Apathy within the tourism industry threatens its long-term sustainability despite record-breaking growth, new Barbados Hotel and Tourism Association (BHTA) chair Kelly-Ann Payne has warned, calling on private sector players to take a more active role in leadership, planning and stewardship of the island’s most important industry.
Speaking after her election at the association’s annual general meeting, Payne did not mince words regarding a growing trend of apathy within the industry. She highlighted a worrying decline in members stepping forward for leadership roles, noting that key positions within the organisation are now rarely contested.
“Over the years, these positions have rarely been challenged,” she said in her inaugural address. “In fact, in many instances, we no longer even need to vote because not enough people are coming forward to serve. That reality should give us pause.”
Chairman of the BHTA Kelly-Ann Payne. (Photo Credit: Shamar Blunt/Barbados TODAY)
Emphasising an independent stance, Payne sought to reassure members that her focus remains entirely on the progression of the industry. “I am here to serve, with no political aspirations nor political connections,” she said, adding that she constantly reminds herself that “service is both a privilege and a responsibility”.
The call to action comes at a critical juncture for the Barbadian hospitality industry which is enjoying an unprecedented boom, with 2025 recording more than 729 000 long-stay visitors, the highest number ever recorded in the island’s history.
Payne reminded attendees of the immense economic weight the industry carries, noting that tourism accounts for at least 30 per cent of the nation’s gross domestic product (GDP) and sustains nearly one in every three jobs on the island.
“Tourism is our business,” she said, echoing a 40-year-old national mantra. “It is not just something we participate in — it is the backbone of our economy and our livelihoods. This is not just an industry. It is our bread and butter. It is what sustains our families, our businesses, and our national development.”
Despite these record-breaking successes, Payne expressed deep concern over the lack of engagement when it comes to the administrative and strategic planning required to maintain this momentum. She criticised those who choose to observe rather than actively support the association’s initiatives, committees and reports.
“Unfortunately, some prefer critique from the sidelines, conversations in corners, rather than contribution at the table,” she said. “But if tourism is truly our business, then stewardship must also be our responsibility. As members of the private sector, we hold tremendous power to shape the future of this industry.”
Looking ahead to her two-year tenure, the new BHTA chief outlined a vision heavily focused on succession planning, mentorship and youth empowerment. Payne, an experienced hospitality executive currently with Marriott, brings a wealth of operational and human resources expertise to the role.
Payne’s career in hospitality began at the Seabreeze Hotel, followed by a tenure at the prestigious Sandy Lane Hotel. In 2008, she joined the Marriott brand at the St Kitts Marriott resort, quickly rising from human resources manager to director of human resources.
Prior to her current regional role with Marriott, she spent more than a decade as the general manager of the Courtyard by Marriott Bridgetown, where she managed overall operations, guest experience and owner relations.
An alumna of the University of the West Indies at Cave Hill, where she earned a bachelor’s degree in hotel management, Payne also holds a Master of Business Administration from the University of Leicester and a master’s diploma in human resource management from BIMAP.
She has previously served as a mentor for the Caribbean Hotel and Tourism Association Education Foundation and received the Marriott Success for Youth Community Service Award.
Invoking the words of Roseanne Myers, a former BHTA chairperson and BHTA Lifetime Achievement Award recipient, Payne reminded the audience that public service offers rewards far beyond financial gain.
“As Roseanne Myers reminded us at our gala celebration, service enriches us, it expands our perspective, strengthens our networks, sharpens our leadership, and connects us to something larger than ourselves.”
“It reminds us that what we do is not just about profit—it is about purpose. So today, I encourage each of us: move from the sidelines to the table. From critique to contribution. From observation to ownership.”
The annual general meeting also saw the appointment of a refreshed board of directors to support Payne. Omar Carrington was appointed as first vice-chairman, alongside Denis Mahon as second vice-chairman. The executive team includes Javon Griffith as immediate past chairman, Joanne Roett as director of finance, and Kavita Sandiford as director of direct tourism services (DTS).
Sector-specific chairs were also confirmed, with Nick Parker heading DTS; Joanna Roterberg leading the luxury sector; Jacqui McDermott overseeing A-class properties; Rosina Velasse managing B-class and apartments; and Tania Martin heading vacation rental property management companies.
The board is completed by BHTA Chief Executive Officer Ryan Forde, alongside institutional representatives Cheryl Carter of Barbados Tourism Marketing Inc., Patricia Affonso-Dass of the Caribbean Hotel and Tourism Association, and Cicely Callender of the Intimate Hotels of Barbados.
Concluding her remarks, Payne emphasised that the long-term sustainability of the Barbadian economy relies heavily on collective action. “Tourism is not just our business—it is our legacy,” she concluded. “And the future of it depends on all of us.”
(RR)
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