Barbados Hotel and Tourism Association (BHTA) Chairman Javon Griffith on Tuesday called for urgent national intervention to address “unacceptable” traffic congestion – suggesting a new cross-country highway – and avert a direct threat to national productivity and the visitor experience.
Griffith, speaking on the state of the industry, noted that the island’s road infrastructure is struggling to keep pace with its economic success.
Drawing on his personal experience as a northern resident, he highlighted that the deteriorating state of traffic has shifted from a peak-hour nuisance to an island-wide, daily challenge that hinders the ability of tourism employees to deliver the high standards for which the island is known.
“I speak not only as chairman of this association, but from personal experience as someone who lives in the north of the island,” Griffith said.
“What should be a straightforward commute from St Lucy to St Michael in the morning has become highly unpredictable and, in many cases, unmanageable. The only reliable option now is to divert via the Ermy Bourne Highway and cut across through St Andrew, St Joseph, and St George, completely bypassing Highway 2A, a route that was never intended to carry that level of traffic.”
Traffic delays have real-world consequences for tourism, Griffith suggested. “Across our hotels and tourism businesses, we are already seeing the effects — increased staff lateness, operational delays, and growing frustration among team members who are doing their best to show up and deliver excellence, but are being hindered by circumstances beyond their control.”
To combat the gridlock, Griffith urged a modern, comprehensive traffic management plan. His suggestions for the government and interest groups to consider include a serious review of traffic flow patterns, a more strategic approach to overall transport planning, improved road infrastructure where necessary, and the greater integration of technology to manage the movement of vehicles more efficiently.
“Quite simply, the status quo is no longer sustainable,” Griffith asserted. “If we are to continue growing our tourism sector, improving national productivity, and enhancing quality of life, then resolving our traffic challenges must become a national priority.”
The call for infrastructure reform comes on the heels of a banner year for the industry. In 2025, Barbados recorded over 729 000 long-stay visitor arrivals, surpassing the previous record set in 2024. This growth, largely driven by an 8.1 per cent increase in the US market and strong performances from Canada and CARICOM, has helped drive unemployment to a historic low of 6.1 per cent.
“2025 was a year of strong performance, underpinned by discipline, resilience, and strategic focus,” Griffith said. “These results are not incidental. They reflect a destination that continues to command demand across its core markets while steadily expanding its reach. Barbados remains a destination of choice, not by accident, but because of the strength of our brand, the consistency of our product, and the quality of our people.”
Looking toward the remainder of 2026, the BHTA chairman expressed “cautious optimism” fuelled by significant private sector investment and expanded air access. He highlighted the upcoming opening of the Royalton Vessence Barbados on June 1, 2026, and the recent soft opening of Hotel Indigo in Bridgetown as signs of immense investor confidence.
Airlift also remains a bright spot, with Aer Lingus set to begin direct service from Dublin at month-end, and British Airways announcing a capacity boost for the peak summer period by deploying the high-capacity Airbus A350-1000 on its London Heathrow route.
“Airlift is not guaranteed,” Griffith cautioned. “It is earned through performance, sustained demand, and commercial viability. We are particularly encouraged by these recent developments which represent a strong and very welcome boost to capacity.”
Despite the positive indicators and supportive measures in the 2026 Budget — such as the extension of Tourism Development Act concessions and VAT reductions for certain services — Griffith warned that the industry cannot afford to rest on its laurels.
“Perhaps the greatest risk of all is complacency,” the BHTA leader said. “Because in tourism, comfort is often the first step towards decline. This is a time for clarity of purpose, decisive action, and above all, a time for leadership that is bold and collaborative.”
The post BHTA chief suggests new highway to combat traffic gridlock appeared first on Barbados Today.
