Jamaica Tourist Board reveals recovery plan for Latin America in 2021

With a focus on resilience, recovery and income generation initiatives, the global marketing and sales teams of the Jamaica Tourism Board (JTB) participated in collaborative virtual meetings to strategically plan the upcoming winter period 2021. Over two days ( December 10-11), more than 40 representatives from the US, Canada, Latin America, the UK and continental Europe participated in a series of update presentations on the destination, including tourism and marketing activities of the last nine months.

Marketing and sales tactics in Latin America for 2021 are focused on recovering air transport, developing a solid brand program for the consumer aimed at highlighting safety, as well as adopting a solid approach towards the tourism industry and digital spaces, with public relations components. As part of plans to expand air travel, JTB will work closely with its strategic partner Copa Airlines on a "Jamaica Return Campaign" aimed at increasing the routes available to travelers in major markets such as Mexico, Brazil, Argentina, Chile, Colombia and Peru. Copa Airlines currently operates a weekly flight to Kingston and a weekly flight to Montego Bay from Tocumen International Airport in Panama.

"Reestablishing the airlift and adding new routes to receive visitors from Latin America remains a priority for the destination," said Donovan White, Jamaica's Director of Tourism. "Jamaica's tourism industry is on a positive growth trajectory and we are confident that through strong collaboration with our partners in the region, we will be able to build on that momentum heading into the new year."

Future plans for the region include virtual meetings and trade shows for the retail community, in-person familiarization trips for agents, buyers and journalists; as well as media relations campaigns and promotional initiatives aimed at the tourism industry and the consumer.

In addition, the JTB has created an aspirational campaign to be launched soon, which will showcase iconic Jamaica attractions, emphasizing the enjoyment offered by a variety of leisure activities, while introducing the best-in-class health and safety protocols that are put into practice at the destination. Media buying planning for the integrated multiplatform campaign spans digital, radio, television, and print media globally, including key markets in Latin America.