The Hon. Ian Gooding-Edghill, M.P., Minister of Tourism & International Transport, Barbados speaking at the Barbados Travel Trade & Media Cocktail Reception in Dublin, Ireland (20 June 2023).
The Barbados Tourism Marketing Inc. functions are to promote, assist and facilitate the efficient development of tourism; to design and implement suitable marketing strategies for the effective promotion of the tourism industry; to make provision for adequate and suitable air and sea passenger transport services to and from Barbados; to encourage the establishment of amenities and facilities necessary for the proper enjoyment of Barbados as a tourist destination; to carry out market intelligence in order to inform the needs of the tourism industry.
Our vision sees Barbados elevated to the top of its capacity as a globally competitive, warm weather destination, with tourism sustainably enhancing the quality of life of visitors and Barbadians together.
Our mission is to develop and apply exceptional marketing capabilities in the process of telling the authentic brand story of Destination Barbados. It further calls for us to galvanize all partners to elevate Barbados’ tourism to new heights; while doing so in a fiscally prudent and sustainable manner.
Our focus in carrying out our mission will be on highly targeted marketing efforts guided by sound market intelligence, research and cutting edge marketing tools. This will enable us to deploy effective and efficient marketing initiatives with a concentration on the utilization of digital marketing.
We will achieve our mission by employing and developing the talents of our staff while ensuring that they are all fully cognizant and compliant with our policies and practices so as to empower them to operate freely, expeditiously, and in the best interest of destination Barbados; our Government shareholder; our visitors and the wider community.
The first positive attempt to organize Tourism as a worthwhile industry and to promote Barbados as a winter resort came in 1932 when the Publicity committee was formed. It was an association of Barbadian businessmen and hoteliers who in conjunction with the Government underwrote the promotion of Barbados abroad. The committee also encouraged owners of hotels and restaurants to raise their standards and services. It is interesting to discover that in 1932 a sum of 50 pounds was allocated in the Barbados estimates towards the expense of printing and distributing a guide book on the island.
In 1958, in order to promote the tourist trade on a year round basis the Barbados Tourist Board, a statutory body, was formed. The Board, with offices in London, New York and Toronto, has been carrying out its important tasks by advertising in overseas publications including North American and European prestige magazines.
In 2014 the Barbados Government announced its newest division of tourism affairs, the Barbados Tourism Marketing Inc. (BTMI) and the Barbados Tourism Product Authority (BTPA). Built as a reform to the original Barbados Tourism Authority (BTA), the new divisions will work together to transform the current tourism landscape creating a bold new organization focused on keeping the island top of mind in the dynamic and and ever-changing tourism industry.
– I want to join with Ms. Cheryl Carter in welcoming all of you, distinguished trade representatives and members of the media and Irish supporters of Barbados. It’s absolutely a pleasure to be here with you this evening. It is truly a pleasure to be here with you, sincerely. This is my first visit in my capacity as Minister of Tourism and International Transport as I would’ve taken up the position ,as Cheryl told you, late last year. Since the assuming office, I’ve seen firsthand how important the Irish market is to destination Barbados. We’ve just finished our second season with Aer Lingus. And I would like to thank the airline for the faith and confidence in destination Barbados. I really want to say thank you to Aer Lingus. They had their debut season back in 2021, which as you know was in the throes of the COVID Pandemic. Yet they believed in Barbados as a prime destination and resume operations once again last year with a schedule of operating three times a week. I believe it’s on Wednesdays, Fridays, and Sundays using their Airbus A330-300 aircraft, which I’m told seats approximately 317 passengers with 30 in the business class suite. I can say and confirm tonight that the Barbados Tourism Marketing, Inc. Known as the BTMI, will continue to provide the marketing and promotional support to ensure continued growth of Ireland as a market for us. And, of course, to ensure that those of you who helped to sell Barbados continue to do the wonderful job you’re doing in selling Barbados. We are aware of some of the challenges being faced by those who want to fly directly from Ireland to Barbados and I’ve taken note of that. There is the Manchester route, of course, and that’s going well
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