On Location: Barbados targets 100,000 Canadian arrivals

"Canadians have a natural affinity for Barbados. There's been a long-standing relationship between Canada and Barbados."

And it's a relationship Eusi Skeete, Canadian director of Barbados Tourism Marketing Inc. (BTMI), hopes will get even stronger in the coming years.

"It's just about reigniting that flame that lets people know this is your choice to make, and to choose some place that you deserve," he said.

In an effort to get Canadians excited about Barbados as a deserving destination, BTMI and Air Canada recently hosted travel advisors from across Canada and the United States on a FAM trip that saw advisors get a taste of what the island has to offer their clients.

"It really was to give advisors the opportunity to see Barbados through a different lens," said Skeete.

Aiming for the top spot

When it comes to visitation to Barbados, Canadians are in third place behind travellers from the United States and the United Kingdom. 

But that wasn't always the case—back in 1979, Canadians took the number one spot. It's a distinction Skeete believes can be achieved again.

"That is the ultimate goal, and I'm confident that we can do it," he told PAX on location at the Wyndham Grand Barbados Sam Lords Castle. 

"I think just having these advisors here and giving them the opportunity to experience the island firsthand and igniting a passion and an enthusiasm within them about the destination—I think that's just half the battle."

Immersive experiences

The five-day FAM saw the advisors, in addition to completing site inspections at various hotels across the island, split into groups based on their interests and taken on a series of unique experiences: Soft Adventure, Romance, Culinary, and Culture.

The purpose was, according to Edna Ray, Air Canada's senior manager of regional sales, "to share diverse experiences," including "idyllic wedding destinations to the immensely rich culture, history, architecture, the warmest, friendliest and most welcoming people, cuisine, and overall quality" of Barbados.

PAX tagged along on the Culinary experience, where we were treated to a tour of and tasting at Mount Gay, the world's oldest commercial rum distillery founded in Barbados in 1703; a beachside cocktail demonstration where we tried rum punch while waves of the Atlantic Ocean lapped nearby; and a visit to the home of Jessica Odle-Baril, the director of protocol for the prime minister's office, where she prepared traditional Bajan dishes like salt cod, bok choy and pumpkin fritters, and plantain cake with the help of some of the travel advisors.

For Skeete, it was important to give advisors a taste of what the island has to offer from a culinary perspective.

 "After all, it's the culinary capital of the Caribbean, so I think that's also one of the things that, for me, really makes us stand out," he said.

History and culture

The entire group of advisors also visited Codrington College, the oldest theological college in the Western hemisphere, set on a beautiful and tranquil piece of land featuring palm trees and a lily pond. 

Advisors also toured the historic Sunbury Plantation and Great House, which, dating back to the 1600s, makes it one of the oldest plantation houses in Barbados. 

The stunning structure is home to various antiques, including a 270-year-old mahogany dining table.

Showcasing the history and culture of the island to visitors is a source of pride for locals, according to Skeete.

"I think when you meet a Barbadian—or we call ourselves Bajan—they want you to experience the island in the way that we do as Bajans," he said. 

"And I think that's a beautiful thing. There is no window dressing for tourists. Barbadians enjoy this island as much as tourists do, and we do it together. And I think that's one of the things that sets us apart: the fact that you come to the island and you can immerse yourself into the culture."

Ray agrees it's about giving participants an immersive experience.

"Bringing the travel agents together, bringing our media partners together to tell the story and really and truly working together with our tools and partners to provide a unique experience, a memorable experience," she said. 

"We're really celebrating all these experiences. Being here you can see for yourself the energy, the vibe. People are just so excited and taking it all in."

For Skeete, that was the ultimate goal of the trip.

"I think typically when people do FAMs, it's usually going from hotel to hotel to hotel to hotel. But for us, representing Barbados and promoting Barbados is more than just hotels. It's a complete experience."

100,000 arrivals and beyond

Skeete wants to share that experience with more and more Canadian travellers, and he has a specific goal in mind with regard to annual visitation.

"I certainly want to see 100,000+ arrivals from Canada to Barbados."

Currently the numbers hover around the high 80,000 to low 90,000 mark. 

With daily year-round service from Toronto and seasonal lift from Montreal, Skeete is optimistic more routes will be added into the mix at some point.

"That's something we're aggressively working on," he said. 

"Halifax is one of those markets that we see a tremendous amount of potential. The advisors are very enthusiastic about Barbados, and we're confident that once we're able to get that nonstop out of Halifax, that it will be extremely successful."

Skeete would also love to see service out of Western Canada.

"I know typically there's not a lot of service, if any, direct from Western Canada into the Caribbean. Usually people think because of the distance, etc., but Vancouver is such a big market for us as a destination. We're seeing so much growth out of the Vancouver market," he said. 

"So right now, the focus is on doing the work, increasing the arrivals out of Western Canada, that strengthens your business case for a Barbados service from Western Canada that can absolutely work."

The advisor advantage

Skeete says travel advisors will play an important role in helping him reach his goal numbers.

"We really believe in you as partners for us. This is not about a transactional relationship. This is really about building something long term. We want you to know that you can count on us. Our team is always ready to support you," said Skeete. 

"I was born here, I grew up here, and yes, I represent the island, but even for me, every time I come to the island, I'm discovering something new. And I think that is the beauty of Barbados—you will always discover something each time you visit that you didn't do the time before."

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