Barbados Tourism Marketing Inc. (BTMI) has unveiled the successful launch of Barbados Week in Toronto, a vibrant multi-day activation that occurred between June 2-7, 2025. This initiative aimed to resonate with Canadians by showcasing the rich culture, warmth, and sophistication of Barbados, directly engaging with one of Canada’s most bustling cities. This event effectively builds upon the island’s commitment to attracting Canadian visitors, highlighted by a substantial 13% increase in Canadian arrivals noted in 2024.
Highlights of Barbados Week in Toronto
Barbados Week featured an array of high-profile events designed to highlight the island’s exceptional travel experiences:
- Media & Key Influencer Dinner (June 2): An exclusive gathering that connected influential Canadian media and cultural figures over exquisite cuisine, cocktails, and live entertainment. This event served to set a celebratory tone for the week.
- Luxury Travel Advisor Experience (June 3): This event introduced travel experts to the latest luxurious offerings from Barbados, spotlighting exclusive villas and high-end golf resorts like Apes Hill Barbados Golf Resort. New luxury properties including the Blue Monkey Hotel and Beach Club were also revealed, inspiring travel professionals to offer enriched Barbados experiences.
- Barbados Is on the Menu (June 4): Chef Javon Cummins showcased the bold flavors of Barbados, merging authentic island traditions with innovative culinary practices, leaving a lasting impression on attendees.
- The Bajan Lime (June 6): This event catered to rum enthusiasts in a chic rooftop setting, featuring curated rum cocktails by Mixologist Philip Casanova and educational sessions on the craft of rum-making, teasing the upcoming Barbados Food & Rum Festival.
- Celebration of Culture, Connection and Community (June 7): Engaging with the Barbadian diaspora, the event connected students across major campuses, emphasizing the importance of cultural immersion in travel experiences.
Experiencing Barbados Beyond the Beaches
Each event was meticulously designed to present the unique and varied travel experiences Barbados has to offer, from rum tastings at renowned distilleries to enjoying paddleboarding at Pebble Beach. With promising new developments in luxury accommodations and an evolving culinary landscape, this Caribbean destination is firmly positioned as a favorite among Canadian travelers. With over 75 years of air service connecting Barbados to Canada, it continues to be a top choice for those seeking vibrant and enriching vacations.
Strategic Marketing and Engagement
“Barbados Week in Toronto was not just another tourism campaign; we immersed ourselves in the daily lives of Canadians,” explained Eusi Skeete, Director for BTMI Canada. “Our approach wasn’t conventional; we brought Barbados directly to the places where Canadians gather—on their commutes, within their social channels, and at their beloved dining spots. The goal was to reinforce Barbados as an aspirational yet accessible travel destination,” he added.
Looking Ahead: Barbados Food & Rum Festival
In addition to celebrating its vibrant culture, Barbados Week served as a precursor to the highly anticipated Barbados Food & Rum Festival scheduled for November 6-9. Recognized as one of the top culinary events in the Caribbean by the World Culinary Awards, this festival promises to spotlight the best in Bajan cuisine, featuring both local chefs and international culinary talents.
Why Canadians Love Barbados
Located just five hours from Toronto and Montreal, Barbados is a cherished getaway for Canadians searching for respite from harsh winters. Beyond its stunning coastlines, the island offers immersive experiences such as engaging with the Barbados Sea Turtle Project and exploring its rich heritage at the oldest synagogue in the Western Hemisphere. With its attractive offerings, Barbados remains a safe, English-speaking destination that balances sustainability with enriching experiences, ensuring that Canadian visitors want to return time and time again.
By effectively reaching out to Canada’s largest city through a blend of media and influencer engagement, Barbados Week in Toronto successfully showcased how innovative tourism marketing strategies can create culturally relevant messages that resonate with targeted audiences. This endeavor affirms Barbados’s reputation as a forward-thinking destination eager to captivate the hearts of Canadian travelers. For more details on Barbados and its myriad travel offerings, visit www.visitbarbados.org or follow @VisitBarbados on Instagram, TikTok, and Facebook for the latest updates.
