Two new tourism divisions have been announced to replace the Barbados Tourism Authority.
The Barbados Tourism Marketing Inc. (BTMI) and Barbados Tourism Product Authority (BTPA) were launched to the UK market at WTM this week.
The former will focus on destination marketing while the latter will oversee development of ancillary products on the island.
William Griffiths has been named CEO and commenced the new role two weeks ago, while hotelier Alvin Jermmott, general manager of Divi Southwinds, has been named chairman.
Speaking to Travel Daily yesterday, Griffiths said: “This new arrangement has been created to be more flexible when it comes to decision making and deploying our resources that looks at a new way of growing business with a focus on determining what the customer wants.
The UK will remain a major source market for the island under the new arrangement, which sees Cheryl Carter move from her current role as vice president for Canada to BTMI director UK based in London from 1 January.
“UK business is expected to be up 7% this year. There is a new energy and push for us; we’ve been encouraged by what we’ve seen so far this year and we want more,” said Griffiths. “
BTMI former interim CEO Petra Roach has become director USA; Peter Mayers as director Canada and Vicky Chandler as director Caribbean & Latin America.
Meanwhile the new board members include Nicholas Brancker as deputy chairman along with directors Kevin Yearwood, Cecil Miller, Hugh Anthony and Kashka Haynes.
“We’ve got a very good team in place with a high level of professionalism and dedication,” Jemmott told Travel Daily. “Tourism is very important to Barbados and the task is to grow the industry while eliminating some of the troughs that we come across. The tourism sector is very dynamic and this has given us the latitude to be more nimble and respond to markets in a proactive manner.”