Events Like Connect Barbados Critical To Island’s Tourism Product
Chief Executive Officer (CEO) at the Barbados Tourism Marketing Inc. (BTMI), Andrea Franklin, has highlighted that events like Connect Barbados play a critical role in the success of the island’s tourism product.
Ms. Franklin was speaking at day two of the opening session of Connect Barbados 2025, at the Wyndham Grand Barbados, Sam Lord’s Castle Resort & Spa.
She pointed out that the event is more than a business forum, it is a celebration of collaboration, a reaffirmation of partnerships, a strategic platform for charting the way forward, and a “reunion, reconnection and renewed commitment to the future of Barbados’ tourism industry”.
Under the theme “From Street to Chic”, the CEO explained that the theme is an expression of the depth, range, and authenticity of the island’s culinary product, from fish cutters on the beach to fine dining overlooking the island’s waters. “Barbados serves up a culinary journey like no other,” she said.
Ms. Franklin credited the island’s culinary offerings, airlift and cruise strategies, the hospitality of the people, the tour, travel, trade and media partners, as well as staff at the BTMI, with the successful performance of the tourism sector in 2024.
“This performance is not by chance. It is a result of deliberate strategy, relentless effort and more importantly, the partnership of our travel and trade partners and media…. Our dedication and hard work have not gone unnoticed, as the island has been awarded for its efforts…. Travel Bulletin Star Awards 2024 named Barbados as the ‘Star Luxury Destination’, a reflection of the island’s status as a premier luxury travel destination.
“For the second year in a row, the Barbados Food and Rum Festival was named the Best Caribbean Food Festival, and we are honoured to be nominated once more for 2025. And National Geographic included Barbados in its ‘Best of World 2025’ list, highlighting the island as a top destination for travellers seeking unique and enriching experiences. We are deeply grateful for these acknowledgements as they inspire us to keep striving for excellence as we continue to share the very best of Barbados with the world,” Ms. Franklin said.
The CEO also shared some of the statistics that marked a successful 2024. She reported that in 2024, Barbados’ tourism performance “exceeded projections”, and the country welcomed over 735,000 long-stay visitors, which represented a strong double-digit growth rate over 2023. There was also an increase in the number of seats, with approximately 35,000 seats added from the US market for the winter season.
Ms. Franklin also said the average length of stay improved, with an increase in the number of persons staying on the island. She noted that the cruise sector saw an “impressive” increase in arrivals with the 2024-2025 cruise season welcoming 389 ship calls and 687,659 passengers, which included 17 inaugural sailings and 20 homeporting ships, and the historic berthing of a vessel in Speightstown after 25 years. She said these statistics show “encouraging … signs of recovery in both visitor spend and return visitation”.
In addition, the CEO shared statistics up to mid-year 2025, highlighting that the island is currently tracking ahead of last year with its year-to-date arrivals up by over four per cent.
“We are very proud of this growth despite a very trying period globally for travel with geo-political tensions that continue to impact consumer confidence in our key source markets,” she said.
She thanked everyone who would have played a role in Barbados’ tourism achievements and encouraged participants to make the most of every connection while immersing themselves in all that the country has to offer, as they collaborate, strategise, and grow together for the betterment of Brand Barbados.
Author: Sheena Forde-Craigg