Barbados is intensifying its efforts to expand its tourism sector by targeting key markets in Europe and Eastern regions, according to Tourism Minister Ian Gooding-Edghill. The strategy, unveiled during a recent Tourism Industry update at the Lloyd Erskine Sandiford Centre, emphasizes strengthening air connectivity from Manchester, England, and deepening engagement in Eastern Europe. Gooding-Edghill highlighted Eastern Europe as a priority, citing its wealth potential and the need to drive additional European business. He stressed the importance of securing airlift from Manchester, particularly for summer tourism, while acknowledging the challenge of maintaining competitive pricing. The minister also underscored the role of artificial intelligence (AI) in enhancing marketing strategies, stating, ‘We will have a heavy AI influence as part of our approach to marketing Barbados.’ Andrea Franklin, CEO of the Barbados Tourism Marketing Inc. (BTMI), emphasized the benefits of diversifying into Latin America, niche European markets, and regions like the UAE, Qatar, and East Asia. She called for improved visitor experiences, including multilingual menus, extended kitchen hours, and professional transport services. Franklin also urged a national commitment to service excellence, noting that BTMI is collaborating with the Barbados Chamber of Commerce to implement a National Service Excellence initiative. She stressed that the visitor experience is a collective responsibility, stating, ‘The visitor experience is built by all of us.’