The Government of Jamaica is pushing to grow its visitor arrivals and destination presence across the globe, with a special interest in India and Latin America, Tourism Minister Edmund Bartlett said during  the recently concluded Arabian Travel Market (ATM) 2024 travel trade show. 

According to a press statement by the Jamaica Tourism Board, Bartlett was joined by Donovan White, Director, JTB and other JTB representatives for promoting the Caribbean island destination and its  varied offerings at ATM 2024.

Edmund Bartlett

“Participation in the Arabian Travel Market is a key part of our global marketing strategy. There is no other event quite like it, offering an unparalleled platform for exposure and establishing valuable connections within the Middle Eastern travel industry. We look forward to engaging with a diverse range of stakeholders, including media outlets, tour operators, airlines, and potential investors, all with the goal of fostering new collaborations and propelling further growth in Jamaica’s tourism sector,” says Bartlett. 

The statement adds that during ATM 2024 Tourism Minister Edmund Bartlett announced that Jamaica will continue to initiate efforts in order to build the destination’s presence in new international markets this year. The initiative places special emphasis on India and Latin America, where there is immense potential for both, leisure and business travel. 

JTB adds that Jamaica has recorded about 1.02 million stopover arrivals and over 700,000 cruise passengers, earning roughly USD 1.8 billion in revenue. This represents a 4.6 pc increase in stopover arrivals and a 23 pc increase in cruise passengers compared to the same period in 2023. 

New initiatives in Asia

The statement adds that Jamaica is determined to tap into the Indian market, recognising potential of the Indian travellers. 

“Recognising India as a high-potential tourism market, we have appointed TRAC Representations (India) as our local market representative. Their role involves engaging with local travel partners and media, fostering trade and consumer awareness of the Jamaican brand, and developing suitable air connectivity options to the island. This strategic partnership seeks to tap into India’s burgeoning travel market and position Jamaica as a desirable destination for Indian travellers,” adds Bartlett.

Reporting a 40 pc increase in arrivals from Latin America, Jamaica  has welcomed approximately 36,000 visitors from this market in 2023, JTB says. 

“Our partnership with Copa Airlines, a key player in this market, has expanded significantly, with daily flights from Panama to both Kingston and Montego Bay. These routes offer convenient connections to destinations such as Colombia, Argentina, Brazil, Peru, Costa Rica, and Mexico, strengthening our accessibility and appeal to Latin American travellers,” adds Minister Bartlett.

The statement adds that the destination has adopted a new motto Even More in ‘24, recognising the transformative power of Jamaican tourism industry. 

“The interconnected web of the tourism value chain is not just a beacon of hope but a powerful force that fosters positive change and uplifts the lives of the Jamaican people and local businesses,” says the press statement.