One Love Affair: Celebrating 70 Years of the Jamaica Tourist Board

‘One Love’ was in the air last night as the Jamaica Tourist Board (JTB) celebrated 70 years of success in turning an island of less than three million people into one of the world’s favourite sun, sand, sea and culture destinations.

Canada has always been a strong player in Jamaica tourism. When the Jamaica Tourist Board was created by an act of parliament in 1955, Toronto was one of just three offices outside the country, along with New York and Miami.

In 1955, Jamaica’s entire stopover arrivals were around 100,000 per year. Last year, close to 400,000 Canadians alone travelled to Jamaica, part of an ever-growing international contingent of 4.3 million.

“The Jamaica Tourist Board has a legacy built on passion, pride and a whole heap of island magic,” said Michael Anthony Cuffe, the evening’s emcee and one of the voices for Jamaica’s new global ad campaign.

Cuffe introduced Angella Bennett, the high-profile regional director Canada for the JTB. “She wears the JTB brand with such flair. She’s passionate, she’s unstoppable,” Cuffe said.

“What a milestone!” said Bennett. “For seven decades we’ve been inviting the world to feel the rhythm of our island home. Canada has always had a special place in this journey.”

Attendees included tour operator and airline partners, leading travel advisors who promote Jamaica, hotel representatives, travel trade media and members of Jamaica’s large and active Canadian diaspora.

Kurt Davis, the Consulate General Jamaica in Toronto, praised the JTB for creating “an unmistakable brand.” He said the organization has made an “invaluable contribution” to the nation, consistently driving growth year after year in an industry “that is susceptible to all kinds of shocks.”

Jamaica’s Director of Tourism Donovan White travelled from Kingston for the event. Speaking on behalf of nearly 200 JTB employees, he thanked Canada for its support and continued belief in the destination.

“We always dare to be different. We always push the boundaries of excitement. And Canadians are among the most loyal travellers to Jamaica.” 

Over one quarter of Jamaican citizens are employed by the travel and tourism industry, which surpassed remittance as the largest contributor to the national economy a couple of years ago. 

Canadian visitors to Jamaica rose a solid 6.2% last year, but White was excited to discuss the 23% growth in Quebec, which he believes will continue to increase thanks to new Sunwing/WestJet flights from Quebec City, something the JTB has been lobbying for extensively.

With the island’s popularity higher than ever, Canadian tour operators and airlines can expect to see White, Bennett and other Jamaican tourism representatives banging on their doors.

“Our target is 500,000 Canadian visitors by the end of winter 2027,” White said. “We need seats.”