In a decisive move to expand Jamaica’s footprint in the American travel market, Minister of Tourism Edmund Bartlett, Director of Tourism Donovan White, and senior officials from the Jamaica Tourist Board (JTB) have embarked on a dynamic three-day promotional campaign across New York City.
The initiative, which began on Monday, is laser-focused on ramping up interest ahead of the summer travel season. This effort coincides with a major milestone for the Jamaica Tourist Board, which is proudly commemorating its 70th anniversary this year.
Minister Bartlett highlighted the urgency of maintaining Jamaica’s edge in a highly competitive market.
“New York is not just another city for us — it’s a powerhouse. Direct engagement ensures that Jamaica stays top of mind among decision-makers and travellers alike,” he explained.
New York continues to serve as a vital hub for Jamaican tourism, with over 350,000 visitors from the city arriving on the island in 2024 alone. Last year, Jamaica welcomed a record 4.3 million visitors globally, the majority of whom hailed from the United States.
The marketing blitz includes a packed schedule of engagements aimed at both the trade and consumer sides of the industry. Monday saw the team hosting a private update session with PR partners, along with a series of intimate one-on-one media briefings to unveil Jamaica’s latest tourism offerings. Bartlett also appeared on the popular show Good Night New York, spotlighting the island’s vibrant culture, rich heritage, and emerging adventure tourism experiences.
Today’s agenda features a high-level trade media luncheon, providing an exclusive platform for discussions on Jamaica’s evolving tourism landscape. The team will also meet directly with consumer media representatives to deepen the narrative around new developments such as sports tourism initiatives, community-based experiences, and sustainable travel options.
The final day will cap off with a special fireside chat and networking reception at New York University, bringing together industry insiders, academics, and media personalities for in-depth dialogue on Jamaica’s role in shaping the future of Caribbean tourism.
Director White underscored the strategic timing of the blitz.
“We’re riding a wave of momentum following the success of major sporting events that have positioned Jamaica as not just a leisure destination but a hub for sports tourism. This mission is about cementing that growth and driving even stronger results for the summer ahead,” he said.
As Jamaica steps boldly into a new era of tourism, its leaders are making it clear: the island’s appeal is not only enduring — it’s evolving.
