Barbados : Tourism Insights

We revisit Barbados Tourism Marketing Inc. with CEO, Andrea Franklin, who discusses how the island’s tourism landscape has evolved over the past 18 months and what makes Barbados ideal for a luxury getaway in 2026.

Q&A WITH ANDREA FRANKLIN, CEO, BARBADOS TOURISM MARKETING INC.

Firstly, how does Barbados Tourism Marketing Inc. continue to curate diverse experiences that showcase the best of the island?

Andrea Franklin, CEO (AF): At Barbados Tourism Marketing Inc. (BTMI), we remain committed to supporting experiences that reveal the island’s depth as a destination and its distinctive charm. 

Today’s travellers want more than a vacation; they want meaningful discovery. With this in mind, we curate programmes that allow visitors to see Barbados through various lenses – sports tourism, culinary exploration, heritage immersion, festivals and events, and our world-renowned rum culture. 

Our sports tourism portfolio continues to expand with high-impact international events, creating opportunities for visitors to engage with the island through cricket, golf, water sports, and our signature annual Run Barbados Marathon and Wellness Weekend.  

In September 2026, Barbados will have the privilege of hosting the finals of the Caribbean Premier League’s annual Twenty20 cricket tournament at Kensington Oval. 

Simultaneously, we are deepening our culinary and rum tourism experiences, anchored by the island’s legacy as the birthplace of the well-loved beverage spirited elixirs and celebrated during the annual Barbados Food and Rum Festival in November. 

Heritage tourism remains equally important. In 2025, during the Crop Over Festival, we welcomed American celebrity Scott Evans – host of Access Hollywood and House Guest – along with his family, who journeyed to Barbados to trace their Bajan lineage – an increasingly common and powerful trend. 

BTMI is strengthening its heritage pathways to support diaspora visitors seeking reconnection, genealogy tours, and personalised cultural experiences. 

Through these initiatives, we ensure that every traveller can see the best of Barbados, whether through gastronomy, sports, culture, or family roots. 

How has BTMI expanded airlift, cruise arrivals, and brand visibility over the last 18 months?

AF: The past year and a half have marked one of the most strategically progressive periods for Barbados’ global connectivity. We strengthened key aviation partnerships, increased route frequency, and deepened our presence in major source markets.

Notable achievements include winter 2024/25, when the island saw the reintroduction of daily non-stop flights from Atlanta, US on Delta Air Lines, and New York and Philadelphia on American Airlines.

Additionally, increased flight frequency from Boston contributed to the US market being a key driver of growth in long-stay visitor arrivals.

During 2025, we celebrated 50 years of American Airlines providing trusted connectivity on the island, alongside JetBlue’s 10-year anniversary of direct service from Boston – a route that has proven essential for connection with the Eastern Seaboard of the US.

More recently, KLM returning to service reopened critical access to and from continental Europe for winter 2025/2026.

As Barbados hosted the Grow, Unite, Build Africa (GUBA) Awards in 2025, it became the first Caribbean Island to offer a direct chartered flight from Ghana, strengthening our ties within targeted markets on the African continent.

On the cruise side, our port partnerships have increased homeporting commitments. We have seen notable growth of transit cruise passenger arrivals, reflective of larger vessels and vessels sailing at full capacity.

Based on data for the first seven months of 2025, Barbados recorded the strongest growth in cruise passenger arrivals throughout the Caribbean region. These results are testament to our steadfast efforts to maintain the current growth trajectory and continue to position the island as the premier homeport destination in the Southern Caribbean.

How has the tourism landscape evolved in Barbados over the last 18 months, and how have you responded?

AF: Barbados has experienced a notable evolution in traveller expectations, booking behaviour, and preferred experiences.  

Travellers are prioritising authenticity, wellness, sustainability, and immersive luxury, and Barbados has responded decisively. As such, BTMI has focused on: 

• Expanding experiential tourism products from cultural and culinary activities to nature-based itineraries, including Dine with a Bajan and expanding the Barbados marathon to include wellness. 
• Strengthening community-based tourism and creating direct bridges between visitors and local entrepreneurs at Oistins Bay Garden and Dre’s Bar Pelican Village Craft Centre.  
• Leveraging advanced data analytics to better understand traveller needs, guide marketing decisions, and optimise route development. 
• Accelerating digital campaigns to meet travellers who are mobile-first, content-driven, and seeking personalised recommendations. The 2026 Barbados Summer Campaign, ‘Your Sweetest Summer Escape’, is available at bookbarbados.com.  

This evolution has not only made Barbados more competitive but also better aligned with the future of global travel. 

What makes Barbados ideal for a luxury getaway in 2026?

AF: Barbados’ luxury sector is entering a defining era. In 2026, travellers can expect a unique blend of world-class elegance and authentic island sophistication. 

Highlights include Apes Hill Barbados, an elevated luxury community blending championship golf with sustainable living and the thriving West Coast villa market, offering bespoke stays with privacy, personalised service, and panoramic ocean views. 

Elsewhere, world-class golf courses, internationally recognised tournaments, and premium sport-centric activities are also available for guests, alongside private yacht and chartered cruise experiences offering exclusive ocean exploration. 

Looking beyond 2026, The Pierhead redevelopment in Bridgetown is a transformative project that will reposition the capital as a magnet for luxury travel, investment, and cultural engagement. 

