Evening With Jamaica Event Excites Canadian Travel Advisors

Last night, the Jamaica Tourist Board (JTB) hosted the first of two “Evening With Jamaica” events for Canadian travel advisors in the Toronto area. 

The informative gathering was fittingly held at the Jamaican Canadian Community Centre. Attendees were treated to a buffet spread of island-inspired dishes prepared by award-winning chef Selwyn Richards, musical entertainment, and a JTB presentation summarizing the latest updates and new offerings Jamaica has to offer.   

“Jamaica is more than a beach. Jamaica is a country,” said Dan Hamilton, district sales manager at JTB. “We want to share some of that with your people: our food, our culture … that’s what this evening is.”

In 2023, Jamaica hosted a record-breaking 4.1 million visitors, marking a 23.7% increase year-over-year. This represents over $4.2 billion (USD) in revenue. In the first two months of 2024 alone, the island has already seen over 1 million arrivals. 

“Arrival numbers are up, our spend numbers are up,” said Kurt Davis, Consulate General Jamaica, Toronto. “It’s good for Jamaica, it’s good for our industry partners, and it’s definitely [good] for our valued visitors.”   

Jamaica is investing in tourism 
The night’s overall feel was optimistic, celebrating the recent updates and innovations on the island. Davis spoke of the role the government plays in maintaining a healthy tourism sector, referring to the industry as “the crown jewel in our economics.” 

The JTB’s classic slogan is “Come Back to Jamaica,” but the country’s tourist industry understands that getting people back requires updates and maintenance. This includes new builds, renovations to existing properties, and improved training for the approximately 350,000 employed by Jamaica’s tourism. 

“We’re trying to be strategic in ensuring that we’re maintaining product quality,” Davis told the room. “To give [travel advisors] a product that is worth selling … We want to keep that quality up.” 

Three new resorts opening in Jamaica
The room lit up with excitement when Racquel Queensborough, JTB business development manager, presented Riu Palace Aquarelle, one of the latest resorts opening in Jamaica. 

Opening May 4 as a Sunwing and TravelBrands exclusive, the new 753-room all-inclusive hotel is family-friendly and features swim-out suites on the first and second floors. It’s located on a pristine stretch of White Bay Beach, and offers amenities like a water park, wellness center, and multiple dining options. There are already sold out dates for 2024.

“It’s a great price point for Canada,” Angella Bennett, regional director Canada at the JTB, told the room. “I would say you can bet your bottom dollar on this property.” 

Other new properties coming to the island include two new Princess resorts opening in June. Princess Grand Jamaica—another Sunwing exclusive—features 590 suites and is family-friendly. Princess Senses The Mangrove is adults only, features 401 suites, and is sold by all tour operators. Both Princess properties are located in Green Island, which is approximately 30 minutes from Negril. 

In addition to presenting recent updates to Sandals Negril, Sandals South Coast, and Grand Palladium Jamaica, Queensborough offered attendees a look at Beaches Negril’s new accommodations: luxurious beachfront villas and penthouses, complete with private pools, personalized chefs, and rooftop terraces. 

Hamilton ended the night by thanking travel advisors for bringing visitors to Jamaica. “We do surveys at the airport,” he told the room. “Over 90% of our visitors still book through you.”

The second event is being held tonight at 6:00 p.m. at the Audley Recreation Centre in Ajax. For more information, or to register, visit visitjamaica.com/canada/events.