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Carter to take up major role at BTMI

Gercine Carter

Carter to take up major role at BTMI
Cheryl Carter (FILE)

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Veteran tourism professional Cheryl Carter has been appointed Barbados Tourism Marketing Inc’s (BTMI) Interim Head of Global Markets.

Carter, who is currently BTMI director for the UK market, brings 26 years’ experience to the temporary acting position, following the departure of tourism veteran Petra Roach whom the BTMI had appointed to the newly-created post in 2019.

Roach was acting as BTMI chief executive officer when she resigned earlier this month. She has taken up the job as CEO of the Grenada Tourism Authority (GTA), an announcement made by the GTA one day after news of Roach’s resignation broke.

Chairman of the BTMI, Roseanne Myers, told the Daily Nation Carter was bringing valuable experience in tourism to Barbados’ restart of international travel.

“Under Cheryl’s leadership the United Kingdom reached the highest arrivals in our history in 2019. This is our major source market so her continued oversight and relationship with the partners provides confidence in the organisation’s re-emergence strategies under her direction,” Myers said.

Myers added Carter’s “previous 12-year experience in North America leading the team in Canada and close working relationship with all the directors during her tenure allows her to seamlessly assume this expanded role”.

Responding to a flood of congratulatory messages on social media, Carter wrote: “I will continue to do my best for Barbados while in this temporary acting role.” (GC)