The tourism industry continues to anchor Barbados’ post-pandemic economic recovery, with visitor arrivals rising steadily in 2025 as global travel stabilises and confidence strengthens across major markets, the Barbados Hotel and Tourism Association (BHTA) said Wednesday.
BHTA Chairman Javon Griffith, addressing the association’s fourth quarterly general meeting at Sandals Royal Barbados, reported that tourism “has continued to underpin economic activity” throughout 2025, building on the strong post-COVID rebound.
Following a 10 per cent increase in stay-over arrivals in 2024, visitor numbers have remained positive, though he noted growth is now occurring at a more moderate pace as worldwide travel patterns normalise.
Between January and October this year, Barbados welcomed 582 710 stay-over visitors, up 5.4 per cent from 553 229 recorded in the same period of 2024.
“This performance underscores steady confidence in our destination and continued demand across our major markets,” he said.
The United States has “firmly established itself as our largest source market,” accounting for roughly 70 per cent of the increase in arrivals, Griffith reported. Canada and CARICOM have also maintained the double-digit expansion seen in 2024, while Europe continues to perform strongly on the back of targeted marketing and improved connectivity.
The United Kingdom recorded a slight decline of 2.7 per cent but remains the bedrock of Barbados’ winter tourism. More than 174 000 Britons travelled to the island between January and October.
“Despite this slight softening, the UK’s absolute visitor numbers remain significant,” Griffith stressed, adding that the market is still “critical to maintaining occupancy” during the winter months.
He noted that long-stay arrivals continue to exceed pre-pandemic 2019 levels during several peak periods, describing this as clear evidence that “Barbados is not simply recovering … Barbados is strengthening its position as one of the Caribbean’s most resilient and sought-after destinations.”
Cruise tourism has also rebounded sharply. While ship calls fell by 8.4 per cent between January and September — 24 fewer visits — passenger arrivals jumped 31.5 per cent, rising to 496 256 from 377 340 in the same period last year. Griffith attributed this to the stabilisation of home-porting operations and regional cruise itineraries.
Across major markets, Griffith said distinct patterns are emerging. The US remains buoyant, supported by increased airlift from New York, Boston, Atlanta and other hubs, as well as strong demand for all-inclusive, villa and luxury stays. European markets, strengthened by aggressive sales campaigns, remain essential to winter performance, while Canada continues to demonstrate “reliability” during the season. CARICOM arrivals are rising, and interest is growing from Latin American travellers, he added.
Post-pandemic travel habits have clearly shifted, with visitors increasingly seeking authentic, immersive experiences. Although the average length of stay has stabilised — and shortened slightly in some markets — Barbados is seeing “welcome gains” in shoulder months, driven by events, festivals, culinary experiences and sports tourism.
Turning to accommodation performance, Griffith said industry data show a “steady, measured” year as global conditions settle after the extraordinary spikes of 2022 and 2023.
From January to October 2025, hotel occupancy averaged 66 per cent, while the average daily rate climbed 12.5 per cent and revenue per available room rose 15.2 per cent year on year. STR benchmarking — a way for hotels to compare their performance against similar properties and the wider market using standardised data — shows Barbados performing broadly in line with regional trends, with occupancy stabilising in the mid-60s and peaks in the first and fourth quarters.
But smaller independent hotels continue to face pressure from rising input costs, wages, utilities, insurance and imports, though still recording improvements through stronger revenue management and increased direct bookings. Villas and holiday rentals also maintained high occupancy, particularly at the luxury tier, and generated significant spending across restaurants and attractions.
Griffith cautioned that elevated operating costs continue to squeeze margins, even as top-line performance strengthens. At the same time, traveller expectations are evolving, with today’s visitor seeking “authenticity, sustainability, wellness and meaningful community engagement.”
(SB)
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