The island of Barbados is offering a renewed focus on cultural authenticity, year-round appeal and enhanced connectivity while doubling down on its relationship with the UK travel trade, according to Barbados Tourism Marketing Inc. UK director, Elan Mottley-Harris
After marking her first year as UK director, Elan reflected on working closer with the UK market, highlighting the importance of mutual understanding between the destination and British travellers.
“I have to say how much I love being in the UK market; it was important for me to learn the market as much as it was for the UK market to learn about Barbados! The opportunity of having the Bajan Safari Roadshow (Visit Barbados’ annual trade event) was definitely an opportunity to get more involved with the trade, whether it's tour operators or agents.
“[Bajan Safari] is a nice way to showcase the destination because we bring a culinary director as well as mixologists, and we bring up our Bajan talent, so it’s a nice way to share with the trade those aspects of Barbados that are authentically Barbadian and allow them to have a wonderful experience right here in the UK.â€
Culture and community in the spotlight
As Barbados marks a milestone 60th anniversary year, the destination is placing culture and heritage at the forefront of its tourism strategy. Travellers are more eager than ever to immerse themselves in community-led experiences – a trend Barbados is well positioned to meet.
“Barbados is one of those destinations that definitely leans into, from a tourism point of view, our community. Every experience, from rum shops to local dining experiences, to oysters, all play a vital role.
“We are in the market promoting those kinds of experiences and activities that lean into Barbadian lifestyles. Dining with a Bajan was born out of this idea, wanting to really fill that calling for community-driven tourism products. You also have the opportunity to dine with a Barbadian cricket legend: it’s not just in a household, but you have the opportunity to meet some legends of cricket and dine with them. That’s just one of the initiatives we’re running with in the 60th year.â€
Stability in a world of uncertainty
Despite ongoing uncertainty influencing global travel, Barbados has maintained steady booking levels from the UK market, thanks to the destination’s positioning as a year-round holiday option.
“It’s not just a seasonal destination, and that is bolstered by our connectivity year-round, but we want to make sure that people know about events like Crop Over Festival and CPL cricket, these sorts of experiences that happen outside of the season that we hope pique [travellers] interests to come and experience with us. It is the same island, just at a different time of year, and I think from that point of view we have seen a steady increase with our bookings, whether it's trade or consumer driven.â€
“We are a trusted product, and we are a known product, and so therefore I think people feel comfortable booking with us.â€
The next 60 years and beyond
Looking ahead, the destination is continuing to invest in its trade relationships, along with a strong pipeline of new products and authentic experiences.
“From a trade perspective, we are definitely pushing our Elite Club. Right now, we’re running a double points incentive with the support from Aer Lingus until the end of May. When these opportunities arise, we want to bolster these opportunities for the trade to benefit.
“We’ve also got quite a number of new hotels opening. We have a couple of newly renovated properties that will be open this summer from the Marriott Group; we have the likes of Royalton opening this summer as well. We have Blue Monkey, which just opened, and Indigo, which just opened, so we have a lot of new products which should be exciting.â€
“The trade should be excited over the fact that British Airways has just announced a third flight to Barbados during the season from Gatwick. That is an opportunity for more connectivity to Barbados, and we are working very diligently with Aer Lingus to see what will happen for winter 2026/2027, but connectivity is the key to getting everybody down to Barbados for the opportunity to see what we have happening in the market.â€
For agents, the message from Barbados is clear – the destination is evolving, while staying true to what makes it special: its culture, its people, and good vibes along the way.
