In an effort to strengthen relationships with key operators and continue to make the case for increased airlift to Barbados, Minister of Tourism and International Transport, Ian Gooding-Edghill, recently met with airline partners in the United States of America (USA).
Mr. Gooding-Edghill, who was accompanied by officials from the Barbados Tourism Marketing Inc., indicated that the meetings were timely and afforded him and the team the opportunity to provide a destination update and to gauge opportunities for further expansion from existing gateways, as well as to establish new gateways from secondary markets.
He noted: “Our collaboration with our airline partners constitutes an essential part of efforts to strategically expand gateways from critical points in the USA and boost connectivity to Barbados for our target audiences.
“This development will improve ease of access – enabling American travellers to visit the island and experience Barbados’ warm hospitality, vibrant culture, and spectacular natural beauty firsthand.”
While on his overseas engagement, he hosted two receptions, one in New York and the other in Atlanta. These engagements facilitated networking with key partners, including members of the diaspora whom he invited to come home for next year’s We Gatherin’.
“The United States of America continues to be one of our leading source markets. From January to December 2023, visitor arrivals from the USA saw a significant 18 per cent increase compared to figures for the same period in 2022.
“Moreover, during the month of April 2024, the USA outpaced other markets and ranked first with the most stayover arrivals totalling 20,373. This strong performance fuels optimism that further expansion will be realised throughout the remainder of 2024,” the Minister told those in attendance.
It was highlighted that for the upcoming 2024/2025 winter season, Barbados will see the return of Delta Airlines, offering a daily service out of Atlanta, Georgia, from November 23, as well as a once-weekly Saturday service from New York, scheduled to begin on December 21.
In addition, American Airlines will once again offer its daily non-stop service from John F. Kennedy International Airport on November 5, and a Saturday-only service from Philadelphia, commencing November 9.
“This highly anticipated development will undoubtedly be a contributing factor to the continued growth expected from the USA market. We aim to build demand for these rotations and subsequently prompt extensions through to the 2025 summer period while encouraging incremental business growth in all segments of the market,” Mr. Gooding-Edghill stated.
Other activities to promote Barbados within the USA travel market currently include travel trade outreach activities, hosting a Roadshow in partnership with major hotel stakeholders, and extensive destination training geared towards building greater Barbados brand awareness and loyalty within the trade.
Also, there will be promotional groundwork to support consumer outreach activities via digital advertising, direct mail, and email marketing campaigns, with a specific focus on initiatives directly targeting airline loyalty membership.
“The overarching goal is to generate excitement about Barbados, strengthen engagement within the USA travel trade and subsequently inspire visits to our island among American consumers.
“We will continue to prioritise cooperation with our industry partners to ensure the long-term success and sustainability of our destination and will leverage these relationships in order to continually attract American visitors to Barbados in search of a unique travel experience,” Minister Gooding-Edghill emphasised.