Barbados joins Brazil at the WTM 2025

São Paulo, Brazil (April X, 2025) – As part of its ongoing strategic expansion into Latin America, Barbados Tourism Marketing Inc. (BTMI) is returning to São Paulo for the third year in a row to participate in the World Travel Market Latin America, the region’s leading travel event taking place April 14-16. A high-level delegation from BTMI will attend, including Andrea Franklin (CEO), Cheryl Carter (Chief Operations Officer), and Corey Garrett (Director, Latin America). Together, they will engage directly with influential partners, operators, media, airlines, and key players in the travel space to position Barbados as the Caribbean destination of choice for Brazilian travellers.

Barbados has seen growing interest from the Brazilian market, particularly a growing segment of luxury travellers, signalling strong potential for long-term growth. The South American country is positioned as the second-largest source market in Latin America, followed by other countries in the region, including Panama, Colombia, and Mexico. Brazil has consistently been a top source market for Barbados, recording its highest share of regional arrivals in 2024. Barbados is eager to accelerate the relationship with travellers in the region through stronger brand awareness and improved connectivity via Copa Airlines, offering four weekly flights through Panama City.

Barbados and Brazil share deep cultural ties rooted in Afro heritage, a love for vibrant

celebrations, and a strong passion for music and community. For Brazilian travellers, Barbados offers more than just sun-soaked beaches and flavorful cuisine, but it provides a cultural atmosphere that feels both familiar and inviting. One of the appealing connections to Brazilians is the Crop Over Festival, Barbados’ signature summer celebration that captures the same spirit as Brazil’s iconic Carnivals. Taking place from July 5 to August 4, 2025, Crop Over marks the end of the sugar cane harvest and transforms the island with the sounds of soca music, colourful street parades, lively parties or “fetes”, and its iconic Grand Kadooment parade.

“Brazil is one of the most dynamic and culturally aligned markets for Barbados,” said Corey

Garrett, Director of Latin America for BTMI. “We see tremendous potential to deepen

relationships with Brazilian travellers who share a deep appreciation for vibrant, high-energy

celebrations like our Crop Over Festival. The spirit of carnival is something that resonates

strongly in both cultures, and Barbados offers that authentic, year-round experience that Brazilian visitors naturally connect with.”

During its time in Brazil, BTMI will unveil its latest plans for the year, including a dynamic calendar of sports and events, new hotel and restaurant openings, and fresh promotions and incentives for travel agents. These initiatives will highlight the island’s diverse appeal across all market segments, from luxury and MICE to sports, adventure, and gastronomy.

What’s New in 2025: Cultural Festivals, New Hotels, and Sporting Events

In 2025, Barbados invites locals and international visitors, especially from Latin America and

Brazil—to rediscover the island’s vibrant cultural roots through We Gatherin’ 2025. This year-long celebration features monthly events held across all 11 parishes, each showcasing its own unique traditions, heritage, and community spirit. Originally launched as a nationwide homecoming initiative, We Gatherin’ invites Barbadians at home and abroad, including visitors with shared Afro-Caribbean heritage, to reconnect through music, food, art, and storytelling, culminating in an island-wide celebration from November 30 to December 31.

Barbados is also expanding its hospitality landscape in 2025, with exciting new hotel openings designed to welcome every kind of traveller, from sun-seekers to culture lovers and culinary adventurers.

● Wyndham Grand Barbados Sam Lord’s Castle Resort: The island’s newest all-inclusive

Luxury resort with 422 beachfront rooms in a historic setting. With multiple dining options

and extensive meeting facilities, the Wyndham Grand is ideal for both leisure and

business travellers from Brazil.

● The Blue Monkey Hotel and Beach Club (Opening May 2025): A boutique property

featuring 28 suites in Paynes Bay, perfect for those seeking a more intimate luxury

experience.

● Hotel Indigo Barbados (Opening May 2025): A stylish 132-room hotel by IHG, featuring a

rooftop bar, on-site restaurant, and fitness centre.

Culinary Scene: Exciting New Dining Experiences

As the culinary capital of the Caribbean and the birthplace of rum, Barbados is home to the Food and Rum Festival, taking place late October to early November. This event celebrates local cuisine and offers a culinary journey that resonates with Brazilian travellers’ love for authentic Caribbean food experiences. In 2025, the festival will expand further, transforming into a year-round culinary experience as part of We Gatherin’. Monthly food and rum pop-ups will occur across different parishes, allowing visitors to indulge in authentic Bajan flavors throughout the island.

Barbados as a Premier Sports Tourism Destination

Barbados is continuing to enhance its reputation as a world-class sports destination in 2025, with a packed calendar of major international events for sports lovers:

● European Legends Tour Golf (April 25 – 27): A prestigious tournament held at Apes Hill,

hosted by Ian Woosnam OBE.

● Barbados Dive Festival (August 15 – 20): Celebrating the island's stunning underwater

ecosystems with guided dives and workshops.

● Barbados Open Water Swim Festival (November 5 – 9): A top-tier open-water swimming

competition.

● Run Barbados (December 5 – 7): The Caribbean’s premier marathon event, offering 5K,

10K, half, and full marathons along the island’s scenic East Coast.

● Barbados Ninja Throwdown (TBD): A high-energy, action-packed obstacle course

competition that blends athleticism, fun, and entertainment, perfect for adrenaline seekers

and families alike.

● Surf Culture & Future WSL Spotlight: Barbados’ world-class waves remain a favorite for regional surfers, and the island is already gearing up for its spotlight in the 2026 World

Surf League (WSL) schedule. The surf community continues to thrive, drawing Brazilian

surf fans with deep cultural ties to the sport.

For more information on travel to Barbados, visit www.visitbarbados.org, follow on Facebook at

http://www.facebook.com/VisitBarbados, and via Twitter @Barbados.

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About Barbados

The island of Barbados is a Caribbean gem rich in cultural, heritage, sporting, culinary, and eco-experiences. Idyllic white sand beaches surround it and is the only coral island in the

Caribbean. With over 400 restaurants and eateries from street food to fine dining, Barbados is the Culinary Capital of the Caribbean and home to the Caribbean’s Best Culinary Festival, the Barbados Food and Rum Festival. The island is also known as the birthplace of rum, commercially producing and bottling the finest blends since the 1700s. The island also hosts the annual Crop Over Festival, where A-list celebrities like our very own Rihanna are often spotted, and the annual Run the Barbados Marathon, the largest marathon in the Caribbean. As the motorsport island, it is home to the leading circuit-racing facility in the English-speaking Caribbean. Known as a sustainable destination, Barbados won the Green Destinations Story Award for Environment and Climate in 2023 was listed as one of the Best World Travel Destinations for 2025 by National Geographic. Accommodations on the island are wide and varied, ranging from picturesque private villas to quaint boutique hotels, cozy Airbnbs, prestigious international chains, and award-winning five-diamond resorts. Travelling to this paradise is a breeze as the Grantley Adams International Airport offers a variety of non-stop and direct services from growing U.S, U.K.,Canadian, Caribbean, European, and Latin American gateways. Arriving by ship is also easy as Barbados is a marquee port with calls from the world’s best cruise and luxury liners. So, it’s about time that you visit Barbados and experience all that this 166-square-mile isle has to offer.