Bridgetown.
President of the BarbadosTourism Authority David Rice, say the island must paid attention to the crucial diversification of its tourism portfolio.
Speaking at the launch of the 2011 Tennis Pon De Rock series over the weekend, Rice made a candid call for an increase and an expansion of the country's tourism product.
"The issue of sun, sea and sand is really over, year after year, we believe that these challenging times, that Barbados has to be a step ahead with regard to our visitor content. We also have to think outside of the box", Rice said.
Rice said Barbados had unique qualities, which needed to be exploited to their fullest potential.
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