There was an apparent lack of recognition of the island in the marketplace
due to a recent history of lackluster marketing. This lack included
travel agents and tour operators in the island’s main markets. The controversy
that surrounded the BTA from its inception resulted in a perceived absence
of leadership in the Barbados tourism industry. Efforts at promoting
the island and attracting visitors were hindered by this perception, and,
consequently, there was a general lack of confidence in the island by the
recipients of these efforts. In addition, marketing efforts were not limited
to the BTA, the official marketing body of the Barbados tourism product