The Bahamas strengthens its position in the Caribbean and projects strategic growth in Latin America
During Caribbean Travel Marketplace 2025, representatives from The Bahamas' Ministry of Tourism, Investment and Transportation shared their vision for the destination's international positioning. Jennifer Gardiner, General Manager of Global Sales and Marketing, and Phelan Ferguson, General Manager for Latin America, detailed advances in air connectivity, growing demand in emerging markets, and public-private collaboration to strengthen the tourism experience
How would you describe your experience and expectations from participating in Caribbean Travel Marketplace 2025?
This is my first time at a CHTA event, and it's been an extremely enriching experience. I'm meeting key players in the industry, learning how my colleagues approach their markets, and absorbing a lot of valuable information. It's been both eye-opening and motivating.
What is the main message or innovation you are sharing with buyers at this event?
Most buyers are already familiar with the Bahamas as a destination, so what we do here is share our recent performance and listen to their concerns. We focus on streamlining business processes and how they can better deliver information to their customers, given that we are a B2B destination by nature.
Any updates on air connectivity to the destination?
Yes, especially in relation to Latin America. One of our key partners is Copa Airlines, which operates from Panama and allows entry to the destination without a US visa. Starting in July 2025, Copa will add a fourth weekly service to Nassau, responding to an increase in demand. If this continues, we seek to make this service permanent rather than just seasonal.
How does the government work with the private sector to offer a renewed tourist experience?
Our relationship with the private sector is strong. Our General Manager, Latia Duncombe, maintains constant dialogue with promotion boards like the Nassau Paradise Island Promotion Board and with independent hotels. We work in a coordinated manner to address their challenges and facilitate business across the islands.
What are the main concerns you receive from buyers?
Many are interested in learning how to expand their operations beyond Nassau and Grand Bahama to islands like Abaco, Eleuthera, Exuma, or Bimini. There's a lot of interest in connecting with local hotels, negotiating competitive rates, and extending stays. From our institutional role, we seek to connect these operators with the right players.
What strategy are you implementing to strengthen your presence in Latin America?
The main challenge has been the lack of awareness of the destination in the region. But we're investing in promotion and training to change that. As awareness of what The Bahamas offers grows, demand is increasing. It's a gradual but real process.
What is the current outlook for visitor arrivals and expectations for the end of the year?
We have seen sustained growth, although it is difficult to provide precise figures for the future, but we are already at levels similar to or higher than those of 2019.
In fact, so far this year we've surpassed pre-pandemic figures. In 2023, we closed with 11.22 million visitors, and our Minister of Tourism and Deputy Prime Minister, I. Chester Cooper, plans to continue increasing those numbers.
How could the US economic situation affect demand for the Bahamas?
The United States is our main source market. So any economic impact there directly affects us, as we're very close to Florida. Still, we're looking to diversify.
And are you seeing results in this market diversification?
Yes, we're receiving more visitors from Canada and Latin America. We're prepared to adapt. Every challenge represents an opportunity, and we're confident that growth will continue.