Jamaica closes FITUR 2026 with a very positive balance and reinforces its international projection

Jamaica concluded its participation in the 46th edition of FITUR with highly positive results, reaffirming its position as one of the most relevant tourist destinations in the Caribbean and advancing in key agreements that will expand its reach in Latin America and Eastern Europe.

The official delegation was headed by the Minister of Tourism, Edmund Bartlett, and the Director of the Jamaica Tourist Board, Donovan White, who carried out an intense agenda of meetings aimed at strengthening the destination's global presence, consolidating strategic partnerships and opening new opportunities for investment and tourism development.

Opening of new markets and strategic alliances

One of the key milestones was the progress in discussions with the TUI Group, focused on boosting Jamaica's expansion into high-growth potential markets such as Latin America and Eastern Europe. The negotiations centered on improving air connectivity, designing targeted promotional campaigns, and developing products tailored to the specific needs of these emerging markets.

In parallel, opportunities for collaboration with Inverotel were explored, focused on designing joint strategies for promotion and sustainable growth. This approach reflects the international hotel sector's confidence in the competitiveness of Jamaica's tourism offerings and its capacity for long-term expansion.

Jamaica and the Spanish market

The FITUR agenda also served to strengthen Jamaica's connection with Spanish travelers. The destination expects to receive thousands of visitors from Spain during 2026, driven especially by World2Fly's air connectivity during the summer season, with direct flights from Lisbon and efficient connections from various Spanish cities.

The island's diverse landscape, combining beaches, mountains and natural environments, along with an offering of authentic cultural experiences, positions Jamaica as an attractive alternative for the Spanish market, interested in destinations that integrate nature, local identity and hospitality.

Positioning for tourism investment

Jamaica's participation in FITUR also included meetings with key industry players and participation in international forums dedicated to tourism investment in Latin America and the Caribbean. These events reinforced the country's image as a favorable destination for innovative and sustainable projects, aligned with a responsible tourism development model.

With the closing of FITUR 2026, Jamaica reaffirms its commitment to a strategy based on public-private partnerships, market diversification, and attracting investment. The island continues to advance its vision for growth, working alongside international partners to strengthen its competitiveness and global reach.