“Nothing short of remarkable”: The Jamaica Tourist Board celebrates 70 years

In the early 20th century, very few imagined the potential Jamaica could unlock as a global tourism destination.

In those early days, Jamaica was considered an off-the-beaten-path playground for the rich and famous.

“We had no air connectivity,” says Donovan White, director of the Jamaica Tourist Board (JTB) . “People used to come to Jamaica by boat.”

Some of the first major hotels in Jamaica were built in places like Port Antonio and Montego Bay, with the latter eventually becoming the island’s main hub with the rise of air travel in the 1950s.

The introduction of commercial flights meant that middle-class tourists could now experience Jamaica’s vibrant culture and exotic appeal – not just the elite.

For Jamaica, it was a golden opportunity to promote tourism and boost local economies.

The country’s early touristic endeavours were steered by an entity called the Jamaica Tourism Development Board, which on April 1, 1955, officially transitioned into the Jamaica Tourist Board (JTB) – as it is known today.

The JTB’s seventy years of success in promoting Jamaica as a leading Caribbean destination was celebrated Monday night (April 14) at an anniversary party held at The Quay in downtown Toronto.

Welcoming familiar faces from airlines, tour operators, hotels, the travel trade and media, the music-filled event, which served jerk chicken-filled patties, spicy sliders and tropical cocktails, put a spotlight on Jamaica’s success in building tourism links with Canada.

Canadians – Jamaica’s loyal visitors

“We owe a great deal of our success to the ever-expanding Canadian market,” said White in his welcome remarks. “I want each of our partners in the room to take a bow and give yourself a round of applause.”

White went on to explain how the relationship between Jamaica and Canada holds “a very special significance” in the island’s tourism history.

“Canadians have consistently been among the most loyal travellers to Jamaica,” he said, noting the market’s 42 per cent rate of return, which means that “for every two people that come to Jamaica, one has been there before.”  

Those first flights to Montego Bay, decades ago, grew to numerous daily connections that, today, bring hundreds of thousands of Canadians to Jamaica every year, White said.

In 2024, the tropical destination welcomed almost 400,000 Canadian stop-over visitors, which was 6.2 per cent more than the year before – and 48 per cent more than 2022 (a COVID year).

Improved air connectivity

With improved air connectivity between Canada and Jamaica, the JTB hopes to achieve its target of 500,000 visitors from Canada by the end of winter 2027.

Ontario continues to be Jamaica’s largest Canadian market, with more than 277,000 visitors annually.

READ MORE: “We are thrilled": The Jamaica Tourist Board accepted into Virtuoso

But Jamaica also has its eyes on Quebec, a province that grown by 23 per cent over the past year, sending nearly 60,000 visitors to the island nation, White said.

Sunwing, for one, is investing in this upward trend as it prepares offer flights and vacation packages out of Quebec City, to Montego Bay, next winter.

Air Canada, too, is ramping up service to Jamaica, recently revealing that it will add flights to Montego Bay out of Halifax and Ottawa from December 2025 until mid-April 2026.

The two routes are also included Air Canada Vacations’ upcoming 2025-26 schedule.

Jamaica’s “fastest-growing” industry

These are just some of many milestones in Jamaica’s tourism industry, which began with fewer than 100,000 visitors in 1955.

Today, Jamaican tourism continues to break records, most recently welcoming 4.3 million visitors, which collectively generated 4.3 billion (USD) for the country, White said.

The JTB’s success is owed to years of compelling marketing campaigns, with memorable tag lines, from “Once you go, you know” to “One Love” to “Come Back.”

Tourism is also a major source of income for Jamaicans, with some 26 per cent of the population working in the industry, White noted.

“The numbers don’t lie,” White told the crowd. “Tourism has been Jamaica’s fastest-growing industry for the last 33 years.”

“We are moving up the ladder”

The JTB’s platinum milestone is a proud moment for Angella Bennett, the JTB’s regional director for Canada, who has been spearheading Jamaica’s Canadian strategy since taking the helm in 2019.

“Our evolution has been nothing short of remarkable,” Bennett told the room last night. “Canada has always held a special place in this journey, consistently ranking among Jamaica's top three source markets – and we are moving up the ladder.”

Bennett, referring to the JTB’s partners as “extended family,” said Jamaica tourism remains committed to a sustainable future with experiences that benefit both visitors and locals.

“We’re expanding beyond the renown beaches and showcasing Jamaica’s rich culture, heritage, diverse natural landscape and authentic experiences,” she said.

Jamaica leans into luxury  

Speaking with PAX, Bennett described Jamaica’s tourism success as a “learning journey.”

“No two years are the same,” she said, referencing the current U.S. tariff war (which has led many Canadians to rethink their U.S. plans, and book elsewhere) and how that situation has opened new opportunities to grow tourism in Jamaica.   

“We’re working with our partners to make sure they come out on a positive scale for Jamaica,” she said. “It looks very promising.”

The JTB is also riding high on new partnerships with Ensemble and, as PAX reported this month, Virtuoso, to promote its luxurious side for high-net-worth travellers. 

Bennett said Jamaica has always had the product for luxury. “It just wasn’t positioned well in the market,” she said, discussing the JTB’s luxury ventures with consortiums.

“Because of the influx of inventory in Jamaica, we wanted to give the luxury hotels a very strong position and have their own networks feeding into Jamaica,” she said. “It gives us an elevated experience for the luxury process.”

Bennett’s message to Canadian travel advisors?

“Treat yourself to Jamaica,” she said. “You deserve it. We’re waiting for you. We’re an island where the vibe comes alive once you get there.”

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