Durrant Pate/Contributor

Jamaica Vacations (JAMVAC) is strengthening its network of international travel advisors as part of a wider push to grow cruise business, increase visitor spend and position Jamaica competitively within a changing global cruise market.

With more than 70 per cent of cruise passengers booking their trips through travel advisors, JAMVAC sees the travel trade as a critical channel for driving demand and keeping Jamaica competitive within the global cruise market.

JAMVAC Executive Director, Joy Roberts, is making a clarion call for international travel advisors to team up with her organisation to grow the cruise business for Jamaica, noting travel advisors remain central to that effort, helping to convert interest in Jamaica into bookings while influencing where cruise passengers choose to visit and spend. 

Addressing the recent 2026 Regal Rewards Awards at Sandals Dunn’s River in St. Ann, she emphasized the relationship with travel advisors has taken on added importance following Hurricane Melissa saying “we want more visitors to come through our ports, explore more of Jamaica, spend more in our communities, experience our food, culture and entertainment, and meet the people who make this destination unlike anywhere else in the world.”

Travel advisors celebrated

For his part, Tourism Minister Edmund Bartlett reinforced the importance of the travel trade, describing advisors as partners in Jamaica’s tourism success who help turn interest in the destination into arrivals, repeat visits and long-term relationships. Their role, he said, will become even more important as Jamaica works to strengthen its cruise offering in response to shifts within the global industry.

Bartlett disclosed that discussions and planning are underway around new ports, expanded facilities and additional attractions as Jamaica seeks to create more experiences and destinations within the destination for cruise passengers. “We are going to be reimagining the destinations within Jamaica to give you greater choices and options to sell the destination,” he told the travel advisors at the gathering.

The Minister said the strategy forms part of efforts to “future-proof” Jamaica’s cruise sector as destinations contend with issues including operating costs, environmental considerations, changing Western Caribbean itineraries and greater competition from cruise lines’ private destinations. 

For JAMVAC, the strategy reinforces the importance of maintaining strong relationships with the people selling Jamaica directly to travellers.

Minister Bartlett also challenged advisors to become stronger ambassadors for the destination, using their firsthand knowledge of Jamaica to help protect its reputation and provide travellers with credible information. Roberts pointed to continued opportunities to expand the economic impact of cruise tourism across Jamaican communities.

Regal Rewards program 

The Regal Rewards program, operated through JAMVAC/s Jamaica Cruising brand, incentivises travel advisors who sell cruises to Jamaica while providing marketing support and destination resources to help strengthen bookings. 

At the 2026 Regal Rewards Awards, the top five cruise travel advisors for both 2024 and 2025 were recognised for driving business to the destination. The awards come as JAMVAC celebrates its 50th anniversary and looks to build on five decades of connecting Jamaica with international tourism markets.