KINGSTON, Jamaica — The Jamaica Tourist Board (JTB) has been named Agents’ Favourite National Tourist Board at the Travel Gossip Awards 2026, an accolade voted for by the travel agents who sell the destination day in, day out.

The recognition reflects the JTB’s sustained investment in the United Kingdom (UK) travel trade and its commitment to equipping agents with the tools, training and support they need to sell Jamaica with confidence.

“Our travel agents are our most trusted ambassadors who continue to sell Jamaica in a positive light even in times of uncertainty and disruptions. We are therefore grateful that they have recognized the JTB as their tourism board of choice. This speaks to our continued partnership and confidence,” said Minister of Tourism, Edmund Bartlett.

The award was announced at the Travel Celebration 2026 ceremony and follows a groundswell of agent enthusiasm for Jamaica in the wake of the island’s remarkable recovery from Hurricane Melissa in late 2025, a recovery supported by the UK travel trade.

Director of Tourism Donovan White said: “This award belongs to every travel agent in the UK who has championed Jamaica and recommended our island to their clients through the highs and the challenges. The love and confidence agents have shown for Jamaica, particularly in recent months, has been inspirational.”

The JTB’s UK team has been at the forefront of agent engagement over the past 12 months. Activity has included the Jamaica Travel Market 2025, a destination showcase that brought together agents and operators for an immersive Jamaica experience, alongside ongoing training, fam trip programmes and co-operative marketing initiatives.

The Travel Gossip Award adds to a landmark season of industry recognition for the JTB. Earlier this year, Jamaica was crowned Best Tourist Board at the Travel Weekly Globe Travel Awards 2026, one of the UK travel industry’s most prestigious ceremonies, voted for by thousands of travel agent readers.

Regional Director for the UK and Northern Europe, Elizabeth Fox, said: “We have committed ourselves to our travel agent partners in the last 12 months, dedicated staff, expanded the team, more faces, more smiles. And the trade has responded in kind. Seeing agents actively selling Jamaica through every challenge is the greatest recognition of all.”

Together, the two UK trade accolades reinforce Jamaica’s standing as the leading Caribbean destination for British travellers and the JTB’s reputation as the trade’s most supportive and responsive tourist board partner. With 80 per cent of pre-hurricane arrivals restored within eight weeks of Hurricane Melissa and approximately 80 per cent of hotel accommodation now operational, Jamaica is open, thriving and welcoming visitors.

The JTB said it will continue to expand its agent support infrastructure, develop new training opportunities and deepen the collaborative partnerships that have earned it these consecutive recognitions from the UK trade.