Barbados recorded a shift in its visitor mix during the first half of 2026, with gains from the United States, Canada and Europe offsetting a sharp drop in United Kingdom arrivals, according to Barbados Hotel and Tourism Association (BHTA) chairman Kelly-Ann Payne.

Speaking at the BHTA’s third quarterly general meeting at Graeme Hall Nature Sanctuary in Worthing, Christ Church, Payne said the US remained the island’s largest source market, delivering 123,282 visitors in the first six months of the year and holding a 33.8 per cent market share. That figure put the US roughly 10,000 visitors ahead of the UK.

Canada posted 54,322 arrivals, up 13.7 per cent, lifting its market share from 12.8 to 14.9 per cent. Europe grew fastest of all, expanding 20.1 per cent.

The gains came alongside declines elsewhere. UK arrivals fell 9.8 per cent, a loss of more than 12,000 visitors compared with the same period last year, while Caribbean-origin arrivals dropped 11.4 per cent.

“This diversification is healthy; it improves resilience, it reduces dependence on any single market, and it creates a stronger foundation for long-term growth,” Payne said.

Airlift projections for September 2026 through August 2027 point to continued airline confidence in the destination. Grantley Adams International Airport is expected to handle 1.6 million seats across 13,111 flights over that period, increases of 3.6 per cent and 3.1 per cent respectively. British Airways is set to expand capacity by more than 71 per cent, supported by a new Gatwick route and expanded regional connections.

Payne framed the data as evidence for a broader industry push, referred to as Tourism 3.0, that measures success by economic value rather than visitor counts alone. “The future must be measured by growth in value. Value for employees, value for entrepreneurs, value for communities and value for Barbados,” she said.

She also addressed an unresolved dispute with Booking.com over its practice of charging commission on taxes, mandatory fees and tourism-related levies. Payne said the BHTA would continue regional advocacy and engagement with government officials until the matter is resolved, calling it a question of fairness in how members’ businesses operate.

The quarterly meeting was held under the theme “Safeguarding Our People, Securing Excellence: Tourism Is Truly Our Business.”