by Brian Major
Last updated: 9:00 AM ET, Tue February 27, 2018
Steadily growing interest from North American travelers is driving Barbados tourism to record levels. The southern Caribbean nation recorded a five percent increase in overnight, land-based arrivals in 2017, an all-time high for the destination.
Barbados tourism officials have successfully reversed a tourist arrivals decline that impacted the destination as recently as 2015. Bridgetown's Grantley Adams International Airport last year hosted 663,441 visitor arrivals, a 31,308 increase over 2016, according to data issued recently by Barbados Tourism Marketing Inc.
Although the United Kingdom remained Barbados' number one arrivals market, with a 33.5 percent share totaling 222,322 overnight visitors, U.K. arrivals were flat in 2017 compared with 2016.
Meanwhile the United States, representing 28.4 percent share of the Barbados visitor market, recorded 188,970 arrivals in 2017, a substantial 11.7 percent increase compared with 2016. The United States' 2017 performance is its best since U.S. travelers accounted for 175,093 arrivals in 1987. In addition, Canadian travelers represented a 12.8 percent share of the Barbados visitor market in 2017 while recording a 7.9 percent increase over 2016, with a total of 85,209 overnight arrivals.
Barbados' cruise ship arrivals were also buoyant in 2017. The Bridgetown cruise ship terminal operated by Bridgetown Port Inc. (BPI) recorded 818,752 arrivals in 2017, up from 725,020 passengers in 2016, a 12.9 percent increase. The 2017 cruise arrivals also produced 137,541 overnight visitors for Barbados, a 4.8 percent increase over the 2016 total of 130,924.
"I am delighted by this news and what it says about Barbados' tourism product," said Richard Sealy, Barbados' minister of tourism and international transport. "It is never easy as a mature tourism destination to maintain growth at these levels in the competitive business landscape in which we operate, but I am pleased that through strategic marketing efforts we have once again proven Barbados' value as shown by the record number of arrivals at both the air and sea ports throughout 2017."
BTMI's 2017 strategic and integrated marketing initiatives included initiatives focused on sports tourism and designed to court active, discerning, high-value travelers to visit Barbados, which offers a variety of sports-themed attractions, from equestrian events to auto racing. In 2017 BTMI organized planned, executed and hosted promotional programs with the Brooklyn Nets National Basketball Association (NBA) team and the Connecticut-based U.S. Polo Club.
Continuing to position Barbados as a player in sports tourism, BTMI has arranged for the island to host the Barbados Beach and Wellness Festival and the Barbados Cycling Festival during the traditionally softer period of September in 2018.
Increased access
Barbados has also benefitted from increased airline service. Under a new partnership with Copa Airlines Barbados will launch twice weekly flights to Panama beginning July 17. Late last year, BTMI welcomed twice-weekly Virgin Atlantic service between Barbados and London's Heathrow airport from December 12 through February 24, 2018. Thomas Cook will operate weekly charter flights from London's Gatwick airport began on December 16; the flights will run through March 17, 2018.
Barbados also welcomed new hospitality inventory in 2017 said Sealy, including the launch of the Nikki Beach Club luxury development and the opening of the Sandals Royal Barbados resort on Maxwell Beach.
Working through the Barbados Tourism Product Authority (BTPA), Barbados tourism officials have also sought to educate and engage local Bajans with regards to tourism and its impact on the nation's economy.
"The 'I am tourism' campaign launched last year is just one of the ways we're involving the public in our business of tourism," Sealy said. "The Rihanna Drive project was also one that went out into the community and involved residents of Westbury New Road in both the planning and then the execution of the event," said Sealy.
Barbados is also set for an infusion of funds to support further tourism development. The National Tourism Programme is providing a $20 million loan which Sealy said will span five years and be utilized to "further develop tourism product marketing and airlift."
"We are also packaging 2018 as the Year of Culinary Experiences and you will therefore see us promoting a lot of the delicious and authentic dining experiences to be had on island, from flying fish to gourmet breadfruit bowls," Sealy said. "And I am confident that with all we have in the works, we will once again be celebrating a record year come January 2019."
Barbados' Year of Culinary Experiences began with the BTPA's Sugar and Rum Season which will continue through April. A revamped Oistins Fish Festival, a signature Barbados event, will follow over Easter weekend.
The island will also host the Connect Barbados business-to-business conference on May 9 to 12; the event will feature tour operators from around the world who will experience and learn more about the island's diverse offerings.
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