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Minister of Tourism and International Transport, Senator Lisa Cummins.

NEW TOURISM BRAND

There is a new tagline promoting Barbados as a premier tourist destination – Little Island, Big Barbados. The new branding and marketing initiative was launched yesterday in a virtual event hosted by the Barbados Tourism Marketing Inc. (BTMI), to mark the reopening of the local tourism industry for business.

And as the tourism officials seek to attract visitors to these shores again, as the world continues to fight the COVID-19 pandemic, Minister of Tourism and International Transport, Senator Lisa Cummins, maintains that a safe reopening is paramount for this country. With that in mind, she said to help achieve that safety, “home drums must beat first”, and so she is encouraging Barbadians to get vaccinated.

“So Barbados re-entering the market is competing with markets that have already achieved herd immunity and seen tremendous successes as a result. Israel and Singapore, for example, are among the countries included on the recently announced UK green list. But aside from plummeting COVID infection rates and testing capacity for variants, they are also among the most inoculated countries in this world. So I take the opportunity to encourage the tourism sector in particular, but Barbadians more generally, to consider being vaccinated,” she said.

Cummins added, “We're opening a country to visitors who must be tested no more than three days before arrival; they must be vaccinated for the most part; and again they must be tested on arrival. We have to match that with a local population that is also prioritising testing and vaccination. Our country, our government, is fighting globally for vaccine equity, so that we can stand tall among every other nation.

We want our businesses reopened. We want our workers back to work. We want everyone to feel safe.”

The Tourism Minister made the point as she indicated that to date over 75 000 persons in this country have been vaccinated, as they move towards the government’s goal to immunise 80 to 90 per cent of adults to achieve herd immunity. While admitting that there is still a way to go in that regard, she is nonetheless confident that by working together it can be achieved.

“We aim to inspire confidence in Barbadians and travellers equally, that we’re protecting ourselves first and our communities against community spread here at home, and when our communities are protected, that visitors equally after meeting such vigorous border protocols, they visit our island home and they too feel safe,” she said.

Senator Cummins added, “We have to encourage people who haven’t travelled in 18 months to choose Barbados; to choose Barbados over some other destinations that perhaps are so encouraged by the fact that there are vaccinations taking place globally, that they’re removing nearly all public health screening and testing requirements for entry into their country. That is not Barbados’ way, safe Barbados is what we’re prioritising and what we’re offering to our partners”.

Her comments came as she said that earlier this week, the United States Centers for Disease Control and Prevention moved Barbados from level four to level three in respect of its travel health notice. Minister Cummins said that this is a positive signal.

Speaking more on the rebranding, she said it is part of their effort to navigate what is hoped to be post-vaccination travel and the restart of tourism. Moreover, she said that through the rebranding, Barbados is declaring to the world that this little island is in every way continuing to punch above its weight.

“We’re standing here proud of this little big island. We are little in size, population, sometimes some may say geopolitical significance and available resources, but we are big on ambition, big on resilience, big on facing and fixing problems. We are big on developing new business opportunities that allow our people to secure employment [and] create livelihoods. We are big on supporting businesses, because businesses hire people, businesses create economic activity. We are big on travel and tourism. We’re big on the people who constitute the travel and tourism industry. We are big on destination Barbados. So safe reopening is important to us,” she contended.

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Colorful as much as it is gracious, Barbados distills its unique blend of West African and Caribbean culture together with its elegant British heritage. Giving it a flavor unlike any other destination in the world. Whether your desire is to plan a memorable family vacation or sportsman’s escape, romantic getaway or business trip, Barbados offers a diverse and dynamic cross-section of things to do, places to be and wonders to enjoy.The quality of the services, infrastructure and products that are provided as part of the tourism industry are vital to the success of any travel destination. Visitors traveling to Barbados will arrive by air or sea transport services, and then rely on ground transportation services to traverse the island during their stay. They will spend their holiday in an accommodation property, (e.g. infrastructure including hotels, apartments, guesthouses, private villas, etc.), and they will experience products and participate in activities that include dining, shopping, sports, and attractions, each of which can be the focus of specific niche market development. All of these aspects make up a total holiday experience, the quality of which will determine whether the island can deliver hospitality and services that surpass its competitors.

