Recent changes in the Barbados Tourism Marketing Inc. (BTMI) leadership mark a pivotal moment for the sector.
- Andrea Franklin is named the new chief executive of BTMI following a rigorous recruitment process.
- Cheryl Carter assumes the role of chief operating officer, tasked with managing operational functions.
- Carter’s impressive achievements include leading global market strategies for Barbados since 2019.
- Franklin’s deep-rooted experience in tourism positions her as a key asset for BTMI’s future.
The Barbados Tourism Marketing Inc. (BTMI) has announced significant leadership shifts, marking what industry insiders view as a pivotal moment for the future of Barbados’s tourism sector. A rigorous selection process has led to the appointment of Andrea Franklin as the new chief executive, a decision welcomed by many within the organisation.
Andrea Franklin, described by the tourism and international transport minister as ‘homegrown, well-educated, and experienced’, steps into her new role with a wealth of experience. Her background includes roles within the former Barbados Tourism Authority and five years as country manager at Chukka Caribbean Adventures. Franklin’s extensive knowledge of the local and regional tourism landscape is expected to guide the BTMI towards new heights.
In tandem with Franklin’s appointment, Cheryl Carter has been promoted to the newly established position of chief operating officer. This role will see her managing the operational functions of BTMI while also overseeing the leadership and performance across all external markets. Carter’s career, spanning 26 years in the tourism industry, is highlighted by her successful tenure as the interim head of global markets in the UK, where she significantly increased arrivals from major source markets.
Carter’s strategic acumen and comprehensive understanding of the tourism sector are anticipated to complement Franklin’s leadership. Together, they form a formidable team poised to drive the BTMI’s initiatives forward, ensuring Barbados remains a competitive and attractive destination for tourists worldwide. The transition comes amidst a broader context of challenges and expectations within the tourism industry, driven by evolving market demands and the need for innovation.
These leadership changes at BTMI signal a forward-thinking approach to strengthening Barbados’s position in the global tourism market.
