Minister of Tourism Edmund Bartlett (right) in conversation with Godfrey Dyer (left) chairman, Tourism Enhancement Fund; and Donovan White, director of tourism, at the Jamaica Tourist Board’s 70th anniversary church service at Church of the Open Bible in St Andrew, on Sunday.
April 8, 2025
JTB takes aim at New York City
Three-day marketing blitz now under way
MINISTER of Tourism Edmund Bartlett, Director of Tourism Donovan White, and other representatives of Jamaica Tourist Board (JTB), are now on a strategic three-day marketing blitz in New York City, United States.
The blitz, which is aimed at bolstering Jamaica’s tourism presence in the US, started on Monday and is part of the tourism ministry’s efforts to strengthen relationships with industry partners and bolster forward bookings for the upcoming summer season.
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It also comes at a time when JTB, the entity promoting Jamaica as a premier global destination, is celebrating its 70th anniversary.
Bartlett emphasised the significance of direct engagement with the US market, Jamaica’s most important source of visitors.
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“New York City remains a key pillar in our tourism strategy, and it is vital that we continue to maintain strong, on-the-ground relationships with both trade and media stakeholders in that area.
“This marketing blitz provides us with the opportunity to not only showcase Jamaica’s unique offerings but also to reinforce our position as a top destination for American travellers,” he said.
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The JTB has reported that Jamaica saw a record 4.3 million visitors last year, with the majority coming from the US.
A large percentage of US travellers hailed from New York, with more than 350,000 people estimated to have visited the island from that city in 2024.
The three-day campaign, being led by Bartlett, includes a series of targeted activities aimed at trade and consumer audiences.
The first day’s agenda featured a public relations partner update meeting followed by consumer media one-on-one desk engagements, which provide Bartlett and his team with opportunities to share Jamaica’s tourism developments.
Bartlett was also slated to participate in an interview on Good Night New York, a prominent local programme that attracts a wide audience, on Monday.
Today the marketing team will host a trade media round-table luncheon, further engaging with key influencers in the travel sector.
One-on-one sessions with consumer media will also be conducted, providing a more intimate setting for discussing Jamaica’s diverse tourism offerings — from sports tourism to heritage and adventure.
Wednesday, the final day of the blitz, will feature a fireside chat and reception at New York University, offering attendees a platform for deeper engagement with industry leaders, academics, and influential media representatives.
“This marketing blitz is crucial to strengthening our forward bookings, particularly as we look ahead to the summer season. The recent success of local sports tourism events has generated a significant boost in visitor interest, and we remain committed to securing sustained growth for our tourism sector,” said White.
