Barbados Tourism Strategy_Jens Thraenhart_2023.pdf

BARBADOS TOURISM STRATEGY
The future of Barbados tourism
Dr. Jens Thraenhart, CEO - BTMI

Why tourism and how it can
benefit Barbados and all
stakeholders?

TOURISM BUILDS
CAPACITY TO
ENCOURAGE
COMMUNITY
ENGAGEMENT

PURPOSE
BARBADOS IS MEASURED AS ONE
OF THE MOST BALANCED
DESTINATIONS ON THE PLANET,
PLACING QUALITY OF LIFE AND
WELL-BEING AT THE CORE FOR ALL
STAKEHOLDERS FROM TRAVELERS,
RESIDENTS AND BUSINESSES.

TOURISM IS AN
ECONOMIC
PLATFORM
I

THE
IMPACT
OF
TOURISM
ECONOMIC
DEVELOPMENT
AND INCLUSIVITY
CULTURAL
IDENTIFICATION
COMMUNITY
ENGAGEMENT
QUALITY OF LIFE
PRESERVATION OF BUILD
AND NATIONAL HERITAGE
CAPACITY BUILDING
& INNOVATION
DESTINATION
BRAND

THE DESTINATION
MANAGEMENT CYCLE
If you build a place where people
want to LIVE, you’ll build a place
where people want to WORK.
want to WORK, you’ll build a
place where business needs to
BE.
want to VISIT, you’ll build a place
where people want to LIVE.
If you build a place where
business needs to BE, you’ll build
a place where people have to
VISIT.

TOURISM ENABLES ENHANCEMENTS
TO THE QUALITY OF LIFE FOR
RESIDENTS

CHALLENGE
Position Barbados as an
all-year balanced tourism
destination to drive
sustainability, which
results in inclusive growth
and economic impact.

Create public-private partnership
frameworks to engage stakeholders
and create inclusive initiatives to
build a balanced and sustainable
destination for generations to come.
APPROACH

Re-positioning Barbados
from “Beach-only” to “more-than-just Beaches”

INCREASED
CONSUMER DEMAND
RESULTS IN
INCREASED
AIRLIFT

IMPACT AND PURPOSE
DRIVES BOOKING DECISIONS
Source: Destination Analysts “The state of the American Traveller, 2022

STRATEGIC PILLARS
BE DATA-DRIVEN
• Transformative
• Digital
• Mobile
BE SUSTAINABLE
• Climate action
• Regenerative
• Transparent
BE INCLUSIVE
• People-centric
• Community-based
• Experiential

1 DATA IS THE KEY

PROCESS EXCELLENCE
Increase ROI.
Source: SAP
UNDERSTAND
empowered &
emotional & hyper-
connected customers
TIME-TO-MARKET
Ability to reach highly
targeted niches at
the right time
New Business Models
Creating
opportunities for
Bajan businesses
driven by technology
WHICH BENEFITS ARE WE GAINING?

DATA SOURCES
CRUISE IMMIGRATION
DATA
ONLINE DATA RESIDENTS &
LOCAL
BUSINESSES

INCREASE OUR SHARE OF TRAVEL WITH DATA
Partner with a
fellow travel
brand to make it
special for
travellers
Re-engage
customers
who’ve been to
your business
before
Activate high-
potential
customers who
tend to book
similar
experiences
Personalize the
message using
trip-specific
spending habits
Offer superior
customer service
using operational
signals

DATA-DRIVEN COLLABORATION
In the future, BTMI will launch seasonal
and niche market campaigns in a PPP
framework. Campaigns will be data-
driven, collaborative, and engage
stakeholders via incentive schemes.
THE FUTURE
OF CAMPAIGNS

INSPIRE THE WORLD TO TELL OUR STORIES
TOURISM STATEGY

THE POWER
OF STORYTELLING
5 INSPIRE THE WORLD
Storytelling = most compelling form of
content marketing
Social + digital is overwhelmed with
content; storytelling stands out
Storytelling emotionally engages the
audience, so they connect, share, and
take action (“I want to go there”)

