BOB MOWAT
Jamaica’s ambitious strategy to grow its business out of Canada is clearly paying off as the Caribbean island is seeing a double-digit increase in air seats out of this market for the winter 2025-2026, putting it within striking distance of its target of welcoming 500,000 Canadian visitors in 2025.
“An excellent outlook,” observed Jamaica’s Minister of Tourism, Edmund Bartlett of the upcoming winter season, noting that Jamaica will see a 22% increase in its air seats – for a total of just under 365,000 seats for the upcoming season – and the addition of four new Canadian gateways – Ottawa, Quebec City, Halifax and Edmonton.
Jamaica’s Minister of Tourism was in Toronto during the first week of October to deliver an address at the Edith Baxter Memorial Award which recognizes individuals who have made a substantial contribution towards the positive advancement of Jamaica’s tourism industry. Established in 2021 by the Jamaica Tourist Board the event pays tribute to the legacy of Canadian publishing icon Edith Baxter, co-founder, Baxter Media.
“In Jamaica, the beauty of tourism is that it’s not just about more visitors – it’s about creating opportunities. Every growth milestone represents jobs for Jamaicans, growth in industries like agriculture and manufacturing, and more support for entrepreneurs and small businesses. The impact goes far beyond tourism – it strengthens communities and transforms lives.”
–Jamaica’s Minister of Tourism, Edmund Bartlett
During his address at the luncheon event, Minister Bartlett told his audience that Jamaica has set bold new targets for the Canadian market, aiming to welcome 600,000 Canadian visitors annually and generate US$750 million in tourism earnings by 2030.
With the increase in air seats from Canada, the Minister made it clear to his audience that: “This winter… It’s never been easier to hop on a plane and in a few short hours, land in paradise. Airline partners like Air Canada, WestJet, Transat and Sunwing are ramping up their schedules, offering direct routes and affordable fares to Montego Bay.”
“And here’s the best part,” he continued: “This is just the beginning. Jamaica is planning even more options for travellers across Canada, especially in Western provinces, soon. We can’t wait to welcome more Canadians to our sandy shores.”
Yet while the numbers are definitely spectacular, Minister Bartlett pointed out that it’s about more than just the statistics, rather it’s about the stories they tell.
“Stories of families discovering the joy of the island for the first time. Stories of people reconnecting with their roots. Stories of small business owners, farmers, and artisans whose lives are positively impacted by this growth,” the Minister said.
He also told his audience that: “In Jamaica, the beauty of tourism is that it’s not just about more visitors – it’s about creating opportunities. Every growth milestone represents jobs for Jamaicans, growth in industries like agriculture and manufacturing, and more support for entrepreneurs and small businesses. The impact goes far beyond tourism – it strengthens communities and transforms lives.”
In conversation with Minister Bartlett before the Edith Baxter Memorial Awards luncheon, Travel Courier asked him why travel advisors should sell Jamaica? Noting that Canada is Jamaica’s second largest market, the Minister said that one reason is that “the variety and mix of products have been enriched.”
Minister Bartlett said: “We’re diversifying our products. We’re increasing and improving the quality of infrastructure. We’re expanding our airport facilities. We’re embracing technology to enable the facilitation of visitors and seamlessness in their travel … but most important, the people of Jamaica remain friendly and ready to embrace our Canadian visitors and give them the best vacation of their life.”
And he also told TC that: “Canada and Jamaica have had an abiding experience of friendship, fraternity and love and our pledge is to strengthen that relationship and to offer the safest, most secure and seamless vacation experience that you [Canadians] can hope for – that’s the promise to the market.”
