The Tribune

By KEITH ROYE II

In The Bahamas, we often speak about tourism as if it is something that simply arrives on our shores. Cruise ships dock. Planes land. Visitors step on to Bay Street or into resorts on Paradise Island. Yet, in the digital age, tourism and international commerce increasingly begin long before a traveller boards a flight. They begin online.

For Bahamian businesses, the question is no longer whether technology matters. The question is how effectively are we using it to attract and convert international customers before they ever set foot in Nassau, Freeport, Abaco or Exuma.

Today, a small boutique hotel in Harbour Island has, in theory, the same access as a global retailer to a customer in Toronto or London. A bonefishing guide in Andros can market to enthusiasts in Texas. A craft producer in Long Island can ship hand-made products to buyers in New York. The gateway is digital visibility, and the tools are more accessible than ever.

A professional website is no longer a luxury. It is the new store front. International customers expect clear pricing, high quality images, online booking options and secure payment systems. If they cannot find this information quickly, they move on. Search engine optimisation ensures that when someone types ‘best snorkelling in The Bahamas’ or ‘authentic Bahamian gifts’, local businesses appear in those results. Visibility equals opportunity.

Social media has also evolved from a marketing accessory into a primary channel of global engagement. Platforms such as Instagram, Facebook and TikTok allow Bahamian entrepreneurs to showcase experiences in real time. A well-produced, 30 second video of a sunset sail or a Junkanoo-inspired design can travel across continents in hours. The Bahamas has a natural advantage in visual story-telling. Technology simply amplifies it.

Beyond visibility, technology strengthens credibility. Online reviews on platforms such as TripAdvisor and Google influence purchasing decisions more than traditional advertising ever did. International visitors rely on peer validation. Local businesses that actively manage their digital reputation, respond to reviews and maintain consistent communication demonstrate professionalism that builds trust.

E-commerce also opens new revenue streams that are not limited by geography. A straw vendor who once relied solely on foot traffic in the Straw Market can now sell globally through an online store. Digital payment platforms reduce friction, while international shipping partnerships extend reach. For a small island economy, this diversification is critical. It reduces dependency on seasonal tourist flows and spreads economic participation beyond major resort hubs.

Data is another powerful tool. Even small businesses can now access analytics that reveal where customers are located, what products they browse, and how they found the business. This insight allows for targeted advertising campaigns in specific countries or cities. Rather than spending broadly, Bahamian businesses can market strategically to audiences most likely to visit or purchase.

Importantly, technology can also level the playing field between large resorts and small local operators. While multinational brands have large marketing budgets, digital platforms reward creativity, authenticity and engagement. A compelling story about Bahamian heritage, sustainability or community impact can resonate strongly with international audiences seeking meaningful travel experiences.

For the Bahamian economy, the implications are significant. Increased direct bookings mean more revenue stays in local hands rather than flowing through foreign intermediaries. Expanded online sales contribute to foreign exchange earnings. Greater digital competence across sectors strengthens national competitiveness.

However, embracing technology requires investment in digital literacy, reliable Internet infrastructure and cyber security awareness. Public and private sector collaboration is essential. Training initiatives, accessible financing for digital upgrades, and supportive policies can accelerate adoption. The future of small business growth in The Bahamas will depend not only on sunshine and hospitality, but on servers, software and strategic thinking.

The world is not waiting. International consumers are already searching, comparing and booking online. The opportunity for Bahamian businesses is to meet them there with confidence, professionalism and authenticity.

Technology does not replace the warmth of a Bahamian welcome. It ensures that more people experience it.

• NB: About Keith

Keith Roye II is a highly analytic and solutions-driven professional with extensive experience in software development. He holds a BSc in computer science and his career includes leading and delivering global software projects in various industries in The Bahamas and the US.