Barbados tourism bosses have boosted marketing and training initiatives with UK travel agents as visitor numbers to the Caribbean destination approach pre-pandemic levels.
The island’s tourist board also has a strong focus on the British cruise market, which was in the spotlight last week, thanks to the naming ceremony of P&O Cruises’ Arvia (pictured).
Pop star Nicole Scherzinger named the 5,200-vessel during a party co-hosted by DJs Trevor Nelson on the ship and Sara Cox on a nearby beach in Barbados.
The prime minister of Barbados, Mia Amor Mottley, joined P&O Cruises’ president Paul Ludlow and prime minister of Grenada, Dickon Mitchell, on the beach to welcome those watching the ceremony, both in person and via YouTube.
Tia Broomes, senior business development officer for cruise at Barbados Tourism Marketing Inc, said: “I don’t have enough words to express how significant this event is for Barbados, not only as a cruise destination but as a country.
More: Agents on Arvia hail ship’s multigenerational appeal
Nicole Scherzinger officially names P&O Cruises’ Arvia
Arvia is ‘step change’ for P&O Cruises brand, says sales boss
“Barbados is fortunate to be the first Caribbean island to host a ship naming event.
“P&O Cruises is one of the destination’s valued cruise line partners especially within the homeporting segment.
“They are one of the main contributors to the record growth record the destination continues to experience for homeporting.”
She said the destination’s tourism sector has made “significant strides” in its post-pandemic recovery.
“Airlift from all major source markets has returned and our cruise line partners as well,” she told Travel Weekly.
“The destination experienced a very positive winter season with hotel occupancies back to pre-pandemic levels, flights operating at full capacity as demand for the destination grows in the various markets.”
Barbados is expected to receive more than 700,000 cruise visitors in 2023 and Broome anticipates the country will return to pre-pandemic levels by 2024.
“The UK market is super important to Barbados for the cruise sector,” she added.
“A very large percentage of cruise visitors who take cruises from Barbados are from the UK due to the large UK cruise brands homeporting in Barbados such as P&O Cruises and Tui’s Marella.
“They also book pre-and-post stays on island which generates incremental revenue for the destination.
“A big part of our effort with our travel agent community is to grow the pre and post-segment of the cruise market.”
“We have ramped up engagement with travel trade in 2023 – targeting travel partners who sell both land and pre-and post-cruise stays.”
She said the tourist board has upgraded its agent loyalty programme, Barbados Elite Club; co-hosted fam trips with tour operators; increased face-to-face training; and included agents in consumer activations.
More than 200,000 British visitors come each year, with the tourist board targeting families, solo holidaymakers, millennials and silver travellers in particular.
Main attractions include Harrison’s Cave, catamaran cruises, swimming with turtles and Oistins Fish Fry.
Prime minister Mottley said in her speech at the naming ceremony: “To all of you who are watching in the United Kingdom and wherever you are in the world, we say to you ‘do yourself a favour and come and join us in Barbados, come and join us in Grenada, come and join us in the Caribbean’.”
Picture by James D Morgan/P&O Cruises