The Jamaica Tourist Board (JTB), a venerable state agency formed before Jamaica’s independence in 1962 has attained a significant milestone- seventy years of uninterrupted existence. 

The JTB is responsible for worldwide tourism marketing and promotion for Jamaica. Its mandate over the decades has been to promote Jamaica as a preferred travel destination, identify new and emerging consumer groups, cultivate new relationships with travel partners and disseminate timely and useful marketing information to its offices and travel partners worldwide.

It is a public company governed by a Board of Directors appointed by the Minister of Tourism. The Director of Tourism is also appointed by the Minister of Tourism and heads the JTB’s activities and operations.

Jamaica is a leading Caribbean destination, and over the years, professionalism, marketing prowess and airlift have helped to make tourism one of Jamaica’s leading foreign exchange earners and a major pillar of the economy.

Last year, Jamaica earned US$4.5 billion from tourism, and 4.5 million visitors came to the island. As a destination, Jamaica has evolved from a playground for the rich and famous (Errol Flynn, Elizabeth Taylor, Louis Armstrong, Walt Disney, Joan Crawford, Eartha Kitt)  to a diversified tourism product, attracting investors from across the world.

Only last week, Minister of Tourism Edmund Bartlett announced that this month, Montego Bay will welcome its first Emirates Airline inbound from Dubai, United Arab Emirates. The flight will kick start a weekly schedule of Emirates Airline aircraft arriving and departing Jamaica via Frankfurt Germany.

It is a testament to the JTB that it has taken a nascent tourism product and shaped it into arguably the best in class in the region. Its earliest chairmen, Abe Issa and John Pringle, could never have envisaged the quantum leap the JTB has made over seven decades.

Abe Issa 

The first Chairman of the JTB and Director of Tourism was “the father of modern Jamaican tourism”, Abe Issa, who held that position between 1955 to 1963 and went on to become President of the Caribbean Tourist Association, a regional tourism body with a mandate similar to the JTB’s.

Abe Issa saw the potential of tourism despite many not sharing his vision. On March 14, 1943, he convinced his father to cough up 35,000 pounds to purchase Myrtle Bank and turned it into a waterfront hotel in Kingston famed for its balls. It hosted a Christian Dior fashion collection show.

In 1948, Abe Issa financed and built the Tower Isle Hotel in the then fishing village of Ocho Rios. It was an 80-room luxury resort.

At the time, many thought Abe Issa was out of his mind since Montego Bay was seen as the location for north coast hotels and no one cared much for this Ocho Rios backwater. 

 Issa mused: “People thought I was crazy. They said I was bound to lose my shirt. How could anyone in their right mind build an 80-room hotel in the wilderness that was then the north coast?”

Tower Isle was constructed by Ted Smith with input from architect Bartolomeo Vicens Oliver, with the furniture selected by Lorraine Issa. 

Abe Issa’s fastidiousness and meticulous attention to detail not only served him well but also Jamaica’s tourism product. His Tower Isle Hotel saw some of the world’s leading celebrities of the time as its guests. 

An insight into Abe Issa’s energy, verve and drive to put Jamaican tourism on the map was provided by Tower Isle Hotel Resident Manager between 1965-1972, David Brown. He recalled, “Nearly every morning for my first few years at Tower Isle, Mr. Abe would telephone me at 8 a.m.  for the figures for the previous day, making notes of the number of guests, the restaurant and bar sales, as well as the projection for the number of guests for that night.

“If the house count differs from the previous day’s projection by more than two guests, he was anxious to know where the missing guests had gone and why they had not arrived at the hotel. God forbid that any guest should check out prior to their scheduled departure date. Mr. Abe would telephone the guest at home to ensure that they did not leave dissatisfied with Tower Isle, the service or with Jamaica.”

Abe Issa was an incredible showman and salesman. He saw and believed in Jamaica’s tourism potential when others didn’t. Back in the 50s and 60s, governments were focused on agriculture and mining.

