Caribbean island nation of Jamaica is placing special focus on the Indian market, to attract travellers, as part of its campaign to expand source markets.

Jamaica has reiterated its commitment to the Indian market, saying that the multi-cultural island ranks amongst one of the most aspirational travel destinations for the Indian travellers. It is one of the top visited destinations for families, honeymooners, leisure travellers and adventure seekers from India, says Jamaica Tourism in a press statement.

It adds that after the Covid-19 pandemic, the demographic profile of the Indian travellers has changed. It says that youthful and adventurous, Indian visitors are more sensitised on wanting to travel long distances, go solo or in close company of family and friends to spend more time in each destination. And with Jamaica, a muti-cultural destination that offers so much variety for tourists, which also resembles some aspects of Indian culture. Jamaica offers various experiences to attract more Indian travellers, it says.

With these developments in mind, the Government of Jamaica has laid special emphasis on expanding its tourist markets in the Asiatic region and Jamaica is ready to attract India market with new activities, it says.

“The Indian market initiatives are now fully on stream. We met with our partners and are beginning engagements later this year. There is a huge market for weddings, there is a confluence of cricket, a rapidly growing middle and upper middle class, over time better flight connectivity, and a very active Indian community in Jamaica itself will drive growth from this increasingly lucrative market,’’ says Minister of Tourism Edmund Bartlett.

The tourism ministry adds that fortifying its position as one of the world’s leading tourism destinations, Jamaica welcomed more than 3.3 million visitor arrivals in 2022 worldwide, a 117 pc increase over 2021.

The ministry is also using cricket’s popularity in India and in Jamaica to attract Indian visitors. The statement adds that cricket transcends boundaries and has the remarkable ability to bring nations together. The 9th edition of the T20 World Cup, the 2024 ICC Men’s T20 World Cup is scheduled to be hosted by the West Indies and the United States in June 2024. It is organised by International Cricket Council (ICC). The T20 World Cup 2024 will act as a definite factor in attracting more Indian travellers to Jamaica.

In this context Bartlett welcomed Jamaican and West Indies cricketer Chris Gayle for a courtesy call at his office in New Kingston. Bartlett, a big cricket supporter, led a vibrant discussion with the legendary batsman, says the statement, adding that the two discussed the development of sports tourism in Jamaica and opportunities that could be explored along those lines.

In addition to the culture and festivals of Jamaica, the island is currently hosting the Reggae Sumfest, from July 16–22, in Montego Bay. Bartlett says there is every indication that the tourism capital should be seeing a huge influx of overseas visitors in the coming weeks.

“While the numbers were always looking good for the summer, the Reggae Sumfest Music Festival, slated for July 16 to 22, must take credit for the additional inflow, as hotels have been reporting increased bookings as a result,’’ he says.