Tourism

BHTA NEW YEAR’S MESSAGE 2024

The theme at our quarterly general meeting just a couple of weeks ago was The Bright Future of Barbados’ Tourism. We felt it was apt given that 2023 has been a year of significant recovery for our beloved industry. A year where we moved the question, “what next?’ from a place of trepidation and anxiety to one of anticipation and excitement.

Even the most casual observer of my comments about our industry know of my deep and abiding passion for tourism. This is not simply driven by global stature of this industry but also by its significant impacts on our island. The most obvious being its contribution to GDP which was 28.9% in 2019 and currently hovers at 23.8% based on the last measure in 2023. A contribution that our Central Bank Governor credited with leading the rebound from the COVID-19 pandemic when in his October review of Barbados’ economic performance, he indicated that Barbados had recorded its largest three-quarter economic growth in 17 years as it grew over ten straight quarters.

We who work in this industry at all levels are fortified by this information. We know that the work we do every day in this demanding, but rewarding, industry makes a meaningful difference not just to the tens of thousands of people employed in the sector but to all the other sectors that rely on the multiplier effect of the tourism dollar. To agriculture and manufacturing and retail and distribution. We therefore also know that this country does indeed bank on us. It banks on us to continue to deliver, not just economic benefits, but the profusion of other advantages that tourism has brought and continues to bring to Barbados. We deliver these benefits by virtue of the hard work, commitment, dedication and initiative of each person who works in this industry.

With a busy winter season already underway and as we enter this new year we are ever mindful of our deep obligation to this industry and by extension to this wonderful country that we call home. Based on Barbados Statistical Service the January to October arrivals were 19.1% above 2022 numbers, driven by a strong 22/23 winter performance. Summer continues to be a concern. While the total year to date arrivals to October are only 5.2% below 2019, for the summer period of April to October the performance relative to 2019 still trails by 18.1%. The good news in all of this is the positive year-on-year growth as we move closer to what existed prior to the pandemic.

The year 2023 marked our first full year since our COVID restrictions were lifted here in Barbados in September 2022. The first full year of normalcy after the travel and tourism industry globally, that is airlines, hotels, restaurants and the entire ecosystem was devastated by COVID-19. The IMF in its October 2023 World Economic Outlook reminds us it is only “three years after the global economy suffered the largest shock of the past 75 years, the wounds are still healing…”

Yet, even in light of this tourism has again proven, not its fickleness as some like to characterize it, but its resilience. The IMF has projected that the fastest growing economy in 2024 will be the city of Macao with a projected growth rate of 27.2%. The economy of Macao is heavily reliant on tourism, an industry that represents over 60% of the region’s jobs, as well as roughly 70% of its GDP in an area a fraction the size of Barbados with more than twice our population and both one of the highest per capita incomes and human development indices in the world. Tourism has also been fundamental to Barbados having one of the highest per capita incomes in the Caribbean and also being one of the highest rated islands on the human development index.

Next on that IMF list of top growing economies is Guyana with a projected economic growth rate of 26.6% based on oil. Barbados does not have oil, but we are very expert in the business of tourism and so while we continue to build out our other economic sectors we in this industry, and we are sure in the rest of the island, remain cognizant that Tourism is our business. As such we are 100 percent committed to ensuring that tourism continues to remain a major driver of our economy and society.

This winter Barbados will have some of the strongest airlift out of the UK market. In addition to the traditional and already scheduled airlift, we have new airlines like Surinam Airways commencing service twice weekly, in what they hope will be a year-round schedule. This is what we really need to keep our industry operating optimally. Year-round airlift and year-round arrivals.

Some more good news for us as an industry is the upcoming world cup in June 2024 which will give a boost to our summer 2024 in the same way that the recent England tour did to the early part of December. The world cup is scheduled to run from June 3^rd to 30^th, 2024. It is our goal to ensure that we the tourism practitioners deliver an excellent experience to all those who come to this island. This will be the third cricket World Cup that Barbados has now hosted, a feat which few others can boast and one for which we, as a small island, should be very proud.

As we look forward, we recognize that we must move away from the feast or famine that currently characterizes too much of our business and level out the seasonality. This seasonality affects every aspect of our operations so that many businesses end up spending the money earned in the four months of winter to sustain the operations for the remaining eight. Only to repeat the cycle again.

Our teams are also profoundly affected by this seasonality, and it is one of the great disincentives to work in this industry. We want to be able to offer stable year-round full-time employment. Especially now as we seek to rebuild our human resources capacity coming out of the pandemic. We who operate in this industry recognize that we have a responsibility to ensure that we continue to treat the members of our team with the greatest regard for transparency, decency and equity. We know both intuitively, and from our research, that our people remain our greatest asset. Our commitment to our teams will therefore continue to be reflected in everything that we do.

