Jamaica strengthens its commitment to Europe with hotel investments and increased connectivity

Within the framework of FITUR 2026, Travel2latam spoke with Gregory Shervington, Regional Director of the Jamaica Tourist Board for Europe, responsible for the continental European markets from the Iberian Peninsula to Eastern Europe, about Jamaica's objectives at the fair, the weight of Spanish hotel investment on the island and the strategy to strengthen the arrival of European travelers.

What does participating in FITUR mean for Jamaica, and what are the main objectives for this edition?

We have two parallel objectives: Jamaica as a tourist destination for visitors and Jamaica as an investment destination for Spanish hotels.

Spanish hotel chains represent the largest foreign investment in Jamaica. We have virtually all the major Spanish brands, and that portfolio continues to grow. From an investment perspective, FITUR is key for meeting, strengthening relationships, closing deals, and signing new projects, as Jamaica is in a period of rapid expansion.

We will add approximately 10,000 additional rooms over the next four years, and most of them will belong to Spanish and European chains.

At the same time, Spain is a strategic source market. At our peak, in 2007 and 2008, we received over 17,000 Spanish visitors annually. We aim to surpass those numbers again. There was a recent impact from a hurricane that affected the last few months of the year, but we are focused on recovering and growing once more.

How is the recovery progressing after the hurricane?

The recovery has been very strong. We've been involved in the process daily, and today airport arrival levels are practically back to normal. In many cases, we've already forgotten there was a hurricane.
Even some small properties in the hardest-hit area are already operating again. This shows us that we still need to communicate this recovery better, because around 80% of hotel capacity has already returned to normal.

Which European markets are Jamaica's priorities this year?

Spain remains a key market. At its peak, it exceeded 17,000 visitors, so we know that's a realistic target.

Furthermore, we have year-round direct connections to markets such as Switzerland and the Netherlands, and strong connectivity through the UK. This model allows us to work with Spanish operators who are now using fewer charter flights and more dynamic packages, taking advantage of the available connections.

What role do tour operators and agencies play in Jamaica's strategy?

It's a fully integrated relationship. As I mentioned, Spanish investment is the largest in Jamaica and is concentrated in the country's biggest hotels.

We're talking about brands like Princess, which aims for 2,000 rooms, Catalonia with around 500 rooms, as well as other major groups. These brands are already well-known in the Spanish market.

Tour operators already work with these groups in other Caribbean destinations, so including Jamaica in their portfolio is a natural fit. As hotel investments grow, so does Jamaica's visibility and presence in brochures and in the minds of consumers.

What type of delegation is accompanying Jamaica at FITUR?

The delegation is focused on meeting with investors and major market players. Jamaica is on a growth trajectory, and leading Spanish groups are expanding their presence there.

Bahia Principe, for example, has expansion plans for the next five to seven years. Princess is building Jamaica's first standalone casino, which leads us into a new product category.

FITUR is key for face-to-face contact, to reinforce investor confidence, to meet with tour operators and, very importantly, with airlines, to explain Jamaica's potential as a gateway to new European markets.