Tourism soars: Record-breaking visitor numbers in 2024

The tourism industry continues a remarkable rebound from the coronavirus pandemic, with 2024 visitor numbers surpassing pre-pandemic levels in 2024, according to the Barbados Hotel and Tourism Association (BHTA). Stay-over arrivals increased by 10.6 per cent and cruise arrivals surged by 24.5 per cent, marking a significant milestone in the island’s economic recovery.

At the BHTA’s Quarterly Media Briefing on Tuesday, chairman Javon Griffith told reporters that the figures reflect a strong recovery and increasing demand for the destination, particularly from the United States and Canada.

“We closed 2024 with 704 340 stay-over visitors, which is 1.7 per cent higher than in 2019,” Griffith said.

“The growth shows that Barbados is not just recovering but attracting even more visitors than before the pandemic.”

According to the chairman’s report, the United States saw the largest increase, with 228 128 visitors in 2024, a 29 per cent jump from 176 614 in 2023.

Canada also recorded a 13 per cent rise, with 87 142 visitors, compared to 77 140 the previous year.

But the UK market recorded a slight decline, dropping by two per cent to 239 045 visitors, while European arrivals fell by 1.7 per cent

Griffith noted that despite the UK dip, all three of Barbados’ major source markets exceeded their 2019 visitor numbers, which, according to him, reinforces continued demand.

“Even with a slight decline in the UK, that market is still performing better than it did in 2019,” he said.

Reporting on the cruise industry, Griffith said 816 400 passengers visited the island via sea travel in 2024, up from 655 806 in 2023, with cruise calls also increasing from 376 to 429, marking a 14 per cent rise.

Luxury cruise brands are expanding their presence here, with the Ritz-Carlton Yacht Collection’s Ilma making its first call to the island last month and the Mitsui Ocean Fuji, a Japanese luxury liner, scheduled to make its inaugural call in March.

“Cruise tourism is growing, and we are seeing more high-end brands choosing Barbados as a key stop,” Griffith said.

He told reporters that new airlift also played a key role in the US growth, as more flights were added from major gateways, adding that British Airways and Virgin Atlantic will add three extra flights per week from London Heathrow in April.

United Airlines will also increase Newark–Barbados service to daily flights in March and April; American Airlines has extended its Philadelphia service year-round, with flights every Saturday throughout the summer and Delta Airlines will maintain daily flights from Atlanta through the summer.

BHTA CEO Ryan Forde said the variety of flight options out of the US Northeast helped push the American market ahead.

“Barbados is now the second most in-demand English-speaking island for US travellers,” Forde said, noting that the demand for Barbados out of New York and New Jersey has been strong.

The BHTA officials revealed that early projections show 2025 is off to a strong start, with hotels averaging 81 per cent occupancy as of February 15, with some properties reporting occupancy in the high 90s.

They further noted that summer bookings, which typically drop off after the winter peak, are already above 50 per cent, with major sporting events, like a test match between West Indies and Australia set for June 25 to 29 at Kensington Oval, expected to fuel the numbers.

The continued islandwide We Gatherin’ celebrations and Crop Over were also named as potential boosters for the tourism sector throughout the year.