Jamaica Targets Emerging Travel Markets with Customized Marketing Campaigns and Enhanced Connectivity Through TUI Collaboration

Published on
January 24, 2026

Jamaica is actively working to broaden its tourism horizons by engaging in talks with TUI Group, one of the world’s largest integrated tourism companies, to strengthen the island’s visibility in Latin America and Eastern Europe. The discussions, conducted during the FITUR international tourism fair, are part of a strategic initiative to diversify visitor sources and attract travellers from emerging markets showing growing interest in Caribbean destinations.

TUI Group, recognized as the World’s Leading Integrated Tourism Group 2025 by the World Travel Awards, offers unparalleled expertise in international travel marketing, distribution, and operations. Jamaica seeks to harness this experience to expand its tourism footprint beyond traditional North American and Western European markets, opening doors to new audiences and creating additional opportunities for sustainable growth.

Recent trends indicate that Jamaica’s tourism sector is experiencing dynamic growth. Latin American markets are increasingly contributing to visitor arrivals, supported by expanded trade partnerships and stronger regional connectivity. European arrivals have also seen a boost, thanks in part to new flights from Portugal via World2Fly and Switzerland via Edelweiss. Industry forecasts suggest these emerging markets will continue to grow steadily, providing fresh avenues for revenue and strengthening the island’s tourism economy.

The proposed collaboration with TUI Group focuses on several key areas. Enhanced flight options are a priority, ensuring smoother access for travellers from Latin America and Eastern Europe. Complementary marketing strategies are being developed to promote Jamaica’s natural beauty, culture, and recreational offerings to these audiences. Tailored travel packages are also under consideration, designed to meet the specific interests of these travellers who are seeking authentic Caribbean experiences that combine adventure, culture, and relaxation.

Jamaica’s appeal is broad and multifaceted. Beyond its world-famous beaches, the island is rich in natural landscapes, including lush mountains, rivers, and cascading waterfalls. Cultural experiences, from music and festivals to historic landmarks and local cuisine, add further depth to the travel experience. Adventure and eco-tourism opportunities, combined with luxury resorts and family-friendly offerings, position Jamaica as a destination that caters to a wide spectrum of travellers.

Diversifying source markets has become a central component of Jamaica’s long-term tourism strategy. Expanding into Latin America and Eastern Europe helps the country mitigate risks associated with market concentration and ensures resilience in a rapidly changing global travel environment. Recognition as the World’s Leading Family Travel Destination 2025 by the World Travel Awards highlights Jamaica’s appeal to a variety of visitors, reinforcing its status as a versatile and globally competitive destination.

Digital innovation is also playing a vital role in Jamaica’s tourism growth. Platforms such as Virtual Jamaica offer interactive, 360° experiences that showcase the island’s beaches, mountains, and cultural hotspots. Additionally, tools like the Visit Jamaica chatbot provide travellers with real-time guidance, assisting with trip planning, accommodation bookings, and activity recommendations. These technologies allow Jamaica to connect with potential visitors before they arrive, creating anticipation and engagement that enhances the overall travel experience.

FITUR, the setting for the TUI Group talks, is a premier international tourism exhibition that hosts participants from over 150 countries and attracts more than 100,000 visitors annually. The event provides a valuable platform for Jamaica to highlight its tourism offerings, build strategic relationships, and position itself as a destination that is both innovative and globally appealing.

The potential partnership with TUI Group represents more than an increase in visitor numbers. It reflects a forward-thinking approach to securing Jamaica’s tourism future. By collaborating with a globally recognized operator, the country aims to strengthen brand visibility, drive sustainable tourism development, and provide experiences specifically tailored to the needs of emerging markets.

Tourism continues to be a cornerstone of Jamaica’s economy, supporting employment, generating significant revenue, and fueling investment in infrastructure and services. Strategic initiatives like this partnership ensure that the industry remains resilient, competitive, and capable of adapting to evolving global travel trends.

In conclusion, Jamaica’s outreach to Latin America and Eastern Europe demonstrates a commitment to innovation, market diversification, and sustainable growth. By leveraging partnerships, enhancing connectivity, and integrating digital solutions, the island is preparing to welcome a new wave of international travellers. With its unmatched combination of natural beauty, cultural richness, and world-class hospitality, Jamaica continues to solidify its position as a leading Caribbean destination.