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Richard Sealy, Minister of Tourism

The global economy continues to fight its way out of the recession with the United kingdom, one of Barbados’ key source markets being hit hard. Over the years tourists from the United Kingdom have been wooed the most by Barbados because the British are known to be higher level of spenders and   book longer vacations compared to arrivals from other countries. To make it more challenging, the English visitor has had to deal with the implementation of the Air Passenger Duty effective November 1, 2010.

In the recent budget Barbadians were informed by Minister Richard Sealy that arrivals for the year so far are up 4.1%. Minister Sealy lauded the promotional efforts of those responsible but  “…expressed concern over the continuing decline in the British market, saying he was “terribly troubled”. Barbados’ position contrasts starkly with that of Jamaica. A report today trumpets the success of Jamaica’s to attract UK tourists.

New figures from the Jamaican Tourist Board show the destination experienced its highest August UK visitor numbers since 2006 this year. Arrivals for the month compared to August 2009 jumped by 13%, with 17,085 people heading for the Caribbean island – TravelMole

The obvious question which will be asked coming out of Jamaica’s success will be – what the hell is the Jamaica Tourist Board doing?

The report goes on to explain that the Jamaican authorities have expanded its use of social media – It has created three new YouTube channels, launched a blog and manned two Twitter accounts. It also has a VisitJamaica Facebook page which has just chalked up 100,000 fans. The success of Jamaica using social media is interesting because it vindicates people like Adrian Loveridge and others in the blogosphere who have been critical of the BTA’s slow adoption of social media to more effectively market Barbados in the challenging economic times. We remember when it was mentioned a couple budgets ago in the House of Assembly, MP Dale Marshall mocked the idea.

The difficult times which confront Barbados begs our policymakers to be creative. It cannot be business as usual. We compliment the tourism planners in Jamaica and hold out hope that our tourism planners would follow their lead. It is the only productive sector which can help us in the short term and we need to get with the program. What has been puzzling to many has been the reluctance by the Barbados Tourism Authorities to aggressively use Facebook and YouTube which are known to be free. We were somewhat surprised recently when Minister Sealy pleaded ignorance about the lack of commitment his ministry has been paying to the use of social media.

A couple weeks ago the government launched the Ministry of Tourism Blog and the one of its early postings was to invite comments on its White Paper for tourism development.  At the time of writing the blog had attracted three comments. If one were to assess the lack of an enthusiastic public response so far to the blog given the importance of the tourism sector to Barbados’ economy, BU would have to say we still have some work to do.

Here is the good news, it is not too late to replicate what the Jamaicans have done. Lets us continue to work the traditional channels but integrate social media initiatives in the marketing plan. Who is head of marketing at the BTA?


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  1. Who knows. I take this in the same measure in irresponsibility of government sounding off the use of e-commerce in business when the same government does not have any themselves or pushing for it to be implemented.


  2. @anthony

    You are correct this government’s e-commerce thrust has been stymied by many of the Permanent Secretaries based on our sources.

    It appears they have surrendered and prefer to wait until the dinosaurs retire.

    A defeatist attitude if ever there was one.


  3. The thing is implementation would increase government productively immensely. Imagine not having to stand in line to pay paye , corporate tax or land tax. Imagine being able to open a business in minutes instead of days. or being able to search the land registry for title deed in seconds not days. but i guess young at heart and look for solution to current problems. Like income tax department for 2 years or more they been print receipts that goes over the letter headers for official receipts . why does it take so long to fix simple problems


  4. Refer to previous comment. The show stopper under both administrations have been the very influential Permanent Secretaries displaying disinterest.

    Check out T&T Portal. They seem to be light years ahead of Barbados.


  5. Indeed david indeed

  6. Adrian Loveridge Avatar

    I am really trying to understand what exactly is going on here.
    First the White paper BLOG. I don’t think that it helped that the media launch was on 11th November but that the blog link was not activated until at least 21st November . You spark interest and then defeat the claimed objective by not allowing people to respond.
    Secondly, despite the public utterings of the Minister of Tourism stating the importance of using SOCIAL MEDIA, the BTA FaceBook site has still not been updated since 13th July 2010.
    I still get the overwhelming feeling that there is an individual or group within the Ministry or BTA that simply doesn’t want the Ministry to succeed, for whatever reasons.
    The update has nothing to do with funding, clearly the staff are there, so what is the problem?
    The Jamaica article demonstrates the difference it can make.
    Don’t we want an increase of 13% UK visitors in a single month?
    Lastly, the first White Paper Town Hall Meeting took place last Thursday (25th November) yet unless I has missed something have not seen ANY media reporting. Was it well attended, what were some of the ideas put forward?
    Surely its in all our interests to know?


  7. No media coverage at a Town Hall to discuss developing our #1 sector?


  8. @Adrian Loveridge and David.
    It is not fair to criticise the BTA until you tell us how they spend their marketing Budget.

    It is pathetic that in 2010, there should be a discussion about using the Internet and social media to support a Tourism marketing plan.

    The BTA needs to employ young energetic marketing specialists to continuously improve their online marketing program.