STABLE GOVERNANCE

As the third oldest Parliament in the British Commonwealth, Barbados has an enviable record for the management of its political, social and economic affairs. Once known as ‘Little England’, Barbados’ political system has withstood the test of time and earned it the #1 position by Transparency International’s freedom from corruption index in the Caribbean and Latin America. Barbados has undergone several changes in its political administration without incident and successive administrations have exhibited prudence in the management of its economy, contributing to the overall stability of the island nation.

VIBRANT ECONOMY

Since its independence from the United Kingdom in 1966, this English speaking nation has developed a robust economy with a GDP of USD $4.3 billion, which is the 4th highest in the Eastern Caribbean. In the post-independence period, the Barbados economy has evolved from an agrarian economy to a service-based one led by tourism and international business. The island’s banking system has the distinction as being recognized as the 4th most stable in the Western Hemisphere by the World Economic Forum’s Global Competitiveness Report 2014-2015.

AVIATION HUB

Barbados’ location as the most easterly Caribbean island makes it a natural hub for both passenger and cargo traffic from the United Kingdom, North America and Europe. The Grantley Adams International Airport manages 2.4 million passengers annually and is rated in the top 10 for the availability of flights per capita and is also world-rated for the quality of its airport infrastructure.

INTERNATIONAL AIRLINE CONNECTIVITY

• MIA: American Airlines (Twice daily)
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• Toronto: Air Canada (Daily), West Jet (Four times weekly)
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• Manchester: Virgin Atlantic (Twice weekly)
• Germany: Condor (Four times weekly)

WORLD CLASS ATTRACTIONS & TOP-RATED RESTAURANTS

Barbados’ capital city Bridgetown and its Garrison was recently designated as a UNESCO World Heritage Site. This honour highlights the pivotal role played by Barbados as a British Colony which is also demonstrated across the island with its historic buildings, churches and landmarks. The island’s natural attractions include Harrison’s Cave, which offers a unique opportunity to travel beneath the surface of its coral limestone bedrock to view underground streams and a variety of natural features.

Like its accommodation sector, Barbados offers an exquisite blend of restaurants, many overlooking idyllic seascapes and catering to all tastes and budgets.

EXCELLENT DUTY AND TAX CONCESSIONS

The Government of Barbados has placed a high priority on the Travel and Tourism sector and has received international recognition for its level of investment in the sector, which is a critical foreign exchange earner. Investors in the tourism sector are offered an attractive package of incentives that include a tax holiday for up to 25 years and on expiration of the tax holiday period, a reduction of 50% of the applicable rates and taxes then prevailing in respect of the concessions for a further 15 years.

Legislation has also made provision for investors in tourism projects to benefit from:

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• Furniture, Fixtures and equipment, Building materials, Supplies & Equity financing

Investment Legislation

• Tourism Development Act
• Special Development Areas Act

PROACTIVE BTI ASSISTANCE

Investment assistance.

Barbados Tourism Investment Inc. (BTI) is the development agency of the Government of Barbados with special responsibility for facilitating investment in the tourism and hospitality sector in Barbados.

Barbados is rated #6 for the priority it places on its tourism investments and #5 for the percentage of its fiscal budget spent in the industry.

The helpful and efficient BTI staff will work with you to identify appropriate legal, financial, architectural and other professional services required to assist you with your project. We will also interface with all relevant governmental agencies to help you to access the benefits available within existing tourism development legislation.

As the tourism investment facilitation agency for the Government of Barbados, our services are free to investors, so be sure to call or visit us when you are considering investing in Barbados.

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ALL travellers into Barbados, inclusive of those deemed fully vaccinated, are asked to review, and indicate their acceptance of the following:

ALL travellers must travel with an accepted valid negative COVID-19 PCR Test OR Rapid Antigen Test result.

