Jamaica strengthens its commitment to MICE tourism in Latin America
John Woolcock, Groups and Conventions Manager for the Jamaica Tourist Board, highlighted at IBTM Americas 2025 the growing interest of Mexico, Brazil, Colombia and Argentina in the island as a destination for meetings and incentives
By Mila Bross.
At IBTM Americas 2025, held in Mexico City, Jamaica presented itself as a competitive destination for the MICE segment, combining hotel infrastructure, air connectivity, and unique cultural experiences.
What is the objective of participating in this conference?
Our goal at IBTM Americas is to meet with Latin American market players. We are receiving significant interest from incentive agencies and MICE event organizers in the region, who want to learn more about Jamaica as a destination, particularly regarding our culture and history. We want them to see Jamaica as a destination that is easy to market and understand.
Which Latin American markets are priority for Jamaica in the MICE segment?
We're looking at the entire region, but Mexico represents a significant opportunity. Brazil is also showing strong interest, and we've already received significant groups from there. Other key markets are Colombia and Argentina. Air connectivity is essential: in addition to flights from the United States, we have options through Copa Airlines, with flights from Panama City to Montego Bay and Kingston, and LATAM Airlines, which connects from Lima, Peru.
What infrastructure does Jamaica offer to support MICE demand?
The island boasts hotels of various categories and capacity for large groups, an efficient road network, specialized DMCs, alternative venues for gala events, and a diverse range of tours and team-building activities. Added to this is technological connectivity, with high-speed internet and reliable mobile coverage, which allows for in-person and hybrid conferences.
Beyond the corporate landscape, what cultural experiences can visitors enjoy in Jamaica?
Jamaica has a rich and diverse history and culture. It was discovered in 1494 by Christopher Columbus and, after being a Spanish and British colony, gained its independence in 1962. This cultural diversity—with African, European, Indian, and Chinese influences—is reflected in the cuisine, music, and lifestyle. Our motto is “Out of Many, One People,” because diversity is our greatest strength.