Jamaica’s Tourism Sector Gearing Up For a Prolific Fall Season with New Strategy in Play


Key Takeaways

  • Minister Bartlett forecasts a positive outlook for Jamaica’s fall tourism, aiming for 2.9 million visitors by year-end, a 5% increase from 2019’s prosperous tourism.
  • Despite cruise tourism challenges, efforts are underway to rebound to pre-COVID levels by 2024.
  • Jamaica plans to increase room availability by 5,000 and encourages local involvement in the accommodation sector.
  • The country eyes India for tourism diversification, forging partnerships and leveraging sports personalities like Chris Gayle.
  • The government, with the IDB, is developing a strategic roadmap to fortify Jamaica’s global tourism status, focusing on economic, environmental, and cultural dimensions.

Minister of Tourism, Hon Edmund Bartlett, has given an optimistic forecast for Jamaica’s tourism prospects for the fall, from September to mid-December. 

According to a Breaking Travel News report, notably, the U.S. has bolstered its market share to 74 percent, up from 63 percent. 

Bartlett conveyed that Jamaica is poised to conclude the year with around 2.9 million visitors. This represents a 5 percent increase from 2019, which marked Jamaica’s most prosperous year in tourism.

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However, cruise tourism remains a challenge.

Passenger numbers are currently 24 percent below the figures from 2019. Yet, by the end of 2024, Jamaica expects a rebound to the pre-COVID levels in the cruise segment.

The report noted that additionally, Jamaica is set to augment its room availability by 5,000 new rooms, with several hotels opening in the upcoming months in various regions, further boosting its accommodation capacity.

In the report, Minister Bartlett accentuated the importance of local involvement, emphasizing his enthusiasm for more Jamaican players entering the accommodation sector.

Tapping Into New Markets: The Focus on India

The report added that Jamaica is eyeing India as a potential market to diversify its tourist demographic. Initiatives targeting this market have been well-received. 

Partnerships have been formed, leveraging India’s strong ties with Jamaica, especially in sports. Cricket superstar — “the Universe Boss” — Chris Gayle will collaborate with Jamaica to bridge the Indian market. 

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Jamaica also aims to attract the Indian Diaspora from Canada, the U.S., and the U.K.

A group of Indian travel professionals recently participated in JAPEX (Jamaica Product Exchange), further solidifying the budding relationship.

Government’s Strategic Roadmap for Tourism

According to a Travel Biz Monitor report, Jamaica’s Government, in partnership with the Inter-American Development Bank (IDB), is crafting a strategy to maximize the potential of its booming tourism sector. 

This blueprint will encompass economic, environmental, and cultural dimensions to reinforce Jamaica’s standing as a prime global tourist destination.

Despite Jamaica’s natural allure and famed hospitality, Minister Bartlett emphasized the need to stay competitive. He highlighted the paramount importance of a well-structured strategy to boost economic development.

The report noted that currently, the tourism sector provides direct employment to 175,000 Jamaicans and indirectly to over 354,000 others. It stands as a central pillar for the nation’s GDP.

In the report, closing his address at the Tourism Strategy Development Workshop, Bartlett outlined a vision of inclusive tourism, emphasizing community enrichment and human development.

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With a robust roadmap and focus on diversifying its target markets, Jamaica’s tourism sector is geared up for a promising future. The emphasis on collaboration and a unified vision signals a bright horizon for the Caribbean island nation.

What We Think

Jamaica’s tourism resurgence reflects proactive measures to diversify markets, strengthen partnerships, and engage local participation.

The strategic roadmap signifies a concerted effort for sustainable growth, emphasizing community development and economic enrichment. This collaborative and forward-thinking approach bodes well for Jamaica’s promising future in the tourism landscape.


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