Barbados’ tourism sector has witnessed a significant boost, with stayover arrivals increasing by 5.43% between January and August 2025, totaling 503,000 visitors. For the first time, the United States has surpassed the United Kingdom as the island’s leading source market, marking a historic shift in Barbados’ tourism landscape. Andrea Franklin, CEO of Barbados Tourism Marketing Inc. (BTMI), highlighted this milestone during the Caribbean Tourism Organisation’s State of the Tourism Industry Conference at the Hilton Barbados Resort. ‘Arrivals from the United States stand at 179,753 visitors, making the US our number one source market this year,’ Franklin stated. ‘This is particularly significant given the UK’s long-standing dominance in Barbados’ tourism history.’ The Caribbean region also performed well, securing the third position with 70,984 visitors. Franklin attributed the US’s rise to BTMI’s strategic focus on expanding airlift capacity. ‘We doubled down on our airlift strategy, targeting the US market. In winter 2025, we secured over 60,000 additional seats from the US, which was pivotal in building capacity,’ she explained. Cruise arrivals also saw a 24% increase, with 599,826 passengers visiting the island between January and July. Franklin noted ongoing enhancements at the Bridgetown Cruise Terminal, including modernization, improved passenger flow, and greener port operations. Additionally, significant investments in the accommodation sector are underway, with new hotels like the Blue Monkey Hotel and Beach Club, Hotel Indigo, and Beaches Barbados expected to open between 2026 and 2027.