Dear Editor,

While the recent downgrade of the US travel advisory for Jamaica — from Level 3 to Level 2 — is welcome news, it also highlights how overly reliant we’ve become on a single market.

As global travel patterns shift, it’s time Jamaica looks further afield and seriously engages an underserved yet rapidly growing segment — the black travel market in Canada, the United Kingdom, and across the wider African Diaspora.

According to MMGY Global’s Black Traveller Report, black leisure travellers in the United States alone spent over US$109.4 billion in 2019. While that figure is significant, similar momentum is building in other regions where Jamaica holds deep cultural and historical connections.

In Canada, over 1.5 million people identify as black, many of whom have Caribbean ancestry. A 2022 Destination Canada report revealed that black Canadian travellers are increasingly seeking culturally rich, identity-affirming holidays. They tend to travel with family, stay longer, and favour destinations where they feel culturally welcomed.

Meanwhile, in the United Kingdom, approximately 4.2 per cent of the population — around 2.4 million people — identify as black, with a strong representation of Jamaican heritage. British-Jamaicans are looking for more than just a beach holiday; many are yearning for reconnection, ancestral experiences, and retreats that reflect their roots and values. The growing #BlackTravelMovement in the UK speaks volumes about a generation eager to explore destinations that celebrate their identity.

Jamaica is uniquely positioned to offer these travellers more than just scenery. We offer a cultural homecoming — a land where their stories, music, language, and rhythm resonate.

By shifting our marketing focus — through strategic partnerships, inclusive messaging, and targeted campaigns — we can attract high-value visitors from these regions who are already emotionally connected to Brand Jamaica.

Let us use this moment not merely to celebrate the easing of restrictions, but to reimagine and reorient our tourism strategy.

Jamaica must think globally, act intentionally, and welcome those who already see our island not just as a destination, but as part of who they are.

Kesi Gardner

Concerned citizen