When powerful neighbours quarrel, smaller nations often brace for the fallout. But there are occasions when amid the turbulence, opportunity can emerge. The recent tariff war and cooling relations between the United States and Canada have unsettled the travel landscape, and Barbados, if it continues to act strategically, could benefit.
For decades, millions of Canadians have crossed the border each winter, seeking escapes in the United States. But recent developments from tariffs to heightened tensions along the border and an increasing unease about the American political situation have resulted in a shift in travel patterns.
The fact is that many Canadians are wary and are harbouring hostile feelings towards their neighbour, who they say has offended them with claims of making Canada the newest American state and imposing tariffs that are undermining the Canadian economy.
That’s where Barbados comes in. We are a destination that has developed strong, enduring links with Canada for more than a century. From our ties as members of the Commonwealth and strong corporate links to Air Canada’s continuous service for over the past 75 years, Barbados and Canada share a bond built on trust and mutual respect.
That relationship is being deepened as Canadian travellers increasingly turn their gaze towards our shores.
Last week’s arrival of 50 top Canadian travel advisors for the inaugural Spirit of Barbados Megafam, organised by the Barbados Tourism Marketing Inc. (BTMI), is an important move.
BTMI Chief Operating Officer Cheryl Carter captured the moment aptly when she described the “incredible growth potential” in the Canadian market, noting that nearly 60 000 Canadians visited Barbados between January and August this year, a figure that outpaced expectations.
Carter’s observation about the “changing dynamics of how Canadians travel” is especially important. Gone are the days when Canadian visitors fit a single profile of retirees seeking escape from the snow. Today, we see from young professionals to multi-generational families seeking quality time in a destination where they feel safe and welcome. This works well for Barbados’ tourism sector.
Minister of Tourism and International Transport Ian Gooding-Edghill announced that Air Canada will deploy its modern 789 Dreamliner aircraft on the Barbados route from October 26 to April 30 next year and this is further proof of confidence in the Barbados product.
With expanded service from Montreal and additional flights from Toronto, the 16 per cent increase in seat capacity for the 2025/26 winter season will substantially enhance our connectivity. In tourism, airlift is everything and this investment positions Barbados at a time when more Canadians are seeking alternatives to the American market.
The BTMI’s Canadian Director Eusi Skeete rightly pointed out that Barbados’ marketing strategy has evolved to reach a variety of audiences, from adventure seekers to wellness travellers. However, as the competition across the Caribbean intensifies, Barbados must go beyond the traditional promotional campaigns to maintain and grow its market position.
This means investing in experiences that the Canadian travellers say they expect. These include sustainable tourism practices and what is now popularly referred to as community tourism, where visitors want to live like the locals, even if only for a short while to experience that authentic connection. It means ensuring that when Canadians arrive, they encounter not just beautiful beaches and luxury hotels but also a sense of connection to something that the more commercialised destinations seem not to deliver.
As Canada’s travellers increasingly look beyond their neighbour, Barbados must be ready not only to welcome them but to keep them coming back. That requires continuous collaboration between government, private stakeholders, and the airline industry to maintain competitive pricing, seamless connectivity, and an unmatched visitor experience.
The current geopolitical climate is beyond our control, but we can shape how we respond to its effects. As tensions simmer between the United States and Canada, Barbados finds itself in a uniquely advantageous position.
Our historical friendship, our reputation for safety and hospitality, and our proactive tourism strategy all align to make this the perfect moment for us to reassert our place as Canada’s preferred Caribbean escape.
If the BTMI, Air Canada, and the tourism sector leaders continue to work together Barbados could very well take advantage of the American tariff war to our advantage.
In times of global uncertainty, Canadians are seeking familiarity and warmth without worry, and the baggage of political bickering.
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