Getting visitors and locals to
share their stories
Emotions which trigger to get people to share:
• Achievement
• Pride
• Truly helpful
• Self image
• Incentives (contests)
Increasingly people prefer to share specifically within
groups with the interest/community

Collaborative PPP Campaigns
over traditional advertising
5 INSPIRE THE WORLD

Stakeholder Engagement
Engage local industry,
give them tools to
showcase themselves,
reward them and turn
them into ambassadors
Connect Consumers and
Businesses to reduce
marketing spend and
increase ROI.
Get travelers to tell
their stories to achieve
an authentic brand
image with “real”
consumer generated
stories.
Offer contextualized
deals to maximize the
appeal to customer
segments.
1 2
3 4

TOURISM ENGAGEMENT PLATFORM
Inspire and keep
destination top of mind
via visual content cloud.
Engage past and current
guests, including current
and previous travelers,
residents, and staff to
share experiences on
social media via a
contest campaign.
COMMERCE
Create immediate
revenue streams for
businesses via vouchers.
Allow businesses to
create valuable offers of
unique experiences,
connected to shared
experiences by past and
current guest for
increased conversion.
COLLABORATION
Strengthen resilience
and accelerate tourism
recovery via cooperation.
Engage all destination
stakeholders to promote
the campaign to staff,
residents, and past and
present guests, by
providing contest prizes
driving participation.
CONTENT
STORIED COMMERCE INCLUSIVENESS

2 PROTECT THE ASSETS OF THE ISLAND
TOURISM STRATEGY

Establish climate change
adaptation and sustainability
leadership for Barbados

TOURISM HELPS IN
PRESERVATION AND
ENHANCEMENT OF BUILT
AND NATURAL
ENVIRONMENTS
1 START WITH WHY

4 PROTECT THE ASSETS
Barbados
was recognized as
1 of 3 destinations by
GREEN
DESTINATIONS
(and only destination
in the Caribbean)
to be included in the
2022 Top 100 Green
Destinations List.
Athens
September 28, 2022

An Exciting Sustainable
Tourism Future
5 INSPIRE THE WORLD

3 EMPOWERING PEOPLE
TOURISM STRATEGY

Engaging and including all
stakeholders from the
bottom up

BAJAN
EXPERIENCES
COLLECTION

THE BAJAN EXPERIENCES
COLLECTION
Bajan Experiences are a collection of
authentic Bajan service and product
providers in the categories
STAY, TASTE, DO, SHOP, and TOUR.
Collectively, theses
experiences represent the
heart of BAJAN CULTURE.

INCLUSIVITY
The BAJAN EXPERIENCES
COLLECTION is truly inclusive
and provides value at all levels
of the tourism value chain. It is
accessible to any Bajan business
and service provider, regardless
of budget and size.

INCLUSIVITY
SMALL BUSINESSES
Responsible travel businesses and
social enterprises, categories: Stay,
Taste, Do, Shop, and Tour.
INDIVIDUALS
Bajans, providing experiences from
surf lessons, walking tours, fishing
excusions, to dining at home.
AMBASSADORS
Individuals helping individuals and
small businesses with onboarding via
innovative train-the-trainer program.
PHYSICAL EXPERIENCES
Ø Develop experiences and products & promote via platform
Ø Cross-promote via fellow BE Collection members
VIRTUAL EXPERIENCES
Ø Create online experiences and earn 30% of revenues
Ø Generate zero-party data for future marketing
TOOLS & SERVICES
Ø Website Builder
Ø Campaign Manager
Ø Offer Creator
Ø Content Manager
Ø Data Manager

PURPOSE OF THE BAJAN
EXPERIENCES COLLECTION
1. Build resilience for micro and small tourism businesses
2. Build a community of like-minded businesses
3. Network and build capacity, identify and foster innovation
4. Collaboratively re-position Barbados as a destination with a
wide variety of authentic experiences via story-telling
5. Drive revenue to experience providers.
Resilient and sustainable tourism industry

BAJAN EXPERIENCES
Strengthening
of Community
Capacity
Building &
Innovation
Building of
Barbados
Tourism Brand
Revenue
Generation
Resilient and sustainable tourism industry

UNDERLYING PRINCIPLES
BE CARING
BE members care for the environment,
their communities, and stakeholders.
Embracing sustainable practices, from
eliminating single use plastic, using
local produce, and reducing food waste.
BE CONNECTED
BE members benefit from being
engaged in a network of like-minded
people, sharing knowledge, supporting
each other, and jointly promoting being
Bajan to the world. They communicate
and collaborate with their customers to
promote authenticity and share a Bajan
lifestyle through a human network.
BE INNOVATIVE
BE members strive for innovation. They
look at the world and want to improve
it for the benefit of everyone. They
create products, processes, and
services that make Barbados one of the
leading tourism destinations in the
world.

