Nassau & Paradise Island Expands Air Connectivity, Targets Emerging Markets

Nassau & Paradise Island, Bahamas, is ramping up efforts to attract more international visitors by strengthening air connectivity and tapping into emerging markets as Routes Americas 2025 gets underway.

Speaking to Aviation Week, Nassau & Paradise Island Promotion Board (NPIPB) CEO Joy Jibrilu says these initiatives aim to increase accessibility, diversify visitor demographics and solidify Nassau’s reputation as a premier leisure destination.

“Over the past couple of years, we have made significant strides to enhance our air connectivity, offering nonstop service from major markets in the U.S., Canada and the UK,” Jibrilu explains. “We are actively focusing on emerging markets, particularly in the underserved secondary markets in the U.S., Brazil and Colombia in Latin America, and expanding our reach in Europe.”

New international routes secured by Nassau Lynden Pindling International Airport in recent years include Alaska Airlines’ flights from Los Angeles and Seattle; Delta Air Lines’ service from New York LaGuardia Airport; and Bahamasair’s operations to Montego Bay, Jamaica.

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Following peak visitation in 2023, Nassau & Paradise Island maintained impressive tourist figures in 2024, Jibrilu says. Looking ahead, she anticipates continued growth, driven by strategic investments and expanded marketing campaigns.

“We see strong potential for growing visitation from Latin America, with Brazil, Colombia and Argentina already performing well, demonstrating the increasing appeal of Nassau & Paradise Island in this market,” Jibrilu adds.

During summer 2024, NPIPB launched a new brand campaign—its first in seven years—that aims to reintroduce Nassau and Paradise Island as “one destination” but two distinct islands. To support an expected increase in air connectivity, work is underway to expand the number of hotel beds. Baha Mar recently announced plans for a fourth luxury resort, slated to open in 2029, while a new Four Seasons-managed residential community on Paradise Island is expected to debut in 2027.

But Jibrilu maintains that balancing growth with sustainability remains a key priority. “While we celebrate record arrivals, we remain committed to sustainable tourism practices that safeguard our environment and heritage,” she says.

“We actively promote eco-friendly initiatives through partnerships with organizations like the Reef Rescue Network and collaborate with resort partners to support environmental conservation.”