Barbados offers villa chic to barefoot luxury, ensuring that guests can enjoy exclusivity, tranquillity, and exceptional service on their own terms.

How can eco-tourists best enjoy the island over the next year?

AF: Barbados offers immersive eco-experiences that allow visitors to reconnect with nature whilst supporting conservation. 

Eco-travellers can explore: 

• Walkers Reserve – A world-leading regenerative landscape project which was recently awarded the 2025 Impact Award for Climate Innovation in the Regenerative Travel Impact Awards.
• Graeme Hall Nature Sanctuary – Recently revitalised to protect Barbados’ last remaining mangrove wetland.
• Coco Hill Forest – Farm-to-table experiences and expansive hiking trails.
• Run Barbados Marathon and Wellness Weekend 2026 – Combines fitness, community wellness activities, and a breathtaking display of the islands’ coastal scenery.

Barbados is becoming a model for sustainable tropical travel, and eco-tourists will find the island both enriching and restorative. 

What new accommodation options would you recommend to travellers?

AF: Barbados continues to strengthen its accommodation portfolio through renovation, reinvestment, and new development. 

Recent highlights include a suite of newly refurbished Marriott Hotels & Resorts (Marriott) properties including the Colony Club, Treasure Beach Art Hotel, and The House, offering a refreshed luxury experience on the west coast. 

Set to open in 2026, these hotels will become sister properties of Tamarind, Crystal Cove, and Turtle Beach, all of which formerly operated as part of the Elegant Hotels Group before being sold to Marriott.  

These properties will form part of Marriott’s Autograph Collection and Tribute Portfolio. In early 2026, the 28-room Blue Monkey Hotel & Beach Club on the west coast and the 132-room Hotel Indigo Bridgetown Barbados on the south coast of the island are also set to open.  

Elsewhere, several high-end developments are now coming on stream, which will further diversify our offerings in the next 12 to 18 months, including the all-inclusive, adults-only Royalton Vessence Barbados, which will have 220 rooms, and the luxury Pendry Barbados with 74 rooms. 

Additional properties to come on stream over the next two to three years include the 380 rooms and condo experience at Hyatt Ziva, the family-focused Beaches Barbados with 600 rooms, and the 100-room Afreximbank hotel.  

These developments and additions ensure travellers have options that match every preference, from intimate to sophisticated and ultra-luxury. They represent a key hallmark of Barbados’ tourism brand – our diversity and ability to cater to various market segments. 

How can first-time visitors experience the cultural authenticity of Barbados?

AF: First-time visitors can immerse themselves in the vibrant cultural rhythm of the island through cuisine, music, community initiatives, festivals, and heritage.  

Key experiences include the award-winning Barbados Food and Rum Festival, which will take place in November this year. The event is a marquee culinary celebration that sells out annually, featuring the signature Rum Route, Liquid Gold Feast, the Rise & Rum Breakfast Beach Party, and a community cook-off. 

Dine With a Bajan, meanwhile, is a new initiative that allows visitors to share an authentic meal in a local home. 

Barbados boasts a culinary scene that is truly street to chic, from rum shops and food carts to upscale fine dining. 

Indeed, the legendary Oistins Friday Night Fish Fry is a true local experience, where fried fish, tuk bands, steelpan, and the aroma of open grills create an iconic Bajan atmosphere; it’s truly a scintillating slice of Bajan life for the senses.  

These experiences provide visitors with a genuine, joyful connection to Barbadian culture. 

How does BTMI continue to promote sustainable tourism and encourage environmental stewardship?

AF: Sustainability is central to Barbados’ tourism development strategy. This year, the government replaced the traditional driving permit fee with a car rental levy, dedicating proceeds to marine conservation and coastal protection. 

This initiative supports: 

• Coral reef rehabilitation 
• Marine habitat restoration 
• Ocean conservation projects 
• Sustainable coastal development 
• Encouragement of more locally grown produce in restaurants  
• Encouragement of greater linkages with agriculture and fishing sectors 
• Use of more locally produced souvenirs and artisanal products in hotels, spas, and retail outlets 

Our messaging encourages visitors to travel responsibly, reduce environmental impact, and support local conservation programmes. 

Finally, are you optimistic about the future of tourism in Barbados, and what are you most looking forward to?

AF: Not only am I optimistic, but I am also energised when  
I think of the future of tourism in Barbados.  

I am particularly encouraged by the level of investment in new hotel plants but also by upgrades to existing properties and new restaurants and bars popping up so often. 

Our marketing and storytelling are sharing the authenticity of the destination with the world, and we are seeing the positive response to this daily.  

Barbados is on the bucket list for an increasing number of younger travellers, which means we are doing something right. 

Coming off the success of We Gatherin’ 2025 and CARIFESTA XV, the 15th Caribbean Festival of Arts – which collectively delivered 360 events in 10 days – we are now fully engaged in the Road to 60, which launched on 1st December 2025.  

This year-long celebration of Barbados’ 60th anniversary of independence in November will unite locals and visitors in a shared cultural experience. 

Our greatest strength lies in the natural connection between Barbadians and our guests. As the sector draws in more young professionals and new attractions continue to develop, I believe the future of Barbados tourism is not only bright – it is transformational.