The Ministry of Tourism, in an effort to enhance the overall tourism product, embarked on a comprehensive tourism awareness programme in 1996 to strengthen the existing initiatives. Therefore, in 1998, the Barbados Tourism Awareness and Involvement Programme (BTAIP) was officially launched. To further reinforce the local tourism awareness drive, the Ministry of Tourism (MOT), the Barbados Hotel and Tourism Association (BHTA) and the Barbados Tourism Authority (BTA), came together under the banner T.E.A.M (Tourism, Education, Awareness and Me) with the intention of collaborating on a number of education, training and awareness projects.TEAM embodies all that the Ministry is seeking to accomplish through these programmes, that is, the development of the tourism industry’s human resources in a collaborative and comprehensive manner. Within the Ministry of Tourism, the T.E.A.M programme has continued with a two-pronged approach: Awareness and Training.
Awareness Programme
The Awareness component of the programme aims to sensitise and educate Barbadians about the important role which tourism plays in the country. In addition, the programme aims to demonstrate how Barbadians can become involved in the industry. The TEAM Awareness programmes are as follows:
Local Awareness Television Promos
In an effort to educate the general public about the importance and benefits of tourism to all Barbadians, the Ministry of Tourism formulated a local television publicity campaign, as part of its Tourism Education Awareness and Me (TEAM) programme.
Speak-Off Competition
The Ministry of Tourism developed a Speak-Off Competition targeting students between the ages of 14 and 17. The aim of the Speak-Off Competition is to develop students’ knowledge of tourism issues, and their ability to prepare and present speeches. In addition, participants gain valuable experiences which will benefit them throughout their lives. The winning student is designated ‘Junior Minister of Tourism’ for the following year as part of his or her prize. The ‘Junior Minister’ has the opportunity to participate in suitable tourism activities such as the Annual Caribbean Tourism Organization’s Youth Congress, where he/she represents Barbados. Over the years, Barbados has performed exceptionally well. In 2003 and 2005 Barbados’ representatives placed 2nd and 1st respectively in this regional youth forum.
Schools Tourism Awareness CompetitionsThe Ministry of Tourism facilitates a number of poster and essay competitions on behalf of the Caribbean Tourism Organisation. These competitions are open to all public and private secondary schools in Barbados inviting students to express their ideas, thought and creativity through art, writing and photography. These competitions educate young people about tourism, stimulate excitement and interest about the industry and expose students to the numerous career options available.
These competitions are as follows:-
FCCA Environmental Poster & Essay Competition – It seeks through art and writting to promote and stimulate awareness amomg students and effectively educate younger generations on the importance of the cruise tourism sector and protection of the environment.
Condé Nast “My Caribbean” Essay Competition - It strives to educate primary and early secondary school children about the importance of tourism in their region, develop their writing skills and enhance or increase their knowledge about their respective islands.Each country finalist and a chaperone is flown to the country hosting the Annual CTO conference to experience local culture and interacting with their government delegates and Ministers of Tourism and their peers from the region.
National Geographic Traveller Photo Contest – This contest is sponsored by the National Geographic Traveller Magazine invites young photographers between the ages of 12 -17 the opportunity to showcase their photography skills by capturing aspects of their community, that is, people, food landscapes and/or local events.Participating students receive cash prizes for their schools, island tours and first hand view of the industry in action through hotel or attraction tours to expose them to the aspects of the tourism product. These tours are organised by the Ministry of Tourism and its industry partners, the Barbados Hotel and Tourism Association and the Barbados Tourism Authority.
Tourism Newsletters for Primary School Pupils
The Caribbean Tourism Organization (CTO) has an on-going regional newsletter project for primary school pupils.This newsletter, called ‘Making Waves,’ is published quarterly and is printed in English, Spanish, French and Dutch.Approximately 100 copies of this newsletter are distributed to each member country along with a CD that contains the information published in the newsletter.In turn each member reproduces this newsletter and distributes them to all primary school pupils as part of the country’s tourism awareness programme. This colourful four-page newsletter which is very child friendly, features all aspects of the tourism product such as the foods of the Caribbean, the cruise industry, airlines, the accommodation sector, sites and attractions and amenities in creative and interactive fashions.
World Tourism Day
Every year, World Tourism Day is celebrated on September 27th internationally. The main purpose of this day is to foster awareness among the international community regarding the importance of tourism and its social, cultural, political and economic values. Barbados’ main foreign exchange earner is tourism. Therefore, the Ministry is very committed to participating in this worldwide event to further sensitise and involve all Barbadians in this international celebration. In recognition of this very important day, the Ministry organizes various activities to involve all Barbadians in this international celebration. Some of the activities are:
• Erection of banners at strategic locations;
• Picture Quiz and Message from the Minister of Tourism in both local daily newspapers;
• Infomercials through Government Information Service;
• Television clips on various persons who have benefited from the tourism industry;
• Lectures given by tourism professionals;
• Art & Craft Exhibitions;
• Promotional interviews on Caribbean Broadcasting Corporation’s Chat Room and Morning Barbados programmes; and
• Voice of Barbados’ Roadrunner visits to persons employed both directly and indirectly in tourism.
Training Programme
The T.E.A.M Training programme has traditionally targeted Customs and Immigration Officers, the Royal Barbados Police Force, private and public Security Officers, National Conservation Commission Rangers, Wardens and Lifeguards and other public officers. Given the increasing importance of human resources and the Government’s millennium goals, special attention will be paid to expanded programmes for the targeted sectors, as well as the general public.
To realise these goals, the following programmes have been implemented:
Tourism Awareness and Information for the Royal Barbados Police Force
This programme aims to provide the members of the Royal Barbados Police Force with the information necessary to assist them in their interactions with the tourism industry. The programme also serves to highlight the critical role which they play in the safety and security of tourists and locals alike.
Tourism Awareness, Safety & Security and Service Excellence for Senior and Frontline Security Officers
This programme aims to provide an understanding of the role of security personnel in the tourism industry along with an appreciation of the tourism industry and the contribution that it makes to the economy of Barbados. Participants are provided with information on the rights that are accorded to them by law while senior officers are exposed to leadership principles.
Tourism Awareness & Customer Service for Customs Officers
During the financial years 2001 to 2003, the Ministry undertook a research and training programme which involved an in-depth study of the Department and the development of a customised Tourism Customer Service Strategies Programme for the Customs Department. This programme is now aimed at transferring the management and delivery of the Customer Service Strategies Programme to the Customs and Excise Department.
Tourism Awareness & Customer Service for Immigration Officers
With the success of the Tourism Customer Service Strategies Programme first conducted within the Customs and Excise Department, a decision was taken to execute the programme within the Immigration Department. It is hoped that this programme will be executed in this department but meanwhile, Tourism Awareness and Customer Service Programmes are being delivered to this Department.
Tourism Awareness & Customer Service for Attractions
This is a new programme which will address the concerns of the visiting and local public about the quality of service received when visiting local attractions. Its purpose will be to assist those persons employed at these attractions with the development of a winning attitude which would improve the quality of service received.