GOVERNMENT and tourism officials on Thursday welcomed the United States’ revision of its travel advisory for Jamaica, noting that the reclassification reaffirms the island’s reputation as a safe resort destination with a population that rivals others worldwide for hospitality.

News that Washington had lifted Jamaica to Level 2 from Level 3 came two months after US Secretary of State Marco Rubio committed, during his visit to Kingston in March, to review the Level 3 advisory which, among a number of factors, had been negatively impacting the tourism industry.

“This revision reflects the hard work of our security forces and Government agencies,” Prime Minister Dr Andrew Holness said in a news release.

“We have been deliberate and data-driven in our approach to reducing crime and improving the safety of our people. Jamaica remains one of the most vibrant and welcoming destinations in the world, and we are pleased that our progress is being recognised,” added Holness who, at a mid-afternoon post-Cabinet press briefing pointed to the 43.3 per cent reduction in murders so far this year, reported by the police.

In his address to the news conference, Holness said the travel advisory upgrade “is not incidental… It is the direct result of years of targeted policy implementation, investment in security infrastructure, and sustained diplomatic engagement. It signals to the international community that Jamaica is safer and a more secure destination, not only for visitors, but for residents”.

The prime minister said that during Rubio’s visit the Government took the opportunity to make clear its efforts at security reform, economic resilience, and enforcement modernisation.

“We showcased how the Government has been resolute in its mission to make Jamaica a safer, stronger, and more prosperous country,” Holness explained.

He said while there are individuals who will seek to dismiss or downplay the travel advisory upgrade, people in the tourism sector who understand the impact of a negative travel advisory appreciate “the importance of this moment”.

That point was emphasised by Sandals Resorts International Executive Chairman Adam Stewart and Jamaica Hotel and Tourist Association President Robin Russell.

“This is more than a meaningful update, it’s a powerful affirmation of what travellers, travel advisors, and the people of Jamaica have always known: Jamaica is one of the safest, most vibrant, and genuinely welcoming destinations on Earth,” said Stewart, who is also executive chairman of the Jamaica Observer.

“What makes this island unforgettable is its people; their warmth, resilience, and deep pride in sharing their culture and home. This renewed guidance plays an important role in restoring global confidence and, as always, we look forward to welcoming travellers from around the world with open arms,” added Stewart.

Russell said the revised travel advisory is a result of the “hard work by the tourism sector, Government, and all the agencies in getting together and addressing the problems”.

Russell, too, pointed to the reduction in crime.

“It’s just a combination of all of our hard work, and we were rewarded for it, so we’re very happy that it has happened and we continue to work hard to bring it even further to where we would like to see it,” Russell told the Observer.

He said the development will have a positive effect on group travel as the Level 3 advisory resulted in many groups being unable or unwilling to come to Jamaica.

“Now that we’re Level 2, it gives us access to those groups, which is a big part of the hotel business. So hopefully that is just one thing less that we have to worry about, and it would mean an increase in business,” Russell added.

The Level 3 advisory urges Americans to reconsider travel to Jamaica, while Level 2 tells US citizens to exercise increased caution when visiting the island.

“Tourist areas generally see lower rates of violent crime than other parts of the country,” the State Department said in the advisory, even as it noted that “while violent crime in Jamaica has decreased since 2024, it remains statistically high throughout the country”.

At Thursday’s special post-Cabinet press briefing, Foreign Affairs and Foreign Trade Minister Senator Kamina Johnson Smith noted that the Level 2 classification is “shared by larger and much more developed countries”, among them the Dominican Republic, Panama, Spain, the United Kingdom, Germany, and others.

“They’re all at Level 2, so we are in good company,” she said, adding that the reclassification is an “acknowledgement of Jamaica’s continued progress of enhancing public safety as well as the travel experience for visitors”.

“The improved level acknowledges even lower risk levels for visitors because we have shared previously that Jamaica is rated as one of, if not the safest resort location in the entire Latin America and Caribbean region,” Johnson Smith added.

She expressed appreciation for the ongoing diplomatic engagements with Jamaica’s US partners and said the Jamaican Government remains “committed to working through the challenges with them”.

The earlier news release reported Tourism Minister Ed Bartlett as saying the Level 2 classification is a vote of confidence in Brand Jamaica.

“Our tourism industry is built on safety, excellence, and world-class service. The updated advisory will strengthen traveller confidence and further position Jamaica as a top destination for leisure, business, and investment,” Bartlett said.