German-Canadian to lead BTMI

German-Canadian tourism executive Jens Thraenhart has been confirmed as the new leader of the Barbados Tourism Marketing Inc, more than a month after a leaked memorandum disclosed that he had received the nod for the job.

The widely circulated document dated July 29 said: “Whereas the Interview Panel as assigned by the Board has unanimously agreed to recommend Mr Jens Thraenhart as the candidate for the position of CEO of the Company subject to reference and background checks being conducted, be it resolved that Mr Jens Thraenhart be and is hereby recommended for appointment to the role of Chief Executive Officer (CEO) of the Company, for a term of three years with the option to renew, subject to reference and background checks being conducted.”

In an interview with Barbados TODAY, Minister of Tourism Senator Lisa Cummins would neither confirm nor deny the authenticity of the document but said that she had not seen it and that Cabinet had not approved anyone for the BTMI chief’s post.

Senator Cummins had said: “So, any document in circulation cannot speak to anyone who has been hired because Cabinet has not considered any paper for any hiring of a CEO for the BTMI. Anything you are seeing has not been seen by me or by the Cabinet of Barbados.”

The confirmation then came on Thursday in a BTMI statement.

The BTMI said: “After an intensive global search, the Board of Directors of the Barbados Tourism Marketing Inc. is pleased to confirm the appointment of Mr Jens Thraenhart, as Chief Executive Officer of the island’s destination marketing agency, effective November 1st 2021.

“Mr Thraenhart, a tourism veteran of 26 years, emerged as the top candidate from an initial pool of 178 candidates of qualified professionals from around the world.”

The BTMI further explained that the search and selection process was undertaken by headhunting firm Profiles Caribbean Inc and a subcommittee of the board and Industry professionals.

The marketing agency said the appointment of the new CEO will “usher in a new era for the organization, one that will see the BTMI transition to a more commercial marketing enterprise which is reshaping its operations to better compete in the new pandemic era of global tourism”,

In confirming the appointment, Chairman of the BTMI Roseanne Myers said: “We believe that coupled with Jens’ international tourism experience, proven track record in strategy execution and entrepreneurial perspectives, the BTMI will emerge from this period of the pandemic, a much stronger, high-performing destination marketing company that brings increased benefit to our industry and the wider economy.

“We undertook the challenge to find the best candidate for the CEO position to help shape the way forward, and we are exceptionally pleased to have done so, after a thorough and transparent process. We welcome Jens to the Barbados team.”

Thraenhart comes to the job well-versed in global tourism strategy and execution, said the BTMI, which highlighted his work in North America and Asia.

The state tourism marketer said: “Having worked for the Canadian Tourism Commission (now Destination Canada) and Fairmont Hotels & Resorts (now part of Accor), and most recently as Executive Director of the Mekong Tourism Coordinating Office, appointed by the six-member governments in Southeast Asia for four consecutive two-year terms.

“[Thraenart] is the Second Vice-Chair of the Affiliate Members Board of the World Tourism Organization (UNWTO) and has served on industry boards including the Pacific Asia Travel Association (PATA), the Hospitality Sales and Marketing Association (HSMAI), and the International Federation of IT and Travel & Tourism (IFITT), bringing key stakeholder relationships in key target markets for Barbados tourism. Thraenhart has been recognized as one of the Top 25 Most Extraordinary Minds in Travel and Hospitality three times, was recognized by Travel Agent Magazine as one of the Top Rising Stars in Travel, and was added to the Hall of Global Tourism Heroes in 2020.”

The July BTMI internal memo said the new CEO would receive an annual income of $240, 000 (US$120,000) and several perks. (BT/BTMI)