NASSAU, BAHAMAS — Non-stop airlift to Nassau has “never been stronger,” according to Nassau/Paradise Island Promotion Board chief executive Joy Jibrilu, who noted that the destination is headed for an upbeat start to 2026 with double-digit percentage increases in airlift projected for the first two months.
Addressing The Bahamas Hotel and Tourism Association’s (BHTA) annual general meeting at the Baha Mar resort Jibrilu noted that 2025 required constant adjustment as global travel dynamics shifted.
“It has certainly been a year of ups and downs, highs and lows,” she noted, adding that the Promotion Board’s emphasis on expanding international reach proved essential.
“Notwithstanding that, for many years, those of us in the tourism industry have understood the importance of diversifying our source market and this year has provided the perfect opportunity for us to do just that. Airline economics have shifted, consumer sentiment has shifted, but through all of this, our approach has been deliberate and agile. Market diversification has been one of our strongest tools. We’ve worked to expand our global reach, thereby ensuring that Nassau and Paradise Island is not overly dependent on any single market.”
Jibrilu the United Kingdom has emerged as a steadily growing market, while Canada is the standout performer. “Turning to Canada, we’ve see this is our fastest growing international market this year and this winter brings the highest Canada airlift we’ve ever seen with weekly non-stop flights doubling from 19 to 39. Canada now represents 10 percent of all inbound seats to Nassau, a major boost heading into peak season.”
To support the expanded airlift, the Promotion Board launched targeted advertising in Montreal, Toronto, Ottawa and Halifax.
“Non-stop airlift to Nassau has never been stronger,” Jibrilu said, noting steady winter-season increases. November began with a two percent rise, followed by a six percent increase for December as additional services returned. “January builds even further with an 11 percent increase and February is leading the outlook at 14 percent, marking our strongest of month of projected growth.”
The destination’s digital channels continue to scale rapidly. Year-to-date 2025, the official website recorded 14 million visits, supported by broad marketing reach that delivered 238 million television impressions, 112 million digital impressions, 88 million social impressions and 31.5 million traditional media impressions.
Robert Sands, Baha Mar’s senior vice president during his remarks noted that the resort’s forward bookings continue to accelerate. “We have a stronger than normal booking pace and robust demand. We are pacing ahead year over year for the quarter one, 2026, one of the most promising starts we’ve had in the years.”
Sands also noted that groundbreaking for its $600 million luxury resort at the former Melia site remains on schedule for February 2026. “We will feature 350 rooms, 50 residences, and eight villas. This project that signals confidence in our workforce, our Bahamas destination, and the long term strength of our tourism industry.”
Jillian Williams, a representative of the Grand Bahama Promotion Board noted that visitors numbers to the island continue to rise sharply with foreign air arrivals from January through October increasing by 21.7 percent year-over-year, as cruise arrivals grew 37.5 percent with the launch of Carnival’s Celebration Key. She also noted that based on Government communications, Concord Wilshire, the Grand Lucayan purchaser is expected to receive approval to begin construction in the first quarter of 2026.
