JTB brings northeast advisers to Jamaica in immersive push to boost summer travel
Published:Monday | June 30, 2025 | 12:05 AMJanet Silvera/Gleaner Writer
WESTERN BUREAU:
In a bold move to deepen ties with its top United States (US) market, the Jamaica Tourist Board (JTB) has welcomed 74 travel advisers from the US for an on-island immersion and trade show experience at Princess Grand Jamaica in Hanover.
The event, which forms a part of the JTB’s 70th anniversary celebrations, saw the 74 top-producing travel advisers from the US Northeast experiencing a five-day, four-night immersive experience, strategically designed to drive bookings for the summer and beyond.
“This is Jamaica’s top-producing region for visitor arrivals, and we wanted our advisers to experience the destination in real time,” said Victoria Harper, district sales manager for the Northeast US. “They’ve done everything, from Dolphin Cove and Chukka ATVs to site visits at boutique properties like Rockhouse and Skylark.
To amplify the impact, the JTB staged a supplier trade show featuring more than 40 local hotels and attractions.
“This gives even smaller properties a big opportunity to connect directly with agents,” said Harper, noting that the initiative was made possible through strong partnerships.
Princess Grand Jamaica and Grand Palladium Jamaica Resort and Spa each allotted 100 complimentary rooms to accommodate the agents.
“We’re elated,” said Kareen Hall, director of sales and marketing for Princess Resorts Jamaica. “Some of these agents have already been selling us without seeing the product. One adviser, Deanna Haywood, has sent four groups this year alone. Now that they’ve experienced it, we expect even more momentum.”
Hall further noted that Princess has seen a recent uptick in summer bookings, fuelled by aggressive promotions, including “kids stay free” and up to 50 per cent off offers.
For Joan Newton, of JB Luxury Escapes in Yonkers, New York, the trip provided much-needed inspiration in a somewhat hesitant summer travel market.
“This year is different. Some of my clients with green cards are pulling back due to immigration uncertainties,” said Newton. “But citizens are still travelling. I’m posting everything I’m experiencing here, and it’s already generating interest.”
Originally from Jamaica, Newton calls the island her top-selling destination and says experiences like this are key.
“Meeting hoteliers and suppliers gives us confidence. It helps us sell what we know,” she said.
Using the event to signal its comeback is Negril’s FootePrints Hotel, which is preparing for a third-week-of-July reopening after a J$700-million renovation.
“This show was extremely important for our business,” said Ramoy McFarlane, hotel manager. “We were able to meet with a number of travel agents, who were excited to see a luxury property now being offered on the Seven Mile Beach.”
McFarlane said the resort, which has been closed for two years, is poised to benefit from the connections made, noting that “I met with over 60 of the 74 advisers. That kind of face time is invaluable”.
For attraction operators like JamWest’s Leethan Grandison, the event was equally rewarding.
“We had the opportunity to showcase our new Negril property, JamWest Beach, and they didn’t want to leave,” he said.
Agents also joined JamWest on a catamaran experience that Grandison described as “unforgettable”.
“We have already started seeing returns from the event for both our properties … the Negril JamWest Adventure Park has a booking for August this year and JamWest Beach’s catamaran. That’s a measurement of the success.”
With summer travel heating up and demand shifting towards experiential getaways, the JTB’s on-island model appears to be delivering. By placing agents face-to-face with Jamaica’s evolving product, the initiative is not only helping close group bookings in real time, it is also strengthening relationships and igniting enthusiasm across key gateway markets.
As Harper puts it: “You can only see so much in four nights. But what they’ve seen, Jamaica’s heart and product, is more than enough to sell.”