Barbados Tourism Marketing Inc. (BTMI) recently appointed Petra Roach as its new director of the U.S.
Roach previously held the position of vice president in the U.K. for 12 years. She recently led the organization as interim CEO during its transition period in the restructuring of the Barbados Tourism Authority (BTA) to the BTMI from May to October of 2014.
Under her stewardship, the U.K. office engineered such consumer initiatives as the British Airways Football Legends Invitational Tournament and Top Gear Festival Barbados, as well as some innovative incentive programs for the travel trade such as “Gimme 5 and Fly” and Connect Barbados.
“The U.S. market offers significant potential for Barbados so the focus will be on looking at where the opportunities are and putting plans in place to realize those opportunities,” said Roach in a written release. “It will be a steep learning curve getting to know the intricacies of our partners’ businesses and understanding the makeup of the distribution network here in the U.S., but I am so excited at the task ahead. 2015 is expected to be a growth year for Barbados and we expect that the U.S. market will be a major contributor to that growth.”