Barbados is on track for another record year as it looks forward to celebrating the 50th anniversary of its independence.
The Caribbean island has reported 10% growth from the UK in the first quarter of 2016, off the back of a record 2015, when the UK market finished almost 14% up.
"We achieved our highest ever number of air visitors last year and it’s always difficult after a double-digit increase to match that again, but based on what we see we think we can expect positive growth this year," said William Griffith, chief executive of Barbados Tourism Marketing Inc (BTMI).
The island has 10% more airlift from the UK for 2016, including British Airways to increase from 10 to 12 flights per week from November.
Hotel developments on the island have focussed on all-inclusive resorts – previously unusual in Barbados - with Sandals Barbados opening last year, a 400-room Beaches resort in the pipeline, and Amaryllis Beach Resort being transformed into the all-inclusive Sugar Bay Barbados.
“There is definitely demand for all-inclusive product, but it will still only make up about 10% of our rooms, and non-all-inclusive is growing four times as fast,” said Griffith.
This year marks the 50th anniversary of Barbados gaining independence from the British crown, and will see events such as the island’s popular Crop Over festival be bigger and better than ever.
Music and sporting events have been critical to attracting visitors to the island as well as raising its profile, Griffith noted, with Formula One driver Lewis Hamilton heading to Barbados to take part in its first ever Festival of Speed in May.
The BTMI has also created a special series of Barbados-themed emojis as part of the celebrations, which can be downloaded from the app store.
The tourist board’s website, visitbarbados.org, will relaunch in early May at a cost of around £300,000, with immersive video content, 360-degree tours, blogs and trip-planning. Hotels will be bookable on the site, using the same platform already on the Barbados Hotel & Tourism Association platform, via which Griffith said agents can earn commission. There will also be an agent call to action on the site.
"Around 40-45% of our energies will be focused on digital marketing now, as opposed to more traditional print and other marketing activities," Griffith notes. "We’ve had to adopt our business model to suit how travellers’ booking patterns have changed."
But he insisted UK agents remain important to the destination, and the BTMI is hitting the road next month to hold evening events for agents in Glasgow (May 23), Newcastle (May 24), Leeds (May 25), and Manchester (May 26).
Agents from Ireland, Scotland and Wales will be targeted for fam trips, Griffith added. "We’re doing very well in south England but we think there is a lot of opportunity in Ireland, Scotland and Wales," he explained.
The tourist board’s UK director, Cheryl Carter, told agents to expect a major incentive in mid-May.
