MONTEGO BAY, St James — With a clever marketing ploy that brought 370 passengers on two direct flights from Colombia into Montego Bay, the Jamaica Tourist Board (JTB) on Thursday made a significant step forward in diversifying into the Latin American market.

Starting December 18, Wingo Airlines will offer flights from Bogotá and Medellin. The seasonal service will run until January 26, 2026.

The move is in line with recently announced plans to tap non-traditional markets as Jamaica sets its sights on welcoming eight million visitors by 2030 to generate earnings of US$10 billion. The fast-growing Latin American market is seen as ripe with potential.

Colombia has become one of Jamaica’s fastest-growing source markets. Arrivals from there rose by 32.3 per cent in 2024, compared to 2023, and in the first half of 2025 alone (January to June) arrivals grew by an additional 25.2 per cent year-over-year, according to JTB data.

The new Wingo routes are expected to further accelerate this momentum, supporting Jamaica’s strategy to diversify its markets, strengthen connectivity, and enhance the visitor experience.

A low-cost airline, nine-year-old Wingo is part of Copa Holdings. It connects 11 countries through 38 routes (13 of them domestic), using a fleet of 10 Boeing 737-800 Next Generation aircraft, each with 186 seats in a single-class cabin.

Wingo now offers the only direct flight between Bogotá and Montego Bay and this is the airline’s 25th international route. Highlighting their strong partnership with JTB and Sangster International Airport (SIA), Wingo Airlines Commercial Vice-President Jorge Jimenez on Thursday said more flights will be introduced over time and he urged travellers to be prepared for further expansion.

JTB regional director Odette Dyer welcomed his comments.

“That is wonderful news to our ears; that is what we want to hear. We are working very hard. The team in Latin America, they are working very hard in developing that market under the guidance of Mr Phillip Rose [deputy director of tourism with responsibility for United States, Caribbean, and Latin America] and so we are expecting great things. I think that this is the beginning of great things from Latin America,” she said.

Rose stressed that Thursday’s “mystery” flights were much more than “a clever marketing idea”.

“They mark the start of a new, powerful partnership between Jamaica and Colombia, two vibrant nations bound by culture, hospitality, and the shared, dare I say, shared Caribbean spirit,” he said.

“The bold initiative is the result of teamwork between the Jamaica Tourist Board, Wingo Airlines, MBJ, and Hyatt Hotels. Together, we’ve created a truly unforgettable experience, one that introduces Colombian travellers to Jamaica, in, dare I say, the most exciting way possible,” he added.

Passengers who were welcomed to SIA Thursday on flights from Medellin and Bogotá had no idea where they were headed until they landed. It only took three hours for the mystery flights to be sold out.

“They bought through Wingo, who did not tell them where they were going, but Wingo would have arranged the hotel accommodation, give them a package deal, and then Jamaica Tourist Board and Wingo behind the scenes coordinated to make this and then just build the package. It’s like a party package. And in three hours they sold two planes,” JTB representative for Latin America Luciana Alonso told the Jamaica Observer.

The arrival hall buzzed with high energy and there were radiant smiles as the excited passengers touched down at SIA. The spirited travellers erupted in sounds of joy as they were greeted with the infectious rhythms of a mento band. They danced up a storm, cellphones in hand to capture memorable moments.

“They’re excited to be here, and I see this only as the beginning of new ventures. We have always wanted to build our connections to Colombia and having this flight this morning, it’s only a teaser,” said Shane Munroe, CEO of MBJ Airports Limited, the operators of SIA.

“I felt the excitement and energy when all our guests arrived, and it perhaps is one of the most energetic arrivals that we have ever had. To have a mystery flight, not knowing where you’re going
— as I understand how this works
— and then to arrive in a destination unknown and the energy, the excitement when they find out that they are in Montego Bay, they are in the right place,” he added.

In extending a warm welcome to the visitors, Mayor of Montego Bay Richard Vernon spoke of an eagerness to deepen ties with Latin America and the region.

“This flight is no longer a mystery. You’re now in paradise,” he said.

“We want our Latin American friends here in Jamaica for leisure, for the holidays, to do business, you name it, and Montego Bay is ready and waiting for that extended partnership,” he added.

During their stay, participants will enjoy a four-day immersive experience in Montego Bay. Curated activities include an exclusive full-day adventure at Chukka Ocean Outpost in Sandy Bay. They will be guests of Hyatt-operated Secrets Hotel.

Hyatt Director of Sales and Marketing Kaylia Harrison said the company was happy to be part of the initiative.

“We are so excited about the possibility of expanding our reach in the Latin America market. And so, to host them for these next couple of days we are excited. The team is all pumped. They’ve been all practising their Spanish and getting ready, so it’s going to be a great partnership and a great window for more persons to actually be coming from that market,” she told the Observer.

Vice-chair of the Jamaica Hotel and Tourist Association Montego Bay Chapter Trisha Ann Bicarie was equally enthusiastic.

“These opportunities are something that we wholeheartedly support. We are very excited when our hotel partners engage in initiatives like these to bring so many persons. This is two planes full of passengers that have come here!” she said.

Deputy Director of Tourism with responsibility for United States, Caribbean, and Latin America Phillip Rose (left) makes a presentation to Wingo Airlines Commercial Vice-President Jorge Jimenez in Montego Bay on Thursday.

Shane Munroe, CEO of MBJ Airports Limited, speaking during Thursday’s ceremony to welcome Wingo Airlines’ two mystery flights from Bogotá and Medellin into Montego Bay.

Jamaica Tourist Board’s Regional Director Odette Dyer speaking during Thursday’s ceremony to welcome Wingo Airlines’ two mystery flights from Colombia.