In a bold move to diversify its tourism market, the Jamaica Tourist Board (JTB) has successfully launched a strategic initiative targeting Latin America. On Thursday, two direct flights from Colombia, operated by Wingo Airlines, landed in Montego Bay, carrying 370 passengers. This marks a significant step in Jamaica’s plan to tap into non-traditional markets and achieve its ambitious goal of welcoming eight million visitors by 2030, generating $10 billion in revenue. The seasonal flights from Bogotá and Medellin will run from December 18 to January 26, 2026, further strengthening ties with Colombia, one of Jamaica’s fastest-growing source markets. According to JTB data, Colombian arrivals surged by 32.3% in 2024 compared to 2023, with an additional 25.2% growth in the first half of 2025. The new Wingo routes are expected to accelerate this momentum, enhancing connectivity and enriching the visitor experience. Wingo Airlines, a low-cost carrier under Copa Holdings, now offers the only direct flight between Bogotá and Montego Bay, marking its 25th international route. The initiative, a collaboration between JTB, Wingo Airlines, MBJ Airports Limited, and Hyatt Hotels, was celebrated as the beginning of a powerful partnership between Jamaica and Colombia. Passengers on the ‘mystery flights’ were unaware of their destination until arrival, adding an element of excitement to their journey. Upon landing, they were greeted with vibrant mento music and a warm welcome from local officials. The four-day immersive experience includes curated activities such as a full-day adventure at Chukka Ocean Outpost and accommodations at Hyatt’s Secrets Hotel. Stakeholders expressed optimism about the initiative’s potential to deepen ties with Latin America and boost tourism. ‘This is only the beginning of great things from Latin America,’ said JTB Regional Director Odette Dyer. The event underscores Jamaica’s commitment to innovative marketing and strategic partnerships to achieve its tourism goals.