In Conversation with Donovan White, Director of Tourism of Jamaica

With over two decades of experience in the Tourism Industry, we are eager to hear about your journey. Kindly share your most memorable moment with Jamaica Tourism and what excites you the most about working in this industry.

My term as the head of Jamaica’s tourism marketing agency commenced officially on February 15, 2018 and my appointment was announced by our Minister of Tourism, the Honourable Edmund Bartlett. Working as the Director of Tourism of Jamaica gives me immense pleasure to be able to showcase my country, its cultural heritage and other tourism aspects to the world.

My most memorable moment while working in Jamaica’s tourism industry has to be the ‘Join Me in Jamaica’ campaign, a series of 90-second videos featuring local Jamaican celebrities and friends of Jamaica sharing unique stories about the love for their profession, and their homeland and what makes it a great place to visit. Another memorable moment was the launch of the ‘Heartbeat of the World’ campaign, which extended beyond tourism and encompassed all elements of Jamaica’s rich and vibrant culture including music, cuisine, sports, adventure, nature and wellness, which every traveler must experience.

Could you outline Jamaica Tourism vision for 2030?

Vision 2030 Jamaica is a strategic road map by which our country will progress to become developed by 2030 and by which our people here and in the Diaspora will make Jamaica the place of choice to live, work, raise families, and do business. Jamaica’s tourism industry is one of the main drivers of the country’s long-term economic development.

The Vision 2030 incorporates the construction of new hotels and properties and their operation, restaurants and other tourism facilities. A hotel boom is underway in Jamaica. We are expecting to increase by 2,000 rooms this year and by 20,000 in five to 10 years. Recent openings include a 352-room Hideaway at Royalton Blue Waters and the 753-room Riu Palace Aquarelle, which opened in May 2024. We have also upgraded two of the three international airports with new retail and dining outlets, introduced an online C5 customs form for all arriving air passengers and is installing Automated Passport Control kiosks, all designed to improve the airport experience. The Jamaican tourism sector has also introduced the Poko Loko floating bar. This unique attraction, located in Ocho Rios, aims to offer visitors an unmatched experience on the water.

Kindly elaborate on the long-term growth strategies and expansion plans of Jamaica Tourism.

Jamaica has welcomed a record two million visitors in the first five months of 2024, more than ever reported during the period of January to May. This positions us well for our 2025 projections, as we are looking ahead to bring almost $5 billion to our economy by 2025.

To attract news visitors to Jamaica, we are strategically building our new gateways with strong potential for growth. These include new target markets. We see a very strong potential in India and other Asiatic regions.

Investment in Jamaica’s tourism industry has soared to new heights with existing hotel companies expanding their stake while new investors are in line to build new properties. With the imminent completion of 2,000 new rooms this year, we are now targeting to add 20,000 rooms within the next ten to fifteen years. These developments signify expansion and demonstrate our commitment to providing world-class hospitality experiences to visitors from around the world. More flights are being added; and we are also in discussions with the Emirates Airlines to tap into their network in the Caribbean from the Middle East.

What are the current trends in the Global tourism industry? Please share key trends and insights observed in consumer behavior within the travel and tourism segment, from both traveler and industry perspectives.

The tourism industry has been rapidly changing in the post pandemic era. Global market trends indicate that long-haul travel, wellness holidays, cultural tourism, ecotourism, sports and adventure holidays, and coastal tourism and cruises are a few emerging areas of tourist interest.

One significant trend is the rise of sustainable tourism. We are practicing sustainability as a nation and as a tourism destination. Many of our properties are now Green-Globe certified hotels funding local marine sanctuaries to boutique hideaways helping to preserve the island’s heritage.

Another trend which is shaping the global tourism industry is the integration of technology. During the pandemic, we created some 12 – 13 virtual tours of interesting places across Jamaica. We have also shifted our marketing focus towards digital marketing and as a result, the island has also been witnessing a surge in visitor arrivals as the shift in the marketing strategy is a total evolution of how the destination was first presented.

What is the strategy for the Asia Market? Please provide an overview of the plans for 2024?

Some of our 2024 initiatives include the Jamaica Tourist Board’s debut at SATTE 2024 where the Jamaica booth received an amazing footfall. We communicated the ‘Come Back’ campaign at SATTE, which was greeted with much interest. To strengthen the cultural ties between Jamaica and India, the High Commission of Jamaica in New Delhi in association with PVR INOX hosted an exclusive premiere of the highly anticipated Paramount Pictures Bob Marley Biopic, “One Love”. Destination Jamaica has also been awarded the “Most Preferred Caribbean Island Holiday Destination 2024” at VETA Awards 2024. Jamaica hosted six travel agents from the Indian travel trade fraternity and an Indian media house for JAPEX (Jamaica Product Exchange) 2023. JTB also participated at The Iconic Experiences Show 2023 to ensure Jamaica’s presence among the Indian travel trade fraternity. Recently, Jamaica also hosted two Indian media houses for the Caribbean Travel Marketplace 2024. JTB has more marketing and trade promotions lined up in the coming part of the year.

