Barbados invests in new hotels and targets growth in Latin American tourism

Barbados is experiencing a period of transformation in the tourism sector, highlighted by the expansion of the hotel market. Already home to major international brands such as Hilton, Radisson, Marriott, and Sandals, the island is now focusing on new developments and personalized experiences to attract more visitors, especially from Latin America.

"We're on a very steep trajectory when it comes to hotel projects," says Russell Banfield, Senior Business Development Officer for Latin America at BTMI. Based in Brasília, Banfield has been actively promoting the destination in Brazil and other Southern Cone countries.

This week, Banfield is between São Paulo and Rio de Janeiro, holding meetings with tour operators, travel agencies, and potential partners, with the aim of strengthening commercial ties and promoting Barbados as a destination within the Brazilian tourism industry.

New hotels are gaining ground on the island

In 2023, the island opened the Wyndham Grand Barbados Sam Lord's Castle, currently the largest resort in Barbados. But the growth plan doesn't stop there: nine hotel projects are underway, at various stages of construction.

Among the highlights is the Royalton Vessence Barbados, scheduled to open in 2028, which will have over 200 rooms on the west coast of the island. Also noteworthy is the future Hyatt Ziva Barbados, which will have approximately 300 rooms in Bridgetown, the capital of Barbados. The latter is part of an ambitious redevelopment project to revitalize the capital, which has lost some of its dynamism in recent years.

Another luxury development, the Blue Monkey Hotel & Beach Club, is scheduled to open in 2025. With just 28 suites, the hotel will be part of the exclusive Leading Hotels of the World portfolio, the second on the island to join this group — the first is the prestigious Sandy Lane.

In addition, four hotels in Barbados already belong to the luxury Virtuoso chain: Sandy Lane, Fairmont Royal Pavilion, Cobblers Cove and the newest member, the O2 Beach Club & Spa, in the south of the island.

Luxury and authenticity side by side

Despite being known as a high-end destination, Barbados strives to balance luxury with Caribbean authenticity. According to Banfield, "most hotels in Barbados are indigenous and have no more than 75 rooms," offering unique local charm and a more intimate experience.

Barbados is also investing in the growing market for luxury villas and condominiums, with more than 3,000 rooms now available for rent on the island.

"The island is welcoming, the people are hospitable, and we offer a good level of service. Passengers feel they're getting their money's worth," Banfield emphasizes.

Latin America on the rise

Barbados has surpassed pre-pandemic tourist arrival levels and sees the Latin American market as a major driver of growth. The five countries that send the most tourists to the island are Venezuela, Panama, Brazil, Colombia, and Mexico.

In 2023, approximately 1,000 Brazilians visited Barbados. The goal for 2025 is to reach 2,500 tourists from Brazil. "We want to grow consistently. We've already increased the number of visitors by between 200 and 300 between 2023 and 2024," says Banfield.

Expanding connectivity and cruises

Air connectivity has been evolving. Currently, Copa Airlines operates four weekly flights connecting Brazil to Barbados via Panama City—with additional flights on Thursdays during August. The expectation is to make this seasonal route permanent in the coming months.

Furthermore, daily flights via Miami, Atlanta, and New York also facilitate the arrival of Brazilian tourists.

Cruise tourism is also growing rapidly. "Barbados is now the second-largest cruise port in the southern Caribbean," Banfield notes. The island's strategic location has attracted companies interested in launching itineraries from Bridgetown.

Partnerships and roadshows in Brazil

The Barbados Tourism Board wants to step up its efforts in Brazil. Later this year, roadshows are being planned in São Paulo, Belo Horizonte, and Rio de Janeiro, aiming to connect local tour operators with stakeholders on the island.

"There was some resistance at first, but local business owners began to see the potential of the Latin American market," says Banfield. "As a government agency, we can do some of the work, but the private sector needs to step up,"  Banfield says.

Report and photo: Mary de Aquino.