We support the work of all our partners who, through their own hard work and positive example, seek to uplift the many men and women who work in tourism. We support good legislation, guidelines and standards for our industry. We are supportive of ensuring accountability and reducing the possibility of disequilibrium in our industrial relations climate. We are already one of the most regulated industries in the world both by our local governmental agencies, our partners and our customers who, in the era of the online review, have enormous power over our businesses. There is no incentive for us to be anything but excellent. We therefore call on all our partners to work with us to model, build and encourage excellence. Barbados is poised for a bright future, but this can only be achieved if all parties are working constructively towards a common goal.

It is for this reason that we partnered with our Ministry of Labour on the Tourism Job Starts Programme, which is already off to a promising start with more than half of the successful applicants having been placed. Some Job Starters have already been offered full employment and the officials from the Ministry of Labour have signalled the enthusiasm of the participants. They are motivated and excited about working in the industry. This is much the same sentiment that many of our teams have reflected as the season has progressed. People in the tourism industry are excited to see the industry rebounding. The tourism industry is excited to bring another generation of keen, young talent into our industry at a time when it is poised for recovery and when our industry needs the best and brightest even more.

In 2023 we welcomed back Sam Lord’s castle as a Wyndham resort and broke ground on a new south coast hotel. As we welcome 2024 there are even more new projects, both large and small, in the pipeline. We therefore look forward with zeal and enthusiasm as we craft the future of our industry for the benefit of all Barbadians.

As we close 2023 and look forward to what 2024 will bring, I take this opportunity to say a special thank you to our teams in this industry, and to the businesses and partners who have worked so determinedly to ensure this industry’s recovery over the past 12 months. We salute you all as you continue to play your part in this, our business!

Have a positive, healthy, brilliant 2024!

Renée Coppin

Chairman – Barbados Hotel and Tourism Association (BHTA)

Tourism

BARBADOS RECORDS 31% SURGE IN GCC ARRIVALS IN 2024

Barbados Tourism Marketing Inc. (BTMI) has reported a robust 31% year-on-year increase in arrivals from the Gulf Cooperation Council (GCC) region in 2024, as the island continues to interest the travellers seeking authentic, high-end Caribbean escapes.

The UAE led the growth in visitor numbers, followed by the Kingdom of Saudi Arabia, with increases of 30% and 36%, respectively. Oman also emerged as a standout market, registering an impressive 104% increase in travellers to Barbados compared to the previous year.

This regional upswing reflects a growing appetite for long-haul, luxury leisure travel among GCC residents, particularly to culturally rich destinations like Barbados. The island’s appeal lies in its pristine beaches, vibrant culinary scene, and a wide range of family-friendly and wellness-focused experiences. The presence of luxury family all-inclusive resorts also serves as a value-add for family travellers from the region.

“We are incredibly proud to see Barbados striking a chord with discerning travellers from the GCC who seek authenticity, luxury and enriching experiences. This upward momentum fuels our commitment to deepening strategic investments in the region and amplifying Barbados’ unique appeal on the global stage. The appointment of our new Director of Emerging Markets, Kyle Gittens, coupled with the impressive growth in arrivals from the GCC, highlights our dedication to expanding Barbados’ international footprint and welcoming new audiences to our island,” said CEO of the BTMI, Andrea Franklin.

“The GCC continues to show strong potential as an emerging source market,” said Kyle C. Gittens, Director of Emerging Markets, BTMI. “Travellers from this region are seeking unique, meaningful experiences and Barbados delivers on that promise—from immersive island culture to unmatched hospitality. We are encouraged by the growth and are committed to further strengthening our presence in the market.”

BTMI’s marketing push in the region has included targeted media campaigns, travel trade partnerships, and destination promotions tailored to the preferences of GCC travellers. A contributing factor to this momentum has been BTMI’s collaboration with dnata Representation Services, supporting sales, marketing, and PR efforts across the region.

As Barbados continues to diversify its global footprint, the GCC remains a key market for strategic growth and long-term tourism development. (PR)

Tourism

Barbados Strengthens European Presence At ITB Berlin 2025

Barbados has reaffirmed its commitment to the European travel market at ITB Berlin 2025, the world’s leading travel trade show for Europe.

The Barbados Tourism Marketing Inc. (BTMI), alongside key stakeholders from the island’s tourism sector, engaged with airline partners, tour operators, and media representatives to drive increased visitation from Germany and the wider European market.

