A restructure of Barbados tourism authority into two separate entities will mean a ‘more aggressive, more direct and more timely’ approach, according to new chief executive Billy Griffith (pictured).
The new structure splits the existing board into two separate bodies – Barbados Tourism Marketing Inc and Barbados Tourism Product Authority – to promote tourism to the Caribbean island from the UK.
Speaking at World Travel Market for the first time since commencing his role as BTMI chief executive on October 13, Mr Griffith said: “Barbados has been one of the pre-eminent tourism destinations in the Caribbean for many years so the formation of the Barbados Tourism Marketing Inc was the country’s attempt, after lots of careful thought and examination, to restructure the company to suit the present day requirements of today’s travel industry.
“It’s still fully funded by the government but it really is a separate corporate entity. The organisation has more autonomy, flexibility and nimbleness in terms of decision-making. We have got the authority to initiate commercial ventures in ways that we didn’t have before. I report directly to a board so there is less influence from politics or the politicians.
“Our intention is to be more aggressive, more direct and more timely in terms of all our initiatives. We plan to come to [the trade] with more energy in terms of how we want to do business.”
The restructure will also see former UK vice president and interim chief executive Petra Roach move to the USA to become director of tourism there, while former Canadian vice president Cheryl Carter takes the position of BTMI director UK.
Ms Carter said: “I am very pleased to join the UK team at the beginning of a very exciting time for the BTMI.
“A range of innovative initiatives, including the Barbados VIP Card and the exclusive Forever Begins in Barbados campaigns, have helped us to position Barbados as the Caribbean destination for the UK market.
“Added to this, our new partnership with Liverpool Football Club, and growth of our existing partnerships, will ensure that UK visitors always have a reason to visit the jewel of the Caribbean.”
Visitor numbers from the UK are up 7.6% between January and September 2014, growing to more than 135,000 visitors, which is predicted to increase further from next month when British Airways increases its Barbados flights from 10 to 12 per week for the winter season from December until February.