KINGSTON, Jamaica — In a strategic move to diversify its tourism economy, Jamaica’s Minister of Tourism Edmund Bartlett has announced the initiation of high-level talks with global tourism giant TUI Group. The discussions, held during the FITUR tourism fair, focus on a comprehensive partnership to amplify Jamaica’s visibility and attractiveness within Latin America and Eastern Europe.
Minister Bartlett emphasized that this collaboration is a cornerstone of Jamaica’s plan to build economic resilience by reducing its historical dependency on North American and Western European source markets. By leveraging TUI’s vast marketing infrastructure and operational expertise in emerging regions, Jamaica aims to secure a formidable presence in markets demonstrating a rapidly growing appetite for Caribbean travel.
The proposed alliance will explore multifaceted initiatives, including enhancing air connectivity through new and expanded flight routes, developing culturally tailored vacation packages, and executing targeted marketing campaigns designed to resonate with Latin American and Eastern European travelers.
This initiative is already gaining traction. Jamaica is currently witnessing a notable surge in arrivals from Latin America, complemented by strategic growth in European traffic fueled by new airlift from carriers like World2Fly from Portugal and Edelweiss from Switzerland. Current projections, based on escalating demand, indicate this growth trajectory is set to accelerate throughout the year.
“This partnership with TUI is poised to be a transformative opportunity for Jamaica’s tourism sector,” stated Minister Bartlett. “We are future-proofing our industry through value-driven strategic partnerships. The global outpouring of support for the Jamaican brand provides a powerful foundation for this expansion.”
The minister is currently leading a delegation at FITUR 2024, a premier global tourism forum featuring representatives from 156 countries and over 100,000 visitors, which serves as a key nexus for tourism professionals across Latin America’s inbound and outbound markets.