Nassau Paradise Island Eyes New Markets, High-Value Travelers

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After passenger numbers at the Bahamas’ Lynden Pindling International Airport topped 4 million in the year to the end of June, Nassau Paradise Island Promotion Board CEO Joy Jibrilu says the organization is focused on maintaining and expanding the destination's tourism momentum.

Speaking to Aviation Week, Jibrilu outlined key strategies to ensure continued growth, including targeted marketing, expanded airline partnerships and a focus on enhancing the visitor experience through cultural and environmental initiatives.

“With nonstop service from 43 markets across the U.S., Canada, Europe and South America, visiting our destination has never been easier,” Jibrilu says. “Our strategy to maintain this growth is centered on several key areas, including enhancing marketing efforts to attract high-value travelers and broadening airline partnerships to increase route options.”

One key aspect of this strategy is a new brand campaign—the first in seven years—that aims to highlight Nassau and Paradise Island as two distinct yet complementary destinations. “This campaign will showcase the islands' unique culture, using locally created music and authentic experiences to meet travelers’ desires for genuine, immersive experiences,” Jibrilu adds.

In terms of expanding international airlift, adding routes to points Latin America is a key target. Jibrilu says efforts are ongoing to engage airlines and travel agencies in the region. “We are leveraging data and market insights to identify key cities with high potential for travel to our region and tailoring our outreach and promotional strategies accordingly,” she says.

“We believe that Nassau and Paradise Island has much to offer to visitors from Latin America, particularly if they wish to combine it with a visit to the U.S., as we are one of only a few destinations that offer U.S. pre-clearance facilities for departing passengers.”

Sustainability remains a priority, Jibrilu says, with initiatives focused on balancing tourism growth with environmental and cultural preservation. “We’re committed to safeguarding the natural beauty and cultural heritage that make the Bahamas so unique,” she emphasizes.

Looking ahead to Routes Americas 2025, Jibrilu sees the upcoming event as a major opportunity to enhance Nassau’s connectivity and visibility in global markets. "Hosting Routes Americas 2025 will allow us to showcase what makes Nassau and Paradise Island special and strengthen our relationships with airlines and industry stakeholders," she says. "We are eager to leverage this event to further position ourselves as a must-visit destination."

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