Connect Barbados charts way forward

The island’s premier business-to-business tourism showcase, Connect Barbados, made its full return for the first time since the pandemic, bringing together local and international stakeholders to chart new directions for Barbados’ tourism product.

Hosted by the Barbados Tourism Marketing Inc (BTMI), the 2025 edition of the event was held at Sam Lord’s Castle with the participation of industry players that included attractions, hotels, villa properties, destination management companies (DMCs), restaurants, and transport.

BTMI Chief Executive Officer Andrea Franklin told the opening ceremony on Tuesday that Connect Barbados was more than a marketing platform.

“This is a celebration of collaboration, a reaffirmation of partnerships, and a strategic platform for charting the way forward,” she said.

She reported that Barbados welcomed more than 735 000 long-stay visitors in 2024, a double-digit increase over the previous year, and that airlift from the United States alone grew by 35 000 seats during the winter season.

Average length of stay also increased, while cruise passenger numbers rose to 687 000 from 288 ship calls.

Industry stakeholders participate in the B2B sessions.

Franklin said the 2025 edition also sought to present a more complete picture of the island’s tourism offerings, noting, “We are more than just a typical sun, sea and sand destination,” she said, pointing to the growth of ecotourism, sports tourism, heritage experiences, and culinary travel.

Tourism Minister Ian Gooding-Edghill, who also addressed the opening, said the ministry was committed to building on this momentum.

He told the audience that Barbados’ recovery had moved into a new phase, stating, “We are in a transition from recovery to resilience, and that means we must not only bring more people to Barbados, but also deepen the value of each visit.”

CEO of the Barbados Hotel and Tourism Association (BHTA), Ryan Forde, called the current investment climate a strong vote of confidence in the island’s future.

“Over the past two years, we have opened two new hotels, South Point Hotel and the Wyndham Grand at Sam Lord’s Castle, and we’re on track to open two more this year: Hotel Indigo and the Blue Monkey Hotel and Beach Club,” he noted.

“The Marriott Group has seven projects in Barbados, with five expected to be completed by the end of this year.”

Forde added that tourism development was not just about new buildings.

“With the help of our DMC partners, we’re also curating more immersive experiences, and working alongside BTMI, the [National Cultural Foundation] and others on a new Culinary Leadership Programme to develop young chefs, bartenders and artisans.”

He said this programme would focus on personal branding, creativity and authenticity, “because culinary tourism comes naturally to us, and it only makes sense to invest in our people and in the art.”

The event culminated with the Connect Barbados Awards Luncheon, which recognised key contributors across the tourism sector for their role in enhancing Barbados’ global appeal.

Awards spanned three categories including trade, media and People’s Choice.

Photographer Reco Moore received one of the BTMI Media Awards, presented by BTMI CEO Andrea Franklin.

Other media winners included Laura Osborne, Ebony Williams, Wode Maya, and Julien Belineque.

The People’s Choice Award went to The Crane, accepted by Director of Sales and Marketing, Charita Jordan, and Director of Hotel Business Development, Karen Oliver, and presented by Minister Gooding-Edghill.

BTMI’s Chief Operations Officer Cheryl Carter said the awards were meant to honour “the storytellers, the advocates, and the tireless champions of Destination Barbados.”

“We often say that hospitality is the business of emotion. And nowhere is this more evident than in the stories told about Barbados. Whether captured in a single photograph, painted in prose, or shared with the immediacy of a social media post, each narrative carries a little piece of our island’s soul,” she told attendees.

“These stories, your stories… invite the world to see Barbados as a place of warmth, depth, discovery, adventure, tranquility and belonging.”

 (SM)