BTMI launches summer campaign for 2024

The Barbados Tourism Marketing Inc (BTMI) has launched its 2024 Destination Barbados summer campaign, Find That Feeling.

Marketing Director Anderson King gave tourism stakeholders a glimpse into the campaign on Wednesday during the Barbados Hotel and Tourism Association (BHTA) quarterly conference at the Hilton Barbados Resort.

He said the summer period would be an exciting time as there were several national and international activities taking place such as the 2024 Cricket World Cup, Crop Over and We Gatherin.

And he encouraged local businesses to partner with the BTMI, noting that they would receive a stimulus package and have a good opportunity to showcase their unique offerings.

The summer campaign is centred around highlighting the feelings that fill people when they go on vacation.

“What makes a holiday memorable is the experiences that create lasting memories and emotional attachments; the unforgettable trips that are constantly in your daydreams and evoke a myriad of feelings; a sense of escapism when you are transported to a blissful paradise; the joy that ignites your soul when you see your long-distance loved ones or simply the contentment of just being able to relax. These are the feelings you can find on a holiday in Barbados,” King said.

King said the BTMI’s teams at various international travel booths will also highlight the island’s culinary offerings and dining experiences, promote wedding offerings, Bajan culture and festivals, sporting activities, heritage and natural attractions, and talk about community, family and the feeling of belonging. The beauty of the island will also be showcased as well as its luxurious features.

During his presentation, the marketing director also said the objective of the campaign was to reinforce and promote Barbados for its primary proposition of sun, sea and sand while highlighting unique and diverse Bajan experiences.

While Barbados has diversified tourism offerings, he said, the BTMI still had to push the sun, sea and sand concept as it was still the number one attention-grabbing feature of the island.

Referencing a recently conducted ranking survey, King said the beach was the most loved feature with a sentiment score of 53 per cent. (SZB)