Barbados, known for its picturesque white sandy beaches, vibrant music, and captivating beauty, has set its sights on attracting tourists from the Gulf region. While the Caribbean island nation has long been a popular destination for global travelers seeking relaxation and natural wonders, it remains relatively unknown to tourists from the Gulf. However, Barbados is determined to change that.
At the 2023 Arabian Travel Market (ATM), Barbados made a dedicated effort to appeal to Middle Eastern tourists. Ian Gooding Edghill, Barbados’ Minister of Tourism and International Transport, spoke exclusively with TTN at the impressive Barbadian pavilion at ATM, shedding light on the country’s tourism strategy and its plans for expansion.
“As Minister of Tourism, we made the bold decision to explore new and emerging markets, and the Gulf region is one of them where we have initiated dialogue with stakeholders,” Edghill explained. He further stated that Barbados believes it has unique offerings that could be well-received by Gulf travelers and that the country is also targeting Latin America as a significant market.
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This marked Barbados’ first participation in ATM, a step aimed at establishing relationships in the Gulf market. Recognizing that Gulf visitors are in search of distinctive vacation experiences and that the summer months in the region can be extremely hot, Barbados offers a tempting alternative with its alluring summer experience and a range of activities on land and at sea. Luxury hotels, villas, fine dining establishments, and various events, including motor sports, are tailored to cater to the preferences of Gulf visitors.
Barbados has traditionally focused on attracting tourists from the United Kingdom, United States, Canada, and the Caribbean union (Caricom). The upscale Platinum Coast on the West, with its beautiful beaches and luxury accommodations, is particularly appealing to Gulf visitors.
When asked about the experiences Barbados offers for Millennial travelers, Edghill highlighted the wide variety of adventure activities, such as surfing and exploring Harrison’s Cave—a stunning limestone cave featuring flowing streams, crystal-clear pools, and towering columns.
The minister emphasized Barbados’ eagerness to increase brand awareness in the Middle East, mentioning plans to organize familiarization visits for travel agents and operators. Barbados already benefits from the influential voice of singer Rihanna, who serves as a brand ambassador, and the minister hopes to involve cricketing legend Sir Garry Sobers in promoting the country.
Edghill expressed satisfaction with the recovery of Barbados’ tourism numbers, which have reached pre-pandemic levels. Additionally, the country is witnessing increased investment in the hospitality sector, with several new properties set to open soon.
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