Jamaican tourism has been on the rise, with an increase in visitors and revenue expected in the coming years. Despite the challenges posed by the U.S. State Department’s travel advisory, the release of the movie “Bob Marley: One Love” has generated renewed interest in the island nation. The tourism industry in Jamaica is set to receive a significant boost from the film, as well as from the opening of new hotel properties. Donovan White, the Jamaica Tourist Board’s director of tourism, expressed optimism about the future of tourism in the country, citing an expected 18% increase in visitor numbers compared to 2019.
One of the key elements driving the growth of Jamaican tourism is the investment in resort and infrastructure development. Plans are underway to open 15,000 hotel rooms on the island over the next five to seven years, with new properties set to open this year. Major enhancements at Sangster Airport in Montego Bay have also been made to accommodate the growing number of visitors. These changes include an expanded immigration hall, departure lounge, and runway extensions. According to White, the airport improvements aim to address the challenges faced by visitors in terms of arrival and departure logistics.
In addition to infrastructure development, Jamaica is also focusing on staff training to meet the demands of the growing tourism industry. White emphasized the importance of developing the local workforce to ensure that they benefit from tourism investments. As visitor numbers increase, it becomes crucial to provide quality training to hospitality professionals to maintain high standards of service. White highlighted the need for ongoing review of airport processes to streamline the visitor experience as the industry continues to expand.
With 70% of tourism bookings for Jamaica coming from travel agencies, the tourist board relies on them as the first line of defense against misinformation. White underscored the importance of maintaining strong relationships with the agent community to address any concerns or doubts that travelers may have. By working closely with travel agencies, the tourist board aims to provide accurate information and ensure the safety and security of visitors. Despite the challenges posed by external factors such as travel advisories, Jamaica remains committed to promoting its tourism industry and welcoming visitors from around the world.
Jamaica’s tourism industry is poised for continued growth and success, driven by investment in infrastructure, staff training, and collaboration with travel agencies. The island nation’s rich cultural heritage and natural beauty continue to attract visitors, despite occasional setbacks such as travel advisories. With a focus on sustainable development and community involvement, Jamaica is working towards a bright future in tourism.