BHTA chairman champions Tourism 3.0

Chairman of the Barbados Hotel and Tourism Association (BHTA) Kelly‑Ann Payne is calling on tourism leaders to shift their focus from merely counting visitors to measuring how much value the industry brings to Barbados.

She noted that, even with tough global competition, Barbados continues to diversify its visitor base.

Canada recorded a 13.7 per cent rise in arrivals in the first half of 2026, while European arrivals grew by 20 per cent. Still, Payne said the future of the sector, described as Tourism 3.0, must prioritise benefits for Barbadians rather than visitor volume.

“The future of tourism cannot be measured solely by growth in visitor numbers. The future must be measured by growth in value,” she said, stressing the need for stronger links with agriculture, manufacturing and the creative industries.

Speaking at the BHTA’s recent third quarterly general meeting, Payne pointed to improvements in airlift. Grantley Adams International Airport is expected to receive more than 1.6 million seats by August 2027, with British Airways set to boost capacity by over 71 per cent. However, she cautioned that turning this increased airlift into real gains depends on investing in people.

“Tourism cannot thrive without talent and talent cannot thrive without opportunity,” she said, urging evidence‑based workforce planning to address ongoing recruitment and retention issues.

Payne also celebrated the recent signing of a Memorandum of Agreement with the Barbados Workers’ Union, securing stability for employers and staff alike. On the advocacy front, she confirmed the association’s unwavering stance against Booking.com’s practice of charging commissions on taxes and statutory levies, maintaining that these funds belong to the government and are not hotel revenue.