Barbados Renews Partnerships & Seeks New Opportunities In Europe
Tourism officials are optimistic that talks with industry players in the Nordic and Scandinavian regions will result in new partnerships and a significant increase in visitor arrivals to Barbados.
A delegation, headed by Minister of Tourism and International Transport, Ian Gooding-Edghill, is currently in Europe renewing partnerships with tourism partners and seeking opportunities with new airlines and tour operators in the two regions.
The delegation hosted a reception at the Nobis Hotel for tourism partners in Stockholm, Sweden, last evening.
Addressing the gathering, Mr. Gooding-Edghill noted that Barbados and Sweden, having established diplomatic relations since March 1976, have maintained a cordial and respectful partnership grounded in shared values, mutual commitment to multilateralism, environmental stewardship, and sustainable development.
Most recently, that partnership was reaffirmed during high-level discussions between the two governments, around technical cooperation in renewable energy, including offshore wind and regulatory development.
The Tourism Minister disclosed that arrival statistics for Europe in 1995 recorded 70,000 visitors to the island. However, those numbers have significantly declined over the years. As a result, the Ministry’s strategy is to refocus its efforts in Europe, specifically in the Nordic and Scandinavian regions.
“The Nordic region has become an increasingly important focus of our airlift strategy since the establishment of the code-share agreement between Virgin Atlantic and Scandinavian Airlines (SAS). In October 2024, the route between Stockholm and Bridgetown has emerged as one of the strongest performing connections within the network.
“This is not just a data point, it is a clear signal of demand, and one that we’re responding to decisively…. Let me assure you, our engagement with the European market is not casual; it is focused, data-informed and long-term…. The BTMI’s mandate is to reclaim that market share, and our efforts today are now showing encouraging signs of growth,” Minister Gooding-Edghill stated.
He told those present that in the first six months of 2025, Barbados welcomed 17,717 stay-over arrivals from Europe, reflecting a 13.7 per cent increase compared to the same period in 2024. These results, he said, were encouraging and affirmed “the soundness of our current marketing and airlift approach”.
According to the Minister, the pursuit of direct air service from Stockholm remains a top strategic priority for his Ministry and the BTMI, as travellers from this region prefer convenience, direct access, and smooth travel logistics.
The delegation met with legacy airline partners, British Airways and Virgin Atlantic, in London to discuss the upcoming 2025/2026 winter season and opportunities for growth from the United Kingdom source market.
In Stockholm, the delegation met with tour operator partner, Lime Travel, and prospective tour operator partner Apollo. They shared information on attractions and investments in new projects, including Indigo, Blue Mountain, Hyatt Ziva, Royalton, Pendry and the Pierhead Development in Bridgetown.
These projects, along with several ventures yet to be announced, are expected to increase Barbados’ room stock by 1,600 between year-end and 2028. They represent a combined investment of US half a billion dollars in investments throughout Barbados.
Minister Gooding-Edghill told the tourism partners: “We are here not simply to promote a destination, but to build relationships, exchange ideas, and expand our shared vision for responsible, sustainable, and mutually rewarding tourism.”
Other members of the delegation include Permanent Secretary, Francine Blackman; Barbados Tourism Marketing Inc.’s (BTMI) Chief Operations Officer, Cheryl Carter; BTMI’s Director for Europe, Tracy Jones; and BTMI’s Senior Business Development Officer, for Europe, Debbie Moe.
Author: Sheena Forde-Craigg