Senator Rudy Grant provides experienced leadership to the Barbados Hotel and Tourism Association, an organization tasked with representing over 300 providers across the Barbadian tourism sector. Senator Grant highlights the diversity of Barbados’ tourism offerings, spanning from accommodation to activities, with options to accommodate a variety of price points. With new direct Lufthansa flights from Frankfurt being introduced, the BHTA is focusing efforts on driving the development of the tourism sector forward, with the potential of the German and European markets in mind

You were appointed the CEO of the BHTA in 2016, bringing deep knowledge in the tourism and transport sector. What is the mission and vision of the BHTA and how have these objectives developed during your tenure?

The Barbados Hotel and Tourism Association is made up of over 300 tourism enterprises. These enterprises vary, and include hotels, villas, guest houses, and also direct tourism services such as restaurants, tour providers, and support services like ICT to the industry. We provide advocacy services on behalf of our members, interacting with government to discuss policy, collaboration opportunities, and the best mechanisms to take the industry forward. We also work with government on marketing Barbados, with the Chairman of the BHTA being a board member of Barbados Marketing Tourism Inc (BTMI). Collaboration is a key factor in developing Barbados tourism in a sustainable way. We also do research for our members, looking at critical areas for further development. It is about ensuring we’re constantly able to provide value to our members and that Barbados continues to be top of mind in our source markets.

Barbados’ tourism represented 13% of the GDP in 2017 and had grown by more than $600M since. Can you provide an overview of the tourism sector in the last few years and its contribution to the Barbadian economy?

Tourism is a significant contributor to the economy and the major foreign exchange earner for the country. Over the past few years the indicators for tourism have been very positive, and the government has committed to a comprehensive developmental plan for growing the industry moving forward, including increasing the number of hotel rooms, modernization efforts at the airport, and a number of other pending projects that will be announced soon. In terms of hotel development, there are very promising developments in the pipeline. We have a mix of brand hotels and boutique hotels and we have found that that has worked well for us. The international brands provide us with very strong marketing support. The destination as a whole benefits from the marketing dollars those international brands spend, as the amounts often exceed the government budget for marketing Barbados as a tourism destination. In terms of government investment, it is important that we continue to message the warmth and authenticity of the Barbadian experience. Barbados is also known as a destination that is safe and secure and it is important to us to maintain that reputation. With the introduction of the thrice weekly Lufthansa flights, we’ve already seen 5 percent growth in the last quarter of German arrival numbers. We expect to see more growth from the German market and see great potential there, as well as across the European market. We have Barbadian government representation in Germany pushing our brand forward, and expect to continue and expand engagement opportunities such as roadshows in Germany.

BHTA represents 80% of the total accommodation offer, making your organization an integral part of capacity for further sector growth. What does the accommodation landscape look like in Barbados and how does it accommodate the variety of tourism interests of visitors?

Barbados has accommodation and facilities to support every segment of the market. We are able to provide the luxury end services and accommodation, as well as at the budget end of the spectrum. Barbados is a place where there is a price point to suit the affordability of those who wish to come. Whether Barbadian cuisine, rum, sandy beaches, or safaris to see natural life in the rugged inland landscapes, there is a variety of different aspects to the hospitality offerings. The overall objective is to ensure the visitors who come have a wonderful time and an authentic experience.

Part of your mandate is to promote the tourism actors through networking and international partnerships. What is the strategic roadmap for tapping into the German market?  

A lot of the destination marketing is undertaken by BTMI, with us supporting as key collaborators. BTMI undertakes a number of marketing initiatives and engagement tactics in the German market including detailed trend analysis about the visitors already coming to Barbados from that market. Our role is to support this work and also disseminate information about the activities to our members. The roadshows in Germany are a key piece of the engagement strategy, and we meet with our members and encourage them to participate. As the destination marketing entity, BTMI leads these efforts, but of course the tourism product itself lives with the members of BHTA.

German visitors are often interested in ecotourism when selecting a vacation destination. What ecotourism offerings does Barbados possess?

There is a diversity of those offerings at the luxury and budget ends of the market when it comes to ecotourism. On both the luxury focused west coast and the mid to budget range south coast, we have a number of green hotels focused on sustainable development and preserving the environment for future generations. These hotels focus on their infrastructure, equipment and water usage in ways that put environmental sustainability top of mind. There is a drive to expand these offerings across the accommodation spectrum, particularly in integrating renewable energy elements. There are safari tours which allow you to explore our natural habitats along with opportunities to view turtles nesting without damaging our natural environment and therefore ensure future generations of Barbadians and visitors will continue to enjoy these.

What are your final thoughts on why German visitors should consider Barbados as their destination of choice?

Barbados as a tourism destination continues to be very well positioned to see a further increase in visitors through the introduction of the Lufthansa flights coming direct to the island, through the building of additional high-quality rooms for all price points that provide good value for money, and a destination that is safe, warm, and friendly. We have a diversity of touristic experiences and a wide range of activities all with an authentic Barbadian touch. We welcome and embrace all visitors and seek to ensure that our visitors have a wonderful time in our destination. From the time you arrive here you will know you are in Barbados, our island paradise.