Tourism strategy signals shift to ‘Tourism 3.0’ model

Prime Minister Mia Mottley has outlined an ambitious reset of the tourism industry, signalling a move beyond traditional models towards a more competitive, community-centred and globally connected tourism, dubbed “Tourism 3.0” – with expanded airlift, stronger national participation and renewed investment at its core.

While Barbados remains a global leader in repeat visitor rates, the industry must evolve to remain competitive following the disruptions of the global pandemic, she declared at a ceremony for the Pendry Barbados Residences, a collection of upscale villas in St Peter.

“Tourism 3.0” rests on what she described as a “judicious blend” of domestic ownership and international branded opportunities.

Mottley said: “We are now at a stage, however, where as well as we have done”, the prime minister said, “and as much as it has secured our development for the first 60 years of our life as an independent nation, and five  years as a republic, you may argue it is now time to move again.And this I call tourism 3.0.”

“Tourism 3.0 in terms of the future development of this nation is going to be absolutely pivotal and will reflect the balance between a judicious blend of indigenous ownership. As well as branded opportunities that allow us to be able to have the additional marketing spend that will make it easier for people to come here and enjoy and know what we know all the time that really there is no better place to be on earth than Barbados.”

The prime minister noted that major projects currently under construction, including the Royalton, Hotel Indigo and the upcoming Beaches Resort, are tangible evidence that this renewal is already under way.

A central pillar of the new strategy involves diversifying source markets. With US travel eclipsing UK arrivals for the first time last year, the prime minister issued a direct challenge to the Ministry of Tourism to establish direct airlift between Los Angeles and Barbados.

She argued that a 7.5-hour flight from the US West Coast is comparable to current London routes and would open lucrative corridors in Silicon Valley, San Francisco and Seattle.

Addressing the post-pandemic shift in the labour market, the prime minister reaffirmed her administration’s commitment to a “New Deal” for tourism workers. She emphasised that the worker is the centre of the tourism experience and must be treated with dignity.

“If the government forgoes taxes and revenue [for developers], the condition is to ensure that those responsible for employment treat workers in a way befitting of a decent living,” she said, linking worker stability to the overall quality of the guest experience.

Mottley praised the developers for their “neighbour-centric” approach, citing the agreement to construct a completely new community fish market facility at Six Men’s. She reiterated that projects of this magnitude cannot succeed without carrying the local community along.

She also expressed confidence that the Montage Group would finally bring life to the former Four Seasons site — which she described as the “holy grail” of Barbadian tourism — ending over 20 years of dilapidation.

Mottley urged all Barbadians to play their part in keeping the country safe, clean and hospitable.

“No one owes us a living,” she reminded the audience. “We must command the respect that will ensure we sustain our quality of life.”

 

(RR)