Andrea Franklin named CEO of Barbados Tourism Marketing Inc.

Andrea Franklin will assume the role of chief executive officer of the Barbados Tourism Marketing Inc. (BTMI), effective April 1.

Franklin started her career in tourism as an account executive for Air Jamaica in the 1990s. She later worked at the former Barbados Tourism Authority – now the BTMI – holding the posts of Manager, Product Integration, and later Senior Business Development Manager in the New York office as part of the Sales Team. During that time, she built critical networks with key business partners including airlines, travel agents and tour operators.

Her experience with the Barbados Tourism Authority prepared her for her most senior role to date, CEO of Caves of Barbados – now country manager at Chukka Caribbean Adventures – where she has worked for the past five years. While there, she has successfully overseen the operations, marketing and finance of the regional company.

“Ms. Franklin is a homegrown, well-educated, and experienced tourism and hospitality practitioner who has come through the ranks to reach the top tourism post in Barbados,” said Minister of Tourism and International Transport, the Hon. Ian Gooding-Edghill. “I instructed the BTMI Board to search carefully for someone fit to represent this office and I am satisfied that they have fulfilled their mandate.”

The Minister further announced the appointment of Cheryl Carter, Director, UK, BTMI as the new chief operating officer.

In order to ensure proper succession planning and the streamlining of the BTMI’s operations, the Board of Directors also agreed that the new CEO will be supported by a Chief Operations Officer (COO), Ms. Cheryl Carter, who will manage the operational functions of the organization in order to facilitate the streamlining of skills and core functions so that the CEO could focus on the strategic direction of the new entity.

The COO will also be responsible for the leadership and performance of all external markets.

Carter is a veteran professional in the tourism industry with more than 26 years’ experience in the field. As interim head of global markets in the UK in 2019, she achieved the highest arrivals for Barbados from its major source market.

In addition, she has cultivated professional relationships with airlines, travel and tourism partners over the years who value her leadership and direction. Furthermore, she also led teams in Canada and North America during her tenure as a director.