Jamaica’s Strategy to Lure Latin American Tourists Is Paying Off
Jamaica is experiencing a historic boost in tourism, thanks to a surge in visitor arrivals from Latin America, a result of expanded airlift connectivity and targeted market diversification strategies.
According to Hon. Delano Seiveright, State Minister in the Ministry of Tourism, this marks the first time that Latin America has played such a pivotal role in driving growth in the island’s tourism sector.
Major carriers such as Copa Airlines and LATAM Airlines have been instrumental in this success. Copa now offers seven weekly flights to Montego Bay and five to Kingston, while LATAM operates nonstop flights from Lima, Peru. Combined, both airlines provide over 10,000 monthly seats, enhancing access to Jamaica from high-growth South American markets and contributing to record-breaking visitor numbers.
As part of Jamaica’s broader tourism strategy, Latin America has been identified as a strategic growth region, alongside Asia-Pacific and the Middle East. This approach is driven by rising middle-class populations, increased disposable income, and a growing interest in Caribbean travel. Diversifying beyond traditional markets like North America and Europe, Jamaica is ensuring resilience and long-term sustainability in its tourism sector.
The economic impact of this influx is already visible. Local businesses—hotels, restaurants, transportation services, and craft markets—are reporting increased activity. “Every additional visitor means more income for our people,” said Seiveright. Latin American tourists, in particular, have shown strong interest in Jamaican culture, entertainment, and natural attractions, further fueling the local economy and supporting community development.
Adding to the momentum, charter flights from Ecuador are expected to bring over 1,000 visitors this summer, expanding Jamaica’s reach into nontraditional markets. These direct charter services reflect Jamaica’s commitment to diversifying its tourism mix and tapping into emerging travel markets poised for growth in the coming years.
Looking ahead, the Ministry of Tourism is focused on sustaining this growth through continued collaboration with international airlines and infrastructure investments.
“We’re going to keep that momentum going,” said Seiveright, who reaffirmed the goal of making Jamaica a must-visit destination worldwide. With Latin America at the forefront, Jamaica’s tourism future is bright—powered by its rich culture, natural beauty, and innovative approach to global engagement.
