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.
