April 30, 2025 | Dubai, UAE: The Jamaica Tourist Board (JTB) has reinforced its commitment to its strategic vision for the GCC market. This was highlighted at an official press conference at the Arabian Travel Market, the Middle East’s largest travel exhibition, led by the Honorable Edmund Bartlett, Jamaica’s Minister of Tourism.
During the briefing, Minister Barlett emphasized that the Gulf region is regarded as “critical emerging market” for Jamaica’s tourism growth and diversification. This has resulted in the continuous commitment to cultivating its relationship with the region as part of its global tourism expansion strategy.
“The Middle East is shaping up to be a key emerging market in Jamaica’s tourism evolution,” said Minister Edmund Bartlett. “We are here to forge strong partnerships, enhance accessibility, and offer a travel experience that blends our vibrant culture with the luxurious expectations of this sophisticated travel market.”
Jamaica continues to experience growth in visitation from the GCC region, with overall arrivals rising by 29% in 2024. With a noteworthy 37.3% increase, the UAE led this upward trend, followed by Saudi Arabia, Kuwait, and Qatar. Saudi Arabia alone has seen visitor arrivals significantly increase, surpassing pre-pandemic levels This steady expansion demonstrates the value of Jamaica’s ongoing global marketing efforts and a deliberate, market-specific approach that has successfully converted curiosity into arrivals.
Through convenient one-stop flight connections with major hubs in Europe and North America, the JTB highlighted its active engagement with regional carriers to improve connectivity from the Middle East. Jamaica is actively working to streamline and simplify the visa process for ease of travel. The country also extends visa-free or visa-on-arrival entry to most Commonwealth citizens.
For the luxury travel segment – a key consideration for the GCC – Jamaica boasted of its world-class resorts, luxury villas, and bespoke cultural experiences tailored for high-spending Middle Eastern tourists seeking luxury, privacy, and novelty. From five-star beach resorts to spas and adventure vacations, the island has crafted its experiences to meet the expectations of the GCC market.
The press conference also detailed JTB’s growing engagement with the GCC travel trade. In 2024, JTB appointed Buzz Travel Marketing Middle East as its dedicated representative office, reinforcing Jamaica’s on-the-ground commitment to building and nurturing travel trade relations across the region.
Jamaica’s presence at the Arabian Travel Market 2025 alongside its valued partners and suppliers highlights its commitment to building a more connected and inclusive future for travel.
“Our participation at ATM 2025 speaks to our long-term vision of diversifying our visitor base,” said Donovan White, Director of Tourism. “The GCC offers strong potential, and we are laying the foundations for sustainable and reciprocally beneficial partnerships.”
Jamaica aims to welcome more Middle Eastern visitors with airlift expansion discussions, curated offerings, and having a solid team on the ground, ultimately solidifying its place as a world-class destination, well within reach.
About Jamaica Tourist Board
The Jamaica Tourist Board (JTB), founded in 1955, is Jamaica’s national tourism agency based in the capital city of Kingston. JTB offices are also located in Montego Bay, Miami, Toronto, and London. Representative offices are located in Berlin, Barcelona, Rome, Amsterdam, Mumbai, Tokyo and Paris.
In 2023, the JTB was declared ‘World’s Leading Cruise Destination’ and ‘World’s Leading Family Destination’ for the fourth consecutive year by the World Travel Awards, which also named it “Caribbean’s Leading Tourist Board” for the 15th consecutive year, “Caribbean’s Leading Destination” for the 17th consecutive year, and the
“Caribbean’s Leading Cruise Destination” in the World Travel Awards – Caribbean.’ In addition, Jamaica was awarded six gold 2023 Travvy Awards, including ‘Best Honeymoon Destination’ ‘Best Tourism Board – Caribbean,’ ‘Best Destination – Caribbean,’ ‘Best Wedding Destination – Caribbean,’ ‘Best Culinary Destination – Caribbean,’ and ‘Best Cruise Destination – Caribbean’ as well as two silver Travvy Awards for ‘Best Travel Agent Academy Program’ and ‘Best Wedding Destination – Overall.’’ It also received a TravelAge West WAVE award for ‘International Tourism Board Providing the Best Travel Advisor Support’ for a record-setting 12th time.
TripAdvisor® ranked Jamaica the #7 Best Honeymoon Destination in the World and the #19 Best Culinary Destination in the World for 2024. Jamaica is home to some of the world’s best accommodations, attractions and service providers that continue to receive prominent global recognition, and the destination is routinely ranked among the best to visit globally by prestigious international publications.
