Barbados has seen a pivotal shift in its tourism market, with the United States surpassing the United Kingdom as the primary source of visitors, signaling significant growth and change for the island’s travel industry. This development was highlighted by Javon Griffith, President of the Barbados Hotel and Tourism Association (BHTA), at the association’s fourth quarterly press briefing.
According to Griffith, U.S. arrivals surged by 24% in 2024, reaching 170,595 visitors, compared to 128,794 last year. Meanwhile, the once-dominant British market saw a slight 1% decline, underscoring the U.S. market’s growing influence on Barbados’s tourism sector. Griffith attributed this shift to targeted efforts by the BHTA to enhance air connectivity and increase promotional activities across North America.
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Griffith also noted that forward bookings from key markets are currently outpacing 2023 levels by 9%, with the upcoming England cricket tour and a 11.5% increase in cruise calls adding to expected growth.
“Our goal is to sustain this growth and strengthen Barbados’s position as a premier travel destination,” Griffith remarked, recognizing the support of the Barbados Tourism Marketing Inc. (BTMI) and other industry partners.
With the winter season commencing on December 15, projections for the end of the year are strong, with record arrivals and spending anticipated, driven by the robust U.S. market and an active 2025 events calendar.
The tourism sector’s recovery has bolstered Barbados’s economy, contributing to a 3.8% GDP increase in the first nine months of 2024, despite setbacks like Hurricane Beryl. Between January and September, Barbados welcomed 509,673 stay-over arrivals, an 11% rise from the same period last year. CARICOM arrivals increased by 6% to 70,309, and Canadian visitors grew by 14% to 63,228.
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Hotel performance indicators have also been positive, with revenue per available room (RevPAR) showing steady gains throughout 2024, apart from slight dips in February and September. The average daily rate (ADR) also showed resilience, with notable year-over-year gains, including 8.4% in January, 11.9% in March, and 10.4% in July.
Cruise tourism has similarly bounced back, with a 13% increase in arrivals, totaling 501,727 between January and September 2024, along with a 14% rise in cruise calls.
The expansion of air routes is expected to further boost the U.S. market. Delta Airlines will resume daily service from Atlanta on November 23, adding nearly 5,000 seats monthly, and weekly flights from New York’s JFK will restart on December 21. Additionally, regional carrier Winair is set to introduce new routes connecting Barbados with St. Maarten, Saint Lucia, Martinique, and Dominica.
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