The Changing Face of Barbados Tourism

The World at a Standstill

The world has certainly changed since the COVID-19 global pandemic reshaped how we exist as human beings. Simple things such as going to the supermarket, having a meal in our favourite restaurant or enjoying the experience of travel and leisure are no longer so simple. Humanity has had to develop new approaches to coexist with COVID-19 for the last ten months. Thankfully, at the time of writing, there exists genuine hope that an efficient vaccine will soon be available worldwide.

Tourism, a very people centric industry, has been hit really hard globally and especially locally where a strong Barbados economy is underpinned by a robust tourism sector. While our tourism business has been almost wiped out in the last ten months, the spirit of our hospitality remains strong as we have seen our tourism businesses, employees and our guests taking every safe step to ensure we have a stronger and more resilient tourism sector.

Moving Forward

With the global market almost fully closed, on a scale not seen before, the travel sector has been one of the hardest hit by the impact of COVID-19. With travel at a standstill, where does that leave Barbados and our tourism industry?

Barbados has demonstrated to the world that we are a model for how we can provide safe tourism. While global lockdowns in our key source markets have forced a decline in travel to our shores, we have played an extremely important role in repatriation of cruise line employees through Barbados as a result of no sail orders which left thousands of employees and more importantly, our fellow brothers and sisters, stranded at sea.

As he announced the 2020 Seatrade Cruise Award for destination of the year, Area VP, Global Cruise Sales, Oracle Hospitality, Ingo Soerensen said, "During the COVID-19 pandemic Barbados remained a place where homeporting cruise lines found a safe haven, warmth and hospitality. In addition, ships were able to collaborate with the Bridgetown Port and further destinations to repatriate crew."

In the words of our Prime Minister, Mia Amor Mottley, “we have followed the science” and have let the guidance from the World Health Organisation and our medical professionals determine what are safe protocols for our residents and guests to resume safe tourism.

While there have been lockdowns globally and locally, our tourism sector continued to care for our guests. We had guests who chose to remain in Barbados for several months because it was safer to stay here than in their home country. Some moved from our hotel properties to villa accommodation until the hotel properties were reopened. This demonstrates the confidence our guests have in us.

Another aspect demonstrating that Barbados has done a great job at minimising the impact of COVID-19 on the population and guests, has been the positive response to the 12-month Welcome Stamp. I’ve personally seen families moving to Barbados because of being able to live in a safe environment with a relatively normal lifestyle. Retired couples who have long been coming to Barbados, are now more interested in moving to Barbados permanently, not least for the health benefits of living in a warmer climate. The appeal of the Welcome Stamp has also attracted the single professional, remotely working in a place that offers safety, convenience, lifestyle and modern amenities comparable to larger more developed countries. This is a new wave of opportunity that has longevity, past the impacts of COVID-19 and is likely to embed itself into the future of our tourism product. It won’t replace the traditional tourism offering, instead it brings with it hope that there is another way forward.

From the beginning of October 2020, we had guests arriving from our key source markets and our arrivals continued to improve to the end of October. However, with new rounds of lockdowns in the UK and Europe, this will certainly inhibit the level of recovery that was being anticipated for this winter season.

Speaking with Geoffrey Roach, Chairman of the Barbados Hotel and Tourism Association and Chief Executive Officer of the Bridgetown Cruise Terminal Inc, he said that, “In speaking with our tourism partners in our source markets, the feedback is that there is pent-up demand for travel to Barbados, which is testament to the strength and faith in the Barbados’ tourism industry”. Proving ourselves in a number of areas of tourism, from the arrival experience to a variety of safe and welcoming accommodation options, word is spreading fast about our refreshed tourism offering.

And while we may not see levels of tourism back to prepandemic levels, the time to change our tourism product was already apparent, COVID has simply brought it forward. Adapting and being innovative means that regardless of lockdowns, we are still welcoming new tourists, from markets outside of our key source markets. Those that may not have considered Barbados the top of their destination list before, are now considering it. In addition there is a rise in the demand for alternative tourism that we can accommodate. We now have a well-established eco offering with accommodation like Eco Lodge on the East coast; itineraries including regeneration projects, turtle releases, the annual Clean Up and environmentally conscious bike and hike outings; culinary experiences with raw based food, kitchen garden projects; and cultural packages that positively impact our environment and community.

Neil Barnard, Director, SOL Rally Barbados, when speaking about the event said, “When the Barbados Rally Club’s organising committee for Sol Rally Barbados 2020 met in early August 2020 to discuss whether to go ahead and run our event (postponed from June) at the end of October, I don’t think any of us truly had any idea of what to expect. The event is challenging enough to organise and execute annually under normal circumstances, but in the middle of a pandemic AND in a very active rainy season was really taking our collective stress levels to new heights! In the end, we were astonished by the level of commitment shown by competitors who decided to travel to the island to compete from countries such as the USA, Wales, England, Jamaica, Trinidad & Tobago and The Cayman Islands. Everyone was willing to undergo the testing and quarantine protocols and planned longer stays as a result. This is testament to the event’s reputation, but equally, based on the current global environment, the reputation of Barbados and the ongoing success of government to manage the health and safety situation on the ground. Despite the enormous challenges, our organising team, our volunteers, governmental and non-governmental organisations, our commercial partners, the fans and of course our visitors, all played a role in ensuring the event was a success.”

Safely hosting sporting events such as Sol Rally Barbados, provides opportunities for organisers to move in-person events to a controlled and safe environment where the experience is very much enjoyable.

Tourism 2.0

The full impact of the last ten months can’t be fully quantified, however, we do know that the inability to travel has certainly negatively affected our wellbeing and I know I’m looking forward to resuming safe travel and safe destinations. Barbados has demonstrated from very early that we are prepared to take the necessary steps to be a safe destination for both our residents and our guests.

Tourism 2.0 requires us to employ safe practices so that we not only enjoy sun, sand and sea but also enjoy our heritage, culture, culinary arts, sports and the many other beautiful aspects of the Barbadian way.