In a strategic move to enhance Barbados’ tourism competitiveness, the Barbados Hotel and Tourism Association (BHTA) has celebrated the inaugural graduation of its specialized marketing and business development program. This four-week intensive course specifically targeted small accommodation providers and direct tourism service members, equipping them with advanced digital marketing strategies and brand development techniques essential for thriving in today’s data-driven tourism economy.
The program, developed in collaboration with Flourish by Design, utilized the innovative ‘Piggies and Pickles’ framework designed to help small and medium-sized enterprises overcome branding challenges cost-effectively. Fully funded through the BHTA’s Tourism Fund, this initiative represents the association’s ongoing commitment to supporting national marketing objectives beyond traditional trade show participation.
BHTA Operations Manager Greg Broomes emphasized the program’s strategic importance: ‘While international trade shows remain valuable, we recognize that smaller entities often lack resources for regular attendance. Equipping them with modern marketing tools enables them to amplify national marketing efforts and compete effectively in key source markets.’
Graduates will now transition into a comprehensive year-long Group Mentorship Programme featuring quarterly expert-led workshops. This extended support system ensures practical application of learned skills and continuous professional development throughout the year.
Program participant Barbara Thomas, Regional Manager of SunTours Caribbean, attested to the program’s transformative impact: ‘This training revolutionized our ability to communicate brand value and tell our story effectively. The knowledge gained directly enhanced our participation in the World Travel Market in London, allowing us to position Barbados as a premium destination.’
Debbie Estwick, Strategic Brand Consultant and program facilitator, praised participants’ dedication: ‘We demystified branding and marketing management for the digital age, proving that strategic patience and smart partnerships can turn branding challenges into financial successes.’
The initiative underscores Barbados’ broader commitment to sustainable tourism growth by empowering local businesses to become authentic brand ambassadors, ultimately strengthening the island’s position in the competitive global tourism market.