The Jamaica Tourist Board (JTB) has appointed Weber Shandwick as its new Canadian public relations agency in a three-year partnership that aims to inspire more Canadians to visit Jamaica and strengthen the island’s profile as a leading Caribbean destination.

Weber Shandwick will apply its earned-first storytelling approach to develop creative, integrated campaigns that authentically showcase Jamaica’s vibrant culture and premium travel experiences to Canadian travellers. This announcement marks a crucial moment for global travel and tourism, positioning Jamaica to spearhead the Caribbean’s recovery. 

With bold ambitions for the Canadian market, the destination aims to welcome 600,000 Canadian visitors annually and achieve US$750 million in tourism earnings by 2030, supported by a notable 22% increase in Canadian airlift capacity.

Tourism Minister Edmund Bartlett is hailing the move, saying, “Canada is one of Jamaica’s most vital and fastest-growing source markets. The recent increase in tourism capacity demonstrates confidence in our partners and appeal to Canadian travellers. Weber Shandwick will be invaluable partner in helping us bring this vision to life, leveraging their strategic expertise, creative storytelling, and deep market insights to drive awareness and engagement. Together, we are building a strong foundation to achieve our ambitious 2030 goals and beyond.”

The JTB is thrilled about the collaboration and opportunity to drive fresh, impactful campaigns in Canada alongside Weber Shandwick’s award-winning team with Director of Tourism, Donavon White and Angella Bennett, JTB Regional Director for Canada emphasising in a joint statement. According to them, “we’re always looking for partners who share our vision and passion for showcasing Jamaica’s natural beauty, culture, and spirit to the world…Weber Shandwick’s proven ability to blend creativity with strategy makes them the right partner to amplify Jamaica’s story in Canada.”

For his part, President and CEO of Weber Shandwick, Greg Power commented, “Partnering with the Jamaica Tourist Board is an incredible honour for Weber Shandwick…Jamaica’s unmatched vibrancy, rich heritage, and global allure make it truly one-of-a-kind. By leveraging data-driven insights, creative strategy and Jamaica’s cultural influence, we’re eager to craft impactful campaigns that inspire Canadians to explore the island’s breathtaking beauty and local traditions.”