Jamaica’s travel and tourism industry continues to grow, with the country benefiting from its already strong image as a relaxing and exotic destination with a very favourable climate and idyllic white sand beaches and its reputation as a destination that represents very good value for money. In addition, Jamaica’s proximity to the US plays in its favour, with the US remaining by far the leading source market for arrivals in 2019.
With much of Jamaica’s appeal as a tourist destination revolving around its world-famous beach resorts, the bulk of travel intermediaries sales have always been accounted for by offline sales as consumers have traditionally visited bricks-and-mortar travel agencies to purchase package tours, with all-inclusive packages at resorts on the island’s northern coast dominating demand. However, recent years have seen the emergence of a new type of mass tourism in Jamaica which offers visitors the opportunity to gain a more realistic and balanced view of life on the island nation by bringing them closer to its people and their culture.
At the time of writing, struggling Guyanese-Jamaican airline Fly Jamaica remained non-operational despite the installation of a new management team and ongoing moves to resume operations before the end of 2019. The airline has been unable to offer services since November 2018, when one its two aircraft was written off during an emergency landing in Georgetown, Guyana.
As noted above, the appeal of Jamaica as a destination is widening beyond the beach resorts and luxury hotels that dominate the country’s tourism offer as a new generation of more intrepid independent travellers discover its unique culture first-hand. In particular, demand for authentic experiences is surging among younger travellers, who are interested in more than just the pure hedonism and escapism on offer in the major resorts.
Jamaica’s travel industry is already very well developed and tourism continues to account for a significant proportion of the country’s overall GDP. Nevertheless, further massive investment in the development of the country’s hotels and resorts indicates that a huge increase in demand is anticipated.
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Discover the latest market trends and uncover sources of future market growth for the Travel industry in Jamaica with research from Euromonitor's team of in-country analysts.
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