Sandals Resorts International (SRI) is reinforcing its position as a powerhouse in Caribbean tourism with the strategic expansion of its family-friendly Beaches Resorts brand. With new developments underway in both St. Vincent & the Grenadines and Barbados, the move reflects a growing demand for all-inclusive, multi-generational travel options and a broader vision for elevating tourism across the region.
A Regional Strategy: Sandals Strengthens Its Caribbean Footprint
The Caribbean is at the heart of Sandals Resorts International’s growth strategy. As regional destinations compete for a share of the lucrative family travel market, SRI is doubling down on its Beaches brand—known for delivering luxury vacations tailored to travelers of all ages.
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This comes at a time when Caribbean nations are working to diversify their offerings beyond the traditional honeymoon and cruise markets. The brand’s expansion is expected to stimulate economic growth, boost international visibility, and attract new airlift to lesser-known islands.
St. Vincent & the Grenadines: The Eastern Caribbean’s Next Family Travel Hotspot
In St. Vincent, the success of the Sandals Saint Vincent and the Grenadines resort, which opened in March 2024, has spurred renewed interest in establishing a Beaches property there. Originally conceived as a Beaches resort when first announced in 2020, the location ultimately launched under the Sandals brand. Now, SRI is signaling a possible return to its original vision—bringing its family-first concept to this lush Eastern Caribbean destination.
The impact of Sandals in St. Vincent has already been profound. The island recorded a 25% increase in stayover visitors in 2024, crossing the 100,000 mark for the first time. This momentum sets the stage for a Beaches resort to further elevate the country’s tourism profile and diversify its offerings.
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Local officials, including Tourism Minister Carlos James, have endorsed the Sandals model as one that balances growth with sustainability. Economists project that a Beaches resort would significantly expand employment, attract new investments, and forge lasting partnerships with local farmers, manufacturers, and tour operators.
Beaches Barbados: A New Era for Family Travel on the Island
Meanwhile, in Barbados, Sandals is preparing to launch the island’s first-ever Beaches resort—marking its third property there. Construction is expected to begin in February 2025 on a prime beachfront site in Heywoods, with the resort slated to open in approximately two and a half years.
Beaches Barbados will bring the brand’s signature offerings to the island, including themed kids’ clubs, waterparks, teen lounges, and adult-only relaxation areas. The new development is poised to make Barbados even more attractive to traveling families from North America and Europe, further strengthening the country’s position as a premium, year-round destination.
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What It Means for the Caribbean Tourism Industry
As Sandals pushes forward with its multi-island expansion, the implications stretch far beyond just St. Vincent and Barbados. The Caribbean as a whole stands to benefit in several ways:
- Increased airlift and better connectivity between islands
- New tourism packages designed for families and multi-generational groups
- Expanded marketing reach across Canada, the U.S., and the U.K.
- Greater regional collaboration with Sandals helping position destinations on the global stage
Known for its strong brand loyalty, Beaches Resorts is often a deciding factor in family travel planning. Its presence in new markets encourages travelers to explore lesser-known islands, potentially leading to multi-island vacation trends and more diverse tourism experiences across the region.
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