Bartlett, TUI Group hold discussion on expanding Latin America and Eastern Europe markets for Jamaica
Published:Friday | January 23, 2026 | 9:53 AM
Jamaica continues to seek to expand its reach in Latin America and Eastern Europe, two regions showing increasing appetite for Caribbean travel, as the country moves to strengthen its tourism economy.
To this end, Tourism Minister Edmund Bartlett, who is currently attending FITUR 2026 in Madrid, Spain, has initiated high-level discussions with TUI Group, one of the world’s largest integrated tourism operators.
FITUR is one of the world’s most influential tourism trade fairs and a key meeting point for inbound and outbound markets, particularly in Latin America.
Bartlett indicated that the discussions explored opportunities for enhanced flight connectivity, targeted marketing campaigns, and tailored vacation packages designed specifically for travellers from these regions, whose preferences and travel habits differ from Jamaica’s traditional visitor base.
“This partnership with TUI is expected to be a transformative opportunity for Jamaica’s tourism sector,” he 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.”
Jamaica has been on a drive to diversify its source markets, reduce over-reliance on North America and Western Europe, and build greater resilience into the tourism sector amid geopolitical shifts, economic volatility, and changing consumer behaviour.
Jamaica’s interest in these markets is not theoretical.
The island is already seeing strong momentum from Latin America, supported by expanding airlift, improving trade relationships, and a growing middle class with increasing outbound travel demand.
Europe, too, has shown renewed promise.
In 2025, Jamaica recorded strategic growth in European arrivals, bolstered by new air services from Portugal and Switzerland via World2Fly and Edelweiss.
Tourism officials say projections for 2026 point to even stronger performance, driven by sustained demand and improved connectivity.
Within this context, TUI’s footprint across Latin America and Eastern Europe, spanning airlines, hotels, cruise operations, and digital distribution platforms, offers Jamaica a gateway into markets that are still relatively under-tapped but increasingly influential.
Director of Tourism Donovan White said the proposed collaboration aligns with Jamaica’s push toward more sustainable, market-specific growth.
“Jamaica offers an unparalleled combination of natural beauty, rich culture, and world-class hospitality. 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.”
Industry observers note that diversification is no longer optional for Caribbean destinations.
Global disruptions, from pandemics to conflicts to economic downturns, have underscored the risks of depending too heavily on a narrow set of source markets.
“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.”
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