Barbados Makes Name for Itself with Americans

Like nearly every other Caribbean destination, Barbados has plenty of sun, sand, and sea.

But there’s also far more to the island nation than those stereotypical highlights and Petra Roach, U.S. director for Barbados Tourism Marketing Inc., is on a mission to make sure American travelers understand that.

“We want to build an emotional relationship, rather than just rely upon the sun and sand proposition” Roach explained during a recent meeting with TravelPulse in San Diego.

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That emotional bond would be based, at least in part, on the many historical commonalities that bind the island of Barbados and the United States, which Board easily rattles off.

For instance, few travelers likely realize that both the United States and Barbados were incredibly important, strategic colonies for the British empire at one point. In addition, Barbados is the only place that George Washington visited outside of the United States. (Washington traveled widely throughout the U.S. during his lifetime, but only left the country once.)

In 1751, Washington sailed to Barbados with his half-brother Lawrence. While there, he developed smallpox, which by many accounts would later save his life. If he had not suffered through smallpox in Barbados, thus acquiring a lifetime of immunity from further infection, he may very well have perished from the illness during the Revolutionary War as the disease swept through his army repeatedly.

Barbados is also the home of Mount Gay rum, which Washington would later use to toast his inauguration.

Despite these and many other colorful historical connections, Barbados remains one of the lesser known Caribbean destinations for American travelers.

In 2014, the year prior to Roach starting her job as director of the U.S. market, there were about 114,000 American visitors to the island. This year, the island is on target for a record-breaking 179,000 visitors from the U.S., (an increase of about 50 percent).

However, there are millions of people in the United States, and Barbados would like to attract far more of them.

“We see Barbados as a great destination for American travelers,” Roach continues. “We want to share the uniqueness of the personality of Barbados and get away from that stigma that it’s a cruise ship stop. There is so much more on offer than that. People are actually cutting themselves short by not spending time on the island.”

Beyond its beaches, Barbados is known for botanical gardens, 17th-century plantation houses and local traditions (many of which can be traced back to the British)—such as afternoon tea and cricket, which is the island’s national sport.

Writing in his journals during his stay on the island, Washington confessed that he was “perfectly ravished” by the island’s beauty and overwhelmed by the stunning views at every turn.

READ MORE: 5 Fun Things to Do in Barbados

Washington also wrote about the people of Barbados, who received him with open arms and who to this day are known for a cheerful, hospitable attitude.

“Growing up there was a slogan – ‘Tourism is our business. Let’s play our part.’ And I think that subliminally resonates with people and it is why they are always so warm and welcoming,” Roach explained.

Unlike many other Caribbean destinations, you won’t find a lot of all-inclusive resorts on Barbados. This is due in large part to the nature of the island itself. Barbados is a very safe place that has the strongest dollar in the Caribbean, a great education system and relatively low unemployment.

“People want to get out and about when they come visit,” Roach explains.

The most southeastern island in the Caribbean, Barbados is also located outside the hurricane belt and was not impacted by hurricanes Maria or Irma. In other words, the island is clearly open for business and there’s much to do.

This month, the island will host the 8th annual Barbados Food & Rum Festival, an event that features leading local and international chefs and mixologists. Mention of the island's rum and food festival opens up another topic Roach is eager to discuss, which is the Barbados food scene.

It offers a little something for everyone, she says.

Foodie experiences can be had very cheaply in Barbados via off-the-beaten-path food tours, or you can dine at some of the world's top restaurants.

And perhaps one final selling point: The island is incredibly easy to access via JetBlue flights. Flying from New York City, it’s a four-and-a-half-hour, non-stop journey. From Miami, it takes just three hours.

But further increasing the non-stop flight offerings from the United States to the island remains on Roach’s priority to-do list. It’s an improvement she feels will open up the floodgates even further when it comes to Americans traveling to the island.

“We’ve got six gateways out of the U.S. right now,” says Roach. “If we can get to 10 gateways, we will be sitting comfortably because convenience is king.”

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