Travellers are permitted to travel to Barbados with a valid negative Rapid COVID-19 PCR test OR Rapid Antigen test result done within 1 day prior to arrival in Barbados OR a negative RT-PCR COVID-19 test result done within 3 days prior to arrival.

Accepted tests include tests which were taken at an accredited or recognized laboratory by a healthcare provider via any of the below:

• Nasopharyngeal sample
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• Mid-turbinate sample

LAMP tests, self-administered tests or home kits and tests using saliva samples will NOT be accepted.

With specific reference to the type of test required and accepted for entry into Barbados:

Specific Requirements:

• The specimen must be taken at an accredited or recognized laboratory by a healthcare provider via any of the below: nasopharyngeal sample, oropharyngeal sample, nasal sample, anterior nares sample or mid-turbinate sample.
• The sample must be taken within 3 days prior to arrival for RT PCR test or 1 day prior to arrival for Rapid COVID-19 PCR Test OR Rapid Antigen Test.
• The laboratory performing the test must be an accredited, certified or recognized facility

Please note that the following will NOT be accepted:

• Shallow nasal swab samples
• Saliva samples
• Self-administered tests (even if the sample was taken under the supervision of a healthcare provider)

The COVID-19 Protocols are sanctioned by Ministry of Health and Wellness (MHW) Last Updated : 26th February 2022, Last Verified by MHW : 8th June 2024

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Barbados tourism marketing inc..

Website:  https://corporate.visitbarbados.org/

The Barbados Tourism Marketing Inc. (BTMI) functions are to:

• promote, assist and facilitate the efficient development of tourism;
• design and implement suitable marketing strategies for the effective promotion of the tourism industry;
• make provision for adequate and suitable air and sea passenger transport services to and from Barbados;
• encourage the establishment of amenities and facilities necessary for the proper enjoyment of Barbados as a tourist destination; and
• carry out market intelligence in order to inform the needs of the tourism industry

Vision Statement

The Vision of the Barbados Tourism Marketing Inc. is see Barbados elevated as a globally competitive, warm weather destination, with tourism sustainably enhancing the quality of life of visitors and Barbados together.

Mission Statement

The Mission is to develop and apply exceptional marketing capabilities in the process of telling the authentic brand story of Destination Barbados. It further calls for us to galvanize all partners to elevate Barbados` tourism to new heights, while doing so in a fiscally prudent and sustainable manner. Our focus in carrying out our mission will be on highly targeted marketing efforts guided by sound market intelligence. Research and cutting edge marketing tools. This will enable us to be deploy effective and efficient marketing initiatives with a concentration on the utilization of digital marketing.

The mission will be achieved by employing and developing the talents of the staff while ensuring that they are all fully cognizant and compliant with the policies and practices so as to empower them to operate freely, expeditiously, and in the best interest of destination Barbados, our government shareholder, our visitors and the wider community.

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Bernhard Langer tees off on the par-3 18th during the second round of the World Cup of Golf at the Sandy Lane Resort in St. James, Barbados in 2006. (Ross Kinnaird/Getty Images)

Caribbean nation to be promoted across PGA TOUR landscape as Official Marketing Partner

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PONTE VEDRA BEACH, Fla. – The PGA TOUR and Barbados Tourism Marketing Inc. announced Monday a multi-year Official Marketing Partnership that designates the country’s tourism arm as an Official Tourism Sponsor of the PGA TOUR and PGA TOUR Champions.

The agreement, through 2027, will see Barbados Tourism engage across the PGA TOUR landscape, including through digital activations and creative content as well as at PGA TOUR tournaments. The partnership will showcase Barbados as a world-class destination for business, recreation and leisure.

“We are pleased to welcome Barbados Tourism into our PGA TOUR family as an Official Marketing Partner and introduce our players and fans to this country’s rich culture,” said Brian Oliver, PGA TOUR executive vice president, Corporate Partnerships. “Some of the best golf courses in the Caribbean call Barbados home, and we look forward to showcasing the island as a premier tourist destination to our fanbase.”

