Barbados is reshaping its tourism strategy to focus not just on increasing arrivals but on boosting visitor spending and deepening economic impact, Minister of Tourism and International Transport Ian Gooding-Edghill announced on Tuesday.
Speaking at the opening of Connect Barbados 2025, the minister unveiled a bold, multi-pronged approach that includes the establishment of a Visitor Spend Task Force, a new Attractions Roadmap Study, and expanded airlift plans to support the island’s projected 1,600 new hotel rooms by 2028.
“It’s good for us to bring the visitors to Barbados, but it’s even more important to ensure that they spend more,” Gooding-Edghill stated. “This strategy is about transitioning from recovery to resilience by capturing greater value from every visitor.”
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New Task Force to Drive Visitor Spending
Formed two months ago, the Visitor Spend Task Force brings together voices from retail, vending, and the attractions sector to explore untapped areas of the economy that can be integrated into the tourism experience. The goal is to create a more inclusive, island-wide economic benefit from tourism.
“The task force will explore a range of opportunities and report proposed initiatives to the Ministry, with the aim of increasing visitor expenditure beyond traditional hotspots,” the minister said.
The government has signaled readiness to act once the task force delivers its findings.
Enhancing the Attractions Portfolio
Gooding-Edghill also shared early insights from the Attractions Competitive Study and Roadmap Report, which aims to curate high-impact, authentic experiences for visitors. Concepts in development include immersive hiking trails at Mount Hillaby and cultural storytelling tours along Rihanna Drive, with investment opportunities ranging from BDS$10,000 to $500,000 through public-private partnerships.
“This initiative is not only about entertainment—it’s about economic growth, cultural pride, and local business inclusion,” the minister noted.
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Preparing for Hotel Boom and Airlift Expansion
With 1,600 new hotel rooms expected by 2028 from developments such as Hyatt, Royalton, and Hotel Indigo, the ministry anticipates a significant increase in air traffic—an estimated 15 additional flights per day to accommodate an expected 934,400 more guests annually.
To support this, Barbados is actively diversifying its tourism markets, appointing new directors in Africa, the Middle East, and soon, the Asia-Pacific region.
“Diversification is critical to long-term tourism resilience,” said Gooding-Edghill.
Strengthening Local Linkages
The minister also called on hoteliers and tourism providers to strengthen ties with agriculture, manufacturing, and the creative industries, reinforcing the need to reduce foreign exchange leakage and amplify the authenticity of the visitor experience.
“We want our visitors to eat, wear, and enjoy what is uniquely Barbadian,” he said. “Local procurement makes our product undeniable.”
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In closing, Gooding-Edghill reminded stakeholders of the country’s proven ability to rise above challenges:
“There is still much to be done, but if the last five years have taught us anything, it’s that Barbados doesn’t shrink in the face of adversity. We rise.”
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