The Jamaica Tourist Board (JTB) celebrated its 70th anniversary on April 1 with a major announcement: new airline partnerships are on the horizon, promising expanded airlift to the island from both South and North America. Tourism Minister Edmund Bartlett revealed the plans during a commemorative ceremony held in Kingston, saying that Jamaica will soon unveil a series of agreements aimed at significantly increasing seat capacity and tapping into emerging markets across the Americas.
“We will be making some more new announcements about partnerships coming out of South and North America,” the Minister stated, indicating that these agreements will significantly increase seat availability to the island and open access to new markets. These forthcoming route expansions are anticipated to be a major driver for Jamaica’s ambitious tourism growth targets.
The forthcoming route expansions come as Jamaica’s tourism industry enjoys a record-breaking rebound. Visitor arrivals reached over 4.3 million in 2024, outpacing pre-pandemic levels and generating a 23.6 percent increase in tourism revenue.
The 70th anniversary event brought together JTB staff, senior tourism officials, and industry partners, with virtual participation from international offices in the U.S., Canada, and Europe. Minister of State Senator Delano Seiveright, Director of Tourism Donovan White, Chairman John Lynch, and Chief Technical Director David Dobson joined Minister Bartlett in commemorating what he called “the most prolific and the most successful tourism bureau on planet earth.”
Reflecting on the JTB’s legacy since its founding in 1955, Bartlett praised the organization’s role in transforming Jamaica from an elite getaway for the wealthy into a globally recognized destination. He paid tribute to trailblazers like John Pringle, Jamaica’s first Director of Tourism, and current Chairman John Lynch, under whose leadership the sector has seen exponential growth.
Looking ahead, Bartlett emphasized the importance of further diversifying Jamaica’s tourism base. “As we look to the next 70 years, we must continue to look to South America, the Middle East, Asia, and Africa for greater market share,” Minister Bartlett stated. He also stressed the need to enhance infrastructure and develop new experiences tailored to changing traveler expectations.
As it marks seven decades of promoting Jamaica tourism, the JTB says it remains committed to evolving with the times—strengthening airlift, building partnerships, and crafting unique visitor experiences that reflect the island’s dynamic culture and global appeal.
