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.

BTMI chief executive officer William Griffith
BTMI chief executive officer William Griffith

“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
summer months.

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.

17 Responses to Barbados going after younger tourists

  1. Rawle Spooner
    Rawle Spooner January 10, 2015 at 7:39 am

    Good idea that should have been done years ago but young people needs a vibrant night life so get the Gap back to where it was 20 years ago and not al young people loaded with cash so work on that while ya all at it.

  2. Ezekiel Baker
    Ezekiel Baker January 10, 2015 at 7:48 am

    Excellent idea that should have been tough of many years ago. Barbados is seen as middle age holiday destination. Look at Spain,south of France,Jamaica, look at price of accommodations night life, good healthy food etc, o have been many Times

  3. Steven Layne
    Steven Layne January 10, 2015 at 8:58 am

    Don’t offer cocktail you want young people to come and took at white sands not enough

  4. Mark Walkes January 10, 2015 at 9:07 am

    Whilst at face value this appear an excellent idea, there needs to be caution. I would hate to see my little Barbados become a haven and destination of choice for the drunken lager louts who just want a cheap holiday.

    Look at the social ills this type of tourism have impacted on places like Ibiza, Magaluf, Mallorca etc. I’d rather see Barbados remain a destination for those you understand quality. There are other avenues to expand the tourism product, without having to specifically target a young audience. The target should be those of disposable income of any age group, not just young because of the perceived appeal our Sun and Sea may be to them.

  5. Samud Ali
    Samud Ali January 10, 2015 at 10:38 am

    How young? This place still too expensive so unless we gonna attract young yuppies … Where’s the pull?

  6. Daniel Polonis
    Daniel Polonis January 10, 2015 at 11:28 am

    Well then you better invest in infrastructure , like law enforcement, security, and create better venues with diverse entertainment. your up against Mexico, and other Spring break destinations. Don’t use the Aruba tourism model….one American goes missing it will be 10 years of Bad press.

  7. Alexandra Ricci Phillips
    Alexandra Ricci Phillips January 10, 2015 at 11:46 am

    Young turists dont have $$

    • Jason Bowen
      Jason Bowen January 10, 2015 at 1:45 pm

      And spend money to come barbados. If they dont have money they wouldnt come in the first place. Further the older tourists dont go to night clubs.

  8. Veronica Ramnarine
    Veronica Ramnarine January 10, 2015 at 11:53 am

    Where will the young tourists get the much money to spend lavishly?

  9. bernard and india walker January 10, 2015 at 12:26 pm

    auto racing. tuner shows. futbol. cook offs. FHM mag was talking about trying to get a food battle on your turf. basketball and twerk of course. Russia and czk republic have real teams. USA does and France and UK . How bout yours ??

  10. Marsha Peppa Fly Hinds-Layne
    Marsha Peppa Fly Hinds-Layne January 10, 2015 at 12:53 pm

    that’s why we just appointed all old ppl…to get young tourists…makes perfect sense!!..

  11. Ralph White
    Ralph White January 10, 2015 at 4:06 pm

    We definitely need to be more competitive in terms of our pricing. To make it more attractive for them to choose our destination.

  12. Patrick Blackman January 12, 2015 at 1:01 pm

    First we have to define what our tourism product is, our historical assets etc. then we can market the product not just market ideas.

  13. Alex Currie February 3, 2015 at 8:10 pm

    Not much point in commenting if you don’t permit them to be shown.


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