2 EMPOWERING PEOPLE
The “Be Bajan” label for both
businesses and professionals
changes mindset, builds capacity,
and improves service delivery.

THE BUSINESS OF TOURISM
Identify products and services that represent Barbados and
Bajan culture and can be distributed internationally

Tourism Accelerator for
Experiences & Products
5
4
3
2
1
INCUBATING: New concepts, especially but
not exclusively by young entrepreneurs, to
support new products or experiences.
DEVELOPING: Products & Experiences that have a
viable concept, however, need significant assistant
in product/experience development and quality.
MARKET-READY: Products or Experiences that are
deemed market-ready, however may need to fine-tuning
when it comes to quality, design, packaging.
REPRESENTING: Products or Experiences that are deemed at
the highest level to represent Barbados domestically and
globally, recognized with a commercial deal with BTMI.
BRILLIANCE: World-class Products or Experiences that have (the
potential to) become recognized brands to effectively increase
exposure and promote Barbados, as a high-end quality nation.

WELCOME STAMP

4 BUILD COMMUNITIES
TOURISM STRATEGY

Leveraging the long tail of the
eco-system to drive inclusivity

PUBLIC
PRIVATE
PARTNERSHIPS

THE
BENEFITS
OF PPP
PPP
ROOM FOR
INNOVATION
DEVELOPMENT
OF QUALITY
STANDARDS AND
REGULATIONS
IMPROVED
ACCESS TO
CAPITAL
BETTER
INFRASTRUCTURE
REDUCED DELAYS
AND FASTER
PROJECT
COMPLETION
PROJECT
FEASIBILITY
ANALYZED RIGHT
AT THE START
VALUE FOR
MONEY
TRANSFER OF
SKILLS AND
KNOWLEDGE
BETTER USE OF
TECHNOLOGY
HIGH RETURN ON
INVESTMENT

ENGAGEMENT MODEL
BTMI
Consumers
Businesses
BTMI Consumers
Businesses
OLD Model NEW Model

“As the role of Destination Marketing
Organizations evolves into Destination
Management Organizations, so must its
business model. The public and private sectors
must collaborate. Together, these two forces
can achieve greatness. This is espciallly vital
preparing for a sustainable tourism recovery.”

What it means to
BE BAJAN
5
TOURISM STRATEGY

Be Bajan creates Purpose, is about
“Belonging” and drives a “balanced”
agenda to be “brilliant”.
6 BE BAJAN

The “Be Bajan” label for both
businesses and professionals’
changes mindset, builds capacity,
and improves service delivery.
6 BE BAJAN

By signing the Bajan Pledge, consumers can
become Real Bajans (citizens and diaspora), and
Temporary Bajans (physical and virtual visitors),
by getting access to offers and benefits, and
building a powerful consumer marketing database.
6 BE BAJAN

Travelers don’t just visit
Barbados, but they are joining a
“like-minded community” of
what it means to “be Bajan”.
“Belonging” is the most
important driver for human
beings, and Barbados can lead
the charge as a destination,
which will transform marketing
from a push to a pull factor.
6 BE BAJAN

BUILDING A
CULTURE OF
ENGAGEMENT,
PURPOSE, PRIDE,
AND RESPECT.
F
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O
W
6 BE BAJAN
LIVING THE
BAJAN VALUES
STARTS INTERNALLY.

Bajan Poet Cyndi Celeste:
“What it means to Be Bajan”
6 BE BAJAN

Barbados Tourism Strategy_Jens Thraenhart_2023.pdf

Barbados Tourism Strategy_Jens Thraenhart_2023.pdf

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