KINGSTON, Jamaica — Minister of Tourism Edmund Bartlett has initiated talks with one of the world’s leading tourism companies, TUI Group, to enhance the destination’s presence in Latin America and Eastern Europe.

According to Bartlett in a media release, by leveraging TUI’s extensive marketing network, Jamaica’s strategic initiative to diversify its tourism source markets and expand its presence would receive significant momentum.

He said the collaboration will be in direct alignment with Jamaica’s efforts to reduce dependency on traditional North American and Western European markets by establishing stronger connections with high-potential regions in these new and emerging markets.

Bartlett noted that Jamaica is currently experiencing a significant surge in visitor arrivals, expanded airlift and stronger trade partnerships from Latin America. The island has also seen strategic growth in European arrivals last year, which was driven by new flights from Portugal (World2Fly) and Switzerland (Edelweiss).

He said projections, based on increased demand, indicate that these markets will grow even more this year.

“This partnership with TUI is expected to be a transformative opportunity for Jamaica’s tourism sector,” said Bartlett.

“As we work to broaden our visitor base and build resilience in our tourism economy, TUI’s extensive network and operational expertise in these emerging markets will be invaluable,” added Bartlett.

The discussion, held within the margins of FITUR, looked at leveraging TUI’s established presence across Latin America and Eastern Europe, where travellers are demonstrating an increased appetite for Caribbean destinations.

The proposed partnership would look at enhanced flight connectivity, targeted marketing campaigns and tailored vacation packages designed to appeal to travellers in these regions.

The initiative aligns with Jamaica’s tourism strategy, which emphasises market diversification as a key strategy for long-term industry stability.

“We are future-proofing Jamaica’s tourism sector through strategic partnerships that add value to our executions. Jamaica is such a powerful brand that has received an outpouring of love and support globally, and we are grateful,” said Bartlett.

The tourism minister is leading a small delegation at FITUR, the global meeting point for tourism professionals and the leading trade fair for inbound and outbound markets in Latin America. This year’s exhibition has 156 countries represented, with more than 100,000 visitors.