BERLIN, Germany— Tourism Minister Edmund Bartlett has set an ambitious target to welcome 50,000 visitors from Continental Europe to Jamaica by 2025.

The target represents a roughly 25 per cent increase over previous projections.

The announcement, which was made in a release on Friday, March 8, stated that the increase is based on recovery figures from the coronavirus pandemic (COVID-19) and growth projections from each market.

Continental Europe, which represents Jamaica’s fourth largest market, includes countries like Spain, Germany and France, the statement said.

“The data we received shows that the demand to travel to Jamaica remains strong as visitors from these European countries plan their next visit for various reasons. There is room to increase our numbers by up to 25 per cent and when combined will take us to this unprecedented figure of 50 thousand,” Bartlett said at the Jamaica Tourist Board (JTB) office in Berlin, Germany.

He added: “The ambitious target will require more discussions with our partners – airlines, tour operators and travel agents to create increased seat capacity and conversions in bookings. It will also require strong market activities and promotions to drive demand.”

The target was set after the tourism minister was given information about the trends, perceptions, and projections for travel provided by the representatives for each country.

“The overall sentiment to travel to Jamaica was strong with potential for increased demand. Currently, the main airline carriers that are European include Condor, Edelweiss, American Airlines and Neos,” the release said.

“We are excited to announce our goal of welcoming 50,000 European visitors to Jamaica in 2025. Jamaica offers an unparalleled mix of natural beauty, rich history, and authentic experiences that appeal to travelers from across the globe. We are confident that with our concerted efforts, we can attract even more visitors from Europe and showcase all that our beautiful island has to offer,” said Donovan White, director of tourism for the JTB.

Gregory Shervington, regional director of JTB Continental Europe added: “Over the past decade, Jamaica has seen steady growth in tourism, with visitors from Europe contributing significantly to the island’s thriving tourism industry. Recognising the immense potential for further expansion, we will be launching targeted marketing and sales campaigns and strategic initiatives to capture a larger share of the European travel market.”