Several international media and social media influencers are on the island to cover the “last lap” of the 50th Anniversary of Crop Over, “the sweetest summer festival”.
Welcoming those to the island at a reception held on Wednesday at the Hilton Barbados Resort, Needham’s Point, St. Michael, was Minister of Tourism and International Transport, Ian Gooding-Edghill.
He told the visiting media and influencers that the Crop Over Festival dates back to the late 1700s and is a “kaleidoscopic” national celebration of our sugar and rum producing heritage.
“Over the past five decades, the annual Festival has grown from merriment at the community level into a significant economic driver for the island. Crop Over is now arguably Barbados’ largest catalyst for sparking new business ventures for creatives and therefore has a significant, positive impact on the island’s orange economy during the season.
“At this treasured time of year, Barbadians invite the world to come to celebrate our storied history, vibrant culture, infectious music, indigenous cuisine, and rum infused spirits. Barbados’ musicians, performance artistes, event producers, costume designers, and band leaders are the creative drivers of the festival. Their contributions continue to elevate the Crop Over experience to the benefit of Barbadian festival enthusiasts and visitors alike,” Minister Gooding-Edghill explained.
He disclosed that visitor statistics from Barbados’ key source markets indicated a 38 per cent increase in visitors during the Crop Over season in 2023, and with their help, he is hoping that that percentage can be increased for next year’s festival.
“The story of Crop Over in Barbados is one that must be experienced and then shared firsthand. The role of the media and influencers is an important one. As experiential travel tastemakers, your stories and reviews will have a significant impact on new and repeat travellers to our destination.
“A strategic component of our public relations campaign is for you to showcase the joy of Crop Over in Barbados through your photographs, videos, stories, and word-of-mouth to your readership, viewership, and followers,” the Minister said.
Chief Executive Officer of the Barbados Tourism Marketing Inc. (BTMI), Andrea Franklin, shared that the international media and social media influencers comprised persons from Canada, Ireland, Jamaica, Guyana, Latin America, Trinidad and Tobago, the United Kingdom, the United States of America, in addition to guests from Ghana and Nigeria.
“Your presence for this year’s Crop Over Festival is a reflection of BTMI’s extensive global marketing and public relations strategy to strengthen Barbados’ brand presence in our key source markets, as well as emerging ones. The diversity throughout the groups represented here gives us an additional measure of reach to our target audiences. We rely on you to spread the word on all that Barbados has to offer and you have the privilege of assisting in placing our 166 square miles at the forefront,” Ms. Franklin said.
She encouraged them to embrace the “Bajan” blend of music, dance, art, and food.