With the US elections now over and as stock markets in that country continue to surge in its aftermath, president of the Jamaica Hotel and Tourist Association (JHTA) Robin Russell has expressed confidence that the local tourist industry is likely to enjoy another strong winter tourist season.

The winter tourist season, which runs from mid-December to about mid-April, often sees a large influx of tourists from around the world flock local shores as they escape colder temperatures up north. The US, which ranks as Jamaica’s largest source market, accounts for the bulk of these arrivals or about 70 per cent of tourist visitor arrivals.

Jamaica’s tourism sector, which has for the last few quarters delivered lower than usual output, has linked its depressed growth to a number of local and international factors, some of which continues to weigh on the local economy.

“We’re now seeing the numbers start to slowly increase, so we’re getting there and we’re seeing a very strong pick-up for this winter, which is to run from mid-December onwards. It has been normal for us to have a little flat period between Thanksgiving and Christmas and after that things start to pick-up; however, from all indications, what we’re seeing for the period are very strong numbers which should continue into the new year and so we are encouraged,” JHTA President Russell told the Jamaica Observer as he provided update on the sector this week.

“With the election now over and as the transition continues, we have continued to see where markets in the US are doing well, which means that there will be a little more money in the economy which always encourages travel. We are also encouraged as we welcome new flights — we just saw a Portugal flight announced and one from Avelo. American Airlines has also committed to some new flights but we’re waiting to see where that will lead but we’re so far encouraged that we will have sufficient airlifts to drive the expected traffic,” he continued.

Minister of Tourism Edmund Bartlett, in recently announcing the new flight from World2Fly out of Lisbon, Portugal, in Europe to Montego Bay, said the service, which is slated to begin rotations in summer 2025, should enhance visitor arrivals from that continent by approximately 7,000 passengers between June to September in 2025. Similarly, American ultra-low-cost airline Avelo, in adding a non-stop flight to Montego-Bay, which it will start this week, is also seeking to tap into the busy local winter tourist season.

The country, having also recently celebrated record-breaking visitor arrival figures from the United Kingdom (UK), has, based on data from the Jamaica Tourist Board (JTB), shown a 14 per cent year on year increase in arrivals for the first half of this year.

“The growth reflects Jamaica’s continuing allure for UK visitors, who are drawn to its unparalleled combination of vibrant culture, breathtaking landscapes, and world-renowned hospitality. The latest figures are not only a testament to the hard work of Jamaica’s tourism sector but also an indication of an exciting future. With a line-up of luxury hotel openings and a calendar filled with events that celebrate the island’s rich culture, music, and culinary heritage combined with the ease of travel to the island with a plethora of direct flights, 2025 is set to further elevate Jamaica’s tourism profile,” the minister said in commenting on the achievement.

The JHTA head, in highlighting Canada, Jamaica’s second largest source market behind the US, also pointed to steady upticks in arrivals from that country. For the upcoming 2024/25 winter tourist season, its flagship airline Air Canada is expected to make 14 weekly flights into the island.

“There are some places in Canada which are now growing by as much as 40 per cent, showing very strong growth. Out-turns from this market along with that from the UK were what helped to keep the local industry buoyant when the US market experienced that down period leading up to their elections,” Russell further told the Business Observer.

Occupancy levels, which he said now varies between 60-70 per cent across properties, is also likely to further increase as the season progresses.

“We are looking good and we will make every effort to continue in growing the sector. Sandals had a mega ‘Jamaica Love’ show which showcased the country in a strong way and the JTB has also been doing a lot of work in the market as they intensify promotions — they’re just about finished with some roadshows across most of the US. Between these two major shows among other efforts, what we have seen is a heightened interest in Jamaica and we are definitely encouraged by it,” the president noted.