Jamaica’s Minister of Tourism Targeting 50,000 Visitors From Continental Europe for 2025

Minister of Tourism, Hon. Edmund Bartlett, has set an impressive target of welcoming 50,000 visitors from Continental Europe to Jamaica by 2025. Continental Europe, which represents Jamaica’s fourth largest market, includes countries like Spain, Germany and France.

The announcement, which was made at the Jamaica Tourist Board office in Berlin on Friday March 8, is based on recovery figures from COVID-19 and growth projections from each market.

The data we received shows that the demand to travel to Jamaica remains strong as visitors from these European countries plan their next visit for various reasons. There is room to increase our numbers by up to 25 percent and when combined will take us to this unprecedented figure of 50 thousand.

The ambitious target will require more discussions with our partners – airlines, tour operators and travel agents to create increased seat capacity and conversions in bookings. It will also require strong in market activities and promotions to drive demand,” said the Tourism Minister Bartlett.

The Minister of Tourism was provided with a deep dive into the trends, perceptions, and projections for travel by the Sales and Public Relations representatives for each country. The overall sentiment to travel to Jamaica was strong with potential for increased demand. Currently, the main airline carriers that Europeans include Condor, Edelweiss, American Airlines and Neos.

“We are excited to announce our goal of welcoming 50,000 European visitors to Jamaica in 2025,” said Donovan White, Director of Tourism for the Jamaica Tourism Board. “Jamaica offers an unparalleled mix of natural beauty, rich history, and authentic experiences that appeal to travelers from across the globe. We are confident that with our concerted efforts, we can attract even more visitors from Europe and showcase all that our beautiful island has to offer.”

“Recognizing the immense potential for further expansion, we will be launching targeted marketing and sales campaigns and strategic initiatives to capture a larger share of the European travel market,” said Gregory Shervington, Regional Director, Continental Europe, Jamaica Tourist Board.

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The Strategic Market update meeting formed part of the Minister of Tourism’s engagements with his Senior Tourism team at ITB  in Berlin, the world’s largest travel tradeshow.

About the Jamaica Tourist Board

The Jamaica Tourist Board (JTB), founded in 1955, is Jamaica’s national tourism agency based in the capital city of Kingston. JTB offices are also located in Montego Bay, Miami, Toronto and Germany and London. Representative offices are located in Berlin, Spain, Italy, Mumbai and Tokyo.

In 2022, the JTB was declared ‘World’s Leading Cruise Destination,’ ‘World’s Leading Family Destination’ and ‘World’s Leading Wedding Destination’ by the World Travel Awards, which also named it the ‘Caribbean’s Leading Tourist Board’ for the 15th consecutive year; and the ‘Caribbean’s Leading Destination’ for the 17th consecutive year; as well as the ‘Caribbean’s Leading Nature Destination’ and the ‘Caribbean’s Best Adventure Tourism Destination.’ In addition, Jamaica earned seven awards in the prestigious gold and silver categories at the 2022 Travvy Awards, including ‘‘Best Wedding Destination – Overall’, ‘Best Destination – Caribbean,’ ‘Best Culinary Destination – Caribbean,’ ‘Best Tourism Board – Caribbean,’ ‘Best Travel Agent Academy Program,’ ‘Best Cruise Destination – Caribbean’ and ‘Best Wedding Destination – Caribbean.’ Jamaica is home to some of the world’s best accommodations, attractions and service providers that continue to receive prominent global recognition. 

For details on upcoming special events, attractions and accommodations in Jamaica, go to the JTB’s website at www.visitjamaica.com or call the Jamaica Tourist Board at 1-800-JAMAICA (1-800-526-2422).  Follow the JTB on Facebook, Twitter, Instagram, Pinterest and YouTube. View the JTB blog at visitjamaica.com/blog.

SEEN IN IMAGE: Minister of Tourism, Hon Edmund Bartlett (C) pauses for a photo from a Strategic Market update meeting with his Senior Tourism team and Sales and Public Relations agencies at the Jamaica Tourist Board office in Berlin Germany on Friday March 8, 2024. The team included (l-r), Tobias Hannemann and Toni Kahmann both from Fast Forward Marketing representing German speaking markets, Chris Pomeroy and Serena Valle, CEOs of Interface Tourism Italy, Fiona Fennell, Public Relations and Communications Manager, Jamaica Tourist Board, Delano Seiveright, Senior Strategist and Advisor, Ministry of Tourism, Gregory Shervington, Regional Director, Continental Europe, Jamaica Tourist Board, Chevannes Barragan De Luz, Business Development Manager, Continental Europe, Paula Powell, Business Development Officer, Continental Europe, Hans Van Wamel and Maurice Dindaine both from Color Travel Services.

About the author

Linda Hohnholz