Breaking 4 Million

Jamaica’s plan for increased visitors in 2017.

The Jamaica Tourism Board (JTB) intends to increase visitors to the island this year to a total of 4.2 million, up from 3.84 million in 2016. Local resort operators are joining forces with JTB to reach this goal. Matthias Hohner, regional commercial director of Latin America and English Caribbean at AMResorts, which has six properties in Jamaica, shares his plans.

“AMResorts continues to work hand in hand with the JTB to position Jamaica as one of the top destinations in the Caribbean,” Hohner says. The company is supporting this effort through such initiatives as attending trade shows and hosting familiarization trips, in which AMResorts hosts travel agents and tour operators and shows them the island.

Iberostar, which has three resorts in Jamaica, is building promotions around special events on the island. “Our marketing team is working constantly on different and effective promotions to expand our clienteles,” says Philipp Hofer, director of operations at Iberostar Jamaica. He cites more than 15 events planned for this year, from the Reggae Sumfest to the Ocho Rios Jazz Festival.

Hohner says Jamaica’s appeal comes in part from its year-round temperate climate and use of English as its primary language, making it easy for American travelers. “[Jamaica is] forever a favorite among U.S. and Canadian guests, and [AMResorts] is excited to see an increase in those traveling from America,” Hohner says. AMResorts will also launch a destination-spotlight campaign on Jamaica, to be unveiled this month. “We are committed to Jamaica and look forward to future work with the JTB,” Hohner says.

Image credit: Alamy