Barbados as a tourist dependent country is being severely affected by the COVID-19 pandemic. Arrival figures and consequently tourist expenditure are decreasing, and challenging the island's overall economic sustainability. In an attempt to re-emerge from this crisis stronger and more competitive, the Barbados Tourism Marketing Inc. (BTMI) has made a decision to identify and develop new product niches or expand the existing ones. These niches must match Barbados' destination positioning, augment the visitor experience, generate significant spend and create entrepreneurial opportunities for residents. The BTMI has hired your consultancy firm to provide an assessment of two (2) niches that can lead the destination marketing efforts in a post COVID-19 world. The niche assessment must therefore take account of the post covid-19 consumer and travel and tourism trends, while still focusing on the uniqueness and resources of Barbados. The report MUST be based upon research in order to determine which niches ( new or existing) are best suited for Barbados, with robust reasons being provided for your choices.

Task:

Explain a Niche Assessment which addresses the above remit. The report can be based on secondary and/or primary 2 research, should include appropriate figures (on visitor numbers, visitor expenditure, receipts visitor segments, etc) and importantly, should draw on appropriate theories and concepts.

Assessment Task:

In developing the Niche assessment critically consider the following: The current tourism development status of Barbados, including the importance and contribution of tourism to the economy, positioning, brand, marketing strategy, niches focus, visitor profile etc. The effects of COVID-19 globally and specifically; competitor analysis of niche offerings 3 Global trends in niches, segments, the supply sectors etc.; The type of tourism products/niches that would resonate and be sustainable and viable in the particular setting; The attitudes of the community; How the niches can be used to aid the recovery strategy to deal with the effects of COVID-19.