NEGRIL, HANOVER — Tourism players from across Jamaica have welcomed a commitment from the US to review its current Level 3 travel advisory on Jamaica which, among a number of factors, has been negatively impacting the vibrant but fragile industry.

“It was very welcome news to hear that the US is going to be looking at the travel advisory and updating it to the current situation,” stated chairman of the Negril Area Destination Assurance Council Richard Wallace.

Last year January the US Department of State advised its citizens to “reconsider travel” to Jamaica due to high crime rates and limited access to quality health care. In an update a few months later it kept it at Level 3 but said “tourist areas generally see lower rates of violent crime than other parts of the country”.

On Wednesday, during a press briefing following bilateral talks in St Andrew with Prime Minister Dr Andrew Holness, US Secretary of State Marco Rubio said Washington was willing to take a second look at the advisory. He referenced gains made in curbing crime as a factor in that decision.

“I am very pleased that the prime minister saw to bring this to [Rubio’s] attention and to see the problem for what it really is, because it has affected us; it has affected tourism. Last year, as you know, numbers were down and that was one of the reasons,” said Wallace.

He conceded, however, that there were other factors at play.

“It was [also] because of [Hurricane] Beryl and also what is happening now in terms of the Donald Trump Administration and all the turmoil that is happening in America and around the world with the travel partners that also is affecting us. People in the US, which is our largest market, have lost their jobs and there is a lot of uncertainty. There are also a lot of Jamaicans who have green cards but are afraid to travel because they don’t know what will happen when they return to the US. So, all of these things are affecting us,” Wallace said.

He is hoping the US travel advisory for Jamaica will be favourably adjusted soon.

“We are hoping that they will do it quickly [so] that we will start seeing the results of it in terms of higher visitor arrivals to Jamaica soon,” said Wallace, who is also a hotelier.

There were similar views from his counterpart in southern Jamaica, chairman of Jamaica Hotel and Tourist Association (JHTA) South Coast Chapter Jason Henzell.

“There is no question that we have been experiencing a decline in tourism based on the travel advisory,” stated Henzell, who is also chief executive officer of Jake’s hotel in Treasure Beach, St Elizabeth.

He also spoke of the impact of Hurricane Beryl. That side of the country was particularly hard hit by the July 3, 2024 storm. He cited a 35-45 per cent fall-off in visitors to Treasure Beach as an example.

“It is very serious. I would say that Treasure Beach has gotten a double whammy, so to speak. The Treasure Beach destination had seen a decline due to pictures of Hurricane Beryl as we were sharing pictures to raise funds for residents and stakeholders living in the area who did not have insurance,” shared Henzell.

He said this was done despite a warning from Tourism Minister Edmund Bartlett that such an approach would result in a dip in visitor arrivals. Henzell admitted that Bartlett was correct. He said destination marketing was done and discussions are currently in place with Jamaica Tourist Board to have such errors corrected. He is hoping that the move by the US will provide further hope.

For his part, JHTA President Robin Russell noted that any advisory that has a negative connotation can affect the market. He is now eagerly awaiting a change, after the review hinted at by Rubio.

Russell expressed appreciation for the tone of the dialogue between Jamaica and the US, saying it showed mutual respect and a willingness to work together.

“We are encouraged that the secretary of state has acknowledged the headways that we have made and we look forward to a favourable travel advisory. We know that there is more work to be done but we are encouraged by this sentiment,” said the JHTA head.

Last year the tourism industry generated $4.3 billion and attracted a record 4.3 million visitors — an increase over 2023 which puts the island on track to achieve its 2025 growth targets.

In January, Bartlett told Jamaica Information Service that the sector finished 2024 strong, despite the slight shortfall in arrival figures due to aviation disruptions, Hurricane Beryl, and geopolitical issues such as travel advisories.