Barbados, a sunny island country, part of the Lesser Antilles, the easternmost island of the Caribbean region, a tropical paradise highlighted by spectacular fine soft - sand beaches, turquoise waters, a stunning natural setting, bursting with vibrant scenery and culture is actively working investing in new hotels, managing air connectivity expansion, focusing on new markets, all operations that are generating a very thriving tourism activity on the Caribbean island.
The Caribbean Island is experiencing a strong tourism rebound following the COVID - 19 pandemic, the country is seeing a shift in visitor demographics, with younger generations increasingly attracted to its eco - tourism and digital connectivity, is working to diversify its tourism offerings and enhance its sustainability while maintaining its reputation for hospitality and cultural richness. Its appeal continues, with many visitors returning to repeat or discover and enjoy new experiences.
Barbados is experiencing a period of transformation in the tourism sector, highlighted by the expansion of the hotel market. Already home to major international brands such as Hilton, Radisson, Marriott, and Sandals, the island is now focusing on new developments and personalized experiences to attract more visitors, especially from Latin America.
The country is actively working within Latin American market, seeing it as a key area for its growth. This effort includes expanding air connectivity, particularly with Copa Airlines flights to country like Brazil, Colombia and Panama. Directly linked to that the Caribbean country has opened a new office in Panama City to strengthen its presence and marketing operations in the region.
Senior Business Development Officer for Latin America at BTMI, Russell Banfield, based in Brasilia, the capital of Brazil has been promoting the destination in the country and other Southern Cone countries, he is travelling to São Paulo and Rio de Janeiro, holding meetings with tour operators, travel agencies, and potential partners.
The aim is of strengthening commercial ties and promoting Barbados as a premier destination within the Brazilian tourism industry. In 2023, approximately 1.000 Brazilians visited Barbados. The goal for 2025 is to reach 2.500 tourists from Brazil.
Air connectivity has been evolving. Currently, Copa Airlines operates four weekly flight connecting Brazil to Barbados via Panama City, with additional flights on Thursdays during August. The expectation is to make this seasonal route permanent in the coming months.
Furthermore, daily flights via Miami, Atlanta, and New York also facilitate the arrival of Brazilian tourists.
The Barbados Tourism Board wants to step up its efforts in Brazil. Later this year, roadshows are being lanned in São Paulo, Belo Horizonte, and Rio de Janeiro, aiming to connect local tour operators with stakeholders on the Caribbean island.
Barbados has surpassed pre-pandemic tourist arrival levels and sees the Latin American market as a major driver of growth. The five countries that send the most tourists to the island are Venezuela, Panama, Brazil, Colombia, and Mexico.
Concerning the hospitality sector and hotels, in 2023, on the Caribbean island was opened the Wyndham Grand Barbados Sam Lord’s Castle, currently the largest resort in Barbados, but new hotels are gaining ground on the island.
The growth plan does not stop there and nine hotel projects are underway, at various stages of constructions, reflecting the confiance from part of the investors and brands and the continuous appeal of the destination.
Among the highlights is the luxury Royalton Vessence Barbados, located on the west coast of the island, scheduled to open in 2028, which will feature over 200 rooms.
Also nothworthy is the future Hyatt Ziva Barbados, property of the American multinational hospitality company Hyatt Hotels Corporation, which will provide approximately 300 rooms and will open in Bridgetown, the capital of the country. This establishment is part of an ambitious redevelopment project to revitalize the capital, which has lost some of its dynamism in recent years.
The Blue Monkey Hotel & Beach Club is another luxury development, scheduled to open in 2025. With just 28 suites, the hotel will be part of the exclusive Leading Hotels of the World portfolio, the second on the island to join this iconic group, the first is the prestigious Sandy Lane, located on the idyllic Platinum Coast.
In addition, four hotels in Barbados already belong to the luxury Virtuoso chain: Sandy Lane, Fairmont Royal Pavilion, Cobblers Cove and the newest member, the O2 Beach Club & Spa, in the south of the island.
Despite being known as a high - end destination, Barbados strives to balance luxury with Caribbean authenticity. According to Senior Business Development Officer for LatinAmerica at BTMI, most hotels in Barbados are indigenous and have no more than 75 rooms, but offering unique local charm and a more intimate experience.
Barbados tourism is thriving and the country is is also investing in the growing market for luxury villas and condominiums, with more than 3.000 rooms now available for rent on the island.
Cruise tourism is also growing rapidly. Barbados is now the second - largest cruise port in the southern Caribbean stated the Senior Business Development Officer. The island’s strategic location has attracted companies interested in launching itineraries from Bridgetown.
This thriving tourism activity is promising a notable impact, and one thing is certain : the tourist who discovers Barbados returns to this Caribbean paradise without hesitations
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