ITB Berlin, which refers to the “Internationale Tourismus Börse Berlin” (International Tourism Exchange Berlin), is considered the world’s leading travel trade show and one of the largest platforms for the global tourism industry.

The event, which took place from March 4 to 6, 2025, hosted tourism businesses from around the globe, and gave them a platform to showcase their products and services, network, and discuss industry trends. Approximately 100,000 attendees were part of the three-day ITB 2025 convention, under the theme “The World of Travel Lives Here”.

Leading the Barbados delegation was Deputy Permanent Secretary in the Ministry of Tourism, Deborah Norville. She was accompanied by BTMI’s Chairman Shelly Williams; Chief Executive Officer (CEO), Andrea Franklin; Chief Operations Officer, Cheryl Carter; Director for Europe, Tracy Jones; Senior Business Development Officer, Debbie Moe; and PR & Corporate Communications Manager, Belle Holder.

The Barbados Hotel and Tourism Association’s (BHTA) CEO, Ryan Forde, and the Tourism Development Corporation’s Executive Manager, Jacqueline Gill, were also in attendance.

Driving Growth in the European Market

The Barbados delegation’s primary focus at ITB Berlin was expanding airlift and increasing visitor arrivals from Germany and other European countries. Meetings were held with major airline partners, including Condor and TUI, to strengthen connectivity and enhance accessibility to the island.

BTMI’s new Director for Europe, Ms. Jones, who will be stationed in Brussels, was officially introduced at the event. BTMI’s CEO Ms. Franklin said: “For us as a destination, it is certainly our intention to regain the strength and the visibility for brand Barbados in the UK and in Germany. We have our hotel partners with us here at ITB whose support is imperative to sharing what is happening on island.

“With Tracy’s extensive experience in the tourism sector and her in-depth understanding of the Barbados market, she along with Debbie Moe, the Senior Business Development Officer will play a pivotal role in boosting visitor numbers from this region.”

She added: “The BTMI remains committed to maintaining Barbados as a premier Caribbean destination. The work done at ITB Berlin underscores the importance of collaboration between our government agencies and our private sector partners in ensuring the continued success of the island’s tourism industry.”

Strategic Airline Partnerships

Discussions with Condor, a long-standing airline partner for Barbados, yielded promising results, demonstrating the island’s strong appeal. The airline has expressed enthusiasm about its performance and the potential for further collaboration. Similarly, meetings with TUI explored not only air-to-sea connections for cruise tourism but also potential investment opportunities in Barbados’ tourism sector, including philanthropic initiatives through the TUI Care Foundation.

BTMI’s Chairman Ms. Williams shared: “This market, specifically Germany, has been crucial to Barbados for many years. We have seen some decline, but I can confidently say that we are back. The numbers are increasing, and our meetings have been extremely productive.”

BTMI also engaged in discussions about leveraging key European hubs, such as Frankfurt, Heathrow, and Schiphol, to tap into emerging markets. These efforts align with Barbados’ strategy to extend visitor arrivals beyond the peak winter season, driving demand during the summer and shoulder periods.

Mrs. Williams added: “The conversations we’re having now will open doors for future trade shows in emerging markets, allowing us to expand our reach.”

Tourism Stakeholders Unite for Barbados

The strength of Team Barbados was evident at ITB Berlin, with hoteliers, tour operators, and destination management companies joining forces to promote the island. Representatives from Hilton Barbados, Accra Beach Hotel, Mango Bay, Marriott, and Wyndham Hotels were among those present, highlighting the diverse accommodation options available to European travellers.

According to BHTA’s CEO, Ryan Forde, participation in ITB Berlin is essential to sustaining and growing Barbados’ market share in Europe. “Tourism impacts every sector in Barbados. Being here allows us to connect with key industry players, ensuring that our hotels, attractions, and businesses benefit from increased arrivals.”

Marielle Alexander, the Regional Manager for St. James Travel & Tours, a premier Caribbean destination management company also attended this year’s ITB. She said: “Being at ITB with the BTMI has been really wonderful this year, even better than we expected, meetings have been really positive for new and renewed business.”

A Bright Future for Barbados Tourism

The Barbados team left ITB Berlin with renewed confidence in the European market’s potential. With strengthened airline partnerships, a growing presence in key tourism markets and strategic initiatives in place, Barbados is poised for sustained growth in visitor arrivals. (PR/GIS)

Tourism

BEACHES® RESORTS ANNOUNCES NEARLY US $1B IN EXPANSION PLANS FOR ITS PREMIER FAMILY TRAVEL BRAND

Beaches Resorts announced plans to invest nearly US $1 billion in the expansion of its leading family all-inclusive vacation brand, doubling its footprint within the next five years.

