Élan Mottley Harris, Director, Barbados Tourism Marketing Inc

Barbados is strengthening its connection with the UK and Ireland travel trade as it looks ahead to a landmark 2026, marking 60 years of independence and five years as a republic. Following the success of the Bajan Safari roadshow across Dublin, Scotland, Liverpool and Southampton, Élan Mottley Harris discusses the island’s latest tourism developments, cultural appeal, hotel investment, sustainability initiatives and the experiences set to define Barbados in the year ahead.

BTN:
The Bajan Safari has become a popular event on the UK and Ireland travel trade calendar. What was the main objective of the roadshow this year?

Élan Mottley Harris:
“The main objective of our UK and Ireland roadshow is to bring the travel trade, key stakeholders and media together in one place, providing a platform to showcase the latest developments in Barbados, share our vision for the destination and foster the meaningful relationships that underpin our long-term success in this market.”

BTN:
This year the Bajan Safari visited Dublin, Scotland, Liverpool and Southampton. Why is it important for Barbados to connect directly with travel agents and partners across these regions?

Élan Mottley Harris:
“Each city was chosen with real strategic intent. Dublin represents a significant and growing opportunity to engage Irish travellers. Scotland and Liverpool are equally important, feeding directly into Manchester Airport and reflecting our commitment to engaging the travel trade across the north of the UK, not just London. Southampton, we know that being in the South is always fun, so we wanted to end off in a fun, lively spot. The reality is we could have visited many more cities, but within our timeframe, these four locations gave us the greatest reach and impact. Ultimately, Barbados’ growth depends on our travel trade partners. Meeting them directly is the most effective way to showcase and share some of the wonderful things Barbados has to offer.”

BTN:
The event showcases Barbadian food, drinks and entertainment alongside destination updates. How does bringing the culture of Barbados to the roadshow help travel advisors better sell the island?

Élan Mottley Harris:
“Bringing our food, music and culture to the UK market is about giving travel advisors a genuine taste of what awaits their clients. When an agent has personally experienced Barbadian rum, cuisine and hospitality, even if it’s in London or Dublin, they can speak about the destination with authentic enthusiasm and confidence. What we present at the roadshow is just a glimpse, our intention is to convey that when visitors arrive on the island, those experiences are amplified tenfold, with world-class distilleries, celebrated mixologists and a culinary scene that continues to evolve and surprise.”

BTN:
Looking ahead to 2026, what exciting developments or announcements can travellers expect from Barbados?

Élan Mottley Harris:
“2026 is a landmark year for Barbados. We mark our 60th anniversary of independence and our fifth year as a republic, a moment of immense national pride that will be woven throughout our events, culture and visitor experiences across the year. For travellers, it represents a rare opportunity to experience Barbados at its most celebratory and most authentic, to stand alongside Barbadians as we honour our history, our identity and the journey that has brought us to this milestone.”

BTN:
Are there any new hotels, resorts or major refurbishments that the travel trade should have on their radar?

Élan Mottley Harris:
“There is a significant amount of investment being done in Barbados. The Marriott group have reopened a few of their beautifully renovated product. There are also quite a number of new accommodations coming to Barbados, spanning the West, South and East Coasts, and each brings something distinct to the destination’s offering. The East Coast developments are particularly exciting, representing a more sustainable, nature-led approach to tourism that introduces visitors to a rustic, more rugged side of the island that has historically been less accessible. This expansion of our accommodation offering means travellers can now genuinely experience Barbados across the full breadth of the island, each coast offering its own character, atmosphere and appeal.”

BTN:
Barbados is well known for its beaches, but the island offers so much more. What experiences do you think will define a Barbados holiday in 2026?

Élan Mottley Harris:
“At its heart, a holiday in Barbados has always been defined by its people, Barbadians are the warmest, most hospitable people. A Barbadian will remember your name and make you feel less like a tourist and more like a friend. It is that personal connection - the bartender who recalls how you take your drink, the neighbour who waves hello as you pass, that transforms a holiday into something far more meaningful. Whatever brings a visitor to the island, whether it’s the Caribbean Premier League (CPL) cricket in September, Crop Over in August or simply the desire to explore, what remains constant is the warmth, generosity and spirit of Barbadians. That human connection is something no other destination can replicate, and it is what turns first-time visitors into lifelong advocates for the island.”

BTN:
Sustainability continues to shape travel decisions. What initiatives is Barbados focusing on as it moves into 2026?

Élan Mottley Harris:
“Sustainability is embedded into how Barbados thinks about its future, not treated as a separate agenda. From farm-to-table food initiatives championed by restaurants such as Local & Co, to Walker’s Reserve, which was recognised with the Regenerative Travel Award in 2025 for its transformation of a former sand quarry into a thriving ecological and agro-forestry site - through to our ongoing marine and coral conservation programmes, Barbados is taking a genuinely multi-faceted approach. These are not standalone projects - they reflect a national commitment to ensuring that tourism strengthens rather than depletes the island’s natural and cultural assets.”

BTN:
The UK remains one of Barbados’ most important markets. What trends are you currently seeing among British travellers?

Élan Mottley Harris:
“Barbados continues to hold strong aspirational appeal among British travellers, and we are seeing some interesting shifts in visitor profile. Younger travellers are increasingly choosing Barbados, drawn by the island’s culture, food scene and its buzzing festival and sports calendar. Alongside this, our loyal base of repeat visitors remains strong as ever, testament to the fact that Barbados is a destination that rewards return visits. The depth and breadth of what the island offers means there is always more to discover. Many travellers are beginning to see Barbados as much more than just a beach destination, whether they’re discovering our rich cultural heritage, exploring the island’s many beautiful gardens or taking advantage of the East Coast’s thriving surf scene.”

BTN:
Festivals, culture and cuisine are all part of the island’s appeal. Are there any events or experiences visitors should particularly look out for in the coming year?

Élan Mottley Harris:
“The great thing about Barbados is we are busy all year round. You can always find something to do, to highlight just a few of the wonderful events that we have in 2026 would be Run Barbados and Wellness in December, our annual Crop Over festival which starts from the beginning of July through to the first weekend in August. We are also fortunate enough to be hosting the knockout phase and the grand final for the CPL Cricket, which is an exciting cricket league. We also have the Food & Rum Festival in November, a wonderful celebration that highlights the diversity of our cuisine, from fine dining to street food and the fact that we’re the birthplace of rum. Finally, BTMI recently launched the Dine With A Bajan initiative, Barbados’ first platform dedicated to connecting visitors with authentic home-cooked Bajan dining experiences.”

BTN:
Finally, if you had one message for the UK and Ireland travel trade about Barbados in 2026, what would it be?

Élan Mottley Harris:
“Simply this - if you have not yet experienced Barbados, this is the year to change that. And if you’ve had the pleasure of visiting before, you will know that the island always has something new to offer. You’re always welcome in Barbados!”

Interviewed by Sid Thaker