BHTA reports growth in major tourism markets

Barbados has maintained a firm position as one of the Caribbean’s top destinations despite the challenges of a highly competitive and rapidly changing global environment.

This is according to chairman of the Barbados Hotel and Tourism Association (BHTA) Kelly-Ann Payne, who said the first half of 2026 saw a marked increase in visitors from Canada, the United States as well as Europe, compared to the corresponding period last year.

She was addressing the BHTA’s third quarterly general meeting yesterday at the Graeme Hall Nature Sanctuary in Worthing, Christ Church. It was held under the theme Safeguarding Our People, Securing Excellence: Tourism Is Truly Our Business.

Payne revealed that the United States (US) retained its position as Barbados’ largest source market, delivering 123 282 visitors during the first six months of the year – 10 000 visitors ahead of the United Kingdom (UK) – and maintaining a market share of 33.8 per cent.

Increase

There were 54 322 arrivals from Canada, an increase of 13.7 per cent, while increasing its market share from 12.8 to 14.9 per cent.

Europe recorded the fastest rate of growth, increasing by 20.1 per cent.

Payne disclosed that Barbados saw a 9.8 per cent decline in UK visitors, more than 12 000 visitors year-over-year, while Caribbean arrivals declined by 11.4 per cent.

Additionally, the statistics showed that despite fluctuations in individual source markets, airlines continued to demonstrate confidence in Barbados. This was demonstrated in the airlift analysis for the period September 2026 to August 2027 which projects that the Grantley Adams International Airport is expected to receive 1.6 million seats across 13 111 flights, representing year-over-year increases of 3.6 and 3.1 per cent, respectively.

“Particularly encouraging is the growth being delivered by several strategic partners. British Airways’ capacity is scheduled to increase by more than 71 per cent, supported by the introduction of its Gatwick service and expanded regional connectivity,” Payne said.

“These trends remind us that no market can be taken for granted, and that sustained investment and strategic engagement remain essential. However, perhaps the most important message emerging from this data is that Barbados is becoming increasingly diversified.

Diversification

“The combined share of arrivals from the United States and Canada increased significantly, while growth from Europe continues to strengthen or reach into new markets.

“This diversification is healthy, it improves resilience, it reduces dependence on any single market and it creates a stronger foundation for long-term growth,” Payne added.

Offering further evaluation of the data, the chair stressed that the future of tourism in the country, represented by the Tourism 3.0 goalpost, will be defined by how well Barbados can invest in its people and position the industry to thrive in an ever-changing world.

“I believe we have reached a stage in our industry’s development where we must ask a bigger question, but not simply how many visitors arrive, but what value tourism creates for Barbados?

“The future of tourism cannot be measured solely by growth in visitor numbers. The future must be measured by growth in value. Value for employees, value for entrepreneurs, value for communities and value for Barbados.

“Tourism 3.0 challenges us to think differently. It encourages stronger linkages with agriculture, manufacturing, technology, culture and the creative industries. It encourages greater visitor spending, increased local participation and broader economic impact. Most importantly, it places Barbadians at the centre of tourism development,” she said.

Payne also highlighted efforts to explore regulatory options to address the additional commission charges via Booking.com.

Commissions

“Booking.com commission issue also is an area that we have been advocating where members will also be aware that the long-standing issue concerning [its] practice of charging commissions on taxes, mandatory fees and tourism-related levies remains unresolved.

“The BHTA will continue supporting regional advocacy efforts, exploring legislative and regulatory options, and engaging Government officials until a satisfactory resolution is achieved.

“This is about fairness, this is about principle and it’s about protecting the operating environment of our members.” ( JRN)

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