Daily Archives: January 5, 2015

Loveridge: Private tourism sector must get creative and work together

Barbados German Tourists

Adrian Loveridge - tourism expert, hotel owner

Adrian Loveridge – tourism expert, hotel owner

As we enter another new year, perhaps the best way to sum up the mood of the industry is to quote the title of the classic novel by Charles Dickens, Great Expectations.

As and when the long promised concessions to the sector become a reality there is a hope that viability can be restored and collectively we can re-build the arrival numbers without sacrificing the average duration of stay.

Personally I feel there are many more ways the diverging interests in tourism can work better together with joint promotional activities. Some may inevitably benefit more than others, but that is almost impossible to avoid. What cannot be disputed is with this approach the destination garners increased visibility and that will become increasingly more important if we are going to regain past long stay visitor falls in critical markets like the United States.

The previous Chairman described the Barbados Tourism Authority as ‘a slothful wasteful and inefficient organisation in an increasingly dynamic, technologically-driven, and commercial industry’

Over the years we have pioneered a number of co-operative campaigns including the first joint villa full page ‘ads’ with three of the major rental companies collectively advertising, the first 12 page Barbados supplement in a leading magazine targeted towards Caribbean travellers, the first intra-regional travel event, the first fully functioning small hotel grouping, Barbados Treasures, Carib Escape, airline/accommodation inclusive packages, our Rewards Card and MILESCloser, a frequent flyer programme, among several others. Continue reading

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