A new committee is being created to assist in implementing, executing, monitoring, and reviewing tourism marketing strategies developed. It is the National Tourism Marketing Committee (NTMC).
Chairman of the Barbados Tourism Marketing Inc. (BTMI), Roseanne Myers, disclosed the role of this new committee, during the launch of the Brand Barbados new campaign “Little Island Big Barbados”.
Ms. Myers noted that the NTMC would be a mechanism used for stakeholders to work on marketing Brand Barbados together, instead of in silos.
“We can’t only ask people to participate with us when we’re putting ideas together; we have to continue it. We have always been weak on execution, but no more. We’re going to try to continue through the National Tourism Marketing Committee, which is a forum for thought leaders to assist in the development and implementation of marketing strategies….
“We’re not going to leave you on the side now that we’ve gotten your ideas; we’re taking you with us to provide a platform for national cross sectorial participation and buy in to the promotion of Barbados, as a brand in the domestic and international market,” Ms. Myers stated.
The NTMC’s five main objectives are to:
- Create a more strategic, collaborative and data driven approach to enhance the marketing of brand Barbados, using cross sectoral and cross agency linkages, skills and resources in the private and public sector.
- Create a planning and executing framework for the BTMI and Barbados Tourism Product Authority (BTPA) to share plans, seek input and participate in the marketing of Barbados, while exploring the intersection of tourism, trade, international business and investment, as well as seek to generate economic benefit to citizens.
- Broaden the reach of the BTMI and BTPA by utilising the footprint of other public and private sector agencies to exploit new opportunities, source markets and gateways.
- Develop expanded niche marketing strategies and viable revenue streams through strong public and private sector collaborations, using niche partnerships as executing vehicles.
- Incorporate the use of authentic themes and experiences into collateral and market strategies for the destination by collaborating with relevant agencies.
Under the new NTMC, seven niche markets are being formally set up as partnerships to focus on driving business to those specific areas.
They are: Rum; Heritage; Social, Military, Educational, Religious, Fraternal (SMERF) groups; Halal Tourism; Medical Tourism; Barbadian and African Diaspora, and the Welcome Stamp Programme.
Ms. Myers said the NTMC would assist in maintaining and developing healthy relationships and partnerships with key stakeholders within the tourism sector.