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Submitted by Observing

A recent Barbados Today article quoted the Prime Minister as saying that Barbados had completed its economic rehabilitation and was entering a new phase of tourism-driven growth, branded as “Tourism 3.0”. Let us walk this back for a minute.

During the economic expansion of the 1990s, Barbados saw major capital projects, increased foreign investment and an approach that often seemed to favor selling land to the highest bidder. At the same time, regional CSME integration was promoted, and repeated promises were made to diversify the economy, reduce our dependence on tourism and move towards renewable energy. Meanwhile, the country itself was changing.

The internet and foreign media reshaped culture. Marijuana use became more visible. PSVs multiplied. Gated communities expanded. Concerns grew about discipline, inequality, weakened institutions and declining social standards. Other cultures started to creep in an cement themselves. 

Fast forward to 2008. A new government, and by 2010 a new Minister of Finance. This Minister of Finance took over during time of recession and robustly defended his every action. He held that portfolio for eight (8) years continuously and is unanimously seen as the face of any national financial or economic fall-out. The term the Lost Decade was coined and the 2018 elections clearly established how Barbadians felt.

Then came another government. This new one empowered by 30-0 promised to fix the mess, transform the economy, reform education, modernise government and move Barbados towards renewable energy by 2030. This along with integrity legislation, modernization, digitization, transparency, public consultancy and accountability. So, what have we seen?

More borrowing. More high-end projects. More hotels. More luxury development. Real estate increasingly beyond the reach of ordinary Barbadians. Continued dependence on foreign investment and little visible evidence that genuine diversification of the economy is anywhere near.

Yes, tourism creates jobs. Yes, hotels can support farmers, manufacturers, artists and service providers. But dependence on a larger tourism sector and higher hotels is not a diversified economy. More hotel rooms do not necessarily mean transformation. Promises of integration do not lead to prosperity for service workers and providers. Calling the basket “Tourism 3.0” does not change the number of eggs inside it.

Socially, the internet has become social media, instant outrage and permanent distraction. Marijuana may not be fully legal, but in some places it may as well be. Crime is treated by some as a second income. Implementation deficits continue. Policies are launched, photographs are taken pamphlets are printed while real delivery and visible impact typically remains paused.

Accountability is regularly discussed and hardly ever enacted. “Who you know” and “who you support” increasingly appear to matter more than what you know, what you have achieved or whether the decision makes sense. Competence may still make the shortlist, but connections determine the results long before the interview.

And in one of politics’ more entertaining twists, that former Minister of Finance who carried much of the blame for the so-called Lost Decade is now a Senior Minister in the government that said he wrecked the country.

Foreign entities and wealthy individuals remain free to pay the piper, acquire the property and help choose the tune. Ordinary Barbadians are then encouraged to celebrate the investment and hope that prosperity eventually travels beyond the gates.

Perhaps Tourism 3.0 will be different.

Perhaps the promised linkages with agriculture, culture, technology and local enterprise will finally become measurable realities.

Perhaps I am fooling myself.

But after decades of familiar promises and revised versions of the same economic strategy, scepticism and shrugged shoulders should not be mistaken for negativity. It’s just plain old reality. 

Good luck to that basket.

Good luck to those eggs.

God help us.


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3 responses to “Tourism 3.0: Same Script, Same Cast?”


  1. PM calls for revisit of tourism slogan

    PRIME MINISTER MIA AMOR MOTTLEY has renewed calls for a stronger national commitment to tourism, suggesting a revisit of the once-popular slogan “Tourism is our business. Let us play our part”.

    However, chief executive officer of the Barbados Tourism Marketing Inc, Andrea Franklin, has said no decision has yet been made to adopt or revive an official slogan.

    Speaking during Tuesday’s opening ceremony of the Royalton Vessence Barbados in Holetown, St James, Mottley said the slogan from days past aptly captured the essence of Barbados’ relationship with tourism, noting that it remained just as relevant today.

    “We know different and that is why from when I was a little girl in this country, we had a slogan, that I still maintain – I say it in hope – that one day the Ministry of Tourism will resume it. We had a slogan that worked for us,” she said.

    The Prime Minister stressed that the slogan reflected a timeless truth about the country’s relationship with tourism, its main foreign exchange earner.

    “Tourism is our business. Let us play our part. A slogan that is real, a slogan that is true, does not need to be renewed because it reflects the essence of who we are,” she added.

    Barbados has not adopted a tourism slogan since 2021 when the tagline “Little Island, Big Barbados” was presented but met with public criticism.

    It was aimed at selling Barbados’ tourism product in overseas markets. Following the backlash, it was removed and a large committee led by vice-chancellor of the University of the West Indies Professor Sir Hilary Beckles was tasked with developing a new one.

    An earlier slogan, Barbados: Just Beyond The Imagination,

    focused on Barbados as a quality destination for visitors.

    Speaking with the DAILY NATION yesterday, Franklin said they have not discussed a slogan.

    “We haven’t had a slogan in a few years. Every year when we review our marketing plan, there’s a discussion but many brands are no longer going that route,” she said.

    Franklin, who was also present at the opening of the new hotel, noted that the sentiments expressed by the Prime Minister were still expected to influence future tourism engagement efforts.

    “What the Prime Minister was speaking about is something that we will be factoring into our local outreach and our local public relations and awareness of tourism. That’s something that we will factor in from that perspective. But right now, we don’t have a slogan,” she said.

    Source: Nation


  2. This is a VERY clear case of the blind leading the blind towards an inevitable ending…

    The ONLY consistent factors are:
    – Easy and quick $$$millions can be extracted out of our Treasury via these grandiose projects.

    – Bajans continue to buy the SAME OLD bullshit story about ‘tourism development’ that has been used to facilitate these scams now for decades – EVEN FROM THE FOUR SEASONS SCOUNDRELS.

    – Money talks (especially bribes,)…and bull shit walks, (BUT still can’t make one shiite work) … while BBs sleep.

    – ‘Eddykashun’ is counter-intuitive to BASIC common sense (which our grand-parents seems to have had in MUCH greater measure)

    – Our political cartel is CLEARLY a mafia duopoly outfit controlled that is by the legal fraternity, financed by the money moguls of this world, and facilitated by a mendicant people whose minds are warped by an eddykashun system that is designed to support the mafia.

    Change will come when we hit rock bottom shortly, and the brass bowls REALLY rattle…

    What a place!

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