Prime Minister Mia Mottley has warned that the nation’s global standing and economic future depend on ending a deeply ingrained “cuddear” culture that tolerates substandard performance, insisting that only uncompromising quality and value can sustain the island’s premium brand.
The colloquial Bajan expression “Cuddear”, rooted in pity, was identified by Mottley as a persistent historical obstacle to national development in the post-independence era and an excuse for subpar performance. She warned that letting standards slide out of a desire to avoid difficult conversations or consequences ultimately harms the entire population by lowering the collective ceiling of achievement.
“We have a problem traditionally in the post-independence environment of Barbados where the ‘cuddear’ mentality can sometimes step in the way and stop us from enforcing the standards that we need to enforce such that everyone is lifted,” Mottley said.
She urged the country to adhere strictly to the regulatory standards that have been carefully drafted and consulted upon, describing them as the very bedrock of the Barbadian brand experience.
Barbados does not seek to compete on price, but must instead dominate on quality and value, she said: “We know that we are not the cheapest and will never be, but we must always, always, always be the one that offers value for money.”
She connected standards of excellence to a deeply rooted cultural concept, urging service providers to consistently deliver what Barbadians call “satisfaction”.
“When a Bajan tells you that they want satisfaction, or to get satisfaction, all of us in here smile and know exactly what we mean when we say satisfaction,” she remarked, noting that this pursuit of satisfaction has allowed Barbados to retain the highest rate of repeat visitors in the entire Caribbean region.
To sustain this competitive edge, Mottley touted “Tourism 3.0” as moving away from the early days of exploitative extraction and instead constructing a “new deal” for the industry’s workforce.
She argued that the tourism economy cannot thrive without putting people at the very centre of its policies. Recalling the sacrifices made during the COVID-19 pandemic, she praised tourism workers who agreed to amend the Severance Payments Act to protect local hoteliers from outright bankruptcy.
The prime minister insisted that this “patriotic partnership” must now be reciprocated by ensuring that employment in the hospitality industry is structured not merely as a temporary job, but as a viable, prestigious career. “What you have come here to do as a job must become a career for you and your family, and the platform upon which intergenerational wealth can be built in this country.”
Mottley also addressed the role of regulators, challenging the common perception that regulatory bodies exist to hinder business. Regulators are essential protectors of the vulnerable and guardians of quality control, rather than administrative roadblocks, she said. Where businesses or individuals fail to perform, she insisted they must be held accountable, but where they align with national standards, they must be actively facilitated.
The prime minister issued a reminder that the foundation of world-class hospitality lies in basic human decency and local warmth, which require no financial investment. She urged Barbadians to utilise the simple currency of traditional manners to elevate the visitor experience.
“A smile costs us nothing,” Mottley said. “The traditional words of please, thank you, good morning, and you’re welcome cost us just as little as well. Let that be the currency that we use to enhance the visitor experience and to be the platform to a career rather than the execution of a job.”
(RR)
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