and market intelligence to ensure that our promotional efforts are efficient and impactful, particularly in the digital space. Additionally, we are committed to empowering our team and stakeholders to contribute towards achieving our long-term vision for the island.
What are your organisation’s current goals?
AF: Our current goals at BTMI focus on telling the authentic brand story of Barbados through innovative and impactful marketing strategies. We aim to elevate the island’s profile as a premier tourist destination by leveraging the talents of our employees, strategic partners, and the broader community.
In the face of economic challenges and increasing competition, we are committed to moving ahead by embracing evolving technology, particularly digital marketing, and by working collaboratively with all stakeholders. Our efforts are driven by the need to maintain Barbados’ position as a globally competitive destination, while ensuring that tourism enhances the quality of life for both visitors and Barbadians.
Elsewhere, sustainability remains a core component of our strategy, as we look to balance responsible tourism, environmental responsibility, cultural heritage preservation, and the economic empowerment of local communities through tourism.
How do you market Barbados as a destination?
AF: Our marketing strategy is diverse and far-reaching. BTMI operates offices in key source markets, including Canada, the US, Europe, Latin America, and the Caribbean. These offices help expand our global reach through a combination of traditional advertising, digital marketing, public relations, and leveraging strategic partnerships.
Barbados is also home to internationally recognised events such as the Crop Over Festival, held from July to August, and the Barbados Food and Rum Festival in late October, which highlights our rich culinary landscape. These events continue to attract increasing interest each year. In addition, we position Barbados as a premier sports tourism destination, offering a range of activities from cricket to water sports and golf.
Looking ahead, I believe we can elevate our marketing efforts by collaborating as a Caribbean region to promote and package the entire area to the world. Barbados could serve as a central airline hub, allowing visitors to experience multiple islands within a single trip, creating a more dynamic and attractive holiday package.
Do you have any sustainability or environmental initiatives that you’d like to highlight?
AF: Sustainability is a key focus for BTMI. We are actively collaborating with local communities and partners to ensure the economic empowerment of our local communities and preservation of our natural and built heritage.
Our ongoing efforts include ensuring linkages with other sectors such as agriculture, manufacturing, and fisheries, creating employment opportunities for people in these sectors through tourism; working with communities to develop attractive projects for the tourism sector; and the promotion of eco-tourism businesses such as Walker’s Reserve, Peg Farm, Coco Hill, Eco Lifestyle, and Lodge, all of which implement sustainable practices.
Additionally, we are committed to coastal protection and marine conservation. For Tourism Week, we organised a community clean-up event to highlight the importance of preserving our heritage sites, which play a vital role in Barbados’ competitive tourism strategy.
BTMI’s team was joined by Dr. Carla Daniel, Director of the Barbados Sea Turtle Project, at Drill Hall Beach, the island’s largest turtle nesting area, which was impacted by Hurricane Beryl.
Barbados has been a leader in global discussions on climate resilience, and our commitment to sustainability has earned us the Green Destination Story Award for environment and climate.
Are there any interesting projects in the pipeline you wish to highlight?
AF: The 2024 Barbados Food and Rum Festival is set to be the Caribbean’s premier culinary event, showcasing world-class food, exquisite rum, and vibrant cultural experiences. Attendees can enjoy events like Oistins Under the Stars, Rise and Rum: The Breakfast Beach Party, Rum Route, a distillery tour, intimate cooking demonstrations in “Chef Classics”, and the grand “Liquid Gold Feast” featuring award-winning chefs.
Pre-festival events, including the Junior Chef Cook Off Competition on October 5th and the Culture of Cuisine Talks on October 13th, will add to the excitement leading up to the festival. Families can also enjoy the Bajan Fair on October 20th. The festival promises an unforgettable culinary adventure.
The prestigious Run Barbados Marathon has grown into one of the island’s top sporting events, celebrated for its festive atmosphere and camaraderie. This unique marathon route takes participants on a scenic journey along the picturesque east coast, showcasing the island’s beauty and rich history. In 2024, the event will mark its 41st anniversary and will be held from December 6th to 8th, offering a special three-day experience. Runners participating in events on all three days will have the opportunity to earn a coveted challenge medal, making it an unforgettable experience for all involved.
You will soon see us gearing up for an extraordinary year-long celebration called “We Gatherin’ 2025”. This initiative was announced by our Prime Minister, the Hon. Mia Amor Mottley. The “We Gatherin’” campaign will be promoted globally to inspire Barbadians in the diaspora to make a special effort to return home during this remarkable time. Throughout 2025, there will be unique events held across the island every month. Barbados will come alive like never before, with each parish hosting multiple celebrations of our heritage, culture, arts, and much more.
