WTM LATAM 2025: Barbados Hones its Strategy to Lure High-End Latin American Travelers
An interview with Corey Garrett, Latin America Director with Barbados Tourism Marketing Inc., and Andrea Franklin, CEO of the Barbados Tourism Marketing Inc
by Veronica de Santiago
Barbados is doubling down on its commitment to the Latin American travel market. During WTM Latin America 2025, held in São Paulo, the leadership of Barbados Tourism Marketing Inc. (BTMI) reaffirmed the island’s strategic focus on the region.
We sat down with Corey Garrett, Director for Latin America, and Andrea Franklin, CEO of BTMI, to learn more about Barbados’ evolving marketing strategy, its growing connectivity with Latin American destinations, and the exciting developments in the island’s tourism and hospitality sector.
In this exclusive interview, Corey Garrett shares insights into the niche markets that Barbados is targeting in Brazil and beyond, the role of gastronomy, sports, and culture in drawing Latin American travelers, and the country’s vision for the future. With new hotel investments, expanded airlift, and a dynamic tourism product, Barbados is poised to strengthen its presence across the region.
We’re here with Corey Garrett, the Latin America Director for Barbados Tourism Marketing Inc.
That’s right — I’m here once again at WTM Latin America in São Paulo, and I’m very happy to be back. This event, and being in São Paulo, is strategically very important for us. We’ve been committed to this market for over 10 years, and every year, our mission becomes stronger: to help develop the market and create more awareness of Barbados as a leading Caribbean destination.
WTM represents a platform to reinforce our presence and commitment to the region. We’re here to reaffirm that Barbados is interested in Brazilian and Latin American travelers, and that the feeling is mutual.
How do you see the Brazilian market?
It’s a very lucrative and vast market. We’ve realized that you can’t be everywhere at once — you need a targeted approach. Within our marketing strategy, we’ve identified specific niches in Brazil that respond well to our product: high-net-worth individuals, business travelers, and people interested in culture, festivals, and sports like surfing and golf.
We even have a dedicated representative based in Brazil to manage our local office. The market’s diversity and scale require tailored efforts to reach the right segments effectively.
Which niches are you focusing on this year?
We’re focusing on high-net-worth individuals, given the cost and viability of long-haul travel. Also, sports tourism is key — especially golf and surfing. Another big focus is culture and heritage, which includes our festival calendar. Barbados has a carnival culture, even though it's not called "carnival" — and we’ve found great synergy between Barbados and Brazil in this area.
Gastronomy is also central. Barbados is recognized as the culinary capital of the Caribbean, with an award-winning food festival held annually. Brazil and Latin America are also known for their rich culinary traditions, so the opportunity to merge narratives is strong.
We also focus on MICE tourism — attracting corporate groups, incentive travel, and conferences. We offer unique venues, from beaches to caves, beyond the traditional hotel ballroom, thanks to our diverse tourism product. Barbados has the Caribbean’s largest stand-alone conference center, and other venues within top hotels.
How is Barbados working on connectivity with Latin America?
We’re actively improving air connectivity. I can announce that Copa Airlines has added a fifth flight starting in August, and we expect it to become a year-round route. We’re also in advanced discussions with several other Latin American carriers.
At Routes Americas, our CEO met with six Latin American airlines. While I can’t share details yet, if my analysis is right, we expect to secure at least one new partnership soon. So, while nothing is confirmed, the momentum is definitely building.
And what about hoteliers and new investments?
We have at least nine new hotel investments coming online in the next two years. Marriott has invested over USD 100 million in seven properties for their Autograph Collection. Our villa market is also booming, both for rental and real estate investment.
Latin Americans are increasingly looking to invest abroad, and Barbados offers great timeshare and vacation property opportunities. We also have a strong Airbnb market, so there’s a wide range of accommodations — from five-diamond resorts to four-star hotels, international brands like Sandals, and authentic local properties full of charm. Right now, we have over 80 hotels, and that number is growing.
Which countries are your main focus this year?
Brazil remains a top priority. We’ve also seen strong traction from Panama, Colombia, and Mexico, which is becoming one of our rising stars. We're investing more effort in these markets.
Additionally, we’re seeing positive signals from Chile, Paraguay, and Uruguay, particularly in the southern cone. The numbers aren’t huge yet, but they’re promising, so we’ll be doing some exploratory missions in those markets soon.
