Jamaica 'top Caribbean destination' for UK travellers

Jamaica claims to have become the top destination in the Caribbean for UK travellers after reporting a 14% year-on-year rise in first half arrivals to 115,606.

A non-stop Virgin Atlantic service from Heathrow to Montego Bay in summer 2025, instead of via The Bahamas or Turks and Caicos, is set to further boost tourism from the UK, according to the Jamaica Tourist Board.

Tourism minister Edmund Bartlett welcomed the non-stop service from London as providing direct connectivity between the UK and Jamaica’s tourism capital, making it faster and easier for British visitors to get to the island.

He said: “This is an exciting development for Jamaica’s tourism industry which will make it even more seamless to get to the island.

"Securing this non-stop flight from a major hub like London Heathrow with Virgin Atlantic is a great addition and will substantially boost airlift and access to our destination.”

He added: “The growing number of UK tourists arriving in Jamaica is a pivotal moment for our tourism sector, highlighting the strength of our brand and the attractiveness of our offerings. 

“This increase not only supports our economy but also fosters cultural exchange and understanding. We are focused on building upon this momentum by continuously improving our infrastructure and experiences to ensure that Jamaica remains a favoured destination for travellers."

Jamaica set a target in January to attract 250,000 tourists from the UK and Ireland by 2025.

Tourism director Donovan White said: “These record-breaking figures highlight Jamaica’s enduring popularity among UK travellers, and we are thrilled to be the top choice in the Caribbean. 

“This growth reaffirms that Jamaica’s unique cultural experiences, from our pristine beaches to our authentic reggae music, deeply resonate with visitors. 

“As we look forward to 2025, our commitment is to continue enhancing our offerings with new luxury hotels and an array of cultural and culinary events.”

UK and northern Europe regional director Elizabeth Fox added: “We are thrilled to see visitor numbers from the UK to Jamaica reaching record highs. This impressive growth is a testament to the dedication of our industry partners and our unwavering commitment to enhancing the unique experience that Jamaica has to offer.”