Barbados Records Solid 2018 Tourism Performance

CEO of the Barbados Tourism Marketing Inc. (BTMI), William ‘Billy’ Griffith

BRIDGETOWN, Barbados, Monday March 11,
– CEO of the Barbados Tourism
Marketing Inc. (BTMI), William ‘Billy’ Griffith, has revealed that the island
enjoyed a 2.7 per cent increase in stay-over arrivals last year, compared to the
corresponding period in 2017.

During the course of
2018, the Grantley Adams International Airport (GAIA) welcomed 681,197 visitor
arrivals – 17,686 more than 2017. Over at the Bridgetown Port Inc. (BPI), the
island’s cruise tourism was significantly impacted by the effects of vessel
redeployments following on from the hurricanes of 2017. This was due to the
fact that Puerto Rico, the primary homeport for US based sailings to the
southern Caribbean, was severely affected. However, Barbados has been
resilient, and through new homeporting business, saw a performance of 826,267
arrivals for both transit and homeporting visitors combined, tourism officials

“I am delighted by
this news and what it says about Barbados’ tourism product,” said Griffith. “It
is never easy as a mature tourism destination to maintain growth at these
levels in the competitive business landscape in which we operate, but I am
pleased that through strategic marketing efforts we have once again proven
Barbados’ value as shown by the record number of arrivals at both the air and
sea ports throughout 2018.”

Of the five markets,
the United States registered the strongest growth with 8.4 per cent, producing
204,830 visitors to the island compared to the 189,022 arrivals in 2017. Other
Caribbean followed, contributing 4.6 per cent growth of business with 77,149
arrivals for the year. Canada grew by 1.8 per cent to 86,723 arrivals, and the
United Kingdom contributed 1.4 per cent growth of the business, and recorded
225,519 arrivals, compared to the 222,346 recorded in 2017.

Griffith attributed
the destination’s noteworthy performance to a number of strategic and
integrated marketing initiatives which were deployed across Barbados’ top
source markets.

“I must commend our
tourism teams both here and in our global offices, whose efforts were
instrumental in us achieving this record 2.7 per cent growth. They did a great
job individually, and that’s reflected when we look at our overall reporting,”
he said.

Griffith also
acknowledged the contribution of the new business that the recently opened
Sandals Royal located on Maxwell Beach has already brought to Barbados.

Describing the
island’s new attractions as “integral” in differentiating destination Barbados,
he added: “I am happy to say that a number of new attractions have come on
stream – attractions that will differentiate the product offering we have here
in Barbados. There’s the Nikki Beach club that opened at Port Ferdinand, and
last December we experienced the grand opening of Virgin Holiday’s Departure
Beach. The first of its kind, the beachfront departure lounge allows Virgin
customers to spend their last moments in paradise.”

Most recently,
visitors to Barbados have been able to take a trip back in time and experience
riding the railway line from St. Nicholas Abbey and up the picturesque Cherry
Tree Hill. The first trip on the Heritage Railway was on January 21, 2019.

Looking ahead,
Griffith said: “We are already full-steam ahead with our plans to make sure
that 2019 is an equally promising year of growth for Barbados tourism. We have
high hopes for our new airline partnerships, new hotel accommodations, new
product development, and other new marketing activities in which we will be
engaging across our source markets.”

“We have packaged 2019 as the Year of Wellness and Soft Adventure, where we will be highlighting the different accommodations, attractions and activities the island has to offer to support the growing and lucrative wellness industry,” he added. “And I am confident that with all the new festivals and events centered on health and wellness, we will once again be celebrating a record year come January 2020.”  

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