The Jamaica Tourist Board (JTB) is optimistic about a significant boost in visitor arrivals from Latin America, fueled by expanded airlift capacity and enhanced marketing efforts.

Philip Rose, Deputy Director of Tourism for the Americas, has expressed confidence in this year’s potential growth, highlighting strategic efforts to position Jamaica as a prime destination in the region.

Strategic Airlift Expansion and Brand Visibility

Tourism Minister Edmund Bartlett is spearheading the initiative to attract more visitors to Jamaica, focusing on increasing air connectivity and promoting the island’s brand across South and Central America. With over two decades of international experience, Rose plays a critical role in expanding Jamaica’s presence in these emerging markets.

“The return of LATAM Airlines and our ongoing partnership with Copa Airlines are significant milestones in enhancing connectivity from Latin America,” said Rose in a recent statement.

For the winter season, Jamaica anticipates more than 30,000 air seats from Latin America, marking a nearly 45% increase from the previous winter. Latin American travelers, known for their higher spending on restaurants, tours, and attractions, are expected to directly benefit local businesses and communities.

Increased Capacity Across Key Markets

Rose also highlighted airlift growth in other regions:

• USA: The winter season will see 1,078,705 seats, up 4% from 1,004,470 seats last winter.
• Caribbean Region: Air seat capacity is projected to increase by 8%, rising to 84,766 seats from 79,396 seats last winter.

These increases reflect a strategic vision to enhance Jamaica’s accessibility and strengthen its position as a leading global tourism destination.

Government and Industry Leaders Praise Progress

Tourism Minister Edmund Bartlett applauded the efforts of the JTB and Rose, emphasizing the broader impact of expanded airlift capacity.

“The remarkable increase in airlift capacity is a testament to our strategic vision honed years ago,” Bartlett said. “These partnerships with key airlines will not only grow our tourism industry but also support sustainable community development and enhance Jamaica’s global competitiveness.”

Focus on Sustainability and Community Impact

Rose reiterated that the JTB remains committed to sustainable growth, focusing on tourism’s positive impact on local communities. He emphasized that efforts to tap into new and existing markets will ensure Jamaica continues to thrive as a premier tourism destination.

As Jamaica moves to further solidify its global presence, the focus on Latin America represents a critical step in the nation’s ongoing tourism growth strategy.

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