Barbadian tourism is entering a phase of record expansion, with more than 1 600 new hotel rooms expected by 2029 and earnings already surging, as officials push to elevate the island’s profile on the global stage.
Increased airlift from key source markets, upgrades at the airport and among ground-handling companies, better taxi services, and improvements across car rental firms, hotels, and restaurants are all contributing to the industry performance, according to Minister of Tourism and International Transport Ian Gooding-Edghill.
Delivering the State of the Tourism Industry update at the Lloyd Erskine Sandiford Centre on Friday, he said: “Of course, the country has the benefit because we rely on foreign exchange earnings in order to buy our goods and services, but we also need to drive even more employment in this sector, and as you are well aware, there are a number of new hotels that will be coming on stream.”
“Going all the way through to 2029, we anticipate that we will have more than 1 600 rooms, new accommodation in Barbados. So if that is not a signal of confidence in the tourism sector, then I ask you what is.”
The investment is already paying off, he said, with tourism earnings rising by $418.7m in 2024 compared with 2023. The island earned $2.3139bn from tourism in 2023, increasing to $2.7326bn last year. Gooding-Edghill added that he expects further growth in 2025, while noting that the official figures will be released by the Central Bank governor.
The tourism minister underscored the need to revitalise existing properties and tourism-oriented activities to maintain Barbados’ strong international brand.
“It is also important that we also refresh existing properties,” he said. “You know it better than I do, those of you who work directly within the sector, that it is important that we refresh our product. I’m not talking only about hotel product, I’m talking about the people who operate the catamarans in Barbados, the attractions, the restaurants.”
He continued: “It is important that we continue to reinvest as you are doing, and I thank you for that. Continue to ensure that all of those tourist-led activities are refreshed and with your help, once you continue to do that, Barbados becomes stronger and it becomes a better destination, and the brand will continue to be exceptionally strong.”
Chief Executive Officer of the Barbados Tourism Marketing Inc. (BTMI), Andrea Franklin, challenged hoteliers and restaurateurs to deepen their partnerships with other businesses.
She asked: “How many of you are partnering with the farmers in your communities? How many of you are getting fresh fish from the fisherfolk on a daily basis for your restaurants? How many of you are ensuring that your chefs are using as many local produce as possible on the menus? The amenities in your rooms, are any of you talking to the cottage industries, the candle makers, the soap makers, to provide these things for the hotels?”
As more Barbadians become directly involved in supplying the industry, public attitudes towards tourism are likely to shift, Franklin suggested. She also called for greater collaboration and deeper engagement from partners in all source markets.
“We have built long-standing relationships in that market, and we’ve seen the results of this… we must build the same networks, the same depths of relationships, and the same presence across all of our markets,” said Franklin. “And this cannot be done by us alone. We need partners to put their hands up and offer to host them for a few nights. We will continue to open the doors. We will continue to create the opportunities but we must fill these global stages together. This is how we ensure growth across all of our markets consistently.”
The tourism minister also highlighted the need for updated marketing strategies that make full use of artificial intelligence.
Gooding-Edghill said: “We will have a heavy AI influence as part of the strategy and part of the approach, and I commit to you that we are going to, in terms of how we market Barbados as a destination, we are going to do it and make some fundamental changes because we believe that Barbados, as we all know, there’s significant demand there. But at the same time, what we have to do is to ensure we use the power of artificial intelligence.”
Declaring that Barbados is still not yet where it needs to be as a destination, he set a mandate to boost global brand recognition.
“We have an opportunity to get in there tactically and quickly to drive those who would want to enjoy the warmth of Caribbean islands such as Barbados to this destination. I also say to you that, as our brand, we have a good brand, as I indicated, [but it] must now be known more globally. We’re nowhere near where others are in terms of brand recognition, and that is going to be a significant mandate for the BTMI to pursue – brand recognition across the globe.”
louriannegraham@barbadostoday.bb
The post Over 1 600 new rooms ‘by 2029’ as investors back tourism biz — minister appeared first on Barbados Today.
