In a significant announcement during the 70th-anniversary ceremony of the Jamaica Tourist Board (JTB), portfolio minister Edmund Bartlett revealed plans for upcoming airline partnerships that he is convinced will substantially expand Jamaica’s airlift capacity.

“We will be making some more new announcements about partnerships coming out of South and North America,” the minister stated, indicating that these agreements will significantly increase seat availability to the island and open access to new markets. These forthcoming route expansions are anticipated to be a major driver for Jamaica’s ambitious tourism growth targets.

Bartlett led the celebration alongside State Minister Delano Seiveright, Director of Tourism Donovan White, JTB chairman John Lynch, and chief technical director David Dobson.

The ceremony commemorated seven decades of the JTB’s pioneering work in establishing Jamaica as what Minister Bartlett described as “the most prolific and the most successful tourism bureau on planet earth.”

The Jamaica Tourist Board (JTB) marked its platinum anniversary on Tuesday (April 1), celebrating 70 years of promoting Jamaica as a premier global destination. This milestone celebration brought together staff, leadership, and industry partners, with international offices joining virtually from the US, Canada, and Europe.

Reflecting on the extraordinary journey of Jamaican tourism since the JTB’s establishment in 1955, when “Jamaica was seen as a place for a short vacation by the wealthy”, Minister Bartlett highlighted the remarkable growth in visitor arrivals, which have bounced back to top pre-pandemic numbers, topping 4.3 million in 2024, representing a 23.6 per per cent rise in revenue.

“Tourism is the only industry in Jamaica that has grown consistently for 33 years,” Minister Bartlett noted, attributing this success to the dedication of the JTB’s staff and partners across the globe. He paid special tribute to tourism pioneers, from John Pringle, Jamaica’s first Director of Tourism in 1963, to current Chairman John Lynch, “in whose administration the industry has grown exponentially.”

“As we look to the next 70 years, we must continue to look to South America, the Middle East, Asia, and Africa for greater market share,” Bartlett stated, outlining the JTB’s vision for future growth.

He emphasised the importance of developing new products for evolving traveller demographics seeking customised experiences and enhancing infrastructure to provide seamless experiences for both visitors and citizens.