Nassau and Paradise Island act as the primary hub for tourism in the Bahamas, contributing over 80% to the nation’s tourism sector. Home to the majority of the Bahamas’ resort infrastructure, the performance of these islands serves as a key indicator for the overall health of Bahamian tourism. In light of this, the Nassau & Paradise Island Promotion Board’s CEO, Joy Jibrilu, shared insights on current developments in the destination.
Joy Jibrilu
Current Performance Trends in Nassau and Paradise Island
Q: What’s the latest on the performance of Nassau and Paradise Island?
A: Both 2023 and 2024 have shown promising growth for us. We were optimistic for 2025; however, the current geopolitical climate is causing some hesitation in our primary market — the United States. While we anticipate fluctuations, we’re noting a surge of interest from Canada, Latin America, and Europe. Notably, new flight routes from Canada are being launched, which could significantly boost visitor numbers. That said, the U.S. remains our main market, providing 85% of our tourists. April showed strong performance, benefiting from the late Easter holiday. However, trends point to flat figures in May, June, and July, leaving us in a state of cautious optimism.
Reasons Behind Booking Volatility
Q: What factors contribute to the current volatility in travel bookings?
A: We’ve observed a noticeable shift toward shorter booking windows. Travelers are now planning trips just 15 days in advance, a significant reduction from previous patterns where bookings would be made 60 to 90 days out. As a result, our projections need to adapt to this compression in timelines.
Enhancements in Hotel Development
Q: What are the developments in hotel infrastructure and property renovations?
A: Baha Mar is in the process of launching a fourth hotel, currently awaiting governmental permits. This addition will enhance room availability and introduce residential options that will appeal to a broad range of visitors. Furthermore, Baha Mar has implemented an exciting waterpark and a children’s club with curated experiences, shifting the focus towards family-friendly activities, attracting more families to the resort.
Growing Cruise Tourism and Management Strategies
Q: Cruise tourism is booming, but how do you manage the influx of passengers?
A: Last year, Nassau welcomed over 5 million cruise passengers, with projections indicating an increase to 6 million in the coming years. The state-of-the-art Nassau cruise port has improved our capacity to handle this surge. We strive to create authentic Bahamian experiences through diversified retail and dining options. Moreover, Royal Caribbean is planning to open a beach club on Paradise Island, but addressing the experiences for the remaining millions is a challenge. We’ve undertaken the renovation of Nassau’s renowned Queen’s Staircase, restoring it with landscaping and waterfalls, making it a must-visit, free attraction. The government is now also repairing the nearby water tower, setting a precedent for collaborative restoration efforts. We are exploring further impactful projects to enhance tourist experiences.
