About

Summary

Barbados was experiencing a decline in tourism market share from its key long-haul markets, the UK and Germany. The island’s reliance on traditional “sun, sea and sand” tourism products was no longer meeting the evolving preferences of sophisticated travellers seeking value for money, sustainability, and authentic experiences. Competitors such as St Lucia, Mexico, and Thailand were capitalising on these trends with diversified offerings and aggressive marketing strategies.

Our Approach

Acorn Tourism executed a two-phase research strategy:

Comprehensive secondary research: Analysed long-haul travel trends, market preferences, and economic indicators from the UK and Germany.

Qualitative interviews: Conducted in-depth discussions with key UK and German tour operators to evaluate perceptions of Barbados, identify barriers to market growth, and explore untapped opportunities.

This approach highlighted gaps in Barbados' tourism offerings and provided actionable insights for strengthening its competitiveness in these critical markets.

Outcome

The research uncovered pivotal findings:

Barriers: Limited airlift capacity, insufficient mid-range accommodation, and weak differentiation from other Caribbean destinations were hindering growth.

Opportunities: Expanding into cultural heritage tourism, eco-tourism, health and wellness travel, and family-friendly packages to align with traveller demands.

Strategic Recommendations: Enhance infrastructure, diversify tourism products, improve digital marketing, and foster stronger partnerships with tour operators.

The outcomes informed a targeted roadmap for the Barbados Ministry of Tourism, equipping stakeholders with the strategies needed to revitalise the island's appeal and regain competitiveness in the UK and German long-haul markets.