Jamaica eyes strong summer despite US economic concerns
Published:Friday | May 23, 2025 | 12:06 AMJanet Silvera/Gleaner Writer
WESTERN BUREAU:
A noticeable decline in Canadian travellers to the United States is reshaping the region’s tourism flows and Jamaica is poised to be among the key beneficiaries.
With political tensions and shifting travel preferences causing Canadians to bypass the US in favour of the Caribbean and Europe, Jamaica is capitalising on the opportunity with expanded airlift and intensified destination marketing.
According to Statistics Canada, Canadian residents returning from the US by air dropped by 13.5 per cent in March 2025 compared to the previous year, while cross-border travel by road fell by over 30 per cent. As a result, destinations like Jamaica are seeing heightened interest, especially from travellers seeking warm-weather alternatives with robust all-inclusive options.
At the 43rd Caribbean Travel Marketplace hosted at the American University of Antigua, Angella Bennett, Jamaica’s regional director for Canada, and Philip Rose, deputy director of tourism for the Americas, shared updates with The Gleaner on market shifts, airlift growth, and diversification strategies that are already bearing fruit.
Bennett says Jamaica is in a prime position, with Air Canada designating the island its “castle destination,” a label reserved for its most prioritised markets. The country is seeing 17,000 more seats this summer, and an additional 35,000 for winter 2025–26, including new flights out of Ottawa, Halifax, and Quebec City.
“Quebec City service begins December 6. It’s a direct result of years of strategic engagement,” Bennett said, noting that the airline’s redirected aircraft from U.S. routes are now serving Jamaica and the Caribbean.
She added that the Canadian market is seeing consolidation, particularly, with WestJet’s acquisition of Sunwing, but Jamaica continues to enjoy visibility across both brands. “We’re also seeing new luxury-focused partners like OTS entering the space and showcasing our high-end properties,” she said.
LATIN AMERICA, PRIORITY GROWTH MARKET
Though economic pressures have tempered US consumer spending, Jamaica is still set to receive just under 1.1 million airline seats out of the United States for summer 2025, a 10 per cent increase over last year.
“There were moments this past winter when airlift was below demand, and we saw brief soft spots,” Rose explained. “But we closed the season strong, and more importantly, we’re seeing increases in per capita visitor spending, which is critical to economic sustainability.”
Rose noted that the booking window has shortened significantly. “Consumers are waiting until the last 31 to 45 days before booking. They want to be sure they have job security and they’re hunting for deals, not just low prices, but value-added offers,” he said.
To address this, the Jamaica Tourist Board mobilised stakeholders to offer competitive packages and used digital tools to reach consumers at critical decision-making moments. “Our nimble digital strategy allows us to meet them where they are and when they’re ready,” Rose added.
Rose also spotlighted Latin America as a priority growth market, describing it as one of the most promising regions for Jamaica’s tourism expansion.
“LATAM Airlines is returning, Copa Airlines is increasing flights to both Kingston and Montego Bay, and a third major Latin American carrier will be announced in the coming weeks,” he shared.
But beyond airlift, Rose emphasised the unique value of the Latin American traveller. “Yes, they stay in all-inclusives, but they venture out. They shop. They dine locally. They support community businesses. That’s the kind of visitor that helps grow the economy beyond the hotel gates.”
He also confirmed that Jamaica is exploring opportunities in Asia, citing a recent meeting with a marketing company with strong reach in China and India, where search interest in Jamaica is rising. Follow-up meetings are expected to take place in Jamaica later this year.