Jamaica’s tourist board is launching an initiative inviting holidaymakers to return to the island after the “overlapping crises of the past three years”.
Their Come Back to Jamaica campaign is aimed at three types of travellers: adventure seekers, family planners and seasoned travellers, with an emphasis on human connection and experiences.
“In Jamaica, we have seen record levels of arrivals which exceed pre-Covid levels, demonstrating that our travel sector is resilient and so are travellers,” said Edmund Bartlett, Jamaica’s minister of tourism in a statement last week.
“As the industry rebounds from the global pandemic which impacted each and every one of us, we want to let the world know that Jamaica is excited to welcome travellers back with open arms.
Our Come Back to Jamaica campaign urges visitors to rediscover values perhaps lost before and during the overlapping crises of the past three years to help them rediscover their own sense of adventure, natural curiosity and human connection.
Edmund Bartlett, Jamaica’s minister of tourism
The campaign, created by Accenture Song, showcases Jamaica’s natural attractions and hospitality. It drew on over 50 local crew members as well as authentic couples and a family in locations from Portland to St. Ann. The stories feature young travellers discovering Jamaica for the first time, families on long-awaited vacations and those who already know and love the island and wish to return.
Donovan White, director of tourism at Jamaica Tourist Board emphasised the island nation’s vibe as a key part of its offer. “While we have plenty of sun, sea, and sand, it’s our uniquely Jamaican culture – from our music to our food to our people – that really distinguishes us. It’s the reason travellers choose to come here – so they can experience and connect with our vibe that comes alive.”
Tui Group which currently operates up to ten flights flights a week to the island from the UK’s Gatwick, Manchester and Birmingham airports has indicated plans to expand capacity to Jamaica in summer 2023, following recent meetings with the tourist board.
“This is a very positive step forward as we work towards full recovery from the fallout of the pandemic,” said White.
