Jamaica Attracting Niche Markets

The president of the Jamaica Hotel & Tourist Association says Jamaica’s tourist trade is reaching out to a wide array of vacationers.

Nicola Madden Greig told a Sept. 21 audience at Jamaica’s tourism show of JAPEX that her homeland has moved beyond just offering traditional beach tourism alone.

“We are focusing on other niche markets, such as sports, health, wellness, adventure, meetings/conventions and voluntourism,” she told her Montego Bay audience.

Madden Greig said the millennial generation now accounts for 20% of all travellers and Jamaica is eager to host that group, who are “seeking adventure, unique one of a kind experiences.” She said that Jamaica’s “luxury market remains buoyant, with our four- and five-star hotels continuing to exceed the expectations of discerning travellers.”

Small and EP properties are seeing growth and “continue to upgrade their offerings,” she added.