Barbados’ steady rise in the United States tourism market is being credited to a decadelong partnership with JetBlue Airways, which was yesterday lauded for its role in expanding the island’s reach and visibility across America.
Speaking during a ceremony at Grantley Adams International Airport to mark the airline’s tenth anniversary of service between Boston and Barbados, United States director of the Barbados Tourism Marketing Inc. (BTMI), Peter Mayers, said the route had done far more than connect two cities.
Pivotal role
“This Boston-Barbados route has not simply connected two destinations, but two cultures and communities. From the very first flight a decade ago, this service has played a pivotal role in promoting travel to Barbados from Boston and the wider New England region,” he said.
Mayers added that the results of that partnership were evident, noting that more than 190 000 visitors had travelled from the United States to Barbados this year, making it the island’s leading source market.
He credited JetBlue’s consistency and creative marketing partnerships for helping to keep Barbados top of mind among US travellers.
“The sort of growth that we are enjoying in this market is tied directly to JetBlue’s investment and presence. The airline’s partnerships with key Boston sporting franchises such as the Celtics, Red Sox and Bruins have been invaluable in promoting Barbados as a preferred destination,” he said.
Mayers said the airline’s resilience during the pandemic underscored its loyalty and reliability as a tourism partner.
“Many would recall that during the unprecedented challenges of COVID, JetBlue stood as a loyal partner with Barbados. Its continued presence in those uncertain times demonstrated not only commercial courage, but also a deep and genuine commitment to the destination,” he said.
The BTMI director congratulated JetBlue on its strong recent performance under the company’s JetForward strategy and welcomed plans to roll out new lounges at JFK International and Boston airports, as well as the airline’s upcoming first-class service launch in 2026.
Improving offerings
Looking to the future, he said Barbados remained focused on improving its product offerings to ensure it continued to deliver on JetBlue’s confidence and investment.
“We continue to enhance and diversify our offerings, creating new immersive
and enriching experiences for our visitors,” he said, pointing to the reopening of the Graeme Hall Nature Sanctuary and the development of ecoattractions like Walker’s Reserve, Cocoa Hill, and Peg Farm.
Mayers added that the coming year would see the addition of new hotel inventory, including Blue Monkey Hotel, Hotel Indigo, Royalton Chic, Pendry, and Hyatt Ziva, all of which he said would add value to JetBlue vacations packages.
Meanwhile, JetBlue’s general manager for Barbados and Grenada, Kelly Bourne, said the airline was proud to celebrate a milestone that symbolised the strength of its relationship with the island and its people.
Bourne thanked the Government of Barbados, the local business community and JetBlue’s crew members for their support over the past decade.
She also expressed gratitude to the Barbadian diaspora and the travelling public, describing them as “the foundation of this route’s success”.
“We are proud to be the only airline offering non-stop service between Boston and Barbados, a route that reflects our deep roots in Boston and our longstanding commitment to the Caribbean region,” she said.
JetBlue currently operates a weekly Saturday flight from Boston which will increase to three flights per week during the upcoming winter holiday season. The airline also maintains daily service from New York’s JFK International Airport.
Bourne said JetBlue’s signature low fares and award-winning service, including its premium Mint Class experience, helped to make it one of the leading airlines serving Barbados.
“On behalf of myself and the entire JetBlue team, thank you for your continued support and for being here with us today. We look forward to many more years of connection between Barbados and the JetBlue network,” she said. (CLM)
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