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US market to Barbados grows faster than UK
Barbados has seen almost a 3% increase in UK visitors so far this year after adding more flights, new experiences and refreshed product.
In total, it attracted 357,668 overnight visitors from January to June, a rise of 3.1% over the first six months of 2017.
From the UK, which accounts for a third of all visitors to the Caribbean island, there were 119,241 arrivals, up 2.8% from 2017.
However, the US market grew by almost 9% during the same period, when 107,328 people from the States visited Barbados.
CEO of Barbados Tourism Marketing Billy Griffith said: "There’s pressure to keep improving and to remain competitive as we continue to grow our brand.
"We must be strategic in our efforts, and now, more than ever, we must focus on our key relationships. Which is why over the next six months, you will see us working even more closely with our partners to ensure these trends continue through the upcoming winter period and beyond."
Last December, Virgin Atlantic launched a twice-weekly direct winter-only service between Heathrow and Barbados, which is expected to resume for the winter 2018/19 season.
Griffith also acknowledged the role that the island’s new attractions have played in boosting 2018 arrival numbers. "We are cognisant of the continuous need for refreshing and invigorating our product offerings while preserving the elements of the Barbados experience that keep our repeat guest rate so high," he said.
"New attractions like Rihanna Drive and Nikki Beach, or even Hugo’s restaurant, go a long way in showing that Barbados is committed to maintaining its position as a superior holiday destination."
The island has also seen the opening of a new Sandals Royal resort, while some properties, including Sea Beach House in Maxwell, have been extensively refurbished.
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Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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