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BTMI CEO: Push Bajan culture


Gercine Carter

BTMI CEO: Push Bajan culture
Barbados Tourism Marketing Inc. chief executive officer Dr Jens Thraenhart.  (Picture by Jameel Springer)

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Chief executive officer of Barbados Tourism Marketing Inc. (BTMI), Dr Jens Thraenhart, has identified Bajan culture as the island’s tourism brand that must be recognised and promoted to the world.

In further expressing his vision for the future marketing of Barbados’ tourism since he assumed office seven months ago, the internationally recognised tourism specialist said while beaches will always remain “a pillar” of the industry, Barbadians and all that the Barbadian experience entails must be the focus going forward.

Thraenhart said the BTMI aims to make Barbados one of the most balanced destinations on the planet, based on quality of life and well-being for all stakeholders at the core – travellers, residents and businesses.

He told participants in the BTMI’s second Visit Barbados Industry Forum at the Lloyd Erskine Sandiford Centre yesterday that Bajan culture was “the brand of Barbados”, contending that “Destination Barbados is not a logo or tag line or colour. Instead, it is collectively what it means to be Bajan and what the Bajan experiences collectively bring to the world”.  (GC)

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