BHTA calls for innovation, workforce investment and deeper linkages as tourism evolves

Chief Executive Officer of the Barbados Hotel and Tourism Association (BHTA), Ryan Forde, is urging stakeholders to embrace innovation, strengthen workforce development and deepen linkages across sectors as Barbados’ tourism industry continues to expand and evolve.

Delivering a wide-ranging address at the Association’s first quarterly meeting for 2026, Forde said the industry must remain focused and proactive in the face of global uncertainty, while recognising its continued importance to the national economy.

“No matter the geopolitical conflicts, climate change, legislative adjustments, union negotiations or flight disruptions… we remain the heartbeat of the economy,” he said.

Forde pointed to continued growth in visitor arrivals, noting increases across several key markets, including the United States, Europe, Canada and emerging regions such as Latin America, Africa and Oceania. He said this broad-based expansion reflects the strength of Barbados’ tourism product and the success of efforts to diversify its market reach.

While acknowledging the importance of traditional markets such as the United Kingdom, he also highlighted new opportunities for expansion, including additional airlift out of Ireland, which is expected to support further growth in European arrivals.

Barbados also recorded its highest-ever stayover arrivals, surpassing 729,000 visitors, alongside increased tourism spend and a strong contribution to national output. The cruise sector has similarly shown encouraging growth, reinforcing the island’s overall tourism performance.

From an accommodation standpoint, Forde noted that hotel occupancy continues to trend upward, reaching just over 65 per cent, and challenged industry players to push that figure to 70 per cent within the next two to three years.

However, he stressed that the conversation must go beyond arrivals and occupancy.

“We do not give ourselves enough credit,” he said, praising tourism workers and stakeholders for their role in driving the sector forward.

A major focus of Forde’s address was the need for stronger linkages within the local economy. He highlighted the Bajan Harvest Hub as a key initiative aimed at improving access to locally grown produce within the tourism sector, while creating new opportunities for farmers and small businesses.

Describing the project as a “game changer,” Forde said it would help address long-standing challenges related to supply, demand and data within the agriculture-tourism relationship.

Sustainability and resilience also featured prominently in his remarks. The BHTA is currently awaiting the outcome of a regional award recognising excellence in tourism resilience and crisis preparedness, an area Forde said is critical given recent global disruptions.

He also encouraged industry stakeholders to participate in upcoming emergency preparedness workshops, stressing the importance of planning ahead rather than reacting to crises.

On the international front, Forde outlined the Association’s active participation in major trade shows and marketing initiatives, including events in Europe, the United States and Latin America. These engagements, he said, are essential for maintaining Barbados’ visibility and competitiveness in an increasingly crowded global market.

He noted that discussions with international partners have been positive, particularly in relation to airlift, with the potential for additional routes and expanded connectivity in the coming years.

Forde also used the opportunity to highlight the importance of diversification within the tourism sector.

Among the emerging areas identified were wellness tourism, sports tourism and what he described as “noctourism”,  after-dark experiences that are gaining popularity globally.

He noted that wellness travellers, in particular, tend to spend significantly more than traditional visitors, presenting a valuable opportunity for Barbados to expand its offerings beyond the traditional “sun, sea and sand” model.

Sports tourism, he added, continues to deliver strong economic benefits, with further growth expected through targeted events and international partnerships, particularly during traditionally slower periods of the year.

Equally important, Forde said, is investment in people.

He emphasised the need to create clear pathways for career advancement within the industry, encouraging workers to see tourism not just as a job, but as a long-term profession with opportunities for growth.

“Every team member in our industry has the right to choose their path… whether they want to become a supervisor, manager, CEO or owner,” he said.

Forde also highlighted ongoing efforts to strengthen the Association itself, including growth in membership and improved engagement with stakeholders.

The BHTA recorded an increase in membership in 2025 and has already added new members in 2026, reflecting continued interest and confidence in the organisation.

He underscored the importance of data in supporting the Association’s advocacy efforts, urging members to provide timely and accurate information to help strengthen its ability to represent the industry effectively.

In addition, new initiatives such as an upgraded Tourism Fund platform and a dedicated careers portal are expected to enhance transparency, improve access to opportunities and better connect job seekers with employers in the sector.

Forde also pointed to community-focused programmes such as the Adopt-A-School initiative, which has provided resources to schools across the island, as an example of how the tourism industry can contribute to national development beyond its economic impact.

He called for stronger leadership, better communication and a renewed focus on purpose within the workplace, noting that employees are increasingly seeking meaningful and impactful careers.

He urged stakeholders to create supportive environments where workers can thrive, contribute and grow.

Forde maintained that while the industry has performed well, its future success will depend on its ability to adapt, innovate and work collaboratively.

He added that by strengthening partnerships, investing in people and embracing new opportunities, Barbados can continue to build a tourism sector that is resilient, competitive and inclusive.