October 15, 2026

Tourism Minister in US for strategic engagements to strengthen Jamaica’s market position ahead of 2026/27 winter tourist season

Tourism Minister Edmund Bartlett is in the United States for strategic engagements aimed at strengthening Jamaica’s market position ahead of the 2026/27 winter tourist season.

The winter season begins December 15.

The talks are to deepen relationships with key tourism partners and advance opportunities for greater economic returns from the cruise sector.

The Minister’s itinerary includes discussions in Miami today, focused on strengthening Jamaica’s competitiveness, as a leading Caribbean cruise destination, enhancing the visitor experience and expanding opportunities for local businesses to benefit from cruise tourism.

Mr. Bartlett says the objective is not simply to attract more cruise passengers, but to ensure that every visitor creates greater opportunities for Jamaican businesses, attractions, transportation providers, artisans and communities.

The engagements will also explore opportunities to deepen linkages between cruise tourism and other sectors of the Jamaican economy, consistent with the Ministry’s local first strategy to increase the retention of tourism earnings within the country.

While in New York, Mr. Bartlett will meet with Jamaica’s tourism marketing partners to assess market conditions, review forward bookings and examine opportunities to strengthen visitor demand ahead of the upcoming winter tourist season.

The discussions will focus on reinforcing market confidence, strengthening Jamaica’s visibility and competitiveness, and aligning promotional strategies to maximise visitor arrivals and tourism earnings during the critical winter period.

The Minister states that the winter tourist season is an important driver of Jamaica’s tourism performance, and the Ministry is taking a proactive approach to ensure that the destination remains strongly positioned in key source markets.

He says engagement with marketing partners will allow the Ministry to assess demand, respond to emerging market trends and identify opportunities to stimulate additional business for Jamaica.

He emphasises that sustaining growth requires continued collaboration with international partners, alongside investments in destination assurance, product development and the resilience of Jamaica’s tourism sector.

The Minister will also attend the American Friends of Jamaica Hummingbird Gala tomorrow in New York. The annual charity event supports initiatives in education, healthcare and economic opportunity in Jamaica.

Mr. Bartlett is scheduled to return to Jamaica on Sunday, October 18, 2026.