The Jamaican tourism sector is poised for significant growth in the coming year as industry stakeholders devise new strategies and the government allocates an impressive marketing budget of USD 6.3 million for international promotions.
These announcements were made by Jamaica’s Tourism Minister, Edmund Bartlett, during the 63rd Annual General Meeting of the Jamaica Hotel and Tourist Association (JHTA). Bartlett highlighted that this year’s marketing budget is the largest ever designated by the government for promotional efforts, aimed at ensuring Jamaica remains a leading destination.
During the meeting, Bartlett urged tourism stakeholders to embrace innovation and adaptability in response to emerging trends, emphasizing the need for Jamaica to be prepared for an influx of travelers and to enhance the infrastructure and capacity required to provide exceptional service.
“The challenge lies in identifying where these travelers will originate and their intended destinations. We must develop the capacity within Jamaica to capitalize on this increasing activity,” said Bartlett.
He noted that Jamaica’s tourism sector has shown resilience, consistently surpassing general economic growth worldwide with an annual expansion rate of 3% over the past three decades. However, he cautioned that the nation must remain aware of the shifting global landscape. “The economic future of our country relies heavily on tourism,” he remarked.
Bartlett stressed the importance of being agile and responsive to ensure that the growth achieved post-COVID-19 is not hindered by any disruptions during the recovery process.
Additionally, he announced plans to boost tourism through enhanced air connectivity with South America, starting with LATAM Airlines’ new flights from Peru to Jamaica set to launch on December 1. Discussions are also ongoing with Azul Airlines about introducing flights from Belem, Brazil, and with Avianca regarding other areas in South America, including Colombia. Strengthening airlift is crucial for accessing new markets and diversifying Jamaica’s visitor demographics, Bartlett emphasized.
Focusing on the Indian market, Bartlett revealed plans for an extensive marketing campaign in India, one of the world’s fastest-growing economies, including a roadshow scheduled for November. He stated, “The Asia-Pacific region will represent the largest segment of outbound tourism globally. In the next two to five years, India will become the second most powerful economy. We are positioning Jamaica to tap into that growth.”
Furthermore, Jamaican tourism officials intend to target Eastern Europe and the Schengen area, regions seen as having substantial potential for inbound tourism.
