Tourism is witnessing a significant upturn in its fortunes, thanks to a strategic decision to advance the island’s winter marketing efforts, Minister of Tourism and International Transport Ian Gooding-Edghill has declared.
While stopping short of predicting a record boom this year, Gooding-Edghill gave an upbeat assessment of the performance of the winter tourist season which ends in mid- April, based on feedback from the industry stakeholders.
“They are seeing increased numbers and traffic so far, so this is something that augers well for the sector. They have been seeing a tremendous number of visitors on the island.
We have been able to secure more airlift this winter season especially out of our main markets,” he told Barbados TODAY.
“I was speaking to someone who came into the island for a meeting and they could not even get a rental car for the time they were here. When you see your beaches full, when you go to restaurants and you have to wait sometimes a couple of days before you can get a booking, that is a good thing.
“What it also tells us is that the effort that we put in during the last year and the fact that we went to all of our source markets quite early and that we announced our marketing campaignearlier than planned, we are now seeing the benefits.”
A key factor in this season’s success, Gooding-Edhill claimed, has been an increase in airlift, particularly from Barbados’ main markets, which he attributed to proactive marketing strategies employed by his ministry.
While being cautiously optimistic about surpassing previous tourism records, Gooding- Edghill said he would wait for more concrete results before making any definitive claims.
“I feel pleased with the progress thus far, how far we have come and the fact that we are now realising the increased airlift which has always been a problem based on aviation economics. We are now beginning to see the rewards that we have worked so hard for,” he said.
“It is too early to say that we will surpass the numbers done in the past, but what I can tell you is that I am pleased with the results of this but I would prefer to wait. In this business, you have to wait and see the results, but I am encouraged by what I am seeing thus far.”
The tourism minister also praised the efforts of hoteliers and various attractions for their commitment to improving and upgrading their facilities, including Chukka, the Jamaican firm running Harrison’s Cave.
“What I can say for the hotels and attractions and restaurants is that they are committed to ongoing capital expenditure. I have seen what they have done. At Chukka, for example, they have made investments . . . . I can see what they have done and these things have to be done in phases,” he said.
(RG)
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