Please elaborate about the Global Marketing Strategies?

The ongoing Come Back campaign by Visit Jamaica – “Come Back to the Vibe that comes Alive in Jamaica” showcases Jamaica’s natural attractions and its welcoming people working together to help visitors live their best lives.

The campaign focuses on three distinct personas: Adventure Seekers, who represent a younger demographic discovering Jamaica for the first time; Family Planners, represents the young family demographic experiencing a long-anticipated family vacation; and Seasoned Travelers, represents an older demographic that has likely visited Jamaica previously and intend to visit again to rediscover the island destination. The campaign highlights an array of adventurous, romantic, luxurious, relaxing, fun and mouthwatering moments to inspire travelers to visit Jamaica.

What are your thoughts on “Jamaica sees big prospects in the India Market?

Answer: Jamaica is determined to tap into the India market, recognizing potential of the Indian travelers. We have appointed TRAC Representations (India) as our local market representative. Their role involves engaging with local travel partners and media, fostering trade and consumer awareness of the Jamaican brand, and developing suitable air connectivity options to the island. This strategic partnership seeks to tap into India’s burgeoning travel market and position Jamaica as a desirable destination for Indian travelers.

There is a strong presence of Indian culture in Jamaica. The island destination has many tourism products to offer to Indians, with multiple similarities to the Indian culture like traditional music, cuisine and other cultural components. Jamaica’s tropical climate makes it an ideal destination for the Indian travelers and Indian cuisines has been adapted into Jamaica’s culture. With visa on arrival for Indian travelers, Jamaica ranks amongst one of the most aspirational travel destinations for the Indian travelers.

Why is Jamaica considered as the “World Leading Tourism Destination?”

Jamaica is a destination like no other. The island offers breathtaking views, spectacular attractions, unparalleled beauty and unmatched tastes, making it the most diverse destination in the Caribbean region. Jamaica has established excellent hospitality and offers a wide array of accommodations ranging from luxurious all-inclusive hotels, villas, beach resorts and much more. Jamaica is also famous for its music, world class sportspersons, delicious food, the Blue Mountain coffee, the Appleton Rum and warm, friendly people.

There is a magical allure that brings people back to its shores again and again: the pulsating rhythm of the island’s reggae beat, popularized by the late reggae superstar, Bob Marley; the beautiful white sand beaches; the magnificent attractions and landscapes; and the misty Blue Mountain Peak at the highest point of the island.

Jamaica’s rich diversity is reflected throughout the island’s six resort areas. Kingston, the vibrant capital city; Montego Bay, the tourism capital and the island’s second city; Negril, the Capital of Casual; Ocho Rios, the Centerpiece of Jamaica; Port Antonio, known by generations of celebrities and the waiting-to-be-discovered South Coast invite travelers looking for new horizons to conquer.

Jamaica has also received several awards based on its authentic and unique tourism offerings. Last year, the island was named ‘Caribbean’s Best Culinary Destination’ at the World Culinary Awards. In the same year, Jamaica won 33 World Travel Awards, chief among them was being named the ‘Caribbean’s Leading Destination.’

How is Jamaica Tourism adapting to the tech-savvy world?

The Jamaica Tourist Board has revamped its digital marketing strategies, to ensure that Jamaica achieves its growth targets in the tourism sector. The digital campaigns launched by JTB till date have been a huge success, like Join Me in Jamaica, Heartbeat of the World and the ongoing Come Back campaign. JTB has been also leveraging social media more effectively in marketing the destination. As a result, the island has also been witnessing a surge in visitor arrivals as the shift in the marketing strategy is a total evolution of how the destination was first presented.

The website was upgraded to become more user-friendly with an improved user interface and chatbot feature. This has assisted in Jamaica attracting more than 4 million tourists, both stopovers and cruise visitors in 2023. Since the start of 2024 up to March, the country received 1.1 million visitors. These numbers reflect the tourism ministry’s improved ability to convert demand searches online into actual bookings. Transitioning into the digital world has enabled Jamaica to reach a broader audience.

In the past decade, the perception of tourist destinations has undergone a significant transformation due to digitalization. How do you perceive the role of digital magazines and platforms such as Hospitality Lexis and HospiBuz in enhancing(promoting) tourism in your esteemed country?

Technology has transformed the tourism industry over time. Digital Magazines cater to a wider audience, both internationally and nationally. Hospitality Lexis and Hospibuz has been supporting us in promoting Jamaica as one of the most sought-after destinations for the Indian travelers. Hospibuz has provided us with good exposure and reach in the Indian market. We look forward to a long and fruitful partnership with the magazine and hope to expand our reach through additional platforms.