  9. @Hants

    Unfortunately the BTA is comprised of people who have been doing the job for donkey years plus the political appointees. We never learn.

  10. Adrian Loveridge Avatar
    Adrian Loveridge

    Tourism Australia’s fan page on Facebook, which was launched in 2008, now has more (than) one million fans who are sharing their love of Australia with the world’.
    Tourism Australia Managing Director, Andrew McEvoy stated ‘With thousands of fans uploading videos, photos and stories it’s like the ultimate holiday slide night every day’.
    ‘Word of mouth has always been the most effective way of spreading the word about holiday destinations’.
    ‘Now Facebook, and platforms like it, have just made that faster and more powerful than ever before’.


  11. @David – It’s not just ignorance by the Minister, their Marketing Director when asked directly by me refuses to comment?

    Also, look at Multi-Choice, have no idea for DirecTV, but Jamaica & Bahamas have ads at least say twice a weeknight in popular Programmes like CSI, Leno or Letterman.

    St Lucia advertises about twice a month, usually on BET, and they promote their social media in it.

    Barbados advertises once a month, usually between 12:Midnight and 6:00 am when rates are lower or the BTA offers a trip during Wheel Of Fortune or Price Is Right at the brisk rate of once every other month?

    The Budget allocates $6 million more to BTA for advertising, why not cut the so-called top exec’s wages and plow it into promotions instead? No new funds expended and better spending….


  12. Who is the Marketing Director?


  13. Averil Byer, she got real stroppy when I asked her why the inert pages… “I HAVE NO COMMENT, ASK THE MINISTER!’ So I go to Sealy and he asks me if I check with Byer, sigh!

  14. Adrian Loveridge Avatar
    Adrian Loveridge

    David,

    I have been told 4 people attended the first White Paper Town Hall meeting last Thursday.
    Can someone confirm this?


  15. Thanks Adrian, 4 people is a tad disappointing to say the least.


  16. The Marketing Director of the BTA should have a team of marketing specialists relentlessly promoting Barbados.

    If the BTA has qualified professionals marketing Barbados then who are we laymen to say they are not doing a good job.

    One thing this layman has observed is that a lot of companies have simultaneously increased their Television advertising and their Internet presence.
    One of my clients uses a blog so that one of their “experts” can respond to customer’s questions.

    The thing is that any one of us with access to the Internet could create a strategy to market Barbados on the Internet.

    Hopefully our comments will stir up a hornet’s nest and motivate BTA staff act like they walk in Toronto in winter. Fast.lol


  17. Page 1 of Barbadostoday. The face of Digicel should be the “face of Barbados tourism (if she is a Bajan).


  18. The problem is that the staff at the BTA are not happy.

    From the time the government changed, the Minister directed his board to inform all overseas staff even those who are not political appointees that their end of tour letters would be soon dated.

    To this date, they are still in limbo as they believe that the government does not have to money to bring them back home. How could people produce under these conditions?

    In my humble opinion, the Minister is in over his head, he had “nuff” talk when he was in opposition but no action now he is Minister…….. a square peg in a round hole. How is it that Ronald Toppin had to point out that the VAT on room service was going to be increased and the minister did not know. But his job was to get up to lambaste Owen Arthur instead of doing his homework. His father must have been ashamed of him, the way he carried on at Owen Arthur and then had no time to defend his stewardship. But there again, what is there to defend?

    When Fruendel Stuart does his reshuffle, he needs to move the minister. Stuart is not obligated to Richard Sealy as the late PM was as truth be told David Thompson owed his return as leader of the opposition to Richard Sealy, Ronald Jones and Michael Lashley. Hence the reason why in every reshuffle, none of them were ever touched.


  19. In a related story:

    The lost decade leads to looming US tourist crisis

    Comments: 5

    International tourism is not just a big business. It’s also a huge export. And that’s why the US is on the brink of a tourism crisis, many observers increasingly agree.

    “The United States is losing market share as a tourist destination,” writes Martha C. Wright in Slate.

    According to the US Travel Association, the US’s market share of global tourism dropped by almost one third from 2000 to 2009. That means 2.4 million fewer visitors in 2009 than at the beginning of the decade.

    Foreign tourists bring in US$120 billion to the US economy. The business makes up eight percent of the US’s overall exports, or one quarter of all exports in the services category. Tourism is one area where the US runs a healthy trade surplus.

    One explanation of why the US is discouraging visitors comes from J. W. Marriott Jr. He largely blames increasingly tight airport security.

    “We’ve become a risk-averse country,” said the 78-year-old hotel leader at a recent conference on economic growth.

    Intrusive bureaucracy also discourages visitors, he said. At the same time, places such as Europe are making it easier for foreign visitors.

    “More Chinese visited Paris last year than the US,” said Marriott. He pointed out that each Chinese traveler spends about $7,000 per US visit compared to $1,200 for each domestic traveler.
    He called the last ten years “The Lost Decade” because the US saw a loss of $450 billion in exports and 440,000 jobs because of the decline of foreign visitors.

    Worldwide, long haul flights are up by one third since 2000, so it’s no problem for foreign visitors to get here. So what is the problem?

    Problems, as in plural.

