Barbados High Commissioner to Ghana, Nigeria and Liberia, Juliette Bynoe-Sutherland, has stated that Barbados transformed its tourism industry into a globally recognised success story because the country deliberately integrated culture into national policy rather than treating it as an afterthought.
Speaking during recent tourism and cultural engagements linked to Africa and Caribbean cooperation, the Barbadian diplomat stressed that culture became the foundation of Barbados’ tourism strategy, helping the Caribbean nation develop an internationally competitive tourism brand built on authenticity, heritage and identity.
“Tourism in Barbados succeeded in becoming globally award-winning because culture ultimately found its way into policy,” she said, highlighting how cultural preservation, creative arts and heritage became central to Barbados’ economic and tourism development model.
Her comments come at a time when several African countries, including Ghana, are increasingly exploring how culture, heritage and the creative economy can drive tourism growth, attract diaspora investment and strengthen global branding.
Barbados has long positioned itself as one of the Caribbean’s most successful tourism destinations, attracting millions of visitors annually through a combination of beaches, music, festivals, cuisine and heritage tourism. However, policymakers in the country have repeatedly argued that the tourism sector’s long-term sustainability depended on making Barbadian culture central to the visitor experience rather than relying solely on traditional “sun, sand and sea” marketing.
The country’s National Cultural Policy explicitly recognises that tourism and culture are inseparable and warns that tourism growth without cultural preservation could threaten national identity and community values. The policy also calls for continuous collaboration between tourism and culture ministries to ensure cultural heritage remains integrated into tourism development.
The document further states that modern tourists increasingly seek authentic cultural experiences rather than generic travel products, pushing Barbados to market its music, arts, festivals, cuisine and local traditions more aggressively.
Barbados’ growing cultural diplomacy efforts in Ghana also reflect this broader strategy. In recent months, High Commissioner Bynoe-Sutherland has held multiple engagements with Ghanaian officials and tourism stakeholders aimed at strengthening ties between the Caribbean and Africa through tourism, culture and creative industries.
During a courtesy call on Ghana’s Minister for Tourism, Culture and Creative Arts, Abla Dzifa Gomashie, discussions focused on cultural diplomacy, creative arts collaboration and tourism partnerships between Ghana and Barbados. Both countries also explored cultural exchange programmes and tourism cooperation frameworks.
Barbados has also intensified tourism promotion campaigns targeting Ghanaian and African travellers. Earlier this year, Barbados officially launched new tourism initiatives in Ghana aimed at strengthening cultural and economic connections between Africa and the Caribbean while attracting more African tourists to the island nation.
The High Commissioner has consistently emphasised the importance of the African diaspora in the Caribbean as a bridge for deeper cooperation between African nations and Caribbean states.
Tourism experts say Barbados’ approach offers important lessons for African countries seeking to diversify their tourism sectors beyond traditional attractions. Rather than focusing only on physical landmarks, Barbados invested heavily in festivals, local storytelling, music, food culture, heritage preservation and community involvement, creating a stronger emotional connection between visitors and the destination.
In Ghana, similar conversations are gaining momentum as government officials increasingly promote culture and creative arts as strategic economic sectors. Ghana’s Tourism Ministry recently announced plans to launch a revised national culture policy aimed at positioning culture as a pillar of national identity, education and economic development.
Minister Dzifa Gomashie has also repeatedly argued that Ghana’s tourism future depends heavily on culture and creative arts, insisting that tourism cannot continue to revolve mainly around castles and historical sites alone.
Industry analysts believe the growing collaboration between Ghana and Barbados could help both countries strengthen diaspora tourism, cultural exports and creative industry partnerships. Ghana has increasingly become a major destination for African diaspora tourism following initiatives such as the Year of Return and Beyond the Return campaigns, while Barbados has been working to deepen cultural and economic ties with Africa.
The renewed push for Caribbean Africa tourism cooperation is also happening against the backdrop of broader Pan African and diaspora integration efforts involving trade, education, entertainment and investment partnerships.
Observers say the emphasis on culture driven tourism could become increasingly important as countries compete for tourists seeking unique and authentic experiences rather than conventional travel packages.
For Barbados, officials say the strategy has already delivered global recognition and economic returns. For Ghana and other African countries, the Barbadian model is now being viewed as a potential blueprint for building stronger tourism economies rooted in local identity, heritage and creative expression.
Ghana emerges as a leading and competitive tourism destination in Africa