Tourism stakeholders partner with local CrossFit franchise holders to promote Barbados’ sports tourism
Barbados Tourism Marketing Inc. (BTMI) expanded its sports tourism marketing efforts by endorsing the just concluded #B.I.G. IslandFit Games, an initiative of the local CrossFit IslandFit movement.
CrossFit owner and organizer, Dr. Philip Gaskin, said it was no mean feat that they had secured CrossFit celebrity, Elisabeth Akinwale, in just their second year. Akinwale is an international icon in women’s fitness with a robust social media presence and over 50,000 followers on Instagram.
In the United States the CrossFit Games have attracted major sports network, ESPN, and sponsorship from recognizable global brands such as Reebok. The growing local franchise is banking on Barbados’ attractiveness as a wellness and fitness destination as a means of growing the event to international acclaim.
CEO of the BTMI, William Griffith, said the event, which is already attracting dozens of participants from Trinidad with little advertising, had the potential to become a major sports tourism initiative on Barbados’ annual calendar of events.
“We are constantly searching for ways to diversify our tourism product and fresh angles from which to market destination Barbados, particularly during the softer May – September period. It has not gone unnoticed the extent to which these games leverage Barbados’ natural and existing infrastructure to develop the various challenges. This ensures that our tourism product is appropriately showcased and we are keen on working with the CrossFit team to realize its potential.”
Griffith added that under the new BTMI structure, there are new rules for qualifying for sponsorship as the organization strives toward greater levels of accountability.
“While there are many creative initiatives being developed, we have to be stricter in our scrutiny of possible partnerships. In our pursuit of a high level of fiscal prudence, use of research will be emphasized before forming these alliances.”