Destination Barbados continues to make gains across Africa’s fast-emerging travel market, with the island’s recent Destination of the Year: African Diaspora award at the Balearica (Africa) Tourism Awards. This signals a powerful boost to Barbados’ visibility and desirability among African travellers. The recognition is expected to help accelerate interest in Barbados as a preferred long-haul business and leisure destination and deepen engagement with one of the region’s most promising emerging markets.
Barbados Tourism Marketing Inc.’s [BTMI] Director of Emerging Markets Kyle Gittens celebrated the recognition, stating: “This prestigious award supports our ongoing efforts to position Barbados as the destination of choice amongst the African travel market, celebrating our rich cultural and heritage connections.”
Gittens added, “We remain committed to strengthening relationships across this emerging source market and welcoming many visitors to the beautiful island.”
The distinguished accolade, which honours Barbados’ strong connection and deep-rooted historical ties to the African continent, as well as the island’s dedication to promoting its vibrant culture and heritage, was presented on November 2 at the Hilton London, Canary Wharf in the United Kingdom. The award also recognises the island’s re-energised initiatives to attract visitors from the African travel market.
The Balearica Awards are widely regarded as a leading celebration of excellence in African tourism, spotlighting destinations that exemplify innovation, inclusivity, and authentic engagement with the Diaspora. Awardees received the golden Balearica Statuette, which is named and designed after the crowned crane. The red-crowned crane has been a symbol of immortality for centuries, and ancient Egyptians were known to decorate their tombs with images of cranes.
The award was presented ahead of the 2025 Grow, Unite, Build Africa (GUBA) Awards, which were held in Barbados for the first time. The GUBA Awards were held under the theme Reclaiming Our Atlantic Destiny: Build. Connect. Renew.
The island also had the distinct honour of welcoming His Majesty Otumfuo Osei Tutu II, the King of Ashanti, who attended the awards and delivered an address to students at the University of the West Indies. His visit was especially momentous, representing the first time the occupant of the Golden Stool had ever set foot in the Caribbean.
These occasions were also marked by a historic chartered SmartWings flight, which flew directly from Ghana to Barbados, symbolising the strengthening of bonds between Africa and the Caribbean. Barbados’ Prime Minister Mia Mottley recently stated that she is confident that the island is getting closer to attaining direct airlift between the continent and the island.
Together, the historic visit by His Majesty Otumfuo Osei Tutu II, the hosting of the GUBA Awards, and the Destination of the Year title, underscore Barbados’ pivotal role as a bridge between Africa and the Caribbean and reaffirm the island’s commitment to uniting communities across the Atlantic.
(PR)
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