    —Part of America’s tourism problem is marketing, Slate says.” We don’t have any at the national level,” the article says. While states and cities do promotions to their specific areas, there aren’t any agencies promoting the entire US as a country.

    —Visa requirements. There are three dozen countries on a visa-waiver list but since 9-11, others not on that list go through an intensive process that includes an in-person interview just to visit here for a vacation. In some countries such as Brazil, there are only a handful of offices where personal interviews can take place. That process can take several months just for an interview.

    —Perception. For the past decade, there’s been a growing overseas sentiment that the US is increasingly becoming “Fortress America” with travelers complaining not only about growing security but also about a general feeling of not being welcome.

    There have been some positive recent moves towards promoting international tourism.

    The Travel Promotion Act last year set up the Corporation for Travel Promotion. An initial $10 million was set aside (from fees on travelers coming to the US) to promote travel here. More money is expected from the new agency in the future.

    "People have a perception of the US as protectionist, arrogant and inhospitable, and I think we need to change that image," said chairman Stephen J. Cloobeck, who is CEO of Diamond Resorts International. "We’re going to jump-start the marketing of America."

    International visitors are specific in their individual needs. So the agency will target specific groups of people from various countries. One example: marketing to the Chinese market might involve the depth of cultural opportunities available here.

    Some of the new agency’s money will have to go for the image issue.

    "We’ve got to overcome the perception that has built up of Fortress America," said Roger Dow, president and chief executive of the US Travel Association.

    By David Wilkening


  20. @BU.David: “The lost decade leads to looming US tourist crisis…

    So the “Great” US of A have their head up one of their many holes.

    This should be good news to us.

    I fail to see the problem.


  21. BREAKIN’ News – BTA’s FB page updated, jumps straight from July 13 to Current! “THE 2010 CRUISE SEASON LAUNCHES The cruise department held a performance spectacle at the Bridgetown Port on November 13th to mark the start of the 2010/2011 cruise season. One this date there were four cruise ship calls with a total of 6855 passengers and 2500 crew members with the Emerald Princess producing…” (see more)


  22. also they did a little posting of the food wine and rum festival. When i say little cause they didn’t cover all the events nor even the minority of the picture taken.


  23. Reports from Barbados today has the jazz festival cancelled, Can anyone confirm ?


  24. @anthony

    It seems the cancellation of the Jazz Festival is confirmed.

    A surprising decision given it has been touted as an important event on the BTA calender.


  25. Great ‘ad’ for Barbados with 155,000 plus views in just over a year.

    This is the power of using FREE social media!


  26. Dream holiday to Barbados that turned into a nightmare after barrister was shot by robber

    By Daily Mail Reporter

    Last updated at 12:15 AM on 30th June 2009

    Victim: Andrew Thompson and wife Isobel back from the holiday that turned into a nightmare. A British barrister told last night how he was shot during a robbery while on holiday at an exclusive Barbados resort.

    Andrew Thompson and his wife Isobel were walking back to the five-star Sandy Lane golf and spa resort in St James when they were attacked by two men. After threatening the couple with a gun, the robbers demanded Mr Thompson hand over his wallet and his wife’s handbag.

    Read more: http://www.dailymail.co.uk/news/worldnews/article-1196339/Dream-holiday-Barbados-turned-nightmare-barrister-shot-robber.html#ixzz17F7hNHum

    Publicity we don’t need in the UK market.


  27. @David,
    The robbery took place in 2009. relevance?


  28. Hants i think what david trying to say is more of the same could be on the way and it publicity we don’t need.


  29. The BTA needs to look at the Royal Westmoreland website. The web cam idea is great.
    Live web cams at the best “Tourist” locations would be a great idea.


  30. Cancelling major events is bad for Tourism unless there is a “back up plan” to replace the event with a bigger better event.

  31. Adrian Loveridge Avatar
    Adrian Loveridge

    There are sadly SOME myopic people amongst
    our tourism and public order policymakers.
    They naively think that if you keep reported crime out of the local media, no-one will know about it and the problem will go away.
    They do not seem to understand that the past victims of crime, their relatives, international media, repeat visitors and potentially new ones ALL read this blog on a regular basis.
    They also visit social media sites like TripAdvisor Barbados Forum, where currently out of the first 20 topics, an alarming 3 are dedicated to recent on island crime.
    While some decision makers may consider TripAdvisor a ‘menace’, its difficult to ignore any travel reference website thats attracts a staggering 40 million unique visitors a month.
    Likewise with ‘our’ tourism FaceBook page, which was ignored for over five months and has only just been re-activated.
    ‘We’ allow things to FESTER, just as ‘we’ did with Long Beach and I can see exactly the same thing happening again on the West Coast.
    Deal with the problem and be seen to have dealt with it!
    I chaired the BHTA Safety and Security Commitee for a brief period. Despite having a RBPF representative on the committee, I still had to rely on reading any local media crime coverage to keep even remotely informed.


  32. Boots boots de guvament boots, de guvament boots.

    If there are not enough Police use the BDF.
    Crime is a problem.Deal with it by any means necessary or one day Barbados could become like Mexico.

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