Barbados going after younger tourists
Tourism officials will be seeking to attract younger visitors to Barbados’ shores.
Chief Executive Officer of the Barbados Tourism Marketing Inc (BTMI) William Griffith made the disclosure yesterday as he indicated that the agency was constantly carrying out analysis of the market and would be making changes accordingly.
“We carry out what we call segmentation analysis, which means we know exactly who our customer is, we know the demographics [and] we know exactly where they are. But definitely there is a plan to try to have a younger demographic visit the island. That is one of the things we are looking at,” he said.
“When we look at the emerging markets you will find that you will get a younger audience as well. Some of the specific events we are targeting are sports and entertainment, which naturally brings a younger audience as well.
“What you will find is that probably the all-inclusive product will bring some younger audience. So there are several things that we are doing in that aspect to try to have a much broader range of ages in our tourism product,” added Griffith.
The tourism executive who was speaking at a media conference to report on the island’s 2014 performance and give projections for this year, forecast that once some of the new hotel projects were completed, the island’s bread and butter industry should perform better during the
He said whether or not the destination was marketed as high-end “at the end of the day, it is about product, the price and whether the customer thinks it is worth the price”.
Williams said the BTMI would also be working overtime to get more tourists into Barbados throughout the year.
“I think it is very encouraging news to see the occupancy that we see this winter. I am more interested in how we are going to have sustainable growth throughout the year for 12 months of the year,” he said.
“Our focus now is going to try and drive business in the summer . . . The winter is automatic but I think our success is going to be one within the summer months as well.”
Meanwhile, Parliamentary Secretary in the Ministry of Tourism Senator Irene Sandiford-Garner said she expected tourism to do well during the summer periods once the Wyndham hotel and Beaches Resort were completed.
“Wyndham will be the first summer-driven property that Barbados will have. Beaches will also be a summer-driven, family-oriented property. So very slowly and very methodically we are looking at ensuring that we become a year-round destination,” she said.