Business
BHTA Chair Warns of Apathy Threatening Barbados Tourism Industry
Kelly-Ann Payne, newly elected chair of the BHTA, warns that apathy in leadership roles could jeopardize the tourism industry's sustainability despite record visitor numbers and economic significance.
5 min read
Originally published by barbadostoday.bb (opens in new tab)
Apathy within the tourism industry threatens its long-term sustainability despite record-breaking growth, new Barbados Hotel and Tourism Association (BHTA) chair Kelly-Ann Payne has warned, calling on private sector players to take a more active role in leadership, planning and stewardship of the island’s most important industry.
Speaking after her election at the association’s annual general meeting, Payne did not mince words regarding a growing trend of apathy within the industry. She highlighted a worrying decline in members stepping forward for leadership roles, noting that key positions within the organisation are now rarely contested.
“Over the years, these positions have rarely been challenged,” she said in her inaugural address. “In fact, in many instances, we no longer even need to vote because not enough people are coming forward to serve. That reality should give us pause.”
Emphasising an independent stance, Payne sought to reassure members that her focus remains entirely on the progression of the industry. “I am here to serve, with no political aspirations nor political connections,” she said, adding that she constantly reminds herself that “service is both a privilege and a responsibility”.
The call to action comes at a critical juncture for the Barbadian hospitality industry which is enjoying an unprecedented boom, with 2025 recording more than 729 000 long-stay visitors, the highest number ever recorded in the island’s history.
Payne reminded attendees of the immense economic weight the industry carries, noting that tourism accounts for at least 30 per cent of the nation’s gross domestic product (GDP) and sustains nearly one in every three jobs on the island.
“Tourism is our business,” she said, echoing a 40-year-old national mantra. “It is not just something we participate in — it is the backbone of our economy and our livelihoods. This is not just an industry. It is our bread and butter. It is what sustains our families, our businesses, and our national development.”
Despite these record-breaking successes, Payne expressed deep concern over the lack of engagement when it comes to the administrative and strategic planning required to maintain this momentum. She criticised those who choose to observe rather than actively support the association’s initiatives, committees and reports.
“Unfortunately, some prefer critique from the sidelines, conversations in corners, rather than contribution at the table,” she said. “But if tourism is truly our business, then stewardship must also be our responsibility. As members of the private sector, we hold tremendous power to shape the future of this industry.”
