Falmouth port in Jamaica Falmouth port Adobestock Irina Schmidt

WTM Virtual: Jamaica Tourist Board praises the travel trade and reveals updates

At WTM Virtual, regional director of Jamaica Tourist Board, Elizabeth Fox, noted the tourism board's reliance on the trade's integral role in bringing UK travellers to Jamaica.

Expanding, Fox added, "Despite the lockdowns, I can say that we've never been busier. We've ramped up our digital engagement, virtual sale calls, webinars and even sent our our first video newsletter. We've also set up our first Virtual FAM trip for agents, which was a huge success.

We've been able to stay in contact with our sellers through the Jamaica rewards site (www.jamaicarewards.co.uk). This programme is integral to us, and we are committed to supporting, engaging and inspiring our homeworkers, tour operators and travel agents. We have upcoming pub quizzes, and an upcoming rewards party to thank those agents who are taking part in our webinars and other forms of engagement."

Beyond their support for the industry, the Jamaica Tourist Board also noted the plans to rebuild tourism to the island and their plans for next year. 

Resilient Corridors

Jamaica has developed the innovative concept of “Resilient Corridors” to allow the island to manage and trace the movement and activities of visitors within designated areas.  Although only one percent of the population lives along the corridors, they account for 80% of the nation's tourism product, which allow the country to tightly manage a small geographic area while ensuring authentic experiences for visitors to the island.

Key focuses for 2021

The luxury market will be a key focus for next year as Jamaica is set to be a premier holiday choice for luxury travellers in 2021, with both British Airways and Virgin Atlantic seeing the potential in the destination and launching new routes to Montego Bay from Gatwick and Heathrow, respectively. This will result in an increase of 300% in Club Class and Upper Class seats to the island per week and will offer travellers more flexibility on their travel dates and departure airport from the UK.

New openings and expansions

The tourist board will focus on promoting Jamaica’s new accommodations and extended refurbishments at some of the destination’s most sought-after resorts. This includes the luxury all-inclusive resort Sandals South Coast in Jamaica is currently undergoing a multi-million-dollar renovation and is set to open in December 2020. Guests can expect the addition of the world’s first-ever Swim-up Rondoval Suites, positioned on a 17,040 sq. ft. pool oasis. The resort’s 112-room Dutch Village will also be re-designed with direct access to two new expansive swim-up pools and a modern wedding venue is being added in the resort’s Italian Village


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