Barbados’ tourism sector is on the brink of unprecedented expansion, with officials projecting the addition of more than 1,600 new hotel rooms by 2029—a clear signal of investor confidence as the island strengthens its position on the global travel stage.
Minister of Tourism and International Transport Ian Gooding-Edghill delivered the update during the State of the Tourism Industry presentation at the Lloyd Erskine Sandiford Centre, outlining the island’s progress, emerging opportunities, and renewed commitment to elevating the visitor experience.
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Tourism Growth Backed by Strong Investment and Rising Earnings
Gooding-Edghill highlighted several key developments driving Barbados’ tourism momentum, including:
- Increased airlift from major source markets
- Upgrades at the Grantley Adams International Airport
- Modernised ground-handling operations
- Improved taxi services and car rental offerings
- Enhancements across hotels, villas, and restaurants
He noted that these efforts were already yielding measurable results. Tourism earnings climbed by BDS $418.7 million in 2024, rising from BDS $2.3139 billion in 2023 to BDS $2.7326 billion last year. Further growth is projected for 2025, with official figures to be confirmed by the Central Bank.
“Going all the way through to 2029, we anticipate that we will have more than 1,600 rooms, new accommodation in Barbados,” the minister said. “If that is not a signal of confidence in the tourism sector, then I ask you what is.”
Refreshing the Tourism Product: Beyond New Hotels
While new hotel investment takes centre stage, Gooding-Edghill stressed the importance of renewal across the broader tourism ecosystem.
“It is important that we refresh existing properties,” he said. “I’m not talking only about hotel product, but the people who operate the catamarans, the attractions, the restaurants.”
He thanked industry stakeholders for reinvesting in their offerings and encouraged them to continue elevating the island’s appeal. A refreshed, high-quality product, he noted, strengthens the Barbados brand and ensures its longevity.
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Deepening Local Partnerships to Power Tourism
Barbados Tourism Marketing Inc. (BTMI) Chief Executive Officer, Andrea Franklin, urged hoteliers, restaurateurs, and tourism operators to build stronger partnerships within local communities.
“How many of you are partnering with the farmers in your communities?” she asked. “How many of you are getting fresh fish from the fisherfolk on a daily basis? How many of your chefs are using as many local products as possible?”
Franklin also encouraged businesses to collaborate with local artisans—such as candle makers and soap makers—to incorporate Barbadian-made amenities into hotel rooms.
She noted that as more Barbadians participate in supplying the industry, public sentiment toward tourism is likely to become increasingly positive. She also called for stronger cooperation across international source markets, emphasising that global visibility requires shared effort.
A New Era of Marketing Powered by AI
Gooding-Edghill revealed a bold new direction for Barbados’ marketing strategy, with artificial intelligence set to play a central role in how the island promotes itself worldwide.
“We will have a heavy AI influence as part of the strategy,” he said. “We believe that Barbados has significant demand, but we must ensure we use the power of artificial intelligence.”
The minister underscored the need for Barbados’ brand to reach further globally, acknowledging that while strong, it has substantial room to grow in recognition compared to other international destinations.
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Building a Stronger, More Visible Barbados Brand
The minister outlined a mandate for the BTMI to aggressively improve global brand visibility.
“We have an opportunity to get in there tactically and quickly to drive those who want to enjoy the warmth of Caribbean islands such as Barbados to this destination,” he said. “Our brand must now be known more globally.”
With expanding investment, rising earnings, renewed partnerships, and a forward-looking marketing strategy, Barbados is positioning itself for a transformative decade—one defined by growth, innovation, and a stronger global presence.
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