
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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