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Durrant Pate/Contributor

At a time when resilience has become one of the defining qualities of Jamaica’s tourism sector, few companies embody that spirit more than Leisure for Pleasure, which is constantly innovating, pivoting and serving.

The Judith James-Watt founded and majority female led company celebrated its 27th anniversary with a thanksgiving service at Fellowship Tabernace, 2 Fairfield Avenue, Kinston 20, reflecting on nearly three decades of service, innovation, and perseverance.

The milestone event brought together industry partners, team members and well-wishers to honour the company’s tenacious journey from a passionate vision of James-Watt into one of Jamaica’s respected travel and destination management companies. The thanksgiving luncheon was elegantly outfitted by Sutherland’s Decor & Event Services, adding to the superb celebratory atmosphere going into the evening.

Among those extending congratulations was Tourism Minister, Edmund Bartlett, who commended the company for its resilience, innovation, and continued contribution to Jamaica’s tourism landscape whilst highlighted the importance of companies like Leisure for Pleasure in strengthening Brand Jamaica globally. He also credited the company in sustaining the island’s tourism sector through challenging periods. 

Leisure for pleasure constantly innovating

The Minister’s remarks echoed his longstanding advocacy for tourism resilience, innovation, and investment in people, as the driving force behind Jamaica’s tourism success, citing Leisure for Pleasure, as among the driving force in the local market. Emphasizing Jamaica’s tourism future depends on businesses that continue to evolve, create authentic experiences, and invest in communities and workers, Bartlett’s message aligned closely with Leisure for Pleasure’s ongoing efforts to innovate while maintaining a people-centred approach to hospitality and service.

Over the past 27 years, Leisure for Pleasure has weathered some of the tourism sector’s most difficult moments. From the devastating impact of the September 11 attacks two decades ago, to the unprecedented disruption caused by the COVID-19 pandemic, and the setbacks brought on by Hurricane Melissa recently. 

The company has always found a way to pivot, adapt, and rebuild, always serving people as a core function of operation. Those defining periods tested the global tourism landscape, confirming the company’s unwavering commitment to its clients, employees, and partners. 

Through innovation, strategic adjustments, and determination, Leisure for Pleasure remained focused on moving forward while continuing to serve travellers with excellence.

Lasting contribution to Jamaica’s tourism industry

In her remarks, Jamaica Hotel & Tourist Association executive director, Camille Needham praised Leisure for Pleasure’s lasting contribution to Jamaica’s tourism industry, describing its success as “a testament to what can be achieved through passion, innovation, resilience, and a genuine love for people.” She also commended company for helping Jamaicans explore the world while proudly showcasing the island’s warmth, culture, and hospitality.

Chief Executive Officer, Judith James-Watts used the occasion to share her vision for the future — one rooted in wellness, culture, and authentic Jamaican experiences. She highlighted the need for a world class Lifestyle Health, Wellness and Education Retreat Centre to be established in Jamaica along with a Cultural, Sports and Entertainment Theme Park, designed to uniquely exhibit Jamaica’s rich offerings to both locals and international visitors whilst increasing Tourism revenue for Jamaica.

Her vision reflects the growing global demand for transformative and wellness-focused travel experiences while positioning Jamaica as more than just a sun-and-sand destination. Besides a strong business profile, Leisure for Pleasure has an enviable Corporate Social Responsibility profile, remaining dedicated to community outreach and social impact over the years.

Leisure for Pleasure has partnered with the Errol Rattray Evengelistic Association to provide assistance and outreach initiatives for affected tourism workers in St. Ann as well as communities in Trelawny. Thus demonstrating its commitment to supporting the people who form the backbone of Jamaica’s tourism industry.

During the luncheon, the company expressed appreciation to its team members in acknowledging their years of service and offering various prizes and awards to the top producing agents and employees of the year.

Purpose for the future 

As the company enters its next chapter, the celebration served not only as a reflection on past achievements but also as a declaration of purpose for the future. With strong leadership, a resilient team, and a vision centred on wellness, culture, and community, Leisure for Pleasure is proving that true success lies in the ability to adapt, innovate, and serve with purpose.After 27 years of navigating change, overcoming challenges, and elevating Jamaican hospitality, Leisure for Pleasure Holidays  stands as a powerful example of resilience, innovation, and excellence within Jamaica’s tourism industry.