ITTN Talks to Elan-Motley Harris, Barbados Tourism at WTM

Barbados enjoyed a strong presence at World Travel Market (WTM) London 2026 this year, showcasing its expanding air connectivity, vibrant culture and exciting calendar of events as the Caribbean destination looks ahead to 2027.

Speaking to ITTN's Katie Doyle at WTM London, Elan Mottley-Harris from Barbados Tourism highlighted the destination's commitment to strengthening relationships with the Irish travel trade and making the island more accessible to Irish holidaymakers.

With its rich cultural heritage, beautiful beaches, luxury accommodation and renowned hospitality, Barbados continues to appeal to travellers seeking an authentic Caribbean experience. Elan emphasised the importance of building awareness among Irish travel agents and improving connections to the island, with its cultural and heritage offering continuing to resonate with Irish travel partners.

Expanded Air Connectivity from London

One of the key developments highlighted at WTM was the expansion of British Airways services to Barbados.

From the end of November 2026, British Airways is expected to operate three daily services from London during the peak winter season, including two from Heathrow and one from Gatwick. The Gatwick service is set to continue throughout the summer, while Heathrow frequencies will vary seasonally.

The increased capacity is welcome news for the travel trade, offering greater flexibility for visitors travelling to Barbados via London, including those connecting from Ireland.

Celebrating Barbados' Culture and Heritage

The destination's presence at WTM was particularly significant as Barbados celebrates 60 years of independence in November 2026, with the milestone providing an opportunity to showcase the island's history, traditions and cultural identity. Barbados Tourism also continued to promote its Barbados Remembers Your Name campaign, celebrating the warmth and hospitality of the island's people and the personal connections that encourage visitors to return year after year.

Beyond its world-famous beaches, Barbados is increasingly highlighting its culinary experiences, cultural attractions and opportunities for visitors to explore local communities and discover authentic Bajan traditions.

Looking Ahead to 2027

Looking ahead, Elan highlighted the island's exciting calendar of festivals and sporting events, which continue to attract international visitors throughout the year.

Among the highlights is Crop Over, Barbados' colourful national festival celebrating the end of the traditional sugar cane harvest, featuring music, dancing, street celebrations and a spectacular carnival atmosphere.

The annual Run Barbados event is another major attraction, bringing runners and spectators to the island, while Barbados' celebrated culinary scene and food festivals offer visitors the opportunity to experience its unique flavours and traditions.

Following WTM London, Barbados Tourism continued its engagement with the Irish travel trade at the Travel Centres Conference in Naas, reinforcing the destination's commitment to building relationships with Irish travel agents and industry partners.

With improved air connectivity, a packed calendar of events and a continued focus on authentic cultural experiences, Barbados is looking ahead to a promising 2027, offering Irish travel agents plenty of reasons to recommend the Caribbean island to their clients.