NAIROBI, Kenya, Oct 8 – Barbados is stepping up efforts to secure stronger air links with Kenya as it seeks to tap East Africa’s outbound tourism market and increase visitor flows to the Caribbean.

The country is engaging airlines, with Barbados Tourism Marketing Inc (BTMI) saying the lack of direct flights remains the biggest barrier to converting interest from Kenyan travelers into visits.

Kyle Gittens, Director of Markets for Africa and the Middle East at BTMI, said Barbados was using the Magical Kenya Travel Expo in Nairobi to build demand and relationships with travel players.

“Right now, Barbados is a visa-free destination for all Kenyan travelers, but the challenge that we have, we do not have direct air access from the Kenyan market into Barbados.”

“We’re looking to work closely to benefit from each other’s best practices as we continue to build a relationship here in the market.”

Gittens said the tourism board is in discussions with airline partners to establish direct air access from Africa, including Kenya.

Barbados currently has no year-round direct service from Kenya, meaning travellers have to connect through the United Kingdom or the United States, where transit visas may be required.

An alternative route is available through Amsterdam during the October-to-April winter period using KLM, which the tourism board says offers a visa-free transit option. Barbados also has twice-monthly connectivity from Lagos through Air Peace.

The push for better connectivity comes as Barbados seeks to diversify its visitor markets. Gittens said the destination recorded just under one million arrivals from long-stay and cruise visitors, while arrivals between January and September rose 24 percent year-on-year.

However, African arrivals remain relatively small compared with Barbados’ traditional source markets, and the tourism board did not have specific figures for Kenyan visitors.

BTMI established its Africa and Gulf Cooperation Council regional headquarters in Nairobi in February, giving it a base to develop relationships with travel trade players across the region.

The board is also a member of the Kenya Association of Travel Agents and Tour Operator Society of Kenya, providing access to travel professionals who can market Barbados.

Barbados is seeking to position itself not only as a beach destination but also as a gateway to the Caribbean. Gittens said the island’s location and airline connections allow visitors to access other Caribbean destinations through regional carriers.

The tourism board is also exploring closer cooperation with the Kenya Tourism Board, including a possible memorandum of understanding.

For Kenya, the proposed links could create another long-haul route while opening opportunities for tourism ties between Africa and the Caribbean.

The aviation push comes as the Magical Kenya Travel Expo brings together tourism businesses, buyers and industry professionals, including transport and aviation players.