JAMAICA’S commitment to progress was reflected in the recent revision of the United States Department of State’s travel advisory. This adjustment, while nuanced, provides reassurance to prospective visitors about their safety and the quality of their experience when they choose Jamaica.

Public and private sector stakeholders in Jamaica have worked diligently to bring a more balanced narrative to the language describing the island to its visitors, 42 per cent of whom are returning guests — the highest rate of any island in the Caribbean. The facts tell a consistent story, that visitors have consistently been safe and comfortable with their decision to come back to Jamaica.

The latest State Department update, issued July 25, 2024, acknowledges that “tourist areas generally see lower rates of violent crime than other parts of the island” and removes disparaging comments such as, “Local police often do not respond effectively to serious criminal incidents”.

Jamaican officials, including the Ministry of Tourism and the Ministry of National Security, presented compelling data demonstrating the remarkably low crime rate against visitors, which stands at less than 0.01 per cent.

Furthermore, they showcased significant reductions in the overall rate of serious crimes: Jamaica recorded a seven per cent reduction in 2023 to reach its lowest overall crime rate in 23 years. Through continued diligence in 2024, the country has realised a further 14.9 per cent year-to-date decrease in serious crimes.

Regarding medical services, the State Department has softened its warning, incorporating language it has used to describe many countries around the world, saying that: “US citizens should not expect the same level of health care available in Jamaica as is available in the United States”.

Minister of Foreign Affairs and Foreign Trade Kamina Johnson Smith reiterated the Government’s pledge to tackle crime and health-related challenges. She emphasised that investments in these areas have more than doubled in recent years, benefiting both citizens and visitors.

Ian Dear, chairman of the Tourism Development Company, the national agency responsible for overseeing continuous improvement and quality assurance within the tourism industry, emphasised the importance of effective communication and partnership between the tourism industry and public sector.

Noting that these collaborative efforts have been instrumental in achieving progress, Dear said: “Communication and real partnership among the tourism industry and public sector, has been critical to the progress so far.

“While national development work must continue to enhance and support local communities, the efforts to date reflect the spirit of the country and the power of what is possible when people who care come together to make a difference.”

The revision of the US travel advisory is an important step for Jamaica’s tourism industry but a recognition of the collective efforts to create a safer and more welcoming Jamaica, not only for visitors, but for all who love the country.

Robin Russell, president of the Jamaica Hotel and Tourist Association (JHTA), expressed pride in the association’s role in these ongoing efforts. He underscored the importance of tourism to Jamaica’s economic growth and highlighted the recent partnership with the Ministry of Tourism to continue to elevate guest experience for visitors coming to Jamaica.

“We are overjoyed to have the largest number of repeat guests in the Caribbean — an astounding 42 per cent,” stated Russell. “Visitors flock to Jamaica for its natural beauty and fall in love with the culture — found in the genuine warmth of a smile, the flavours of the jerk chicken or a ripe mango, the gentle beat of the reggae music. Our JHTA members continue to focus on creating more than unique experiences, we create memories that last a lifetime.”

Travel advisors continue to laud Jamaica as the destination of choice. Zeina Gedeon, president of Travel Professionals International, noted that, “Today’s travellers long for relaxation, rejuvenation, and new experiences. Jamaica provides that and so much more. This warm and inviting destination provides genuine human connection, something sorely missing in our digital first society.”

“Jamaica has it all when it comes to a destination that is perfectly poised to welcome international visitors. The island’s one-of-a-kind combination of luxury, nature, adventure, culture, and cuisine along with the warmth of its people, and the true connections made is something that makes coming back to Jamaican akin to coming home.”

RUSSELL… visitors flock to Jamaica for its natural beauty and fall in love with the culture.

DEAR… communication and real partnership among the tourism industry and public sector has been critical to the progress so far