While 2024 has already broken records for the destination in terms of UK visitation, Jamaica Tourist Board’s director of Tourism, Donovan White, still believes there are “more opportunities for growth”
UK on the rise
Speaking to Travel Bulletin last year, Donovan highlighted the destination’s growth since the pandemic, and that momentum has yet to cease. Figures have shown that between January to June 2024, there has been a 14% increase in UK visitors compared to the same period in 2023, and Donavan things improved connectivity is the recipe for success.
“We believe that was is fuelling [UK visitor growth] is a combination of things, mostly the availability of more air seats this year. For example, during the summer Virgin flew five times daily, and British Airways continued to fly three times daily. TUI continues to fly three or four times daily from both Manchester and Birmingham, so connectivity out of the UK has been robust and consistent.
“We still think that there is an opportunity to grow more from the UK market in that segment, and we’re very focused on that, to the extent where those are the discussions we’re having with our airline partners.”
A luxurious state of mind
With a strong history in offering a product steeped in luxury and culture, the question of where does Jamaica fit into that market rears its head as the luxury market in particular continues to heat up across the globe.
“I like to say luxury is a state of mind. You can compare against brands, or you can compare against aspiration (…) We feel that our luxury product is something that we have to continue to mould, and by doing that, we will not only create the aspiration for travellers to come to Jamaica for that product but we’ll create more influences within the space to drive a wider catchment of potential traffic.
“It is still a growing phenomenon for us as we continue to enter new investments to the destination.”
It has also been a big year for the tourist board from a trade perspective with the appointment of a new BDO for the south of the UK. Sean-Pierre Webster will work with the region’s travel agents and wider trade operations to promote Jamaica’s unique offerings. 
“Sean-Pierre is a very seasoned travel BDO, he knows business very well and understands the needs of the industry and what the agents and tour operators want and we thought his addition to the team would add to that knowledge base.”
WTM London 2024 took place at ExCel London from November 5th to 7th, 2024.
