The Jamaica Tourist Board (JTB) has been named Agents’ Favourite National Tourist Board at the Travel Gossip Awards 2026, an accolade voted for by travel agents who sell the destination day in and day out. The recognition reflects the JTB’s sustained investment in the UK travel trade and its commitment to equipping agents with the tools, training, and support needed to sell Jamaica with confidence.
“Our travel agents are our most trusted ambassadors who continue to sell Jamaica in a positive light even in times of uncertainty and disruption. We are therefore grateful that they have recognized the JTB as their tourism board of choice. This speaks to our continued partnership and confidence,” said Edmund Bartlett.
The award was announced at the Travel Celebration 2026 ceremony and follows a groundswell of agent enthusiasm for Jamaica in the wake of the island’s recovery from Hurricane Melissa in late 2025 — a recovery supported by the UK travel trade.
Donovan White said the recognition belongs to travel agents who have championed the destination.
“This award belongs to every travel agent in the UK who has championed Jamaica and recommended our island to their clients through the highs and the challenges. The love and confidence agents have shown for Jamaica, particularly in recent months, has been inspirational,” White said.
The JTB’s UK team has been at the forefront of agent engagement over the past 12 months. Activities included Jamaica Travel Market 2025, a destination showcase that brought together agents and operators for an immersive Jamaica experience, alongside ongoing training, familiarisation trip programmes, and cooperative marketing initiatives.
The Travel Gossip Award adds to a landmark season of industry recognition for the JTB. Earlier this year, Jamaica was crowned Best Tourist Board at the Travel Weekly Globe Travel Awards 2026, one of the UK travel industry’s most prestigious ceremonies, voted for by thousands of travel agent readers.
Elizabeth Fox said the organisation has strengthened its engagement with travel partners.
“We have committed ourselves to our travel agent partners over the last 12 months — dedicated staff, expanded the team, more faces, more smiles. And the trade has responded in kind. Seeing agents actively selling Jamaica through every challenge is the greatest recognition of all,” Fox said.
Together, the two UK trade accolades reinforce Jamaica’s standing as a leading Caribbean destination for British travellers and the JTB’s reputation as a supportive and responsive tourist board partner. With 80% of pre-hurricane arrivals restored within eight weeks of Hurricane Melissa and approximately 80% of hotel accommodation now operational, Jamaica is open, thriving, and welcoming visitors.
The travel trade remains integral to achieving that momentum. The JTB said it will continue expanding agent support infrastructure, developing new training opportunities, and deepening collaborative partnerships that have earned it consecutive recognitions from the UK travel trade.
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