With Abe Issa’s success with his hotels and the passing of the Hotel Incentive Act, he was a shoo-in for a seat on the  Tourist Trade Development Board, which was a really a promotional bureau comprised of bureaucrats and those with interests in tourism ventures.

“I spoke with Busta, I talked with Sangster, I discussed it with Manley, I pleaded with Nethersole; they all said the same thing; tourism could only be small fry. I kept telling them that they were wrong; tourism could be our biggest industry. And when they asked me why? I told them – the world is our market.”

 Formation of the JTB 

In 1955, he convinced the then Minister of Trade, Wills O. Issacs, to put more energy and resources behind tourism. This saw legislation enacted, which led to the formation of the Jamaica Tourist Board, with who else serving as its first chairman? Abe Issa. He served between 1955-1963, a period then called “The Golden Age of Tourism”.

To put into context just how far Jamaican tourism has come, when Abe Issa served as the first Chairman of the JTB in 1955, Jamaica had visitor arrivals of 86,000, which earned 4 million pounds in revenue.

By 1962, the year Jamaica gained Independence, arrivals had jumped to 227,000, netting Jamaica 38 million pounds in earnings. When the JTB was formed, it was a 20-member board with a 10-man executive committee.

Abe Issa was a big believer in PR and marketing and came up with the tag line, “Tourism Matters To You.” 

He left a rich legacy, and the JTB  has been blessed to have successive effective directors and chairmen since.

 John Lynch 

The present chairman of the JTB John Lynch, is the doyen of tourism with expertise that goes back many decades. He sat on the JTB’s board first in the seventies and was for many years the Executive Vice President for Sales Worldwide for Sandals Resorts. In 2017, he was awarded the Order of Distinction, Commander Class for his service to the tourism industry. He was Director of Tourism for five and a half years before relinquishing that position in 2014.

Minister of Tourism Edmund Bartlett best sums up John Lynch’s contribution to Jamaica’s tourism and what he brings to the table when he explained his reason for appointing him Chairman of the JTB in 2007.

“John Lynch is good for the industry. There is no one who has the experience, credentials, achievement, proven track record and relationship with tourism and the JTB as John Lynch. I am going for double-digit growth, and I want a marketer to drive that, and John Lynch is a marketer.”

Our Today sat down with Chairman John Lynch, who reflected on the JTB’s journey. “John Pringle, backed by the then Minister of Tourism  Robert Lightbourne (1962-1972) revolutionised tourism in Jamaica. Back in the fifties and sixties, it was really about traveling by ships, a lot of the time by banana boats. Tourists would come, particularly from the UK and stay in Jamaica for up to five weeks during the winter season.

“In the old days, you had what turned into the Montego Beach Hotel and of course Tower Isle Hotel but that was about it. Robert Lightbourne recruited John Pringle to build the tourism industry, seeing to it we had more arrivals and more hotels. In those days, the Director was also the Chairman of the JTB. There was less accountability in government, and there wasn’t corporate governance to adhere to. John Pringle had a free hand to run the JTB as he saw fit. Knowing John Pringle, that was the condition under which he took the job. Robert Lightbourne bought into that because he too was a maverick. 

“Pringle’s mandate was to create the best tourist board in the business bar none and he went for the best. He recruited Stewart Sharpe who was a flamboyant salesman. He brought on Harry Knowles. Back then the Board overseas was basically run by foreigners. It was in the years following that we began to integrate Jamaicans.”

John Lynch pointed out that many of the disciplines which ensure the smooth operation of the JTB were put in place by John Pringle.

“There was a famous memo written by John Pringle. He was walking past a desk in the office on Harbour Street and he overheard  a secretary say, “That’s not my job.” John Pringle’s memo read, “If everybody in this place said that’s not my job, this place would fall apart.” John Pringle was a wonderful man. I didn’t get to serve with him, but I did get to know him and Stewart Sharpe very well.  I joined with Anthony Abrahams, who was both Director and Chairman of the JTB. He later went on to become Minister of Tourism. Anthony Abrahams was a fascinating person. I first stepped down from the JTB around 1978.

