After a five-year hiatus, Barbados’ premier B2B tourism event, Connect Barbados, is set to make a grand return from June 23–26, 2025, at the luxurious Wyndham Grand Barbados Resort, Sam Lord’s Castle. This revival marks a significant milestone in the island’s post-pandemic tourism resurgence, blending business opportunities with rich cultural experiences.
A Fusion of Business and Culture
Hosted by Barbados Tourism Marketing Inc. (BTMI), Connect Barbados 2025 aims to bring together top travel buyers and local suppliers, fostering partnerships that will enhance the island’s global tourism footprint. The event will also see the return of the Connect Barbados Awards, celebrating media and trade partners who have played pivotal roles in promoting Barbados internationally.
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Andrea Franklin, CEO of BTMI, emphasized the event’s significance:
“The return of Connect Barbados marks a pivotal milestone for our island and for the global travel community that continues to stand with us. It is through these collaborations that we drive growth, create new business opportunities, and strengthen Barbados’ position in the global tourism marketplace.”
Culinary Delights: From Street to Chic
This year’s theme, “From Street to Chic: A Culinary Journey Awaits,” highlights Barbados’ diverse food culture, from traditional roadside rum shops to upscale dining experiences. Attendees will have the opportunity to explore the island’s culinary landscape, which has earned Barbados the title of the “Culinary Capital of the Caribbean.”
The emphasis on gastronomy aligns with BTMI’s broader strategy to showcase authentic Barbadian experiences, encouraging longer stays and deeper engagement with the island’s culture.
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Aligning with ‘We Gatherin’ 2025’
Connect Barbados 2025 coincides with the island’s “We Gatherin’” campaign, a year-long celebration inviting Barbadians living abroad to return home and reconnect with their roots. The campaign also offers international visitors a chance to immerse themselves in authentic island traditions and community interactions.
Key events during this period include the iconic Crop Over Festival (July 1 to August 4) and the Barbados Food & Rum Festival (October 23 to 26), both of which showcase the island’s vibrant culture and culinary excellence.
A Strategic Move for Tourism Growth
The revival of Connect Barbados is part of BTMI’s strategic efforts to diversify tourism revenue by attracting business tourism and travelers for meetings, incentives, conferences, and exhibitions (MICE). This approach was successfully demonstrated during the recent FiX25 fintech conference, where attendees engaged in curated cultural tours, enhancing their overall experience and fostering repeat visits.
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By integrating cultural elements into business events, BTMI aims to position Barbados as a dual destination for both business and leisure, capitalizing on the island’s rich heritage and hospitality.
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