Jamaica’s Minister of Tourism, Hon. Edmund Bartlett, has initiated discussions with TUI Group, one of the world’s leading tourism companies, aimed at strengthening the island’s presence in Latin America and Eastern Europe.
The talks form part of Jamaica’s broader strategy to diversify its tourism source markets and reduce reliance on traditional North American and Western European visitors. By leveraging TUI’s extensive global marketing and distribution network, the initiative is expected to give added momentum to Jamaica’s expansion into high-potential, emerging markets.
The proposed collaboration aligns directly with the country’s push to build stronger connections in Latin America and Eastern Europe, regions where interest in Caribbean destinations is steadily increasing. Jamaica is already experiencing a surge in visitor arrivals from Latin America, supported by expanded airlift and stronger trade partnerships. The island also recorded strategic growth in European arrivals last year, driven by new flights from Portugal through World2Fly and from Switzerland via Edelweiss. Projections based on rising demand indicate continued growth from these markets this year.
“This partnership with TUI is expected to be a transformative opportunity for Jamaica’s tourism sector,” Bartlett said. “As we work to broaden our visitor base and build resilience in our tourism economy, TUI’s extensive network and operational expertise in these emerging markets will be invaluable.”
The discussions took place on the margins of FITUR and focused on capitalizing on TUI’s established footprint across Latin America and Eastern Europe. Areas under consideration include enhanced flight connectivity, targeted marketing campaigns and tailored vacation packages designed specifically to appeal to travelers from these regions.
“Jamaica offers an unparalleled combination of natural beauty, rich culture, and world-class hospitality,” said Donovan White, director of tourism. “We’re excited to introduce more travellers from Latin America and Eastern Europe to this exceptional destination and to support Jamaica’s vision for sustainable tourism growth.”
The initiative supports Jamaica’s long-term tourism strategy, which identifies market diversification as a key pillar for industry stability and resilience.
“We are future-proofing Jamaica’s tourism sector through strategic partnerships that add value to our executions,” Bartlett said. “Jamaica is such a powerful brand that has received an outpouring of love and support globally and we are grateful.”
Bartlett is leading a small delegation at FITUR, the global meeting point for tourism professionals and a major trade fair for inbound and outbound markets in Latin America. This year’s exhibition features representation from 156 countries and is attracting more than 100,000 visitors.
