Barbados targets higher visitor spending with new tourism task force

Barbados is set to overhaul its tourism strategy with a focus on boosting visitor spending, as the government unveils a new task force, major attractions study and plans to support a surge in hotel capacity by 2028, Minister of Tourism and International Transport Ian Gooding-Edghill announced Tuesday.

Among the measures aimed at deepening tourism’s economic impact is a new Visitor Spend Task Force, an attractions roadmap study, and expanded airlift plans to support nearly 1 600 new hotel rooms projected by 2028.

Gooding-Edghill told the opening of Connect Barbados 2025 of the urgency of transitioning from recovery to resilience by ensuring the island captures more value from each visitor.

“It’s good for us to bring the visitors to Barbados, but it’s even more important for us to ensure that they spend more,” the minister said.

“The overarching goal of [the Visitor Spend Task Force] is to ensure that every aspect of the visitor journey, from accommodation and dining to cultural engagement and community experiences, translates into meaningful and widespread economic benefit.”

He confirmed that the task force, established about two months ago, comprises representatives from key sectors including retail, vending and attractions.

It is expected to look at how to create new ways for tourists to spend, especially in areas that have been left out of the traditional tourism model.

“[It] will explore a range of opportunities and will then report to the ministry on the proposed activities and initiatives that we can drive to increase visitor spend in the destination,” he added.

While its full plan of action is still to come, Gooding-Edghill signalled the government is ready to act.

“When those plans or actions are reviewed, we will take the appropriate steps to implement the action plan. You have to give the committee some time to work and deliver, but we are serious about the policy position,” he later told Barbados TODAY.

The tourism minister also shared early findings of the newly commissioned Attractions Competitive Study and Roadmap Report, which focuses on developing high-impact, authentic experiences.

Initiatives such as immersive hiking at Mount Hillaby and cultural storytelling along Rihanna Drive are being explored through targeted public-private partnerships, with investment sizes ranging from $10 000 to $500 000.

“This policy focuses on enriching the overall visitor experience, targeting high-value markets, and stimulating economic growth,” he said, highlighting the sector’s centrality to employment and foreign exchange.

Gooding-Edghill further noted that the planned room expansion, which includes developments like the Hyatt, Royalton and Hotel Indigo, will require a corresponding increase in airlift capacity.

“Based on 1 600 new rooms at 80 per cent occupancy and two guests per room, that would translate to 934 400 more guests per year. Barbados’ air traffic is predicted to require an increase of at least 15 more flights per day,” he shared.

He reaffirmed the ministry’s strategy to diversify market access, referencing the recent appointments of directors for emerging markets in Africa, the Middle East, and soon Asia-Pacific.

“Diversification is essential to the long-term resilience and sustainability of the island’s tourism industry,” he said.

Gooding-Edghill also urged hoteliers and service providers to strengthen intersectoral linkages with agriculture, manufacturing and the creative industries.

“We reduce foreign exchange leakage, increase participation from small and medium enterprises, and enrich the authenticity of the visitor experience,” he said.

“I encourage you to champion local procurement because it makes our product undeniable.”

The tourism further reminded the audience of key industry figures that Barbados’ post-pandemic success was driven by partnership and planning.

He said: “There is still much to be done, but if the last five years have taught us anything, it is that Barbados does not shrink in the face of adversity. We rise.” 

(SM)