WTM Latin America: Barbados is committed to growth in Latin America and is strengthening its air connectivity

Within the framework of WTM Latin America, Barbados is reinforcing its presence in the Latin American market with a strategy focused on improving connectivity, expanding its hotel offerings, and consolidating its position as a destination for complete experiences.

In a dialogue with Travel2Latam, Cheryl Carter, COO of Barbados Tourism Marketing Inc. (BTMI), highlighted the destination's sustained growth and the opportunities the region presents for its development.

What are your expectations for this edition of WTM Latin America?

WTM Latin America is a great opportunity for Barbados to showcase the destination and communicate what makes it special. During the event, we are holding meetings with strategic partners, media, tour operators, and airlines. It's a chance to network, understand how the business is evolving, identify new opportunities, and see how we can better support each other.

Barbados has a strong presence at the fair. How is the market evolving for you?

We have seen significant growth from Latin America. We currently offer five weekly Copa Airlines flights via Panama, allowing for efficient connections from various points in the region, including Brazil.

For us, connectivity is key, so we continue to explore new opportunities for air expansion. We believe Barbados is a special destination, offering an immersive experience with options for all types of travelers.

We have over 121 hotels, as well as villas and Airbnb-style properties. From luxury to more affordable options, there's something for everyone. But most importantly, the experience goes beyond just accommodation: it includes festivals, gastronomy, the warmth of the people, and a wide variety of activities.

That's why we position ourselves as the gastronomic capital of the Caribbean, with offerings ranging from street food to high-level culinary experiences.

What new things and plans do you have for this year?

We have several developments underway. New hotels are opening and others are under construction. The Marriott group, for example, will be opening new properties, while brands like Pendry and Royalton are also developing projects on the island.

In addition, a new IHG Hotels & Resorts property, the Indigo, recently opened on the south coast. Many existing properties have also invested in renovations and upgrades.

Overall, Barbados' hotel product is in a very positive moment, with an increasingly solid and competitive offering.

How do you envision the coming years for tourism on the island?

In 2025 we recorded a growth of 3.3% compared to the previous year and the first indicators show that in 2026 we could exceed that figure.

We know that the global geopolitical context can generate uncertainty, but the 2025-2026 winter season shows very good levels of demand. The island remains very active even in April.

We are cautiously optimistic and confident that we can maintain the momentum achieved in 2025 throughout this year.