While some operators’ lead-in prices to Barbados may seem relatively low due to the presence of charters, and visitor numbers have risen in recent years due to the increase in air access, Barbados is keen to retain its reputation as an upmarket destination through continued efforts to upgrade product.
Barbados Tourism regional sales manager Jennifer Barrow said: “It’s not just about numbers but also about holiday satisfaction.We are transforming our tourism industry to remain at the forefront of the Caribbean market.
“We are improving our range of golf courses, for example, and want to become known as the premier golf destination of the eastern Caribbean, as well as the first choice for sports such as sailing and tennis.
“Our choice of both upmarket hotel and villa accommodation, as well as conference and meeting facilities, is also set to increase over the next few years,” she added.
The number of Barbados’ golf courses is likely to rise from four to seven by 2002, with the opening of a club on the island’s south coast and second courses at Sandy Lane and Royal Westmoreland.
Meanwhile, up to 2,000 hotel rooms, many in the upmarket sector, are being added to Barbados’ bedstock over the next couple of years to cope with peak-season demand, especially during the Test cricket season, when overbooking is common.
“Over the next few years we are really going to see a regeneration of our south coast with several upmarket properties opening and the area’s first 18-hole golf course,” said Barrow.
“The area around Needhams Point will also become a major focus for our growing conference and incentive business. A Barbados Conference Centre is planned around the Hilton, while other hotels such as the Turtle Beach Resort and revamped Mango Bay will also offer meeting facilities,” she added.
“We will have 1,000 hotel rooms within five minutes of the new conference centre.”
UK arrivals to Barbados from January to September last year rose by 10.9%.
Much of this has been attributed to Virgin Atlantic’s launch 18 months ago of a thrice-weekly Gatwick service, which rose to five times a week last September. British Airways responded by increasing its service to daily and also extended its popular winter Concorde season to the island.
“We are very happy with the way the British market has performed and know that we can thank the increased airlift for that. But we are also aware that we cannot compete with mass-market destinations on price and are beefing up our tactical and co-operative activities to make sure that we stay a competitive choice,” said Barrow.
Crucial to the new strategy is a revision of agent incentives. ‘The Big One’ programme has been replaced by ‘Barbados First’, which operates along the same lines and gives agents the chance to earn points or ‘sunshine hours’ and redeem them for prizes including holidays.
An educational element has also been added with information on all aspects of Barbados’ product. This includes emerging attractions and markets such as sports, culture and conferences and incentives.