At Arabian Travel Market (ATM) 2025, the Jamaica Tourist Board (JTB) reaffirmed its commitment to expanding into the Gulf Cooperation Council (GCC) region, highlighting the market’s growing importance in Jamaica’s global tourism strategy. The announcement was led by Tourism Minister Edmund Bartlett, who described the Middle East as a vital emerging market for Jamaica’s growth and diversification.
Jamaica continues to see strong momentum from the GCC, with visitor arrivals up 29 percent in 2024. The UAE led with a 37.3 percent increase, followed by Saudi Arabia, Kuwait, and Qatar. Bartlett said the rise in arrivals reflects the success of Jamaica’s market-specific campaigns and commitment to deeper regional ties.
To support this growth, the JTB is working to improve flight connectivity through key transit hubs in Europe and North America, while also easing visa access. Most Commonwealth nationals already benefit from visa-free or visa-on-arrival entry to Jamaica.
Catering to the high-end segment, Jamaica is promoting its luxury resorts, private villas, and exclusive experiences tailored to GCC travelers seeking privacy, quality, and cultural richness. From beachside retreats to wellness and adventure, offerings are being fine-tuned to meet Middle Eastern preferences.
The JTB has also strengthened its regional presence by appointing Buzz Travel Marketing Middle East as its representative office, signaling its long-term commitment to the region’s travel trade.
Director of Tourism Donovan White said Jamaica’s presence at ATM 2025 supports its vision to diversify tourism markets through strategic partnerships, expanded airlift, and curated experiences—bringing the destination closer to Middle Eastern travelers.
