Jamaica is setting its sights firmly on the Middle East, leveraging expanding flight connections, multi-destination itineraries, and tailored trade engagement to capture a greater share of high-spending GCC travellers.
Speaking to TTN’s Kim Thomson, Donovan White, Director of Tourism at the Jamaica Tourist Board (JTB), highlighted the island’s distinct positioning as an experiential Caribbean getaway that goes well beyond traditional beach resort stays.
“Jamaica is an experiential destination; it’s not just about the hotels,” White explained. “Nice hotels exist everywhere in the world. In Jamaica, we pride ourselves on providing an experience built around our people, our culture, our music, and the natural beauty of our shorelines from east to west, north to south.”
Connectivity remains the vital engine driving this engagement. Since 2023, access between the GCC and Jamaica has strengthened significantly via Emirates codeshare partnerships through key European and North American transit hubs, including the UK, Germany, and the United States. According to White, feeder traffic from Dubai, Qatar, Oman, and Kuwait has performed strongly, alongside travellers originating across Asia transiting through Gulf hubs.
For GCC holidaymakers - who, on an average, stay more than 12 days - the island offers a diverse regional proposition. Rather than remaining in a single location, visitors increasingly opt for multifaceted itineraries across Jamaica’s distinct micro-destinations.
“We have destinations within the destination,” noted White. “Jamaica is not just one big place. Ocho Rios is different from Montego Bay, which is distinct from the South Coast, Portland, and the capital, Kingston. With six unique destinations across the island, a 12-day stay allows visitors to spend two days in each and enjoy a completely different experience in every corner.”
This variety naturally caters to the region’s dominant travel profiles: multi-generational family groups seeking culture, nature, and entertainment, as well as business travellers who frequently base themselves in Kingston. The island's hospitality landscape mirrors this diversity, spanning sprawling luxury resorts, secluded villas, boutique cottages, and serviced apartments suited to extended family retreats.
To convert rising interest into bookings, the JTB is intensifying collaboration with regional travel agents and tour operators. While dedicated trade portal capabilities for the Gulf are currently in development, the tourism board continues to invest in regular familiarisation trips and media excursions.
“You can only sell a destination if you have experienced it - or as I like to say, if you’ve touched and felt it,” White stressed. “Over the last four years, we have brought numerous travel agents, tour operators, and trade media to Jamaica.”
Looking ahead, the JTB is procuring a regional representation firm to establish a permanent on-ground presence across the Middle East, cementing its long-term commitment to Gulf travel partners and source markets.