BRIDGETOWN, Barbados, CMC – Barbados and Dominica have signed a landmark agreement to collaborate on promoting their tourism products and offering enhanced multi-destination packages.
The partnership was signed at the ongoing State of the Tourism Industry Conference (SOTIC) between the Barbados Tourism Marketing Inc. (BTMI) and the Discover Dominica Authority (DDA), promoting sustainable tourism and developing new vacation experiences for travelers.
The memorandum of understanding (MOU) establishes a joint framework for cooperation, focusing on marketing, knowledge exchange, and enhancing visitor experiences across both destinations.
Tourism officials say this collaboration is especially timely as the Caribbean continues to attract travelers from Europe, the United Kingdom, the United States, and Latin America seeking diverse and enriching experiences.
BTMI chief executive officer, Andrea Franklin, and the DDA counterpart, Marva Williams, signed on behalf of their organizations, with Franklin acknowledging Barbados’ reputation as a tourism leader, stressing that the MOU would be mutually beneficial, emphasizing the need for creative collaboration and regional unity.
“Dominica may see Barbados as a tourism ‘grandparent,’ but there’s so much we can learn from each other. Barbados is proud to be the premier home port cruising destination in the region, and we see this as an opportunity to attract more business to neighboring islands as well,” Franklin said.
She said that the MOU serves as a stepping stone and could open doors to similar agreements with other islands.
“When it comes to attracting airlift to the region, it’s vital that we stop viewing ourselves as individual countries competing for flights. Instead, we must work together to increase airlift to the Caribbean. If Barbados serves as the hub, we should channel that connectivity to our sister islands, like Dominica, ensuring all destinations benefit.
“Our teams will meet to strategize on marketing and to engage airlines and cruise lines, ensuring we maximize the benefits of this partnership. We’re especially excited to collaborate in areas such as sports, eco-tourism, and sustainable tourism, all of which are essential to the future of Caribbean travel,” Franklin said.
Williams, in her remarks, underscored the value in leveraging the already strong relationship between the nations. They intend to ensure it benefits both destinations financially.
“This collaboration is part of a larger conversation, and we look forward to learning from Barbados, which will help build greater awareness and create a ripple effect on the GDP and economic opportunities for both our countries,” Williams said.
“We all have unique attributes to offer, and this partnership isn’t just about tourism; it’s about exploring opportunities in other industries, such as manufacturing, that can benefit both nations. Improving air access is essential so that our people can move around the Caribbean efficiently and effectively,” she added.
The key areas of collaboration outlined in the agreement include curating and promoting multi-destination tourism packages that highlight the unique cultural, eco-tourism, adventure, and wellness offerings of Barbados and Dominica, as well as supporting the development of air and cruise connections to facilitate seamless travel between islands.
In addition, the MOU facilitates the coordination of media exchanges, media familiarization tours, joint training, and public relations events to enhance the global profile of both destinations, while also sharing expertise in sustainable tourism and product development to ensure lasting benefits for local communities and the environment.
Historically, Caribbean nations have recognized the value of collaborating to attract long-haul visitors, enabling travelers to experience the region’s diversity in a single trip. The BTMI’s Director (Caribbean), Graham Clarke, said that the new MOU builds on this tradition.
“Today’s global travelers are seeking value-added experiences and deeper engagement with local communities. This collaboration with the Nature Isle adds a unique dimension to the Barbados tourism product, and we believe Dominica will benefit in the same way. We’re excited for what this partnership means, not just for our tourism sectors, but for visitors, who will enjoy richer, more meaningful experiences across both destinations,” Clarke said.
A joint working group will oversee the implementation of the MOU, with biannual progress reviews and the development of a detailed action plan to ensure the partnership achieves its objectives.
Both parties have agreed that each will bear its own implementation costs, with joint initiatives subject to separate funding agreements as needed.
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