The US Government’s travel advisory upgrade on Jamaica is being hailed as a powerful shift that places the island “shoulder to shoulder with some of the world’s most secure destinations”.

The observation was made by the influential tourism industry online publication Travel And Tour World (TTW) on Monday.

“Jamaica joins Iceland, Japan, New Zealand, Switzerland, Portugal, Denmark, and Norway in becoming one of the safest countries to visit for any US tourists. Now, American travellers have even more reason to plan for this Caribbean destination. This isn’t just another update — this is a game-changer for global travel choices,” TTW said in its report on the upgrade from Level 3, which advises Americans to reconsider travel, to Level 2 which urges them to exercise increased caution.

“Jamaica’s recent upgrade in safety status marks a powerful shift. With reduced travel warnings and improved tourism conditions, the island is more accessible, attractive, and welcoming than ever,” said TTW, an American publication which states on its website that it is regarded as the premier digital B2B integrated media platform in the travel and tourism industry, reaching more than 10 million readers in all seven continents globally.

The report states that the travel advisory upgrade, announced on May 29, “reflects a measured improvement in safety conditions, primarily driven by a reported decline in violent crime compared to 2024”.

News of the upgrade 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.

Reacting to the revision, Prime Minister Dr Andrew Holness said it reflects the hard work of Jamaica’s security forces and Government agencies.

“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 pointed to the 43.3 per cent reduction in murders so far this year, reported by the police.

In an address to a news conference on May 29, 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”.

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

In its report, TTW described the travel advisory upgrade as “a shift in safety perception that could transform the island’s tourism future”.

The publication stated, however, that the revision is not a green light for visitors to let their guard down.

“Tourists are still urged to remain vigilant, as the homicide rate in Jamaica remains one of the highest in the western hemisphere. Even though tourist zones are generally safer, armed robberies and sexual assaults continue to pose serious risks, particularly outside major resort areas,” the publication stated.

It also said that health-care concerns remain a key issue as Jamaica lacks the same medical infrastructure as the US, particularly in rural zones.

“Emergency services may not be available or equipped with trained EMTs,” the publication said, noting that “American visitors are strongly advised to carry additional prescriptions and purchase robust travel insurance before departure.”

“With Medicare and Medicaid not valid overseas, even minor medical incidents can become complex and costly. Insurance can also cover theft, cancellation, and logistical disruptions, which are still relatively common in the region,” TTW noted.

The publication also pointed out that there are areas in the country that are deemed as off-limits and those are listed on the US State Department’s website.

However, TTW said the revised travel advisory could reinvigorate airline partnerships, cruise itineraries, and hotel bookings.

“Caribbean carriers and international airlines may see increased demand for Kingston and Montego Bay flights. Hospitality operators on the island are likely to ramp up security protocols and health service accessibility to attract cautious tourists,”
TTW said.

“What remains to be seen is whether this advisory shift will prompt policy changes within Jamaica itself. Lowering crime rates and improving healthcare access could sustain the momentum, building a safer environment not just for tourists but for local communities,” the publication added.