Barbados is moving to establish direct air links with Africa as part of a broader strategy to position itself as a regional gateway, with monthly charter flights to Nigeria set to resume and a new tourism office already opened in Kenya.
Speaking during the Caribbean Travel Marketplace in Antigua, the Chief Executive Officer of Barbados Tourism Marketing Inc., Andrea Franklin, outlined government and industry efforts to expand Barbados’ footprint in the African market, highlighting the reopening of a tourism office in Kenya and renewed air connectivity with Nigeria.
The state tourism marketing agency had already established a physical presence on the continent through a new office in Nairobi, which officially opened in February.
“We recently opened up our tourism office in Nairobi, Kenya, so we do have a physical presence in the African market,” Franklin said, noting that the office would also oversee relations in the Gulf Cooperation Council region.
She added that Barbados was “moving full force ahead” to increase awareness of the destination across Africa and the Gulf states.
A key part of that strategy, Franklin explained, is the return of the Air Peace charter service between Lagos and Barbados. Beginning this month, the Nigerian airline will resume monthly charter flights, a move she described as the start of building stronger connectivity between the regions.
“Air Peace will be resuming a monthly charter service out of Lagos, Nigeria, and that is the beginning of building awareness and connectivity to the destination,” Franklin said.
She also revealed that discussions were continuing with additional carriers as Barbados seeks to establish itself as a regional hub linking Africa with the Caribbean.
“We will continue to forge relationships and conversations with other carriers to see how we can operate as a hub for the rest of the Caribbean.”
According to the BTMI chief, the long-term vision extends beyond Barbados alone, with several Caribbean territories already expressing interest in tapping into the African market.
“Barbados may not be able to fill an aircraft for a full flight, but we certainly can use it, looking at Barbados as the hub,” she explained, adding that Saint Lucia, Grenada and Dominica had all shown interest in the initiative.
“We have to look at it collectively, and from a group, it is feasible.”
Market research showed strong interest from African travellers, supported by deep cultural and historical ties between the regions, Franklin said.
“The interest is there, and the cultural connectivity is there,” she said. “It’s just about building out the story and how we work together to make sure it becomes a reality.”
(SB)
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