Senior officials within the island’s tourism industry have reported a positive all-round performance for the year.
During the State of the Tourism Industry Update at the Lloyd Erskine Sandiford Centre yesterday, Minister of Tourism and International Transport, Ian Gooding-Edghill, along with the Chief Executive Officer (CEO) of the Barbados Hotel and Tourism Association (BHTA), Ryan Forde, provided updates on the sector’s performance thus far this year.
The Tourism Minister reported a substantial increase in national earnings for the sector between 2023 and 2024 and projected further growth in 2025.
“It is safe to say that we have done a relatively good job compared to the last winter season… We were able to increase tourism earnings in 2024 by $418.7 million compared to the same period last year. In other words, in 2023, the country earned $2.313.9 billion from tourism, [and] in 2024, the country earned $2.732.6 billion from the tourism sector… And I believe that we are on track, based on what I’m seeing, for even increased earnings in 2025,” the Minister reported.
Increasing Airlift and Accommodation
Mr. Gooding-Edghill highlighted the success of the 2024/2025 winter season, specifically the increase in airlift, which he attributed to extensive efforts in engaging with airline executives.
These efforts yielded positive dividends for Barbados, including the return of airlift from markets that had ceased service, such as Delta Airlines, and an increase in the number of flights from legacy airline partners, like British Airways and Virgin Atlantic.
The Minister also mentioned the projected 1,600 rooms of new accommodation by 2029 and stressed the need to refresh existing tourism products. “We are happy for new investment. It creates further opportunities for our people. But it is equally important that we also refresh existing properties.”
Marketing and Human Resources
The update disclosed that the Barbados Tourism Marketing Inc. (BTMI) intends to incorporate the use of Artificial Intelligence as part of its marketing strategy and approach.
There will also be an increase in its human resources and greater efforts in promoting Brand Barbados, particularly in the Eastern European, African, Middle East, and Asian markets.
Minister Gooding-Edghill expressed gratitude to stakeholders for their contributions to Barbados’ tourism industry and committed to continuing to build the sector.
“I also want to say to all of you, and to all tourism stakeholders and to all workers within the tourism industry, a special thank you. I have always maintained, and whenever we are on the road doing promotional trips, I make it very clear that it is our people who continue to strengthen the Barbados brand, and for that, we are eternally grateful to all workers—everyone who makes tourism the success it continues to be overall…
“We are going to push hard. We are going to continue to work diligently on your behalf. And I promise you that as long as I remain Minister, I shall never let you down in terms of our growth strategies. It is not an easy job by any stretch of the imagination—it is tough, we operate in a globally competitive environment… but I want to assure you that tourism will continue to grow, and that we will do everything possible to ensure that tourism not only earns at the national level, but the benefits pour through to the ordinary man and woman who contributes so much to this beloved sector of our economy known as tourism,” he said.
BHTA Reports Occupancy Growth
The CEO of the BHTA, Ryan Forde, stressed that partnerships in the industry are crucial, as they make the tourism sector and Barbados “special”.
He reported a two per cent year-on-year increase in occupancy since 2023, with current occupancy at 65 per cent, up from 63 per cent last year. The summer average is 56 per cent, a 3 per cent increase from the previous year. Average Daily Rates (ADRs) are up to $727, an increase from $649 in 2024.
The organisation has also expanded its product offerings, including new villas, restaurants, and tours, and estimates $1 billion in new products over the next five years.
“I can say that we’re going in a positive direction in the industry, and we are pleased to be part of this moment… we must continue to diversify our offerings and do it with a smile,” Mr. Forde concluded.
Author: Sheena Forde-Craig