An administration trumpets sprawling hotel developments and pivots toward American visitors, suggesting a seismic shift from Barbados’ long-standing high-end tourism model to a mass-market approach.
These projects are framed as economic progress. The unprecedented expansion is being portrayed as a ‘jobs, jobs, jobs’ win-win, with six major resorts slated to open by 2026. Among them are Sandals Beaches Resort (3 500 jobs) and Hyatt Ziva Barbados (1 500 permanent roles).
While there’s no doubt these developments will provide employment opportunities, the question remains: Can they sustain premium wages while prioritising volume over exclusivity? Sandals alone will accommodate 2 000 guests weekly, and Hyatt’s 387-room complex mirrors more low-cost, mass-tourism hubs.
These developments are particularly noteworthy given that the US has displaced the UK as Barbados’ primary tourist source market. This might be good news to those bringing visitors accustomed to all-inclusive packages but bad news for those seeking the bespoke experiences that once defined the island’s brand.
We accept that Barbados has been a maturing destination for the last 30 years, as experts such as Dr Auliana Poon have noted. But in an era of increasingly sophisticated travellers more keen for heritage, culture, cuisine, sport, and conventions than the nearest sun-soaked beach, the shift to mass tourism more reminiscent of the Dominican Republic is worrisome.
Mass tourism’s reliance on volume over value risks diluting per-tourist revenue—and pressing down labour costs. While American arrivals may boost headcounts, their spending habits—often tied to pre-paid resort stays—primarily benefit multinational chains like Marriott and Hyatt rather than local businesses.
The massive coastal hotel projects – including the new hotel the administration insists should replace the Holetown Civic Centre and dwarf the national monument to 400 years of modern Barbados – demand significant infrastructure upgrades. Yet public consultations on significant environmental and social issues from coastal erosion, pollution, marine habitats, waste management, and even traffic congestion have been conspicuous in their absence.
And there’s the lesson we thought successive governments would have learned from monoculture after three centuries of King Sugar. Tourism already accounts for about 40 per cent of our GDP. Doubling down on this industry—particularly through foreign-owned megaprojects—only deepens our economic fragility, further exposing us to sudden shocks and crises beyond our control—things like global pandemics or US recessions.
The celebratory narrative around US tourist dominance, echoed by both the government and the Barbados Hotel and Tourism Association, overlooks some important considerations. Competing with our regional neighbours for budget-conscious American travellers risks pushing Barbados into a cycle of cost-cutting, which could undermine service quality, environmental standards, and ultimately, the very jobs this strategy aims to support.
If the same administration that has raised concerns about declining tourist spending shifts focus from high-spending, long-stay visitors to a more price-sensitive US market, is that truly a beneficial trade-off? This is not simply a shift from one reliance to another—it could be a risky compromise with long-term consequences.
There is still time to pause new hotel approvals until comprehensive economic, environmental, and social impact assessments are conducted and shared publicly.
Could the government instead capitalise on Barbados’ reputation for luxury by implementing policies that encourage boutique accommodations and cultural tourism, perhaps through levies on mass-market resorts? If, like previous administrations, the current leadership is primarily focused on granting concessions and duty-free waivers, then the risk is that our tourism product is treated as a low-cost, mass-market commodity. That would be a disservice to the destination—and we believe Barbados deserves better.
The administration recently introduced a resilience fund—a welcome initiative, provided we don’t engineer a self-inflicted fall from dizzying heights. Pour tourism revenues, not lip service and tokens, into climate-smart agriculture, renewable energy, and tech sectors to reduce reliance on hospitality. The IMF warned us of the dangers of a monoculture economy even as it was bailing us out. Three years on, we should have learned our lesson.
Ultimately, what has been missing is a commitment to a national conversation on our tourism strategy. Without course correction, we risk sacrificing our identity—and sovereignty—on the altar of unchecked growth in the name of ‘jobs, jobs, jobs’. A race to mass tourism is a race to the bottom, taking pay levels down with it.
Averting that sorry state, no less ignominious than the crime and violence gripping our nation, begins with a basic democratic practice in a healthy, progressive, republican democracy: politicians mature enough to level with the people.
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