Five years after the COVID-19 pandemic, Barbados’ tourism industry has emerged more resilient, connected and determined.
This was stated by Minister of Tourism and International Transport Ian Gooding-Edghill during yesterday’s tourism “business to business” event, Connect Barbados.
“Since Connect Barbados was last staged in 2019, the world changed in a way that none of us could have imagined…We have navigated the depths of the global pandemic . . . This moment marks the revival of Barbados’ premier business-to-business tourism showcase,” he said. “It also marks my first opportunity as Minister of Tourism and International Transport to address this forum. I stand here with deep gratitude, humbled by the honour to help shape the next chapter in Barbados’ tourism journey. We gather here in celebration and certainly in reflection.”
The minister underscored the need to continue evolving tourism products and strategies to align with emerging global trends.
“One such priority is the targeted engagement of younger affluent travellers, particularly those under the age of 40, who are reshaping the global tourism landscape and through their spending habits, digital influence and appetite for culturally rich, experience-driven travel. We can do so by leveraging our strengths in heritage, safety, culinary innovation and lifestyle offerings while reinforcing the competitiveness of brand Barbados. As we seek to attract this new generation of discerning travellers, it is essential that we continue to elevate every facet of visitor experience,” he added.
The aim of the event, which was hosted by the Barbados Tourism Marketing Inc (BTMI) at Wyndham Grand Barbados Sam Lords Castle Resort in St Philip, was to attract top tour operators, travel buyers, and media from key international markets. The theme, “From Street to Chic — A Culinary Journey Awaits”, showcased the island’s diverse and evolving food industry.
Chief executive officer of the BTMI Andrea Franklin described the event as more than just a business forum but a celebration of partnership, reconnection and Barbados’ ongoing tourism revival.
“Our goal is to strike the right balance between expanding our reach while deepening engagement in markets where we’ve already made significant impact. To support this growth, we conducted a comprehensive marketing research in late 2024, which revealed some exciting
insights into niche segments which Barbados can truly differentiate itself. These niches, including culinary tourism, sports, mice, cultural heritage and wellness, offer us an incredible opportunity to innovate and diversify our offerings,” she said Chief Executive Officer of the Barbados Hotel and Tourism Association Ryan Forde highlighted the richness, diversity and dynamism of Barbados’ tourism product, including its attractions, restaurants, food and people.
“The real heartbeat of our island is our people . . . We give thanks to our people who leave lasting memories through food, rum and laughter. After all, we are the island of R& R — ‘Rum and Rihanna’, and many of our restaurants boast of local ingredients from breadfruit to sweet potato, locally sourced pork and black-belly sheep. At the BHTA we are working with our partners, the BTMI, NCF, and others…This programme being focused on the development of our young culinary artists, especially with personal branding, presentation, creativity, and authenticity,” he said.
After the opening ceremony, a group of panellists led a conversation moderated by Director of the BTMI, Canada ‘Eusi Skeete’ on the topic: “Savouring the Journey: How Culinary Tourism and AI Are Redefining the Future of Travel”, featuring three leading voices in the diaspora — Managing Director at Altitude & Advisory Consulting, Rikke Munk Christensen; Founder of Best Dressed Plate, Nneka Nurse; Project Manager at Google, Priyam Nidhi — who discussed the convergence of culinary tourism, technology, and customer behaviour, particularly among younger, premium-seeking travellers.
The afternoon session featured the Connect Barbados Awards Luncheon 2025 where 16 honourees were recognised for their works that propelled Barbados as a premier island destination in the Caribbean.
(CS)
