The Jamaica Tourist Board (JTB) marked its return to the South Asia Travel and Tourism Exchange (SATTE) 2025 in New Delhi, showcasing the island’s vibrant tourism offerings to the Indian market. The event, running from February 19th to 21st, drew travel and tourism professionals from across the globe, offering Jamaica a prime platform to strengthen its international presence.
Jamaica, known for its lazy rivers, stunning waterfalls, white sand beaches, and dynamic culture, aims to tap into the growing Indian tourism market as part of its ambitious 2025 strategy. With its “Thrive in 2025” initiative, the Caribbean nation is targeting five million visitors and five billion US dollars in earnings this year, building on its 2024 performance of 4.2 million arrivals and US$4.3 billion in revenue.
The JTB’s “Contrasts Campaign,” unveiled at SATTE 2025, celebrates Jamaica’s diverse appeal. The campaign emphasises the island’s dualities—mountains vs beaches, adventure vs romance, lively vs laid-back—highlighting its broad allure to different types of travellers. From Montego Bay’s vibrant atmosphere to Negril’s serene shores, Jamaica promises both thrills and relaxation.
The event also spotlighted Jamaica’s collaborations with international carriers to improve global connectivity. A significant development is the partnership with Virgin Atlantic, enabling a new non-stop flight from Heathrow to Montego Bay. This move is expected to enhance accessibility for British and Indian tourists and support the island’s tourism growth.
The JTB aims to expand direct flights from key cities in the US, UK, Canada, and India, making Jamaica more accessible to international visitors. These steps align with Jamaica’s strategy to leverage India’s burgeoning economy and growing outbound travel market.
SATTE 2025, as Asia’s leading travel and tourism exhibition, provided Jamaica an opportunity to network with domestic and international stakeholders, share insights, and explore partnerships to drive innovation in the travel industry.
