Barbados has much untapped tourism potential in Europe and the Barbados Tourism Marketing Inc (BTMI) has appointed a new tourism director to lead the charge in this major source market.
She is seasoned marketing executive, Anita Nightingale, who has more than 15 years of international experience in the retail, auto, finance and tourism sectors.
Nightingale holds a B.A. in English and French, a M.A. in Media Studies and post graduate certificates in media management and Spanish.
She will join the Barbados delegation to ITB Berlin, the leading global travel conference, from March 9 – 13, 2016.
Her tourism experience began at the Almond Resorts where she worked as a marketing and public relations officer. In 2012 she worked briefly as a marketing consultant for the former Barbados Tourism Authority (BTA) in their European office. Most recently she served as Director of Tourism in Montserrat where she led the redesign of the destination website and the content strategy for the social media channels. She also developed the island’s first electronic expenditure survey and initiated four new gateways with LIAT and Caribbean Helicopters Limited.
BTMI’s CEO William Griffith, in welcoming Nightingale to the BTMI’s global team, stated, “Europe is a region with great potential for Barbados and now that we have a director dedicated to that market, we anticipate that we will be able to grow our share of the market. We are pleased to welcome Anita and look forward to benefiting from her strong mix of language, leadership and marketing skills.”
Outside of the tourism sector, Nightingale honed her craft in the US as a senior account executive at the UniWorld advertising agency managing national campaigns for Ford motor vehicles. She later became strategic planning director at Zimmerman Advertising with responsibility for consumer insights. Her most senior posts include working as Duty Free Caribbean’s first regional head of marketing for their Caribbean and Central America stores. She also served as regional marketing manager for the Caribbean at Western Union, Fort Lauderdale, where she spearheaded the company’s first global campaigns targeting the Caribbean diaspora.
In 2015 Europe contributed 6.3 percent of the island’s international long-stay arrivals. Germany recorded a 3.2% increase year-on-year while the other European countries recorded a decline of 14.4.