Durrant Pate/ Contributor

The Jamaica Tourist Board (JTB) has expanded its Jamaica Travel Specialist Program, unveiling its latest iteration, which focused on Port Antonio — a hidden gem on the island’s northeast coast — at the forefront of the island’s tourism marketing efforts.

As part of the  One Love Rewards Program, this newly expanded training initiative equips U.S. travel advisors with the tools and knowledge to recommend Port Antonio as an ideal destination for travellers seeking authentic, off-the-beaten-path experiences. The new focus on the Portland parish capital aims to boost awareness of this quieter, more intimate side of Jamaica, known for its pristine beaches, lush rainforest and rich cultural heritage. 

The JTB has been working closely with local tourism stakeholders to bring greater visibility to the region and to develop more specialised itineraries that cater to travellers seeking a combination of adventure, relaxation, and nature. This comes as Jamaica’s travel and tourism sector is entering a new chapter in 2026. The expansion of the Jamaica Travel Specialist Program with a focus on Port Antonio marks a significant step forward in Jamaica’s tourism strategy for 2026.

Port Antonio given primary attention

The Jamaica Travel Specialist Program now includes a comprehensive module dedicated to Port Antonio, offering travel professionals the opportunity to learn about the area’s top attractions, unique accommodations, and local culture. Port Antonio, located in Jamaica’s Parish of Portland, has long been a favourite retreat for those in search of a quieter, more laid-back Jamaican experience. While other areas like Montego Bay, Ocho Rios, and Negril are better known for their bustling resorts, Port Antonio offers an authentic escape with its rich history, crystal-clear lagoons, and famous sites like the Blue Lagoon and Frenchman’s Cove.

Head of the Tuscarawas County Convention and Visitor’s Bureau, Diane Lautenschleger says training programs like these not only enhance the knowledge of travel agents but also foster deeper engagement with destinations that may have been overlooked by mainstream tourism. The program emphasises the eco‑tourism potential of Port Antonio, encouraging advisors to promote the region’s breathtaking natural landscapes, eco-friendly lodging options, and outdoor activities like hiking, snorkelling, and river rafting. 

The expanded curriculum also highlights the area’s historical significance and local heritage, with cultural festivals and traditional Jamaican music integral to the visitor experience. For U.S. travellers, Port Antonio is an increasingly desirable destination in the Caribbean due to its relatively peaceful atmosphere, uncrowded beaches, and vibrant local culture. This aligns perfectly with the growing trend of experiential travel, where people are looking for more than just traditional resorts. 

Visitors to Port Antonio can enjoy activities like swimming with dolphins, exploring hidden caves, and taking boat trips to secluded beaches. These experiences provide a distinctly authentic side of Jamaica, a sharp contrast to the more touristy areas. Travel and Tour World (TTW) is reporting that in 2026, Port Antonio’s charm and undiscovered appeal will attract those seeking a romantic escape, a family adventure, or a spiritual retreat. 

The newly designed travel programs for U.S. advisors help them tailor packages that include visits to Portland’s waterfalls, the Jamaican Blue Mountains, and world-class eco-lodges such as the Jamaica Inn. Through the One Love Rewards Program, agents can access exclusive travel packages that offer specialized services, ensuring their clients experience the best of Jamaica’s authentic offerings. The travel and tour blog says the enhanced Jamaica Travel Specialist Program will not only showcase Port Antonio’s best features but will also offer unique incentives for agents who successfully complete the course. 

Advisors who complete the program can earn certification and travel rewards, while also gaining exclusive access to local tour experiences and hotel discounts. This initiative makes it easier for advisors to sell Port Antonio as a desirable destination, attracting more international visitors who are eager to experience the region’s distinctive charm. The program will also offer customized tools that help travel professionals create bespoke itineraries for their clients, combining luxury stays, romantic getaways, and cultural explorations. 

The interactive learning and destination immersion approach are designed to empower travel agents to actively promote Port Antonio in their sales pitches and market strategies.

Pushing to diversify Jamaica’s product offerings

As the Caribbean tourism landscape shifts, Jamaica’s push to diversify its offerings is reflected in the growth of emerging destinations like Port Antonio. By highlighting its eco-tourism assets, cultural experiences, and off-the-beaten-path appeal, Jamaica hopes to appeal to a growing number of sustainability-conscious travellers. This tourism diversification will play a key role in sustaining the island’s economy, especially as global tourism trends continue to evolve.

Additionally, as Jamaica’s tourism industry embraces a broader focus on eco-friendly travel, the Jamaica Tourist Board has aligned its marketing strategy to encourage visits to destinations like Port Antonio, where visitors can enjoy pristine nature, local traditions, and fewer crowds. By equipping travel professionals with detailed knowledge and customised tools, Jamaica is positioning Port Antonio as a top destination for those seeking an authentic, eco-friendly, and romantic Caribbean escape. 

As more travellers discover this hidden gem, the island’s tourism sector can look forward to continued growth, sustainability, and increased visitor satisfaction for years to come. Whether you’re a travel advisor looking to expand your offerings or a couple dreaming of a unique getaway, Port Antonio is the place to be in 2026.