The Barbados Hotel and Tourism Association (BHTA) has strengthened its capacity building efforts with the graduation of the first cohort of its new marketing and business development course delivered through its annual training programme.
Designed specifically for the Association’s Small Accommodation and Direct Tourism Services (DTS) members, the four-week initiative equipped participants with advanced branding, digital marketing and strategic business development tools and techniques tailored to strengthen competitiveness in the increasingly data-driven tourism landscape and elevate their businesses to the next level.
BHTA Operations Manager Greg Broomes explained that the programme was designed in partnership with Flourish by Design, leveraging their ‘Piggies and Pickles’ framework, conceptualised to help growing businesses outsmart branding challenges and build strong brands without breaking the bank.
Noting that it aligned with the Association’s longstanding commitment to support national marketing efforts, Broomes added that the course was fully funded by the BHTA’s Tourism Fund, which facilitates initiatives such as the BHTA Adopt-A-School Programme, annual hurricane preparedness workshops and member participation in major international tradeshows and roadshows.
He said, “While tradeshows are indeed essential, we recognise that micro, small and medium-sized entities often do not have the resources to attend regularly. Additionally, in today’s age, it is just as important, even if not more so, for these entities to be equipped with modern marketing tools and strategies to amplify the national efforts of the Barbados Tourism Marketing Inc., and the BHTA, and compete effectively in our key source markets.”
Broomes further highlighted that all graduates will also transition into a year-long Group Mentorship Programme, featuring quarterly sessions and expert-led workshops: “The message here is that real capacity building takes time. This mentorship will allow participants to apply their new skills to their businesses, ask questions and continue learning throughout the year, ensuring lessons are truly embedded and impactful. As I conclude, I want to reinforce the BHTA’s commitment to the sustainable growth of Barbados’ tourism industry.
“A key part of this is helping our members leverage brand Barbados. Not just through national campaigns or attendance at tradeshows and roadshows, which are important, but by empowering you, our members, to become ambassadors for the brand yourselves. We will continue to use the Tourism Fund to support initiatives that build the capacity of our members, regardless of size, budget or category; to compete globally and thrive in our source markets.”
Graduate Barbara Thomas, Regional Manager – SunTours Caribbean, reflected on the transformative impact of the programme, noting that it strengthened the ability to clearly communicate brand value.
She said, “When we each began, we struggled with communicating our value, positioning the brand and telling our story in a way that resonates with our audience. Through this programme we learned to align our efforts strategically. Personally, this course assisted me greatly as I prepared to attend and register my company for the World Travel Market show which was recently held in London.
“The knowledge and insight gained throughout the sessions allowed me to apply what I learned directly to our marketing platform, supported by the materials provided. This programme will not only help business owners leverage opportunities but, more importantly, position Barbados as a shining beacon in the travel trade. Now, we are positioned not just to operate well, but to communicate well and that is where brand presence truly expands.”
Programme Facilitator Debbie Estwick, Strategic Brand Consultant and Founder of Flourish by Design, praised the graduates for their dedication and progress, emphasising that their achievement represents a strategic step toward enhancing global competitiveness for their brands and businesses.
She noted, “We had an intense four weeks. We worked hard and I know it was a lot. We demystified branding, marketing management, partnerships, and business development in the digital age. Together, we identified smart strategies to make small an advantage, to help you grow strong brands over time because tekkin’ time ain’ laziness. To partner for opportunity and to exceed global customer expectations – I am so pleased with your progress and how you will continue making strides in outsmarting those pesky branding pickles and turning those pickles and problems into piggybank wins.”
(PR)
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