Dear Editor,

The recent feature in Ebony Magazine highlighting the US$145 billion value of the American Black travel market presents a critical opportunity for Jamaica and the wider Caribbean.

As a proud Black nation with rich cultural heritage, breathtaking landscapes, and a vibrant creative economy, Jamaica is uniquely positioned to welcome this growing demographic, not just as tourists, but as returning cultural kin.

What stands out in the MMGY Travel Intelligence report is that 79 per cent of Black travellers prioritise feeling safe and welcomed. This is where Jamaica must lean in. By investing in inclusive, culturally affirming experiences — from Afrocentric tours to Black-owned luxury accommodations and community-rooted wellness retreats — we can create travel experiences that resonate deeply with this market.

Moreover, Jamaica must elevate and promote the stories, spaces, and entrepreneurs that authentically represent the Diaspora. Destination marketing should centre not just on sun and sand, but soul—storytelling, music, spirituality, fashion, and cuisine that celebrate our shared lineage.

To truly capitalise on this opportunity, a coordinated effort is needed among our Ministry of Tourism, cultural institutions, local travel operators, and marketing agencies to design intentional, culturally intelligent campaigns and experiences. Jamaica can become not just a destination, but a homecoming.

Sincerely,

Kesi Gardner, founder & principal strategist, The Storyteller Agency