The Bahamas Reveals Ambitious Tourism Overhaul: A Shift Beyond Beaches to New Experiences

The Bahamas, one of the world’s most famous tourist destinations, is embarking on an ambitious journey to redefine its tourism sector. With a strategic shift to move “beyond the beach,” the government is spearheading initiatives aimed at diversifying the island nation’s tourism offerings. The announcement was made by Chester Cooper, the Bahamas’ Deputy Prime Minister and Minister of Tourism, during the 2025/26 Budget Debate in the House of Assembly on June 12, 2025. Cooper outlined the government’s long-term vision for the tourism industry, focusing on sustainable growth, increased visitor numbers, and enhanced tourism products across the islands. While the Bahamas has long been associated with its stunning beaches, the government aims to take a more comprehensive approach to tourism that includes a variety of other experiences. These include cultural, heritage, religious, adventure, sports, eco-tourism, space tourism, and tech-tourism. The goal is to shift the country’s tourism sector towards a more diversified, year-round industry that provides a broader range of opportunities for both tourists and the Bahamian people. Tourism Development Corporation (TDC): Key to New Strategy One of the central pillars of this new tourism strategy is the establishment of the Tourism Development Corporation (TDC). Deputy Prime Minister Cooper described the creation of the TDC as one of the most important moves ever made in Bahamian tourism. This new corporation will take on the responsibility of expanding and enhancing tourism products across all of the Bahama islands, from Nassau to the Family Islands. The TDC’s core objectives will be to create high-quality tourism experiences that go beyond traditional beach vacations, opening up the country to new kinds of tourism. Through this, the government seeks to ensure that the economic benefits of tourism are more evenly distributed across all regions of the Bahamas, not just the well-trodden paths to Nassau and Paradise Island. A New Vision for Tourism: ‘Beyond the Beach’ While the beaches of the Bahamas remain a major draw for visitors, the government is keen to push the message that the islands have so much more to offer. Cooper stated, “It’s about going beyond the beach and exploring all that the Bahamas has to offer.” The country’s unique natural beauty, rich cultural history, and vibrant communities provide a perfect setting for new types of tourism that can engage both locals and international visitors alike. In his vision for cultural tourism, Cooper highlighted the significance of the Bahamas’ rich history, including its Indigenous roots, colonial past, and more recent cultural developments. Through the TDC, there are plans to develop museums, art galleries, and cultural tours that will allow visitors to immerse themselves in the Bahamian experience. Heritage tourism will also take centre stage, with initiatives that showcase the country’s historical landmarks, churches, and local traditions. Adventure tourism is also being prioritised as part of the country’s diversification efforts. The Bahamas, with its vast underwater cave systems, coral reefs, and expansive land areas, is well-positioned to offer visitors exciting adventure opportunities, such as hiking, kayaking, diving, and exploration of some of the country’s most remote and pristine locations. Sports tourism is another emerging market, with the Bahamas already hosting international events in sailing, golf, and marathons, which attract participants and spectators from around the globe. The introduction of eco-tourism will highlight the Bahamas’ unique biodiversity and conservation efforts, including sustainable tourism practices. Meanwhile, the country is also exploring space tourism, capitalising on global interest in space exploration and offering unique experiences to those seeking a high-end adventure like no other. Cooper emphasised that developing these tourism avenues will not only boost the country’s appeal but also create jobs and new business opportunities for Bahamians, ensuring that tourism contributes to broader national development. Digital Landing Card: A Streamlined Experience for Visitors In a move to further streamline the travel experience, the Bahamas government is introducing a Digital Landing Card. This new digital system will combine Customs and Immigration procedures into one seamless platform. The aim is to simplify the arrival process for visitors, reducing waiting times at entry points and enhancing the overall travel experience. The Digital Landing Card will also improve security, as it allows for more efficient sharing of data across government agencies, thereby creating a more coordinated response to border control and immigration matters. Visitors will also be able to complete their landing information digitally, significantly cutting down on paperwork and time spent at entry points. The new system has already received Cabinet approval, and its rollout is expected to make travel to the Bahamas more convenient for tourists, making it easier for them to get in and out of the country quickly. The system is also expected to aid in providing better data for the government to monitor visitor trends, which will help in the planning and development of future tourism initiatives. Air Connectivity: Increasing Access to the Family Islands To support the growth of tourism beyond Nassau, the Bahamas is increasing its air connectivity, particularly to the Family Islands. New flights from Canadian cities such as Toronto, Montreal, Calgary, Ottawa, and Halifax have been introduced through partnerships with airlines like Air Canada, WestJet, and Sunwing. These new connections aim to make travel to the Bahamas more accessible and affordable, catering to a wider range of international visitors. Additionally, more flights are being added from Florida to improve access to the Family Islands, especially during the peak tourism season. The goal is to ensure that these smaller islands, which often miss out on the mass tourism that goes to Nassau, benefit from increased air access. These new flight routes are expected to drive steady growth in tourism for these less-explored regions, helping distribute tourism’s economic benefits more evenly across the archipelago. Tourism Numbers and Economic Impact The tourism industry in the Bahamas has shown strong recovery after the COVID-19 pandemic, and numbers have continued to rise in recent years. In 2024, the Bahamas welcomed over 11 million visitors, including more than 9 million cruise ship passengers. This surge in visitors was particularly notable for cruise tourism, which has long been a major source of income for the country. Although air arrivals were slightly down in the first few months of 2025, the numbers were still higher than pre-pandemic figures, showing that the recovery is progressing steadily. The government’s push to diversify tourism offerings, enhance air access, and introduce technological innovations like the Digital Landing Card is expected to maintain this upward trajectory. Tourism contributes significantly to the Bahamian economy, accounting for approximately 50% of GDP. With a focus on expanding the tourism sector through new initiatives, the Bahamas aims to not only increase visitor numbers but also raise the quality of the tourism experience, ensuring that it delivers sustainable and long-term benefits to the country and its people. Conclusion: A New Chapter for Bahamian Tourism With its “Beyond the Beach” initiative, the Bahamas is redefining its tourism landscape, offering visitors much more than just the iconic beaches it’s known for. The establishment of the Tourism Development Corporation, the launch of the Digital Landing Card, and the expansion of air connectivity are just a few of the strategic measures the government is taking to shape the future of tourism in the Bahamas. These efforts will help ensure that tourism remains a major driver of economic growth, benefiting both local communities and the nation as a whole. As the world of travel continues to evolve, the Bahamas is positioning itself as a leader in diversified tourism experiences, ensuring it remains an attractive destination for years to come.