Adam Stewart, executive chairman of Beaches Resorts, unveiled the groundbreaking announcement and ambitious expansion plans at the company’s Made of Caribbean global launch event held in New York City. Stewart shared the announcement of new destinations for the Beaches brand including: a new Beaches in Barbados, plans for aBeaches in Exuma, The Bahamas, and Beaches Runaway Bay in Jamaica – along with asneak peek of the new Treasure Beach Villagecoming toBeaches Turks and Caicos.

Beaches Resorts was founded in 1997 with locations in Jamaica and Turks and Caicos, as the family-friendly evolution of Sandals Resorts. Beaches Negril and Beaches Turks and Caicos introduced a premium, all-inclusive experience tailored specifically for families. Since then, Beaches has established itself as the premier vacation for travelers of all ages with signature inclusions such as Caribbean Adventures with Sesame Street®, Kids Camps, epic waterparks and its groundbreaking Autism Programme certified `by the International Board of Credentialing and Continuing Education Standards (IBCCES).

“As a family from the Caribbean, we have a deep love for our islands, and it’s incredibly gratifying to draw inspiration from our guests,” said Stewart. “Our growth strategy is rooted in meeting their wants, with the importance of family time being at the core of our brand’s DNA. We know that now, more than ever, families are prioritizing connection and seeking enriching, multigenerational vacations. We are committed to not only meeting this demand but going above and beyond to wow them with new product offerings and provide unforgettable shared experiences.”

Beaches Resorts to Make its Debut in Barbados

Joining existing sister properties Sandals Barbados and Sandals Royal Barbados, Beaches Barbados will open as the inaugural Beaches on the island. Breaking ground in late 2025, the new resort will offer 600 rooms – from king suites and two-queen designs to nearly 3,000-square-foot, four-bedroom suites complete with a private oceanfront balcony. Designed in ‘Bajan Style,’ a grand and luxurious take on Caribbean Georgian Style, the resort’s standout will include a dedicated ‘Main Street’ – a winding resort centre featuring dining and shopping opportunities, as well as high-energy family zones from outdoor performance stages to a modern sports bar and arcade.

Beaches Resorts Steps Foot in The Bahamas

Set upon 500 acres in the Out Islands, Beaches Exuma will be the brand’s first appearance in The Bahamas. The brand is collaborating with the Bahamian government to finalize an agreement for the conversion of the resort from Sandals Emerald Bay. The transformation into Beaches Exuma will reconfigure the property’s 249 keys into a mix of accommodations, including multi-bedroom villa suites. While the new resort will feature 12 restaurants, a Kids Camp, signature splash park, full-service Red Lane Spa, and the brand’s exclusive partnership with Sesame Street^®, the destination itself – with its renowned crystalline waters – will be the star attraction. Guests can also enjoy complimentary green fees at the Greg Norman-designed 18-hole Emerald Bay Golf Course.

Beaches Runaway Bay Resort

Located midway between Ocho Rios and Montego Bay on Jamaica’s renowned North Coast, Beaches Runaway Bay will feature an estimated 400 expansive one, two, three and four-bedroom suites and villas, designed with extended families in mind. Guests can expect dedicated wellness areas and new activities such as skateboarding, bike trails, a climbable treehouse and access to Runaway Bay Golf Club and its par-72, 18-hole championship golf course, plus organic farm-to-table dining.

Treasure Beach Village at Beaches Turks and Caicos Now Accepting Reservations

Beaches Resorts will open the doors to a brand new village, Treasure Beach, at Beaches Turks and Caicos, bringing the property to 858 total keys across its soon-to-be six villages. Designed for friends and families traveling together, Treasure Beach Village will add 101 keys – all of them suites – including large four-bedroom villas along the beach welcoming up to 10 guests each and overlooking the crystal clear Grace Bay waters. Treasure Beach Village will debut its first-ever food hall featuring an international array of dining options, as well as introduce Sandals guest favorite, Butch’s Island Chophouse, to the brand. The resort is now accepting reservations.

These additions to the Beaches Resorts portfolio come on the heels of a recent expansion to the brand’s flagship resort in Jamaica, Beaches Negril, where the new three-story Firesky Reserve Villas welcome families of up to 10, complete with four bedrooms, beautifully appointed living areas, a private pool and more – all steps from the sand; along with the Eventide Penthouse Collection, welcoming up to 18 guests with access to a rooftop terrace ideal for stargazing and soaking in the soothing breeze. (PR)