New York City got a taste of island energy this week as Jamaica’s top tourism officials hit the streets for a fast-paced marketing push aimed at igniting even greater interest in the Caribbean hotspot.
Tourism Minister Edmund Bartlett and Director of Tourism Donovan White led the charge, backed by a team from the Jamaica Tourist Board (JTB). Their mission: to deepen Jamaica’s ties with U.S. travelers — and make sure the island remains a top pick for summer vacations.
Rather than relying on traditional advertising alone, the team opted for a full-court press of in-person media interviews, trade luncheons, fireside chats, and behind-the-scenes meetings with influential players across New York’s bustling tourism industry.
Why New York?
The city is a gateway for millions of American travelers — and Jamaica’s largest source market. Last year alone, more than 350,000 New Yorkers boarded planes bound for Montego Bay and Kingston, a figure the JTB is eager to grow even further.
“Our relationship with the U.S., and New York especially, is vital,” said Bartlett. “You don’t build lasting loyalty through ads alone — you build it through real conversations, face-to-face connections, and trust.”
A Campaign That Goes Beyond Beaches
While Jamaica’s beaches are world-famous, this campaign showcased a broader narrative: sports tourism, cultural festivals, heritage trails, culinary experiences, and adventure activities were all front and center.
Events included a media luncheon with top travel journalists, one-on-one interviews with consumer media, and a special reception at New York University featuring industry experts and academics discussing the future of tourism.
Building Momentum into Summer 2025
The timing of the blitz is strategic. With Jamaica celebrating the 70th anniversary of its tourism board, and visitor numbers already hitting record highs, the country is aiming to convert awareness into early summer bookings — ensuring resorts, tours, and attractions stay vibrant throughout the season.
“People are looking for more than just a trip,” noted White. “They want experiences that inspire them, move them, and connect them to something real. Jamaica offers that — and we’re here to make sure they know it.”
As the three-day push wraps up, Jamaica’s tourism team leaves New York energized, confident that their hands-on approach will spark a new wave of travelers ready to answer the call of the island.
