Jamaica’s Tourism Minister Edmund Bartlett praised travel advisors across the Americas for their critical role in the island’s tourism recovery and growth. Speaking in Washington, DC, he highlighted their storytelling, client relationships, and cultural promotion as key drivers behind Jamaica’s strong brand presence and high repeat visitor rate.
Washington, D.C – Jamaica’s Minister of Tourism, Edmund Bartlett, has underscored the indispensable role of travel advisors across the Americas in driving the island’s tourism recovery and sustained expansion, crediting their dedication, storytelling, and client engagement as key pillars of Jamaica’s success.
Addressing a gathering of top travel advisors in Washington, DC, Minister Bartlett praised their energy, resilience, and “stick-to-itiveness” in promoting Jamaica during some of the most challenging periods for global travel. He emphasizes that their ability to connect personally with clients and share authentic stories about the destination has significantly strengthened Jamaica’s brand presence in international markets.
“Travel advisors are among our most powerful ambassadors,” said Minister Bartlett. “You are often the first point of contact for visitors shaping, perceptions and creating that crucial ‘moment of truth.’ Through your voices and your passion, Jamaica comes alive long before visitors arrive on our shores.”
Hon Edmund Bartlett, Minister of Tourism (R) greets Travel Advisors at a reception held at Catherine’s in Washington DC on Tuesday April 7, 2026.
The Minister highlighted that Jamaica’s tourism success is deeply rooted in its people, noting that the destination’s appeal extends far beyond its natural beauty. “We are the product,” he stated. “It is the warmth, culture, and authenticity of the Jamaican people that create lasting impressions—and travel advisors play a vital role in communicating that experience to the world.”
At a reception held at Catherine’s in Washington, DC, Bartlett personally greeted advisors and reinforced the importance of strong industry relationships in sustaining growth and innovation within the sector.
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Pointing to Jamaica’s impressive 42% repeat visitor rate, he credited travel advisors for fostering meaningful client relationships and encouraging return visits through personalized recommendations and insights into the island’s culture, cuisine, and music. He highlighted Jamaica’s globally recognized reggae heritage and cultural icons such as Bob Marley as key elements that continue to attract travelers.
“Jamaica is a powerful brand that is authentic and unique, which forms part of the cornerstone of how our advisors sell the destination. We are grateful for their continued support and advocacy,” said Donovan White, Director of Tourism.
Minister Bartlett also acknowledged the strong collaboration between travel advisors and the Jamaica Tourist Board (JTB), noting that this partnership has fueled unprecedented growth over the past eight years. This includes a doubling of visitor arrivals, a doubling of tourism earnings, and a significant expansion in tourism-related employment.
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“This level of growth is not accidental,” Bartlett added. “It is the result of strong partnerships, and travel advisors are at the center of that success. Your influence, your storytelling, and your commitment to excellence continue to position Jamaica as a leading destination in the Caribbean.”
The Minister further encouraged travel advisors to deepen engagement with the Jamaican diaspora, emphasizing that authentic cultural connections enhance the visitor experience and strengthen long-term destination loyalty.