The island is home to seven world-class courses, including Westmoreland, Apes Hill, Barbados Golf Club, Rockley Golf Club, Sandy Lane Old Nine, Sandy Lane Country Club and Sandy Lane Green Monkey Golf Course.

Barbados previously hosted the World Golf Championships-Barbados World Cup in December 2006 at Sandy Lane Resort. Germany’s team of Bernhard Langer and Marcel Siem defeated the Scottish duo of Colin Montgomerie and Marc Warren on the first playoff hole to win the tournament’s 52nd overall playing.

“We are proud to be the first island within the Eastern Caribbean to have this type of partnership with the PGA TOUR brand,” said Shelly Williams, chair, Barbados Tourism Marketing Inc. “This collaboration marks a significant milestone in our ongoing efforts to show the world that Barbados is a prime luxury sporting destination. I am confident that this high-level partnership will align the destination's profile with global fans and sports enthusiasts through the prestigious platform of professional golf.”

Williams added that this partnership will further connect Barbados with the highest-valued business and leisure audience in global sports, which will have increased economic benefits for the island’s tourism industry.

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Meet The Winners: Barbados Tourism Marketing Inc.

During Routes Americas 2024 in Bogotá, Barbados Tourism Marketing Inc. highlighted its recent successes in route development, the creation of sustainable relationships with airline partners, and the significance of being named the Destination Winner at the Routes Awards.

With a population of just over 280,000, tourism is the main economic driver for the South Caribbean island. After being one of the last islands to fully lift pandemic protocols, the tourism authority has focused on coming back stronger with sustainable, long-term demand and increased destination awareness through targeted initiatives and campaigns.

In 2024 so far, Barbados has seen tremendous growth in capacity, frequencies, airlift, and the expansion of new gateways. Notable achievements include American Airlines' New York John F. Kennedy (JFK) to Bridgetown, Barbados (BGI) daily service starting Nov. 5 and a Saturday-only service from Philadelphia International Airport (PHL) beginning Nov. 9.

Delta Air Lines will also launch a daily service from Atlanta to BGI from Nov. 23 and 1X-weekly flights from JFK to BGI from Dec. 21. During its summer schedule, United Airlines is also flying to Barbados from Newark Liberty International Airport (EWR).

The success this year comes after JetBlue in 2023 increased its Barbados service to 2X-weekly from Boston Logan International Airport (BOS) and doubled daily departures from JFK that ran from September 2023 to February 2024.

Barbados Tourism Marketing Inc. is renowned for its awareness initiatives to increase the attractiveness of the location and ensure routes reach capacity. For example, leveraging JetBlue’s digital partnerships, the tourism authority engaged in campaigns in Boston and New York to highlight Barbados’ dynamic culinary scene, achieving a social reach of more than 700,000 and 440,000 social page visits.

Speaking to Routes in Bogotá, Eusi Skeete, director at Barbados Tourism Marketing Inc., highlighted that Latin America is a key target market, with the opening of an office in Panama City to deepen relationships. Within North America, southern and midwest markets are attractive, with California being a priority unserved destination.

Canada presents a strong opportunity for further growth, with Air Canada marking 75 years of flying to Barbados in 2024 and increasing frequency on its Montreal route to four times weekly this year.

Commended for its cohesive strategy, strong route development, and thorough marketing support to build sustainable relationships, Barbados Tourism Marketing Inc. was crowned the winner of the Destination category at the Routes Awards. On the win, Skeete said: “It was truly a humbling experience. For our airline partners to show confidence in us as a destination and to say that they see the support we are providing is something we are extremely grateful for and humbled by. It reaffirms our commitment as a destination.”

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Routes Americas 2024 is the region's premier platform for airports, airlines and tourism authorities to meet and discuss the air services across both North and Latin America.

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