Jamaica is positioning itself as a high-end MICE destination in Latin America
At FIEXPO Latin America 2025, Luciana Alonso, Sales Manager for Latin America at the Jamaica Tourist Board, highlighted the growth of the MICE segment on the island and the key role of air connectivity and luxury infrastructure in attracting groups, weddings and corporate events
What does it mean for Jamaica to participate in an event like FIEXPO Latin America, and how is the MICE segment developing for the destination?
Being at FIEXPO is always a pleasure for us. This is the third consecutive year we've participated—the previous two in Panama and now in Costa Rica—and we consider it a key trade show for our strategy. The MICE segment from Latin America has grown significantly, especially thanks to increased air connectivity. This allows more groups to consider different, less traditional destinations, such as Jamaica.
We're currently experiencing a real boom in inquiries for incentive travel, weddings, golf, and other niches, which demonstrates our strong position in the market.
Montego Bay has demonstrated a great capacity to host large events. What infrastructure does Jamaica offer in terms of hotels and venues?
We offer a wide range of hotels, from three-star to luxury properties that are part of the Virtuoso network. This allows us to cater to everything from standard groups to high-end events and premium incentive trips.
In Montego Bay, for example, we have three PGA-level golf courses and a modern convention center with capacity for more than 3,000 people indoors and much more outdoors, ideal for concerts, conferences, or any type of event.
We also offer unique seaside settings, museums, nature, adventure, rivers, and beaches, all with the distinctive Jamaican vibe you can't find anywhere else.
What results are you seeing from the meetings held at FIEXPO this year?
FIEXPO has been very productive for us every year. In fact, we already have at least one group confirmed as a direct result of this edition, although I can't reveal its origin yet. Companies from countries like Peru and Brazil are also requesting group quotes, which demonstrates the real interest in the destination.
Chile is another very strong MICE market, and Peru is growing rapidly in this segment, driven by the new LATAM flight. Argentina, our main source market for leisure travel, is also beginning to show growing interest in group travel and weddings in Jamaica.
Are weddings still a strong category for the island?
Without a doubt. Jamaica is a sought-after destination for weddings, especially those that combine ceremony, accommodations, and unique group experiences. The infrastructure, natural settings, and local warmth make many couples choose to celebrate their union on the island.