Case Study

Tourism in Barbados

Why do tourists visit Barbados?
Over half a million tourists visit Barbados every year. Many vacationers choose to go to Barbados for one or more of the following reasons:

• Accessibility: Barbados is easy to get to. It has an international airport with direct flights to Europe and North America. Tourists do not have to deal with the hassle of getting a connecting flight.
• Natural attractions: Barbados have several beautiful beaches which are well maintained and the sea water is crystal clear. There are also features such as Harrison's Cave and Welchman Hall Gully which have been developed for tourism.

                                    Mullins Beach on the west coast of Barbados

• Cultural attractions: The annual Crop Over festival attracts many visitors. Many historic buildings are well maintained

     The annual Crop Over festival in Barbados is similar to Carnival in other islands.

• Sports: Tourists can engage in water sports such as surfing or windsurfing. There are land based sporting activities such as golf or tennis. Also, international cricket matches attract thousands of visitors.

International cricket matches at Kensington Oval attract visitors from around the world.

• Accommodation: There is a wide variety of hotels, from luxury to budget which are locally and internationally owned. There are also villas and self catering guest houses.
• Marketing: The Barbados Tourism Authority is responsible for selling Barbados to the world. One of their latest advertising campaigns features Barbados born singer Rihanna. Advertisements are also placed in various magazines and on the internet.

                 What aspects of Barbados are highlighted in this commercial? 


   Challenges facing tourism in Barbados

•   Competing Destinations: Barbados was one of the first tropical islands to be developed for tourism. Today there are many other well established tropical destinations in the Caribbean and elsewhere. It is now more difficult to make Barbados stand out when there are so many tropical islands to choose from.

•   Cruise Ships: An increasing number of tourists are taking cruises instead of land based vacations. Cruise ship passengers are less valuable than those who stay on the island as they do not pay for accommodation.
•   High Cost: Some destinations have lower utility costs than Barbados and can charge less for accommodation. This may make Barbados less attractive to vacationers on a tight budget.
•  Traffic: Increased car ownership has led to traffic congestion which inconveniences tourists who do not expect to deal with this problem in a tropical paradise.

    Activity: Think of strategies which may help Barbados overcome these challenges.