Boosting airlift and hotel capacity are key to Jamaica's tourism growth

September 12, 2025

Since tourism is Jamaica’s leading source of revenue, the country must enhance its marketing efforts to attract more visitors and sustain economic growth.

Boosting flights and increasing hotel capacity are therefore required to accommodate more tourists and support the growth of its tourism industry.

There is a 20 percent rise in airlift to the destination this winter, with Air Canada flights from Toronto rising to 10 weekly, and hotel room stock is expected to increase from 35,000 to 50,000 by 2032.

Jamaica maintained a 90 percent load factor in August, with overall numbers for that month increasing by eight compared to the same period last year, despite the Air Canada strike.

Also, winter capacity is up by almost 22 per cent.

Speaking at a media event in Toronto on September 11, Jamaica Tourist Board (JTB) tourism director Donovan White said the opening of new gateways in Canada is a major reason for the growth.

Donovan White (Photo by Ron Fanfair)

From November 2 to April 12, WestJet is offering seasonal flights from Halifax and Ottawa to Montego Bay.

Flair Airlines is launching a daily service on December 12 between Toronto and Montego Bay with fares from $189 while Quebecers can fly to Montego Bay through WestJet’s integrated schedule with Sunwing Airlines.

The seasonal service runs from December 6 to April 11.

“We are really happy that this route has been secured because it took almost two-and-a-half years for us to make it happen,” said White. “We were persistent in ensuring that this happened for Quebec City.”

He confirmed that the JTB has had discussions with Porter Airlines to start flights to the western Caribbean island.

Last June, the Canadian regional airline announced its first flights to the Bahamas, Mexico, Costa Rica and the Cayman Islands.

“We have had some conversations with Porter and there is more to come,” White said.

Even with the surge in airlift from Canada this winter, he noted that the JTB is working to attract visitors from Western Canada by boosting connectivity.

“Western Canada holds a huge strategic envelope for us in the next five years,” White pointed out. “We are confident we will see airlifts and partnerships coming out of that part of the country.”

An increase in airlift often leads to a higher demand for hotel rooms and other accommodations.

The Mexico-based luxury all-inclusive brand, UNICO, is opening its first Caribbean resort in Montego Bay.

The adults-only UNICO 18° 77°, featuring 435 rooms, is expected to launch next March in Rose Hall, St. James.

Nearby, Hard Rock is opening a 1,100-room all-inclusive resort and casino while Grand Palladium Hotels & Resorts is expanding. The $20 million project will add over 948 rooms.

It is also introducing the group's TRS Hotels adults-only, luxury all-inclusive brand to the island along with the Family Selection at Grand Palladium Hotels & Resorts concept.

The Bahia Principe Grand Jamaica is undergoing major renovation and the Royalton CHIC Jamaica adults-only all-inclusive is set to open next year. Both hotels are located in Runaway Bay.

The Princess Grand Jamaica in Negril, that will be the island’s first casino hotel, will launch in November and a new luxury hotel -- Moon Palace The Grand-Montego Bay, featuring 1,200 rooms, overwater bungalows, 13 restaurants and bars and a large spa, water park and FlowRider attraction -- is set to open in the winter of 2027.

When completed, the 33-storey building will be the tallest in the English-speaking Caribbean.

By developing high-end resorts and expanding premium villa and residential projects, White said Jamaica is strategically re-engaging its luxury tourism segment.

The JTB has partnered with Virtuoso, an exclusive network of luxury travel agencies, to enhance the island’s position in the high-end travel market.

“The plan is to reset our luxury cluster of properties and engage with Destination Management Companies, the attractions and the service providers that play in that space,” he said. “There is an organic growth in this segment.”

Bookings for luxury cluster hotels are up by 35 percent this winter.

Despite a rise in high-end chain hotels in Jamaica, boutique hotels maintain a strong niche by offering unique design and character, personalized and intimate services and authentic local experiences which appeal to travellers seeking a connection to a destination's culture.

Established five decades ago, the refurbished 40-room Rockhouse in Negril has an organic farm and a woodworking shop where the furniture is handcrafted.

“It has reset the standard for boutique hotels in Jamaica, particularly in Negril,” said White. “We anticipate there will be more of our boutique owners doing similar work to upgrade their properties.”

In the first half of 2025, Jamaica recorded over 2.3 million visitors, generating an estimated US$2.4 billion in revenue. 

Besides boosting the economy, tourism generates employment opportunities across various sectors.

Canada consistently ranks as one of Jamaica’s top three source markets.

Ontario is the largest Canadian market with over 277,000 visitors yearly and 42 percent of Canadian visitors returning to Jamaica, making them a very loyal group of travellers to the island.

Angella Bennett (Photo by Ron Fanfair)

“Numbers only tell part of the story,” said Angella Bennett, the JTB Regional Director in Canada. “Canadian visitors do not just come to Jamaica. They connect with our people, they return year-after-year, they bring their families to our shores and they become genuine ambassadors for our destination…Our island offers something for every Canadian traveller, from adventure seekers exploring our Blue Mountains and families enjoying the renowned hospitality to those seeking cultural immersion in our vibrant music and cultural scenes.”

The JTB unveiled Weber Shandwick -- consistently ranked as a top global public relations firm -- as the company that will be responsible for managing its media relations, marketing campaigns and brand messaging to enhance the destination’s visibility and appeal.

JTB Public Relations & Communications Manager Fiona Fennell (c) with Weber Shandwick representatives Marley Burnes (l), Jessica Spremo, Mellisa Graham, Cameron Summers, Scarlet Schmitter & Stephanie Magnan (Photo by Ron Fanfair)

“The process has been long to get here, but we are very excited to be working with the JTB team,” said Jessica Spremo who is the Vice-President, Client Experience.

Based in New York with offices in Toronto and other major global cities, Weber Shandwick represented the Bahamas Tourist Board for seven years until 2023.