In a bold move to expand its global tourism reach, the Barbados Tourism Marketing Inc. (BTMI), in partnership with the Barbados High Commission in Nairobi, has launched a targeted initiative to attract Kenyan travelers, marking its entry into the broader East African market.
According to tuko.co.ke, in a bid to position the Caribbean island as a premium travel destination for Kenyan holidaymakers, BTMI hosted an exclusive media engagement at Kwetu by Hilton in Nairobi.
The event brought together members of Kenya’s media and travel industry to learn more about what Barbados offers, from its white-sand beaches and vibrant culture to its luxury resorts and world-class culinary scene.
“We were delighted to connect with Kenya’s media community to share the wonders of Barbados.
Barbados offers a rich cultural experience—from the lively Crop Over Festival to historic plantation tours and some of the Caribbean’s best golf courses,” said Kyle Gittens, Director of Emerging Markets at BTMI.
Gittens led a delegation that included Alexander W. McDonald, the High Commissioner of Barbados to Kenya, Rwanda, and Tanzania, as well as Jovan Reid, Counsellor and Deputy Chief of Mission
The team emphasized that Barbados is not just a beach destination, but a hub of luxury, history, and adventure tailored for discerning African travelers.
READ: Tourism: Barbados PM Mia Mottley Calls for Africa-Caribbean Unity, Reparations at AU Summit
Why Barbados is targeting Kenya Barbados is known as the culinary capital of the Caribbean, with over 100 top-tier restaurants blending African, Caribbean, and European flavors.
The island’s rich heritage, rooted partly in African traditions, is expected to resonate with Kenyan tourists seeking meaningful travel experiences. Additionally, the shared use of English, left-side driving, and a safe, politically stable environment make Barbados an attractive and accessible option for Kenyan travelers venturing beyond Africa according to Gittens. “We see immense potential in the Kenyan market. Our aim is to strengthen travel ties between our nations, and we’re working on partnerships that can support seamless travel experiences,” Gittens noted.
The event marks a strategic push by BTMI to diversify its visitor base beyond traditional markets in North America and Europe, with East Africa now clearly on its radar. Founded in 2014, the Barbados Tourism Marketing Inc. promotes Barbados globally through innovative marketing, sustainability efforts, and strategic partnerships. The organisation has prioritised emerging markets like East Africa in its 2025 expansion roadmap. How is Kenya’s tourism performance? In other news, Kenya’s tourism sector experienced a remarkable 60% growth in international arrivals, rising from 1.5 million visitors in 2022 to 2.4 million in 2024, generating KSh 452 billion in earnings.
Tourism Cabinet Secretary Rebecca Miano attributed the boom to a diversified offering that now includes sports, heritage, health, agro, and conference tourism, alongside traditional wildlife and beach attractions. Notable events like the Magical Kenya Open, Kip Keino Classic, and cultural festivals have boosted tourist interest.
The sector now contributes an estimated KSh 1 trillion to GDP (10.5%) and supports over 1.5 million jobs. Infrastructure upgrades and digital initiatives like a National Tourism Portal and Kenya Tourist App are set to enhance visitor experience, while domestic tourism continues to thrive under the “Tembea Kenya” campaign.
