Jamaica has set a target to attract 250,000 tourists from the United Kingdom and Ireland over the next year.

This was disclosed by Tourism Minister Edmund Bartlett as he declared that the island’s “unprecedented success in tourism hasn’t just elevated Jamaica’s global prominence, but has also acted as a driving force for the overall national economic progress.”

“The pursuit for authentic, eco-conscious experiences and cultural immersion is at the core of what travellers seek, and Jamaica excels in delivering just that,” he aded.

He articulated that Jamaica witnessed more than four million visitor arrivals in 2023 but a breakdown of UK and Ireland numbers was not available. However, total earnings from inbound tourism rose by almost 18 per cent year-on-year to J$4.2 billion.

Solidifying premier travel destination

This surge highlights the island’s resilience amidst global challenges, solidifying its position as a premier travel destination and a top choice for UK holidaymakers in the Caribbean, according to the Jamaica Tourist Board (JTB). The upturn came on the back of a global ‘Come Back’ tourism campaign.

Elizabeth Fox, regional director for the UK & Northern Europe at the JTB, commented, “with our visionary tourism recovery strategy fuelling the ‘Come Back’ campaign, we navigate beyond recovery to growth, with unwavering determination towards our goals.”

In preparation of the anticipated surge in tourism this year and the years to come, the country now plans to add 8,500 new rooms by next year, a 33 per cent increase in room capacity, and raise foreign exchange earnings by nearly 50 per cent. Tourism development investments totalling J$5 billion will see 20,000 new rooms in the next 10 to 15 years, including 2,000 this year. 

Upcoming openings include the first 1,000 rooms of the Princess Grand Jamaica, the 753-room Riu Palace Aquarelle, and the 450-room Unico Hotel in Montego Bay.

Modernisation plans for the Sangster International Airport include a US$70 million runway expansion and infrastructure upgrade.

For Tourism Director Donovan White, Jamaica’s, “bullish tourism recovery plan has enabled us to set our targets high and implement our latest plans as we continue to unveil new horizons in tourism, with the exciting addition of Excellence Oyster Bay, Wyndham, and the vibrant arrival of Hard Rock Hotel and Casino”.