Why, in your opinion, should someone visit Barbados?
AF: Barbados offers something for everyone – pristine beaches, vibrant festivals, a rich history, world-class culinary options, and world-renowned hospitality. It’s not just a place to relax but to truly immerse yourself in culture and adventure. Whether you’re interested in food, music, sport, or history, Barbados has a distinct charm and authenticity that sets it apart from other destinations. The island’s people, its warmth, and the variety of experiences – from fine dining to rustic outdoor adventures – are reasons why people continue to visit and return.
What trends are transforming the tourism industry in Barbados and how are you utilising them?
AF: Barbados’ tourism industry is evolving, and we’re actively embracing key trends to stay ahead. One of the most significant is the shift towards sustainable travel. Since the COVID-19 pandemic, travellers are more focused on destinations that prioritise eco-friendly practices, as well as being able to participate in authentic experiences, and we are integrating sustainability into our tourism operations. This includes promoting eco-accommodations like Eco Lifestyle and Lodge, the island’s first off-grid boutique hotel, and supporting community tourism initiatives that empower locals, preserve cultural heritage, and drive economic development.
Data-driven marketing is another transformative trend. By utilising various research tools, we are able to better track visitor behaviours and emerging trends. This allows us to refine our strategies, engage with target audiences more effectively, and enhance visitor spending, all while maintaining a competitive edge in the tourism landscape.
What challenges does the tourism industry in Barbados face?
AF: Barbados, like many other destinations, is adapting to the realities of climate change, particularly in safeguarding our coastal areas and marine life. We also navigate fluctuations in the global economy and geopolitical challenges, which can influence visitor numbers from key markets.
With all this in mind, we are focused on innovation and setting ourselves apart by offering unique experiences. At the same time, we prioritise sustainable growth to ensure that our natural beauty and cultural heritage are preserved for future generations while continuing to provide unforgettable experiences for visitors.
Are you optimistic about the future of the tourism industry in Barbados?
AF: Absolutely! I am very optimistic about the future of the tourism industry in Barbados. The island has demonstrated remarkable resilience over the years, and with our focus on innovation, sustainability, and diversification, we are well-positioned for long-term growth. Our commitment to preserving our cultural heritage while embracing modern tourism trends will ensure that Barbados remains a premier destination.
We are actively implementing a growth strategy centred on expanding airlift capacity to Barbados, targeting both new geographical regions within our established markets and emerging markets.
Elsewhere, BTMI has recently opened an office in Panama, which has unlocked access to the Latin American market, with the introduction of flights by Copa Airlines and Conviasa enhancing connectivity in this region. Additionally, we are exploring opportunities in emerging markets such as Africa to further diversify our reach.
Barbados is poised to position itself as a key hub for air travel to the Southern Caribbean.
The island’s hotel sector is also set for significant investment over the next two years, with the refurbishment of the Marriott properties, the completion of Hotel Indigo and the Blue Monkey Boutique Hotel, and the commencement of the Pendry hotel project. The recent opening of the Wyndham Sam Lord’s Castle hotel further adds to this favourable environment, supporting the growth of our tourism sector.
Our marketing efforts are focused on engaging the visitor of the future by targeting niche markets that offer a unique value proposition – culinary, events, sports, and luxury. Building our brand story to showcase the rich diversity of our product will be an exciting challenge for us as an organisation.
With these initiatives in place, I am confident that Barbados’ tourism industry will continue to thrive.
RUM TASTING IN FOCUS
In Barbados, rum is more than just a product and a drink – it’s a way of life.
Found in the stores and distilleries that populate the landscape, where locals gather in numbers not just to drink but to socialise, rum is part of the fabric of authentic Caribbean living.
It’s also present in the festivals and celebrations where rum flows freely, uniting the entire island in a shared heritage. Of course, it’s also part of the national cuisine, with rum being a staple ingredient in many Barbadian dishes and sauces, showcasing its integral role in the island’s gastronomy.
Famed for their native spirit, Barbadians have been doing rum the right way for more than three centuries, capturing the drink in all its myriad forms, whether crisp, earthy, grassy, or spicy, at the highest calibre.
Enthusiasts of the drink can now embark on an exclusive journey through the world-famous Mount Gay Distillery, where you can watch the diligent rum-making process in action.
