The sixth Land X-Change Meetings Incentives, Conferences, and Exhibitions (MICE) conference was officially welcomed by the Barbados Tourism Marketing Inc. (BTMI) and eGroup Communications on Thursday evening. The event, held at the Wyndham Grand Barbados Sam Lord’s Castle, marks a significant milestone for the island’s tourism industry.
Andrea Franklin, CEO of BTMI, highlighted Barbados’ positive tourism arrival numbers and the island’s growing capacity to attract and accommodate MICE tourism. “This year’s Land X-Change in Barbados is a testament to our island’s increasing appeal as a top MICE destination. Our journey has been driven by strategic partnerships and an unwavering commitment to hospitality excellence,” she remarked.
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The addition of the Wyndham Grand Barbados Sam Lord’s Castle, equipped with exceptional conference facilities, has further boosted Barbados’ ability to meet the diverse needs of MICE buyers. Franklin emphasized that the next few days would be dedicated to showcasing Barbados’ strengths as a premier event destination.
“Our goals are straightforward: to increase demand for Barbados as a leading MICE destination by demonstrating our robust infrastructure and services, to enhance global visibility through dynamic discussions and networking, and to inspire you with the best experiences Barbados has to offer,” Franklin stated.
She also mentioned plans to leverage new airlift options, particularly first-class and premium seating, to attract high-end MICE clientele. Franklin expressed gratitude to eGroup Communications for choosing Barbados, a decision influenced by the island’s past successes in similar events and its world-class facilities.
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The Land X-Change conference, launched by eGroup Communications in 2010, serves as a vital networking platform for MICE industry professionals. Robert Burke, President and Founder of eGroup Communications, noted the global demand for these conferences. “The X-Change is renowned as the top ROI event in the MICE industry, driven by the participation of fully qualified buyers with RFPs for the region or specific products,” he said.
Burke acknowledged the collaboration with BTMI Directors, Peter Mayers and Eusi Skeete, in selecting Barbados as the ideal location for this year’s conference. “We view our Land X-Change venues as world-class meeting and incentive destinations, encompassing DMCs, hotels and resorts, cruise lines, global gifting, and every aspect of the incentive business, including air travel,” Burke concluded.
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