News & Information

Barbados Leaves Lasting Impression With Innovative Toronto Takeover

The Barbados Tourism Marketing Inc. (BTMI) recently hosted Barbados Week in Toronto, a dynamic multi-day destination brand takeover.

Designed to reintroduce Canada’s most vibrant city to the soul, sophistication, and warmth of Barbados, this riveting activation series brought the island’s unique Bajan culture and world-class hospitality directly to the heart of Toronto.

The strategic set of events marked another step in the island’s enhanced commitment to engaging Canadian travellers and continuing the momentum of increased visitation from that market during 2024, which saw growth of 13 per cent in arrivals to Barbados from Canada.

Speaking on the inaugural Barbados Week in Toronto, Director for BTMI Canada, Eusi Skeete, expressed his enthusiasm regarding the promotional initiative.

“Barbados Week was certainly not your average tourism campaign! We prioritised meeting Canadians where they were – during their commutes, in their social feeds, at their favourite restaurants, and in their communities – to remind them that Barbados is a destination that exudes the ideal lifestyle for Canadian travellers.”

Mr. Skeete added, “It was one of our most enticing and assertive strategies to date, designed to reinforce Barbados as the aspirational yet accessible escape, best suited for the Canadian market.”

Barbados Week in Toronto featured an impressive lineup of high-profile events:

  • The Media and Key Influencer Dinner was an elegant, invitation-only affair bringing together top Canadian media and cultural tastemakers. With elevated cuisine and cocktail pairings, island storytelling, and live entertainment, the occasion set the tone for a week dedicated to sharing the destination Barbados brand with Canadians.
  • The Luxury Travel Advisor Experience showcased the island’s latest luxury offerings – from exclusive island villas, to luxury golf resorts, such as Apes Hill Barbados Golf Resort and experiential activities like bespoke distillery tours. This event provided the opportunity to promote the new luxury properties coming to the island – representing leading hotels from around the world, including the Blue Monkey Hotel and Beach Club and the Pendry’s first international location. Top-tier travel professionals left inspired, ready to sell Barbados with renewed commitment.
The BTMI Canada team, led by Director, Eusi Skeete, (front row, right), joined college and university students of Barbadian heritage for a Celebration of Culture, Connection and Community. (BTMI)
  • Barbados is on the Menu was a true epicurean adventure featuring Barbadian Chef Javon Cummins, who brought bold, unforgettable island flavours to Toronto in an epic culinary takeover. Chef Cummins skillfully fused authentic storytelling and tradition with innovation, plate after plate.
  • The Bajan Lime brought together and engaged affluent rum enthusiasts for an evening of networking, against the backdrop of a rooftop patio in the heart of Toronto. Guests enjoyed an eclectic mix of rum education, and specially curated rum cocktails, crafted by Mixologist Phillip “Casanova” Antoine.
  • A Celebration of Culture, Connection and Community saw engagement with the diaspora at colleges and universities – a key grouping who will ultimately serve as ambassadors for Barbados on their respective campuses. These students represent a growing segment who are looking for more cultural immersion throughout their travels – whether solo, with peers or with family. 

Each event of Barbados Week in Toronto was strategically tailored to showcase Barbados’ distinctive travel experiences, from rum tastings celebrating the island as the birthplace of the spirit, to paddle boarding on Pebbles Beach.

With new properties set to open on the horizon, the continued expansion of Barbados’ culinary and rum scene, coupled with more than 75 years of continuous air service from Canada, Barbados is poised to remain one of the most desirable Caribbean destinations for Canadian travellers.

Reaching Canada’s most populated city across wide-reaching media and influencer engagement, Barbados Week in Toronto was a powerful showcase of how tourism marketing can be creative, culturally relevant, and conversion driven.

The initiative demonstrated yet again the extent to which Barbados is an innovative destination, embracing immersive tactics to make its messages resonate with Canadians.

Barbados Tourism Marketing Inc.

Author: Public Relations