THE TRADITIONALLY slower summer period could be become hotter for Barbados’ tourism sector if the interest shown by potential travellers translates into bookings.
With the island still reflecting on a successful winter tourist season, the new Caribbean Travel Trends 2025 study published by ForwardKeys and the Caribbean Hotel and Tourism Association (CHTA) points to increased interest in travel to Barbados and the Caribbean between July and September.
In an assessment of travel intent, the report lists Barbados in position ten among the top ten “most searched for Caribbean destinations”. This is in relation to flight searches made for overseas travel to the Caribbean with travel dates between July and September, explained ForwardKeys, a Spanish-based data analytics company which claims to have “the most comprehensive air travel database in the industry”.
For Barbados, there have been 521 000 flight searches for the three month period assessed. This is a 2.5 per cent increase over searches for the same period last year.
The Dominican Republic tops the list of countries where flight searches have searched. It attracted 6.7 million flight searches, a 31.9 per cent increase.
Sustained demand
The other countries in the top ten are Puerto Rico 3.5 million flight searches (16.6 per cent increase), Jamaica 1.8 million flight searches (8.8 per cent increase), Aruba 1.3 million flight searches (6.4 per cent increase), Curacao one million flight searches (4.9 per cent increase), Guadeloupe 995 000 flight searches (4.8 per cent increase), The Bahamas 847 000 flight searchers (four per cent increase), Martinique 806 000 flight searches (3.9 per cent increase), and Sint Maarten 596 000 flight searches (2.8 per cent increase).
ForwardKeys said the report showed sustained summer demand across the region’s tourist destinations.
The firm also noted that major cultural and sporting events are also boosting travel intent across the Caribbean, mentioning last year’s International Cricket Council Men’s T20 World Cup as an example of this, including in relation to Barbados.
“Barbados, for example, successfully hosted nine matches of the ICC Men’s T20 World Cup in 2024, including the final. This high profile event attracted cricket enthusiasts from key overseas markets like the United Kingdom, India, and Australia, significantly boosting visitor arrivals and showcasing the island on a global stage,” the report noted.
“It’s a reminder that
hosting and promoting major events has significant strategic as well as cultural value – not only in attracting visitors directly attending the event but in enhancing a destination’s overall visibility and appeal, driving substantial increases in travel searches and attracting significant tourist spending to local economies.”
Olivier Ponti, director of intelligence and marketing at ForwardKeys said: “The Caribbean remains an exceptionally attractive region for global travellers, and our report uncovers significant opportunities for continued development and growth.
“While current demand is robust, there is considerable potential to expand further. This growth is vital for the region’s economy, but it also underscores the need for destinations to manage it strategically.
“Proactive planning, informed by comprehensive travel intelligence like that found in our report, is essential for ensuring sustainable success and enhancing the visitor experience across the islands,” he stated.
CHTA president Sanovnik Destang, believes the Caribbean Travel Trends 2025 report “reinforces what many of us in the Caribbean already recognise – interest in our region is strong and rising”.
He said: “But it also reminds us that to truly capitalise on this momentum, we need to think beyond individual destinations. Taking a more united, regional approach -improving air access, aligning our strategies, and creating unforgettable experiences -will help us grow tourism in a way that benefits communities and businesses across the Caribbean.”
ForwardKeys and the CHTA said that “as global competition for tourism intensifies in 2025, Caribbean destinations face both challenges and unique opportunities”.
“With tourism playing a central role in the region’s economic resilience, smart strategies – particularly in air connectivity and targeted marketing – will be critical for driving sustainable growth,” they suggested.
“In a marketplace where travellers are spoilt for choice, the ability to understand shifts in demand, adapt quickly, and speak to the right audiences has never been more important.” (SC)
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