Barbados strengthened its presence in the African diaspora’s rapidly expanding travel market, as the island earned the prestigious Destination of the Year: African Diaspora award at the Balearica (Africa) Tourism Awards.
The accolade was presented to Barbados on November 2 at the Hilton London, Canary Wharf in the United Kingdom. Honours Barbados’ strong connection and deep-rooted historical ties to the African continent, as well as the island’s dedication to promoting its vibrant culture and heritage. The award also recognises the island’s re-energised initiatives to attract visitors from the African travel market.
The “Destination of the Year African Diaspora” title at the Balearica (Africa) Tourism Award and recognition earned through the award signals a powerful boost to Barbados’ visibility and desirability among African travellers looking for a business or leisure destination.
The recognition is expected to deepen Barbados’s engagement with Africa, also known as one of the region’s most promising emerging markets, promoting Barbados as a preferred long-haul business and leisure destination throughout the Caribbean.
Kyle Gittens, Barbados Tourism Marketing Inc.’s [BTMI] Director of Emerging Markets celebrated the recognition that Barbados received by notion that the prestigious award has further supported Barbados’s ongoing efforts to position Barbados as the destination of choice amongst the African travel market, celebrating the rich cultural and heritage connections that Barbados shares with Africa.
She further added that the tourism markets of Barbados remain committed to strengthening relationships across the emerging source market and welcoming many visitors to the beautiful island of Barbados.
The Balearica Awards are widely regarded as a leading celebration of excellence in African tourism, spotlighting destinations that exemplify innovation, inclusivity, and authentic engagement with the Diaspora.
The awardees received the golden Balearica Statuette, which is named and designed after the crowned crane. The red-crowned crane has been a symbol of immortality for centuries, and ancient Egyptians were known to decorate their tombs with images of cranes.
The awards were presented ahead of the 2025 Grow, Unite, Build Africa (GUBA) Awards, which were held in Barbados for the first time. The GUBA Awards were held under the theme Reclaiming Our Atlantic Destiny: Build. Connect. Renew.
