OCHO RIOS, St Ann — Jamaica’s tourism industry is set to receive a big boost on October 13 when one of Disney Cruise Line’s top modern vessels, Disney Destiny, makes its inaugural call at Falmouth’s historic cruise port bringing just under 2,800 passengers to the island.

The announcement was made by Jamaica Tourist Board (JTB) Deputy Director of Tourism for the Americas Philip Rose during Monday’s opening of the Jamaica Product Exchange (JAPEX) at Moon Palace Jamaica in Ocho Rios.

The arrival of Disney Destiny adds to the growing roster of Disney Cruise Line vessels calling on Jamaica, alongside ships operated by Norwegian Cruise Line, MSC Cruises, Royal Caribbean, Carnival, Princess Cruises, and Virgin Voyages.

From January to July this year, according to data shared by Rose, Jamaica recorded 234 cruise calls and 736,372 passengers. Montego Bay, Falmouth and Ocho Rios accounted for most visits, while four ships also called at Port Antonio and Kingston.

Deputy executive chairman of Chukka Caribbean Adventures John Byles (right) participating in a panel discussion during the Jamaica Product Exchange at Moon Palace Jamaica in Ocho Rios on Monday. Also pictured is managing director at Round Hill Hotel and Villas Josef Fortsmayr. (Photo: Aceion Cunningham)

Rose pointed out that the cruise industry remains an important partner, particularly in the aftermath of Hurricane Melissa — which hit sections of Jamaica last October — and reminded that it could provide a pathway to attracting visitors for longer stays.

“It’s often said you can come down, get a little taste of Jamaica on the cruise ship, then we can convert them, or they go back home and say that was too much of a teaser, and they come back,” he said.

The JTB official said cruise visitors are encouraged to venture beyond established resort centres, particularly towards Kingston and Port Antonio, to experience a wider range of the Jamaican product.

Reacting to news of Disney Destiny’s impending visit, Chukka Caribbean Adventures deputy executive chairman and Jamaica Tourist Board member John Byles pointed to the benefit it will bring to local artisans and attractions. According to Byles, Disney passengers tend to leave the ship and spend on Jamaican tourism experiences.

He welcomed the impending Disney Destiny call, describing it as a sign of the company’s growing trust in Jamaica.

“It is always very heartening to see the confidence that a brand like Disney continues to show for the Jamaica product and Jamaica destination,” Byles told buyers and suppliers attending the first day of JAPEX, a staple on the tourism calendar.

The trade show is being held under the theme ’Jamaica Reimagined’. Jamaica Hotel and Tourist Association (JHTA) President O’Brian Heron used his address to stress that Jamaica’s recovery from Hurricane Melissa must lead to a stronger and more adaptable tourism industry.

“Resilience is not simply about recovering, It is truly about what comes next,” he said.

Jamaica Hotel and Tourist Association President O’Brian Heron speaking during the opening of the Jamaica Product Exchange at Moon Palace Jamaica in Ocho Rios on Monday. (Photo: Aceion Cunningham)

He noted that changing travellers, technology and artificial intelligence were reshaping how people discover and experience destinations, requiring Jamaica to embrace innovation without sacrificing its authenticity.

The JHTA head said Jamaica’s strongest differentiator remains its people, pointing to the warmth of the welcome, culture, creativity, music, spirit, and food.

Officially declaring the trade show open during an address delivered virtually, Tourism Minister Edmund Bartlett stressed the importance of adapting to shifts in the global tourism marketplace, strengthening competitiveness and building resilience while safeguarding the characteristics that make Jamaica distinctive.

“An event like JAPEX is never just a trade show. Last year, JAPEX facilitated an estimated US$100 million in contracts and business negotiations. Behind that figure are real hotels, real workers, real families, and real communities. That is precisely why, in fact, we do this,” Bartlett said.