The Bahamas Ministry of Tourism presented a comprehensive update during the Caribbean Travel Marketplace 2026, highlighting record-breaking visitor arrivals, significant expansion of its global audience, and a strengthened international marketing strategy focused on market diversification, air connectivity, and destination positioning.

Officials reported that the destination reached 12.5 million total visitors, marking its highest performance to date, including 1.7 million air arrivals and more than 10.6 million sea arrivals, reinforcing the Bahamas as one of the leading tourism destinations in the Caribbean.

The presentation also emphasized the rapid growth of the destination’s brand audience, which now exceeds 11 million active consumers, covering segments such as leisure travel, diving, romance, fishing, and aviation. This audience base grew from 8.8 million to over 11 million in less than five months, reflecting strong digital expansion and marketing reach.

The Bahamas outlined its marketing approach as an inverted funnel model, moving from brand awareness, to travel intent, and ultimately to conversion and booking of travel experiences.

Key source markets include the United States, Canada, and Europe, with growing momentum in Latin America, particularly Brazil, Colombia, Mexico, and Argentina. The destination also highlighted global activations across digital campaigns, out-of-home advertising, airline partnerships, OTA platforms, and public relations initiatives.

Performance metrics presented included over 370 million global impressions, a 53% increase, more than 150 million video views, and 3.8 million website visits, demonstrating strong growth across all digital channels.

Bahamas further emphasized strategic sports partnerships in the United States as part of its broader brand awareness strategy targeting high-value audiences.

The presentation at CHTA Marketplace 2026 reinforced the Bahamas’ commitment to strengthening its global positioning through innovation, connectivity, trade partnerships, and sustained international tourism growth.