Barbados to re-focus regional tourism appeal

The Barbados Tourism Marketing Inc (BTMI) is on a mission to make Barbados more attractive to other Caribbean people.

And Director of Caribbean and Latin America at the BTMI, Corey Garrett, is hoping that its newest brand ‘IsleAway’ will do the trick.

During a press conference at the BTMI’s Warrens headquarters this morning, Garrett explained that the brand’s main goal was to reconnect the region.

He admitted that while Barbados was heavily marketed in the UK and USA – its main source markets – little attention had been paid in trying to promote the island as an attractive destination to persons living in the Caribbean.

Garrett maintained that with Barbados expecting a drop in visitors from those source markets due to the effect of the COVID-19 pandemic, intra-regional travel was now more important than ever.

“We too have been focusing on how to restart the Caribbean travel market and we obviously realize that there has been a challenge in the marketplace. There has been a major deterrent in regional travel – high airfares, inaccessibility and inability to travel freely around the region due to the carriers which exist and the connectivity that existed,” Garrett acknowledged.

“We want to of course strengthen the relationship with our Caribbean neighbours via affordable travel and of course we have to understand that the region’s economies are not like those in the larger markets.

“We realize that what we offer to those larger markets is not necessarily applicable to our Caribbean brothers and sisters and ourselves. We have to put ourselves in a mindset where we have to think like the Caribbean traveller ourselves here in Barbados and we are free to admit that Bridgetown has not necessarily gotten it all right,” he added.

Garrett said IsleAway is a new destination brand that promotes Barbados as an island getaway destination.

He said it would be data-driven while focusing heavily on digital.

Garrett said initially Barbados would target visitors from St Lucia, Dominica, Grenada, St Vincent, St Kitts and Nevis, Antigua, Montserrat, Martinique and Guadeloupe.

“There will be a strong cohesive message that inspires the Caribbean traveller because it will speak to them as we see ourselves. It will also be authentic with relatable visuals that make Barbados appear dynamic and appeal to the region and showcases fully what the destination has to offer,” Garrett pointed out.

He said five groups would specifically be targeted. These are the Days of Our Lives Club for mature travellers, De Young People, Lovers, Business and Foodies.
(RB)