Barbados welcomed more than 727 000 long-stay visitors and over 817 000 cruise passengers in 2025, as the island’s tourism industry continued to benefit from strong international demand and expanded airlift connectivity, the Barbados Hotel and Tourism Association (BHTA) said on Wednesday.
BHTA chairman Javon Griffith said tourism has seen steady growth continue into 2026, with Barbados recording over 214 000 stay-over visitors and more than 473 000 cruise arrivals by the end of March.
He said: “Barbados recorded 727 310 long stay visitor arrivals and 817 950 cruise arrivals during 2025, reaffirming the island’s position as one of the Caribbean’s leading tourism destinations. This positive momentum has continued in 2026 up to the end of March, Barbados welcomed 214 944 long stay arrivals and 473 960 cruise arrivals.”
Griffith told journalists at a quarterly briefing that forward bookings and confirmed business continue to show steady demand across Barbados’ key source markets, particularly the United Kingdom, United States, Canada and Europe.
“The UK market continues to perform strongly, supported by long-standing brand loyalty, expanded airlift capacity, and continued demand for high-quality Caribbean experiences. The United States market remains a significant driver of business, particularly within the luxury villa and experiential travel segments, while Canada continues to demonstrate stable demand, supported by enhanced connectivity and strong winter travel interests.”
He noted that although occupancy levels for the January to March period were slightly lower than 2025, hotel performance indicators remain strong, particularly in pricing and revenue.
Barbados continues to demonstrate resilience across several key performance indicators, Griffith said.
While occupancy levels for January to March were slightly behind 2025 comparatives, average daily rate (ADR) performance remained exceptionally strong, increasing by 16.4 per cent, while revenue per average room (RevPAR) increased by 12.5 per cent. These figures reflect Barbados’ “continued ability to maintain strong pricing integrity within the luxury and upscale Caribbean market”, he said.
Business on the books for Winter 2026/27 remains encouraging, with confirmed reservations from the UK, continued growth in luxury accommodation demand, improved group and incentive business, and rising interest from South and Latin American markets, he said. .
Barbados is also set to benefit from significant expansion in international airlift and connectivity beginning in July, with British Airways introducing its new Airbus A350-1000 service from London.
Griffith said: “This state-of-the-art aircraft, featuring British Airways’ newest premium product and significantly increased capacity, will remain on the Barbados route for the remainder of the summer season, adding an additional 97 seats per day into the destination.”
He also confirmed further expansion into the winter season.
“Looking ahead to Winter 2026/27, Barbados will also benefit from British Airways expanding to triple daily London service from October 25, 2026, with the return of the London Gatwick-Barbados route.”
The Gatwick service will continue onward to Grenada, Tobago and Guyana.
Griffith also pointed to increased connectivity out of Canada:
“Air Canada will commence Halifax-Barbados service, establishing Halifax as the airline’s third Canadian gateway into Barbados. Additionally, Air Transat will commence Montreal-Barbados service this coming winter, further strengthening capacity from an extremely important market.”
Additional airline activity will further improve seat capacity, market diversification and regional connectivity, he said.
“JetBlue will resume its highly popular double daily JFK-Barbados service next month for the entire summer season, while Copa Airlines will increase Panama-Barbados operations to daily summer service, further improving Barbados’ accessibility from Latin America and beyond.”
The BHTA chairman highlighted continued reinvestment across the tourism industry, including hotel refurbishments and new developments.
“Royalton Vessence Barbados and Turtle Beach Resort will officially welcome their first guests on June 1, 2026, while Tamarind Resort is expected to reopen on August 1, 2026. Blue Monkey Beach Club is now welcoming guests, while work continues apace on major developments, including Pendry Barbados, Hyatt Ziva Barbados and Beaches Barbados. By the end of this summer, Marriott’s Barbados portfolio will also have fully reopened, delivering an additional 605 newly renovated hotel rooms and suites to the market.”
He also noted that sustainability is becoming a core requirement across the industry.
“Many tourism businesses across Barbados are actively investing in solar energy systems, water conservation technologies, waste reduction initiatives, local sourcing programmes and the elimination of single-use plastics. Sustainability is no longer viewed as optional. It is now a core expectation among travellers, international partners and global tourism brands.”
Workforce development remains a key priority, Griffith said.
“The BHTA continues to work closely with industry partners through initiatives such as the Barbados Hospitality Gateway Training Initiative (BHGTI), internship programmes, and broader hospitality career development initiatives aimed at strengthening the future workforce of the sector.”
The restaurant trade continues to face pressures linked to costs, staffing and regulation, said Griffith but he noted that there is strong potential to grow Barbados’ culinary offering.
“Through expanded opening hours, enhanced service standards, stronger destination marketing and greater integration of authentic Barbadian cuisine into the visitor experience.”
Chairman-elect Kelly-Anne Payne will assume the role after the upcoming Annual General Meeting in June, the BHTA announced.
(LG)
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