As Tourism Recovery Continues, Minister Bartlett Tells YYC Advisors Jamaica’s Iconic Attraction is its People

Jamaica’s Minister of Tourism, Hon. Edmund Bartlett, told travel advisors in Calgary that the warmth of the island’s people and the lasting relationships they build with visitors remain the island’s greatest competitive advantage.

His speech came as Jamaica continues to recover from last year’s devastating Hurricane Melissa, which severely impacted tourism facilities in some parts of the island. Visitors are returning in large numbers, with nearly three million stopover and cruise arrivals recorded through October.

World-famous beaches and natural attractions are big attributes, but Minister Bartlett highlighted Jamaica’s distinctive cultural identity, the strength of its Canadian connections and the importance of travel professionals in translating the destination’s authentic appeal into meaningful visitor experiences.

“Primarily, it is because of the people of Jamaica. Our people are, in fact, the iconic attraction in Jamaica,” Minister Bartlett declared, pointing to the personal connections that encourage travellers to return to the island year after year.

The Minister noted that Jamaica’s reported repeat-visitor rate of approximately 42% reflects the powerful relationships visitors establish with Jamaicans throughout their stay, from hotel and villa employees to restaurant workers, transportation providers and tour operators. 

This human connection, he argued, is what distinguishes Jamaica in an increasingly competitive global tourism marketplace and provides travel advisors with a compelling story to share with prospective visitors. 

“There’s a little piece of you in Jamaica just waiting to be connected,” the Minister said, highlighting the destination’s ability to make visitors feel a sense of belonging.

Minister Bartlett also underscored the longstanding relationship between Jamaica and Canada, noting that the two countries share important connections through migration, culture, food and generations of personal relationships.

He encouraged travel advisors to use these connections to deepen Canadian travellers’ appreciation of Jamaica, positioning the destination not simply as a place for relaxation, but as an island where visitors can discover meaningful cultural, culinary and personal experiences. He highlighted that this will be critical as they sell Jamaica by converting 400,000 winter seats to bookings over the period.

“For travel advisors the opportunity lies in connecting travellers with the experiences that best reflect their interests while communicating the authentic Jamaican spirit that makes each visit memorable,” said Donovan White, Jamaica’s Director of Tourism.

Jamaica’s message to Canadian travel advisors reinforced the importance of destination storytelling and the role of advisors as trusted ambassadors who can help travellers discover Jamaica through the eyes of its people.

“Our engagement with Calgary’s travel trade underscores the importance of Canada as a strategic partner in Jamaica’s tourism development and the contribution of travel advisors in connecting Canadian travellers with the island,” said Angella Bennett, Regional Director, Canada.