| Bridgetown, Barbados, October 2nd, 2025 – Two Caribbean islands, Barbados and Dominica, have signed a landmark agreement to collaborate on promoting their tourism products and offering enhanced multi-destination packages.
This partnership between Barbados – the Gem of the Caribbean and Dominica – the Nature Isle, marks a significant step toward deepening regional ties and delivering greater value to travellers.
On Wednesday, October 1st, 2025 at Hilton Barbados Resort during the State of the Tourism Industry Conference (SOTIC), the Barbados Tourism Marketing Inc. (BTMI) and Discover Dominica Authority (DDA) entered into a Memorandum of Understanding (MOU) to cement this significant step towards strengthening the appeal of both countries – promoting sustainable tourism, and developing new vacation experiences for travellers.
The MOU establishes a joint framework for cooperation, focusing on marketing, knowledge exchange, and enhancing visitor experiences across both destinations. This collaboration is especially timely as the Caribbean continues to attract travellers from Europe, the United Kingdom, the United States, and Latin America seeking diverse and enriching experiences.
Chief Executive Officer (CEO) of the BTMI, Andrea Franklin, and CEO and Director of DDA, Marva Williams, signed on behalf of their organisations, while Chief Operations Officer of the BTMI, Cheryl Carter, BTMI’s Director for the Caribbean, Graham Clarke, and Marketing Executive at DDA, Lise Cuffy, witnessed the signing.
Franklin acknowledged Barbados’ reputation as a tourism leader but stressed that the MOU would be mutually beneficial, emphasising the need for creative collaboration and regional unity.
“Dominica may see Barbados as a tourism ‘grandparent,’ but there’s so much we can learn from each other. Barbados is proud to be the premier home port cruising destination in the region, and we see this as an opportunity to attract more business to neighbouring islands as well,” Franklin said. She added that the MOU serves as a stepping stone and could open doors to similar agreements with other islands.
“When it comes to attracting airlift to the region, it’s vital that we stop viewing ourselves as individual countries competing for flights. Instead, we must work together to bring more airlift into the Caribbean. If Barbados serves as the hub, we should channel that connectivity to our sister islands, like Dominica, ensuring all destinations benefit,” Franklin said.
She added: “Our teams will meet to strategise on marketing and to engage airlines and cruise lines, ensuring we maximise the benefits of this partnership. “We’re especially excited to collaborate in areas such as sports, eco-tourism, and sustainable tourism, all of which are essential to the future of Caribbean travel.”
Williams supported Franklin’s comments by underscoring the value in leveraging the already strong relationship between the nations. They intend to ensure it benefits both destinations financially.
“This collaboration is part of a larger conversation, and we look forward to learning from Barbados, which will help build greater awareness and create a ripple effect on the GDP and economic opportunities for both our countries,” Williams said.
“We all have unique attributes to offer, and this partnership isn’t just about tourism; it’s about exploring opportunities in other industries, such as manufacturing, that can benefit both nations. Improving air access is essential so that our people can move around the Caribbean efficiently and effectively,” Williams added.
Key areas of collaboration outlined in the agreement include:
- Curating and promoting multi-destination tourism packages that highlight the unique cultural, eco-tourism, adventure, and wellness offerings of Barbados and Dominica.
- Supporting the development of air and cruise connections to facilitate seamless travel between islands.
- Coordinating media exchanges, media familiarisation tours, joint training, and public relations events to raise the profile of both destinations globally.
- Sharing expertise in sustainable tourism and product enhancement to ensure lasting benefits for local communities and the environment.
Historically, Caribbean nations have recognised the value of working together to attract long-haul visitors, allowing travellers to experience the region’s diversity in a single trip.
The BTMI’s Director (Caribbean) Graham Clarke said that the new MOU builds on this tradition.
“Today’s global travellers are seeking value-added experiences and deeper engagement with local communities. This collaboration with the Nature Isle adds a unique dimension to the Barbados tourism product, and we believe Dominica will benefit in the same way. We’re excited for what this partnership means, not just for our tourism sectors, but for visitors, who will enjoy richer, more meaningful experiences across both destinations,” Clarke said.
A joint working group will oversee the implementation of the MOU, with biannual progress reviews and the development of a detailed action plan to ensure the partnership achieves its objectives. Both parties have agreed that each will bear its own implementation costs, with joint initiatives subject to separate funding agreements as needed.
Barbados is the only place in the world that can boast being the birthplace of rum and National Hero Robyn Rihanna Fenty. It’s renowned for its immaculate beaches, rich cultural heritage, and lively festivals, including the Food and Rum Festival, the Run Barbados Marathon and Wellness Weekend, and the Crop Over Festival. These experiences offer visitors the chance to indulge in authentic Bajan cuisine and sample the legendary Mount Gay Rum.
Travellers can also explore historic Bridgetown and its Garrison—a UNESCO World Heritage Site —and experience the island’s rich history, or take in picturesque landmarks such as Harrison’s Cave.
The Cave is one of Barbados’ seven wonders. It features breathtaking crystallised limestone caverns, flowing streams, and towering stalactites and stalagmites. Visitors can take guided tram tours deep underground and marvel at the cave’s dramatic rock formations and crystal clear shimmering pools.
In contrast, The Nature Isle’s Boiling Lake offers an awe-inspiring adventure in the heart of the UNESCO-listed Morne Trois Pitons National Park. As the world’s second-largest hot lake, its bubbling, steamy waters are reached via a challenging rainforest trek that rewards hikers with an unforgettable sight and a sense of the island’s volcanic energy.
In Dominica, eco-enthusiasts can also hike through lush rainforests, soak in natural hot springs, and spot rare wildlife. Dominica’s vibrant Creole culture, Bouyon Music, historic Kalinago Territory, and world-class diving sites.
The partnership marks a new era of cooperation between Barbados and Dominica, paving the way for innovative tourism experiences that showcase the unique charms of each island. As they join forces, both countries are set to strengthen their global appeal and ensure travellers enjoy the very best the Caribbean has to offer. |
