Former BTMI chief says tourism is it!

Barbados should not move away from tourism as its main economic driver.

That is the view of former chief executive officer of the Barbados Tourism Marketing Inc (BTMI) William Billy Griffith, who believes an enormous effort must now be made to revitalize that sector to ensure it remains the country’s leading foreign exchange earner.

He made the comments this afternoon while speaking at the Barbados Yacht Club’s luncheon on the topic The Way Forward in Tourism – The Role of the Barbados Yacht Club.

“While we pondered the fate of tourism as its relevance was brought into question, it was important to remember that in several iterations, tourism had proven to be one of the most resilient industries, even in the bleakest of circumstances. We also have to consider how long it would take to develop another industry, in less than ideal circumstances, to swiftly transform it into the revenue earner that tourism has been. Juxtaposing these options cemented the revitalization of tourism as the way forward for Barbados,” Griffith, the managing director at WCG Consulting Limited said.

“The reality is that the phenomenon of tourism has been cemented in the global economy, and its rapid growth throughout the years has been undeniable. Similarly, tourism has been so intricately woven into Barbados’ economic fabric that its extraction could potentially unravel the country’s economic structure, which would prove detrimental in the short, medium and long term.

“Now is the time to pour into our tourism industry and allow it to be the engine of our economic resurgence, a role it has played at some of the lowest of low points in the country’s history.”

However, Griffith maintained that an overhaul of the tourism product was necessary, as COVID-19 had shown up  several flaws in the industry.

He said one of the most important elements was the need to implement stringent health protocols on the island to encourage travel.

“We must always be mindful that tourism is a tool, and like any other tool, it sometimes needs to be sharpened to more effectively do its job and adapt to changes in conditions. Therefore, there are key premises on which the modification of the Barbados tourism tool must be built, which the present climate dictates,” Griffith noted.

“Earning its place at the top of the list is the unified adoption of and adherence to health-related protocols. While the market research shows that the intense desire to travel still exists, the provisions under which people wish to travel have changed significantly. Also, the protection of our tourism frontline workers especially, remains paramount. Therefore, these protocols, and all updates thereof, should be clearly communicated, and consistently enforced by all tourism service providers.”

Griffith said multi-stakeholder collaboration, the use of technology and addressing the issue of race were also important factors in revitalizing the tourism sector.

He told those gathered that the Barbados Yacht Club also had a big role to play through its hosting of events and an expanded community outreach programme.

“The Barbados Yacht Club is well-positioned to play several roles in a new version of the country’s tourism industry…You have the capacity to intensify your philanthropic efforts to benefit Barbados’ tourism, using your events and other membership activities as fundraising opportunities to support a tourism-related cause or a vulnerable group of tourism stakeholders,” Griffith outlined.

“The Yacht Club has the resources to embark on extensive community outreach. Mentorship programmes and educational forums for the youth where they can learn new skills and receive new experiences can contribute to their empowerment. Support for the development of local dining experiences for visitors in the homes of Barbadian residents would significantly contribute to the community tourism product. Providing pro bono advice to fledgling businesses through your extensive network of experts would help to foster entrepreneurship.

“Supporting the advancement of nautical tourism in Barbados by supporting the development of the sailing component could be your signature contribution to product diversification and is more than feasible given the focus of your association,” he further pointed out.
(RB)