Daily Archives: March 23, 2014

Loveridge: We should spend our tourism marketing budget where it will do the most good.

Adrian Loveridge, tourism expert

Adrian Loveridge, tourism expert

According to figures released by the Barbados Statistical Service, January 2014 recorded the second highest long stay visitor arrivals from the United Kingdom in the last 12 years, with 18,134 persons.

Only January 2009 exceeded this number with 20,911 persons.

Having said this, there is still a mountain to climb especially if you look at the situation in perspective; this lone month has to take into account recent past performance.

In 2012 our single largest market registered a decline in every consecutive month of that year, ending with an overall fall of 15,631 stay-over visitors. 2013 finished with another 4,786 arrivals down over 2012.

So over the last two years we have already more than 20,000 ‘lost’ British visitors to make up for. February 2014 United Kingdom figures continued with what hopefully will be an ongoing trend with a 10.2 per cent increase when compared with the identical month a year ago.

Sadly though, the decline across other markets resulted in an overall fall, registering the lowest stay-over numbers for any February during the last 11 years. More than any, the second month of the calendar is often the barometer of whether the winter season is going to end successfully or not.

Brits and Europeans stay longer, spend more!

We know that the ‘Brits’ and Europeans stay longer, therefore it is reasonable to assume they spend more. Based on this knowledge, should we not be spending a larger proportion of precious marketing resources in this market? Continue reading

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Filed under Aviation, Barbados, Barbados Tourism