Tourism Minister, Edmund Bartlett have articulated a work programme of winning the Asian market including the appointment of TRAC Representations (India) as its local market representative.

TRAC’s 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.

Minister Bartlett says this strategic partnership seeks to tap into India’s burgeoning travel market and position Jamaica as a desirable destination for Indian travellers.

Addressing the just ended Arabian Travel Market (ATM) 2024 trade show, which he led a Jamaican delegation, Barlett told the gathering of global tourism interest that the destination is pushing to grow its visitor arrivals and destination presence across the globe.

He declared that Jamaica is determined to tap into the India market, recognizing potential of the Indian travellers.

India’s high-potential tourism market

The Tourism Minister recognized India as high-potential tourism market,

acknowledging that Jamaica presence at ATM 2024 is a key part of its global marketing strategy.

According to him, ”there is no other event quite like it (ATM 2024), 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.”

During ATM 2024, Bartlett declared 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.

Opportunities in Latin America

Reporting a 40 per cent increase in arrivals from Latin America, Jamaica welcomed approximately 36,000 visitors from this market in 2023.

Minister Bartlett told the tourism trade show, “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.”

As Jamaica enters 2024, the destination has adopted a new motto: ‘Even More in ‘24’, recognising the transformative power of Jamaica’s 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.

Regarding the destination’s commendable arrival figures, Jamaica recorded 1,016,185 stopover arrivals and over 700,000 cruise passengers, earning roughly 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 same period in 2023.

Jamaica has recorded 1,016,185 stopover arrivals and over 700,000 cruise passengers, earning roughly 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 same period in 2023.