The tourist board of Barbados has joined the Association of Touring and Adventure Suppliers to showcase its “wide range of adventure options” to travel agents.
More than 200,000 British visitors visit the Caribbean destination annually, drawn by its beaches, festivals, heritage, wildlife and adventure activities.
Ryan Toppin (pictured), business development officer at Barbados Tourism Marketing Inc, said UK travel agents are “vital” to the tourist board.
“Agents serve as expert advisors, customising Bajan experiences for diverse travellers, promoting our unique offerings, and influencing a broad audience,” he said.
“Through our membership in Atas, we seek to establish a platform for meaningful interactions with travel agent members, both in-person and online.
“This engagement will allow us to effectively communicate the unique attractions and experiences Barbados offers, fostering stronger partnerships to promote the island as a premier travel destination.
“We aim to inspire travel agents to share the spirit of adventure that Barbados offers with their clients, making their island experience truly exceptional.”
Help for agents includes training, marketing support to help promote the island effectively, and opportunities to participate in fam trips.
The tourist board has seen a shift in booking patterns after the pandemic, so the destination is now welcoming UK travellers throughout the year rather than mostly in the winter as was the traditional pattern.
“UK visitors are increasingly drawn to Barbados’ diverse array of experiences, from cultural explorations to thrilling adventures, extending beyond the allure of sun and sand,” he said.
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Joining Atas also enables the tourist board to take advantage of the growth in adventure travel, he added.
“Barbados has emerged as a standout adventure travel destination, offering a plethora of exciting activities,” said Toppin.
“The surge in adventure travel’s popularity stems from a growing desire among tourists to move beyond the conventional beach vacations.
“Barbados, with its captivating natural beauty and a wide range of adventure options, is perfectly positioned to meet these demands.
“Whether it’s exploring the mysteries of the deep, conquering the perfect wave, or embarking on a deep-sea fishing odyssey, Barbados stands ready to satisfy the cravings of the modern adventurer.”
He said Atas will help to showcase activities such as water sports – including flyboarding and kite surfing – and underseas excursions with Atlantis Submarines.
Landside activities include 4×4 wildlife safari or hiking and even swimming in Harrison’s Cave to see stalagmites and stalactites.
Harrison’s Cave has recently become an eco-park, offering a ‘Signature Tram Tour’ to see the attraction’s streams, waterfalls and geological formations. Park visitors can also book a nature walk to discover Barbados’ tropical flora and fauna and visit an aviary with native birds.
Claire Brighton, Atas director, said: “We’re excited to welcome Barbados Tourism Marketing Inc as an associate member to help them promote touring and adventure options beyond the beach.
“As well as online engagement, the tourist board will be able to meet hundreds of agents face-to-face at upcoming events, such as our annual conference in Liverpool (October 10-11) and regional events in Birmingham and York later this year.
“I’m sure our agents will really enjoy learning about Bajan touring and adventure, and the island’s impressive culture, wildlife and activities.”