This incredible site is where it all began, and through comprehensive guided tours, you can enjoy unparalleled access.
After the tour, visitors can settle into a lengthy tasting session and learn more about the distinct flavours of the spirit. There’s also a designated time slot for shopping so you can stock up on your favourite rums and take the rich tastes of Barbados back home with you.
OUTLOOK RECOMMENDS
Eat:
FOR THE BEST FOOD TOURS ON THE ISLAND…
Lickrish Food Tours offers some of the most fun, informative, and local culinary experiences in Barbados. An array of walking tours explores the streets and alleys of Bridgetown, only a stone’s throw away from where your ship docks, as part of the many available cruise packages. Visit various monuments, public squares, and churches, and learn about their captivating history from your knowledgeable guide. Then, sample local favourites such as fish cakes, fresh local fruit, and homemade ice cream, just to name a few. Elsewhere, enhance your stay by getting the inside scoop on the best eateries to return to and dishes to order.
FOR THE BEST BEACH BAR IN THE CARIBBEAN…
Offering unbeatable beach facilities and water-related activities enhanced by the calm azure waters of Carlisle Bay, The Boatyard is conveniently located on one of the most amazing white sand beaches in the world on the outskirts of the capital, Bridgetown.
Open daily, 365 days a year, there’s never a dull moment. Whether you’re visiting on a cruise ship, staying at one of the many hotels or villas, or a local or permanent resident, you are guaranteed to have a great time.
Upon entering the idyllic setting of The Boatyard, a day pass beach package is offered for a range of club facilities which ensures you enjoy a fun-filled day in what so many refer to as paradise.
Meanwhile, Sharkey’s Bar is the liveliest drinks spot on the island. There’s always something happening at this colourful beachside bar at The Boatyard, just the place to quench your thirst after soaking up the warm Caribbean rays.
During the cruise ship season, the party shifts into a high gear as the music cranks up and the bar games begin. Sharkey’s Bar is the perfect spot to grab a few cocktails and look for that famous green flash on the horizon as the sun sets whilst enjoying great food, the best beach in the Caribbean, sumptuous cocktails, spectacular sunsets, and lively music.
LANDMARK ATTRACTIONS
Kensington Oval
Barbados is one of the international centres for cricket, and the island’s oldest and most iconic stadium, the Kensington Oval, hosts regular test matches between the months of January and April. As one of the many home grounds used by the West Indies, the historic home of Barbadian cricket regularly witnesses classic encounters against England, Australia, New Zealand, India, Pakistan, and South Africa.
The Garrison
The Garrison is one of eight cultural heritage conservation areas on the island and represents a distinguished era of military colonial history, made up of 115 listed buildings. Within the precincts of this sprawling site, visitors can explore a fascinating collection of history through both colonial and vernacular architecture.
Rihanna Drive
Found on the outskirts of Bridgetown, Rihanna Drive is the childhood home and community where world-famous Caribbean icon, billionaire businesswoman, and multi-award-winning popstar Rihanna grew up. Originally known as Westbury New Road, the name was changed in 2017 to celebrate one of Barbados’ most famed stars and share a part of her childhood with the world, now existing as a must-visit destination for any avid Rihanna superfan.
GETTING THERE AND AROUND
Getting around Barbados is easy thanks to its developed tourist infrastructure and reliable public transportation network, headlined by a fleet of electric buses that can take you practically anywhere on the island.
Run by the Barbados Transport Board, these are equipped with Wi-Fi and air conditioning and are reliably operated to a specific timetable and route map.
Barbados has over 80 varying bus routes covering most of the island, with all major cities and towns connected by the comprehensive network.
Elsewhere, taxis are widely available across the island, offering comfortable journeys for travellers wishing to reach any destination across the country in style. They are helpfully marked by blue licence plates that start with the letter ‘Z’.
Renting a car of your own is another viable option and one that’s more popular with adventurous travellers who want to see plenty of the island. A wide variety of car, motorcycle, and scooter rentals are all available to peruse.
With direct flights from the UK, US, Canada, and various other Caribbean islands, Barbados is easily accessible by air.
As one of the world’s premier holiday destinations, Barbados remains extraordinarily popular, especially during the winter months, as the island still enjoys a radiant Caribbean climate.
Many cruise companies also offer trips to Barbados, including Marella Cruises, MSC Cruises, and Royal Caribbean Cruises. Some packages include extended or overnight stays, giving passengers more time to explore the island.
