Connect Barbados Is Back After A Five-Year Hiatus
The island’s premier business-to-business (B2B) tourism showcase, Connect Barbados, has returned after a five-year hiatus under the theme “From Street to Chic”, with over 500 scheduled B2B meetings.
Speaking at the opening session on Tuesday, Minister of Tourism and International Transport, Ian Gooding-Edghill, noted that Connect Barbados 2025 marks the revival of face-to-face informative engaging sessions with the island’s tourism partners. It is being held from June 23 to June 26, at the Wyndham Grand Barbados, Sam Lord’s Castle Resort & Spa.
He noted that since the last Connect Barbados, the island had navigated a global pandemic and climate issues but had emerged more resilient, more connected, and more determined. He attributed this to the people and partnerships formed, which was evidenced by their presence at the event.
“The strength of the Barbadian people, our industry partners, and our global supporters has been nothing short of remarkable. We owe our current progress to the collective will and unity of all those who stood firm during those uncertain times. Your presence here in Barbados affirms your commitment to meaningful collaboration and signals your confidence in the strength and distinctiveness of our tourism product,” Mr. Gooding-Edghill said.
The Tourism Minister also stated that the tourism industry continues to play a pivotal role in the country’s economic recovery and expansion, whether from direct employment to indirect impacts across services, retail, and construction, and touches nearly every aspect of the national fabric.
He attributed the accomplishments of the industry to the hospitality of the island’s people and the work of the Barbados Tourism Marketing Inc. in executing an airlift strategy, implemented under his direction in 2022.
He also mentioned that the sector is seeing an increase in rooms inventory with the investment of new properties, slated for completion this year and next year, including Blue Monkey, Hyatt, Royalton, Pendry, and Hotel Indigo.
With regard to the future of Brand Barbados, the Minister disclosed that the country’s tourism product will need to evolve and target younger, affluent travellers, particularly those under the age of 40, who are reshaping the global tourism landscape.
“As global travel patterns continue to shift in response to geopolitical dynamics, it is imperative that we preserve our existing airlift partnerships and strategically broaden our reach into new and emerging markets. In today’s climate, diversification is essential to long-term resilience and sustainability of the island’s tourism industry.
“Accordingly, Barbados is intensifying its engagement with high-potential regions across Africa and the Middle East…. While expanding into new markets is critical, sustaining arrival numbers is equally important that we maximise economic value derived from each visitor to our shores,” Mr. Gooding-Edghill stated.
He also revealed that the Ministry has established a Visitor Spend Task Force to ensure that every aspect of the visitor journey, from accommodation and dining to cultural engagement and community experiences, translates into meaningful and widespread economic benefits.
“The task force will focus on creating more avenues for spend across local businesses, attractions, and services. By doing so, we aim to stimulate inclusive, sustainable growth and deepen the impact of tourism,” he explained.
Minister Gooding-Edghill noted that he is “indeed energised” at the prospects and opportunities for Brand Barbados that lie ahead.
“…If the last five years have taught us anything, it is that Barbados does not shrink in the face of adversity; we rise. Let us rise together, with ambition, with boldness, and with a deep respect for the legacy we inherit and the future we must shape,” he said.
Author: Sheena Forde-Craigg