Tourism investors are banking on culture as a competitive edge, with a new luxury property in St James – Royalton Vessence Barbados – positioning Barbadian art, heritage and talent at the centre of its guest experience.

Speaking to reporters on a tour of the Holetown property, on Tuesday, following its soft opening a day earlier, Alejandro Rodríguez del Peón, global vice president of marketing and public relations for Royalton Hotels & Resorts, said the hotel was designed to immerse guests in the authentic Barbadian experience.

“We are extremely happy and excited to make Barbados our first place to open the Royalton Vessence brand,” he said. “It is about bringing the true essence of a country such as Barbados – the vision and richness of Bajan culture – to a hotel that is available for everyone.”