Jamaica Tourist Board under the Government of Jamaica is all set to expand its global visitor arrivals and destination presence in 2024. Mr. Edmund Bartlett, Minister of Tourism, Jamaica, accompanied by Donovan White, Director of Tourism, and other representatives from the Jamaica Tourist Board (JTB), attended the Arabian Travel Market (ATM) 2024 trade show from May 6 to 9, 2024 held at the World Trade Centre in Dubai.
Minister Bartlett emphasized the importance of Jamaica’s participation in ATM 2024, stating, “The Arabian Travel Market is an essential part of our global marketing strategy. It offers unparalleled exposure and opportunities to connect with the Middle Eastern travel industry. We are eager to engage with media, tour operators, airlines, and potential investors to foster new collaborations and drive growth in Jamaica’s tourism sector.”
During ATM 2024, Minister Bartlett announced that Jamaica will continue its efforts to increase the destination’s presence in new international markets, with a focus on India and Latin America. These regions hold significant potential for both leisure and business travel.
New Initiatives in Asia
Recognizing the potential of the Indian market, Jamaica has appointed TRAC Representations (India) as its local market representative. Minister Bartlett stated, “India is a high-potential tourism market for us. TRAC Representations will engage with local travel partners and media to raise awareness of the Jamaican brand and develop air connectivity options. This partnership aims to position Jamaica as a desirable destination for Indian travellers.”
Tourism Growth Opportunities in Latin America
Jamaica saw a 40 per cent increase in arrivals from Latin America, welcoming approximately 36,000 visitors from this region in 2023. Minister Bartlett highlighted the expanded partnership with Copa Airlines, which now offers daily flights from Panama to Kingston and Montego Bay. These routes provide convenient connections to Colombia, Argentina, Brazil, Peru, Costa Rica, and Mexico, enhancing Jamaica’s accessibility and appeal to Latin American travellers.
2024 Vision: Even More in ‘24
As Jamaica enters 2024, it embraces the motto ‘Even More in ‘24’, recognizing the transformative impact of its tourism industry. The interconnected tourism value chain not only boosts the economy but also uplifts the lives of the Jamaican people and local businesses.
Record-Breaking Arrival Figures
In 2023, Jamaica recorded 1,016,185 stopover arrivals and over 700,000 cruise passengers, generating approximately US$1.8 billion in revenue. This represents a 4.6 per cent increase in stopover arrivals and a 23 per cent increase in cruise passengers compared to the previous year. Minister Bartlett shared these figures during an interview at ATM 2024.
Jamaica continues to be a premier destination, known for its authentic experiences in food, music, and entertainment. The unique vibe of Jamaica is what draws travellers to the island, making it a highly sought-after destination.
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