Jazz and golf fest ‘boosts tourism appeal’

A decade after its launch, the Barbados Jazz Excursion and Golf Weekend is drawing high-value visitors and strengthening the island’s tourism brand, officials said, as the event continues to expand its international reach and showcase Barbados’ cultural and hospitality offerings.

The event is scheduled for October 8 to 12 and is expected to continue showcasing Barbados as a destination where culture, entertainment and tourism converge to create memorable visitor experiences.

Speaking at the official media launch at Wyndham Grand Barbados Sam Lords Castle, director of marketing at the Barbados Tourism Marketing Inc, Anderson King, said the event demonstrates the value of collaboration in building Barbados’ reputation as a premier experiential travel destination.

Director of marketing at the Barbados Tourism Marketing Inc, Anderson King. (Photo Credit: Shamar Blunt/Barbados TODAY)

“We’re celebrating far more than an event,” King said. “We are celebrating what is possible when creative vision, strategic partnerships, and a shared belief in Barbados come together to create experiences that resonate on a global stage.”

Modern travellers are increasingly seeking more than traditional holidays, preferring opportunities to connect with local culture and experiences, he said. 

“As a destination, Barbados understands that today’s traveller is seeking more than a vacation. They are looking for authentic experiences, meaningful connections, and opportunities to immerse themselves,” King said, adding that the Barbados Jazz Excursion aligns closely with the BTMI’s tourism strategy by blending music, sport, culinary excellence, heritage, luxury, wellness and community into a single experience.

The event serves as an example of how partnerships between government agencies, private sector stakeholders, airlines, hotels, attractions, restaurants, transportation providers and artists can create benefits across the visitor economy, according to King. 

“Tourism succeeds when we work together and the Barbados Jazz Excursion continues to demonstrate the extraordinary results that collaboration can achieve.”

The BTMI executive pointed to the event’s growing international appeal, noting that it continues to attract visitors primarily from the United States, Canada and across the Caribbean. He highlighted the importance of the US market, which has become Barbados’ largest source market.

“Over the past three years, we have recorded a remarkable 60 per cent increase in arrivals, welcoming just under 250 000 visitors in 2025 alone.”

He added that the event’s timing over the Columbus Day holiday weekend in the US provides travellers with an attractive opportunity to visit Barbados for a long weekend centred around “world-class entertainment, exceptional hospitality, authentic culture and unforgettable moments”.

King also underscored the loyalty generated by the event, saying many visitors return annually and become ambassadors for Barbados by encouraging friends, family members and travel groups to visit the island.

Veteran jazz saxophonist Elan Trotman, who is behind the event, reflected on the growth of the festival since its inception.

Veteran jazz saxophonist Elan Trotman. (Photo Credit: Shamar Blunt/Barbados TODAY)

“Today I proudly celebrate a major upcoming milestone of ten years presenting this event,” he said.

Trotman explained that what began in 2014 as a small gathering of family and friends near the Crane Resort has evolved into one of Barbados’ leading tourism and entertainment events.

“What began in 2014 as a small gathering of family and friends … has grown into one of Barbados’ premier tourism and entertainment events, attracting thousands of visitors in the last decade, while directly supporting our Head Start Music programme.”

For this year’s tenth anniversary edition, organisers expect at least 150 in-house guests at the Wyndham Grand, with Grammy Award-winning R&B performer Jeffrey Osborne headlining the Concorde Experience concert on October 11.

(SB)