“We have had some fantastic heads of the JTB that have helped make Jamaican tourism what it is today.”

Ed Bartlett 

Edmund Bartlett is viewed as the best tourism minister Jamaica has produced, and he takes a holistic view of the industry. Under his tenure (thirteen years in the position now ), Jamaican tourism has come on leaps and bounds, and the destination is a prized jewel.

Assessing the contribution of the JTB, Minister Bartlett said: The JTB is the leading tourism bureau in the Caribbean today. It is the most proficient, and it has provided the most return on investment of any tourism board in the region. Seventy years ago, it was a mere idea that some spirited and well-positioned Jamaicans thought could provide the basis for promotion, advertising and the regulation of the tourism product of Jamaica. It expanded and grew, providing a global footprint that has become synonymous with tourism success.

“That success has been reflected in the number of awards that the JTB has copped over the years in almost every category. Over the seventy years, we have had outstanding Directors and Chairmen. There have been some fantastic ministers who have given overall guidance for the growth and development of the bureau itself. Today, the JTB has created a global reference that enables Jamaica to be seen and respected as a premier destination in almost every area of touristic activity. Every award-providing institution has recognised the JTB, and we are proud of that.

“We are also proud that the JTB has built a tradition of excellence around its human capital. It has been able to provide technical guidance to other destinations around the world.” 

Adam Stewart 

Sandals  founded by Gordon “Butch” Stewart in Jamaica is the Caribbean’s leading resort chain in the Caribbean. The Group is now headed by his son Adam who has added more resorts and upgraded many of the hotels it operates under different brands. 

Speaking with Our Today, Adam Stewart lauded the contributions of the JTB and the role it has played in redefining Jamaica’s tourism product.

“For seventy years, the JTB has been a significant cornerstone of our nation’s tourism success, positioning Jamaica as a ‘rock star’ brand on the global stage. As the eldest state agency, the JTB’s transformative leadership, dynamic marketing strategies and passionate voice have elevated brand Jamaica to unprecedented heights, attracting millions of visitors annually and generating significant economic benefits. Its commitment to showcasing our island’s rich culture, natural beauty and warm hospitality has not only strengthened our tourism sector but also enriched the lives of countless Jamaicans by extension, families and communities.

“We celebrate the JTB’s remarkable legacy and look forward to continue holding hands to ensure an even brighter future for Jamaican tourism.

“One Love”. 

Delano Seiveright 

Minister of State in the Ministry of Tourism, Delano Seiveright, also extended his heartfelt congratulations to the JTB on its 70th anniversary.

“Since its founding in 1955, the JTB has played an indispensable role in positioning Jamaica as a global tourism powerhouse. But more than that, the Board has touched the lives of countless Jamaicans – creating jobs, inspiring entrepreneurship and building stronger communities across the island.

“The JTB’s work is not just about attracting visitors; it is about improving the quality of life for our people. From the craft vendor in Montego Bay to the tour operator in Portland, the chef in Negril to the hotel housekeeper in Kingston- millions of Jamaicans depend on tourism for their livelihood. The JTB’s efforts in promoting our destination and driving demand have been a lifeline for families and a foundation for upward mobility. That is why its legacy is not just one of marketing success but one of national development.”

Josef Forstmeyer

Josef Forstmeyer is the Managing Director of one of the finest E.P. hotels in the Caribbean, Round Hill. He is also a long-serving director on JTB’s board, doing so under both PNP and JLP administrations. His contributions to Jamaican tourism have been stellar and invaluable 

Speaking with Our Today he said: “Happy 70th anniversary to the JTB. I am so very proud to have been allowed to be part of this incredible journey to showcase the best of Jamaica as a director of the JTB’s board during the past twenty-seven years. Jamaica and the JTB are synonymous with innovation, cutting edge technology and advertising while always maintaining a total commitment to excellence.

“While the achievements and international awards are many, what matters most though, is that Jamaica’s tourism industry was able to bring out the best in us, the passions of our people, the beauty of our land and the warmth of our hospitality. Thank you JTB for keeping our colours flying high!

“ One Love”.