NASSAU, BAHAMAS- Director General of Tourism Latia Duncombe says the country’s tourism industry is on stable footing and poised for continued growth, with over 3.3 million visitors arriving between January and March 2025, marking a nine percent increase over the same period in 2024.
Speaking at a press conference at the Office of the Prime Minister, Duncombe credited the gains to targeted strategies, deliberate action, and strong global partnerships, despite ongoing global uncertainty and a slight shortfall in air arrivals.
“Our performance is stable and the outlook is positive,” Duncombe said. “We act with intention, respond with precision, and we are always looking ahead.”
Cruise tourism led the surge, with 2.8 million arrivals—up eleven and a half percent year-on-year—while air arrivals were down three percent, totaling 487,000. However, Duncombe emphasized that air arrivals in several key Family Islands, including Grand Bahama, Abaco, Bimini, and Eleuthera, exceeded last year’s performance, showing continued interest in multi-island experiences.
“Behind every statistic is a real Bahamian family—a small business owner, a taxi driver, a straw vendor—whose livelihood depends on the flow of visitors,” she said.
Stopover visitors totaled 512,000 for the first quarter, a four percent decline compared to the same period last year. Yet Duncombe remained optimistic, citing the effectiveness of ongoing campaigns like the “Instant Savings” program, high-profile marketing activations, and deepened trade engagement across key markets.
The United States remains The Bahamas’ largest market, accounting for eighty-three percent of total visitors with an average stay of six nights. Canada contributes nine percent of arrivals, with visitors staying an average of eight nights. The Ministry has ramped up campaigns in the Canadian market, coinciding with new airlift from Ottawa and Halifax, expanded capacity from Montreal, and a live promotional campaign running through May nineteenth for travel into October.
The Bahamas’ digital platforms are also delivering strong results. Duncombe reported that Bahamas.com had over 3.4 million global visits and achieved a nine percent conversion rate, yielding nearly 300,000 hotel leads and 86,000 booking entries.
In Europe and the United Kingdom, which account for five percent of visitors, British Airways remains a key partner. The Ministry is supporting growth in these regions through multilingual advertising and close coordination with tour operators. Latin America remains a growth opportunity, particularly in Brazil, Colombia, and Argentina, where the Ministry has increased its trade presence and promotional activities.
Emerging markets like India and the Middle East are also being monitored closely, with an eye toward long-term potential in luxury, wellness, and cultural travel.
Duncombe acknowledged the impact of global uncertainty, including shifting travel patterns and shortened booking windows. “Some visitors have opted not to travel, or have changed destinations,” she said. “But that shift creates opportunity—for many, The Bahamas is now rising to the top.”
To counter the unpredictability, the Ministry has increased its on-the-ground engagement, activated regional offices in seven global hubs, and launched its new brand message: “A Lifetime of Islands, A Lifetime of Experiences.”
Hotel occupancy remains a concern in some areas, but Duncombe pointed to promotional pivots, including thousands of bookings under the Instant Savings campaign, and a pipeline of new hotel investments designed to diversify offerings—from family and adult all-inclusives to sustainable, off-the-grid getaways.
“Our inventory determines our growth. The more rooms we have, and the more diverse our offerings, the more visitors we can attract,” she added.
On-island efforts are also in motion to enhance visitor experiences, including the Smart City initiative offering free Wi-Fi and real-time information, and the rollout of Google Street View across the islands to improve pre-arrival planning.
“Our strategy is to make sure that whenever someone considers travel, The Bahamas is at the top of the list,” Duncombe said. “Despite global challenges, our partnerships are strong, our brand is bold, and our reach is expanding. Tourism is delivering meaningful impact across The Bahamas.”
