‘Tourism 3.0’ shift declared with hotel opening

Prime Minister Mia Mottley has declared that Barbados has completed its economic rehabilitation and is entering a new phase of tourism-driven growth, marked by a surge in hotel development and a strategic shift branded as “Tourism 3.0”.

Mottley made the announcement at the ribbon-cutting ceremony for the new Royalton Vessence resort in Holetown, St James, where she framed the country’s post-crisis recovery as a structured transition from stabilisation to expansion.

Royalton Vessence at Holetown St, James

“Put simply, if the body is bleeding, stop the bleeding,” she told the audience of investors, officials and industry figures. “When you stop the bleeding, do the transformation, do the operation, and when you finish the operation, get into recuperation, and when you finish recuperating, get into physiotherapy. We are at the point now where we passed the physiotherapy with the opening of this royalty business over the course of the last few months.”

The prime minister highlighted what she described as an unprecedented wave of tourism development, with a significant expansion of the island’s accommodation and hospitality offerings.

With ten hotels either recently completed or under construction, including the new Indigo Hotel in Hastings, she touted Bridgetown as undergoing structural transformation aimed at repositioning it as a major accommodation and hospitality centre for both visitors and residents.

Mottley described the current scale of development as unmatched in recent memory: “When I ask those involved in tourism, what other similar period of time can we reflect on that had this volume of hotels and construction and new product going on, most cannot tell you a comparable period.”

Addressing the island’s limited space, given its166 square-mile area, Mottley defended the decision to repurpose existing properties rather than expand inland or rely heavily on land reclamation. She acknowledged that increasing density remains contentious but argued it is necessary to sustain public services and infrastructure.

“If this country is to finance its way, then it does need in many instances to increase its density, and that the status quo that worked for some will not be able to deliver a good life for the majority.”

Mottley also reflected on the evolution of Barbados’ tourism model, noting that post-independence development relied heavily on locally owned properties that, while preserving national character, often lacked marketing reach and investment capacity. The entry of international brands, she said, represents a necessary shift, provided national identity is maintained.

Tourism accounts for approximately 45 per cent of gross domestic product, meaning nearly half of all economic activity is linked to the industry.

To maximise its impact, she urged developers to strengthen local supply chains by sourcing goods and services from Barbadian farmers, manufacturers, artists and other providers, similar to initiatives in the cruise industry.

Mottley also praised public servants involved in delivering the project, including the prime minister’s special envoy William Duguid and director general Gabrielle Springer, along with regulatory agencies.

Noting that Barbados had recently been named a top tourism destination for 2026 by a major travel publication, she cautioned against complacency.

“Let us not become giddy, let us not become distracted, let us stay on course,” Mottley said, invoking an early 1980s tourism campaign slogan: “Tourism is our business. Let us play our part.”

(RR)