Pictured: Tourism Minister Edmund Bartlett in dialog with TUI Group CEO Sebastian Ebel throughout a gathering at FITUR in Spain on Thursday, January 22, 2025 to debate partnerships as Jamaica continues its restoration from Hurricane Melissa.
Tourism Minister Edmund Bartlett has began talks with TUI Group, one of many world’s main tourism corporations, to strengthen the vacation spot’s presence in Latin America and Japanese Europe. Leveraging TUI’s in depth advertising and marketing community would considerably enhance Jamaica’s strategic initiative to diversify tourism supply markets and broaden its footprint.
TUI group was voted as The world’s leading integrated tourism group 2025 by the World travel awards
The collaboration can be in direct line with Jamaica’s efforts to scale back dependence on conventional North American and Western European markets by establishing stronger connections with high-potential areas in these new and rising markets.
Jamaica is at present experiencing a big improve in guests, elevated air transport and stronger commerce partnerships from Latin America. The island additionally noticed strategic development in European arrivals final yr, pushed by new flights from Portugal (World2Fly) and Switzerland (Edelweiss). Forecasts, primarily based on elevated demand, point out that these markets will develop even additional this yr.
“This partnership with TUI is anticipated to be a transformative alternative for the Jamaican tourism trade,” mentioned Edmund Bartlett, Minister of Tourism. “As we work to broaden our customer base and construct resilience in our tourism financial system, TUI’s in depth community and operational experience in these rising markets can be invaluable.”
BTN spoke to Minister Bartlett throughout FITUR 2026 for an unique interview with Justin Cooke.
The dialogue, held throughout the margins of FITUR, checked out leveraging TUI’s established presence in Latin America and Japanese Europe, the place vacationers are demonstrating and growing curiosity in Caribbean locations. The proposed partnership would concentrate on improved flight connectivity, focused advertising and marketing campaigns and tailored vacation packages designed to enchantment to vacationers in these areas.
Pictured: Tourism Minister Edmund Bartlett (c) pauses with TUI Group CEO Sebastian Ebel (1st l) earlier than a gathering to debate how Jamaica and TUI Group can work collectively. The audio system are lr, Donovan White, director of tourism, Thomas Ellerbeck, director of exterior and company affairs of TUI Group and Gregory Shervington, regional director of continental Europe.
“Jamaica presents an unparalleled mixture of pure magnificence, wealthy tradition and world-class hospitality,” mentioned Donovan White, director of tourism. “We’re excited to introduce extra vacationers from Latin America and Japanese Europe to this distinctive vacation spot and help Jamaica’s imaginative and prescient for sustainable tourism development.”
The initiative is consistent with Jamaica’s tourism technique, which emphasizes market diversification as a key technique for long-term industrial stability. Jamaica was elected The world’s leading family travel destination 2025 by the World travel awards
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“We’re future-proofing Jamaica’s tourism sector by way of strategic partnerships that add worth to our operations. Jamaica is such a robust model that has acquired an outpouring of affection and help worldwide and we’re grateful,” mentioned Minister of Tourism Edmund Bartlett.
The Minister leads a small delegation at FITUR, the worldwide assembly level for tourism professionals and the main commerce truthful for inbound and outbound markets in Latin America. This yr’s exhibition has 156 nations represented with greater than 100,000 guests.
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