In a significant shift in tourism dynamics, the United States has surpassed the United Kingdom as the primary source of visitors to Barbados. According to Andrea Franklin, CEO of Barbados Tourism Marketing Inc. (BTMI), the US contributed 179,753 visitors this year, marking a pivotal change for the island nation. Historically, the UK has always been Barbados’ leading market, but recent economic shifts in the UK prompted the BTMI to diversify its strategy, focusing heavily on the US market. Franklin highlighted the success of their airlift strategy, which included adding over 60,000 seats from the US during the 2025 winter season, including a direct flight to New York—a service absent for 14 years. This strategic move has not only increased visitor numbers but also altered the demographic profile of tourists, with a notable rise in Black American travelers, particularly from Atlanta and its feeder cities. American visitors tend to stay shorter durations (7-10 days) compared to UK tourists but spend more, contributing significantly to the local economy. Barbados also saw strong performances from the Caribbean market (70,984 visitors), Canada (59,332 visitors), and Europe (21,000 visitors), with emerging markets like Central and South America showing potential. Franklin emphasized the importance of these trends, noting that Barbados is not only attracting more visitors but also solidifying its position as a regional hub for airlift and tourism. Cruise tourism also saw a 24% year-on-year growth, with 599,826 passengers visiting between January and July 2025. The island’s accommodation sector is thriving, with 6,000 hotel rooms and over 13,000 vacation rental rooms, supported by 10 new hotel projects in the pipeline. Culinary offerings range from street food to fine dining, with over 400 eateries catering to diverse tastes. Barbados’ pristine beaches and calm waters remain a major draw, with over 80 beach spots enhancing its appeal. Additionally, the BTMI is launching a community tourism initiative, ‘Dine With A Bajan,’ this winter, allowing visitors to experience authentic Barbadian hospitality. Looking ahead, Barbados will commence year-long celebrations on December 1, 2025, leading up to its 60th anniversary of independence from Britain on November 30, 2026.
US unseats UK as Barbados’ main tourism source market
