What’s Trending in Jamaica Travel

Jamaica welcomed a record-breaking number of visitors in 2023, and 2024 is on track to be even bigger and better.

The Caribbean country continues to attract visitors from all over the world, despite travel advisories in the U.S. and Canada recommending caution. With two new Princess resorts opening this summer, and several recent renovations and rebrand projects, it’s not surprising that visitors keep flocking to the island.       

Addressing safety concerns
Jamaica has a reputation for violent crime, and both the U.S. and Canada currently have travel advisories for the region. The advisors TMR spoke to all unanimously attested to feeling “safe” when visiting, but stated visitors need to use common sense to avoid potentially dangerous situations.

“People have to understand that those warnings are in place for you to exercise caution like you would anywhere else,” said Jennifer Najak, owner of Journeys Abroad. “I feel safe there.”

Exploring the country outside of the resorts is more risky. Ann Shaw, a travel advisor under The Travel Agent Next Door, said she encourages her clients to walk off the resort if they want to, but stresses the need to be cautious and avoid unsafe situations, such as leaving with someone who hasn’t been properly identified, traveling at night, or going to potentially dangerous areas alone.      

Clients who identify as LGBTQ+ should also be aware of the cultural differences in Jamaica. Paul Nielsen of Paragon Travel Agency tells his clients to avoid public displays of affection or other behaviour that might draw unwanted attention at the airport or traveling to and from the hotel. “The resorts have extremely good security. If [LGBTQ+ travelers] book with a travel advisor at a well-regarded resort, and only go on legitimate excursions, they will never have a problem.” 

New resorts 
Jamaica takes tourism seriously. The government invests in maintaining quality across its offerings, so the island is constantly evolving. The hotel landscape updates regularly, with new builds, renovations, and rebrands–and 2024 is no exception. 

Hotel Riu Palace Aquarelle opened on May 4. The all-inclusive resort features 753 rooms and is located in Falmouth, roughly 40 minutes from Montego Bay’s Sangster International Airport. A family-friendly beachfront property, Riu Palace Aquarelle features four outdoor pools, a children’s pool, a water park, a wellness center, and multiple dining options.  

Next month, Princess is expanding into Jamaica with two all-inclusive resorts: the all-ages Princess Grand Jamaica and the adults-only Princess Senses The Mangrove. The resorts are located in Green Island, which is about a 60-minute drive from the Montego Bay airport and a 30-minute drive from Negril. 

Grand Jamaica features 590 oceanview suites, with swim-out and hydromassage options. The adjacent Mangrove features 401 suites and 14 overwater villas. Guests at both properties will enjoy multiple dining options, a waterpark, outdoor pools, activities, and a spa.  

Several popular all-inclusive resorts in Jamaica have received recent upgrades as well. Beaches Negril boasts all-new accommodations, including six expansive beachfront butler villas. The Grand Palladium Jamaica Resort & Spa in Montego Bay just completed a $27.5 million renovation last year, which refurbished all 537 rooms and suites. 

In terms of recent rebrands, Criss Hotels–known for its portfolio of luxury hotels–has changed its name to S Hotels Jamaica. Its two most prominent properties are boutique hotels S Hotel Montego Bay (formerly known as S Hotel Jamaica) and S Hotel Kingston (formerly known as Spanish Court Hotel). 

Getting to know Jamaica
Jamaica has a lot going on–both on and off the beaches. Many experiences are available throughout the calendar year, but there are also special holidays and events tied to specific dates. For example, in the summer, Emancipation Day (August 1) and Independence Day (August 6) are celebrated with parades and festivals.   

“Do a little bit of homework for the time [the clients] want to go to Jamaica,” suggested Shaw. “There’s so much going on every month.” 

The Jamaica Tourist Board (JTB), which is responsible for marketing and promoting Jamaica worldwide, can be an invaluable resource for newcomers to the industry, Andrea Hudson-Lindsay told TMR. A certified travel concierge and owner of Your Travel Genie, she was formerly a member of the JTB herself.

Nielsen credits the JTB for his success selling Jamaica. “They’re your best friends for working with Jamaica,” he told TMR. “They are enthusiastic and love their assignments.”  

Planning excursions
One of Jamaica’s strengths is its diversity. There are action-based activities for the adventurous types, culinary experiences for food lovers, and ample music-based events. “Find an excursion that really offers you a cultural experience,” said Hudson-Lindsay. “Jamaica is really the people. Personally for me, it’s really the people that make your vacation.

When it comes to excursions, Shaw recommends building relationships with independents. “Get to know the locals, don’t be afraid,” she told TMR. “A lot of local people out there are very, very good … I like my tours through the eyes of a local.”

Unsure about a local tour operator? Looking for a unique excursion? Nielsen suggests contacting the hotels for guidance and recommendations. “They have skin in the game,” he told TMR. “There’s a little bit of legitimacy or credibility to that selection.”