Barbados is experiencing a significant uplift in tourism from the Gulf Cooperation Council (GCC) region, with arrivals increasing by a robust 31 per cent year-on-year in 2024.
“The GCC continues to show strong potential as an emerging source market,” said Kyle C. Gittens, appointed Director of Emerging Markets at Barbados Tourism Marketing Inc (BTMI) since January this year. “Travellers from this region are seeking unique, meaningful experiences and Barbados delivers on that promise–from immersive island culture to unmatched hospitality. We are encouraged by the growth and are committed to further strengthening our presence in the market.” The UAE led the surge in visitor numbers, reporting a 30 per cent increase, closely followed by the Kingdom of Saudi Arabia with a 36 per cent rise. Oman emerged as a standout performer, registering an impressive 104 per cent increase in travellers to Barbados compared to the previous year. This regional upswing highlights a growing demand for long-haul, luxury leisure travel among GCC residents. The Barbados Tourism Marketing Inc. (BTMI) attributes this momentum to targeted marketing campaigns, robust travel trade partnerships and destination promotions specifically tailored to the preferences of GCC travellers. A key factor in this success has been BTMI’s collaboration with dnata Representation Services, which has bolstered sales, marketing, and public relations efforts across the region. Barbados' appeal lies in its pristine white sand beaches, vibrant culinary scene – often hailed as the Culinary Capital of the Caribbean with over 400 eateries – and a diverse array of family-friendly and wellness-focused experiences. The island, known as the birthplace of rum, also offers rich cultural experiences like the annual Barbados Food and Rum Festival and the Crop Over Festival, which attracts global celebrities. Its status as a leading circuit-racing facility in the English-speaking Caribbean further adds to its diverse appeal. As Barbados continues to diversify its global visitor base, the GCC remains a key market for strategic growth and long-term tourism development, Gittens tells TTN. “Barbados is a diverse Caribbean destination with a vibrant cultural heritage, calendar of year-round events and its very own UNESCO World Heritage Site, Bridgetown. It has beautiful beaches and immersive experiences, while family-friendly activities and kids' programmes are also very much available. “The presence of luxury family all-inclusive resorts on the island also adds significant value for families travelling from the region.” With the opening up of the emerging Latin America market, Barbados is a year-round destination, however it is at its busiest from December to April. Strong connectivity exists from the GCC through UK and US, and there are ongoing talks with regional airlines for direct airlift but in early stages, we learn in conversation. Barbados Tourism Marketing Inc is actively developing an emerging markets strategy focusing on the GCC region, ensuring halal-friendly tourism infrastructure, Gittens also tells us. The Caribbean nation had a strong presence at Arabian Travel Market last month and will be planning familiarisation trips for media and travel agents in the near future.