Jamaica’s tourism industry is thriving, with the diaspora playing an increasingly pivotal role in its success. In 2024, the country earned some US$4.3 billion from 4.3 million visitors, underscoring the sector’s resilience and cultural pull.
Minister of Tourism Edmund Bartlett credited the strong performance to the country’s enduring appeal despite challenges such as reduced airline capacity, Hurricane Beryl, and travel advisories. “We had 68,000 less seats into Jamaica, which meant there was a natural reduction in the projected figures in terms of arrivals. Tourism, as you know, is resilient,” Bartlett said.
A key driver of this resilience is the tradition of Jamaicans living abroad returning home during the festive season. December has long been a peak period for the diaspora to reconnect with family, friends, and cultural roots. This trend continues to grow, bringing significant economic benefits to the island.
Entertainment offerings a contributing factor
An increase in entertainment offerings has also fueled the island’s tourism boom in 2024. One of the standout events during this holiday season was the New Year’s Eve Freedom Street concert at Kingston’s National Stadium, which exemplifies the robust tourism tie between Jamaica and its diaspora.
The concert, headlined by dancehall star Vybz Kartel (his first performance in 13 years), drew close to 40,000 attendees at the stadium — according to event producer and Downsound Entertainment executive Cordel ‘Skatta’ Burrell — including a significant number of diaspora visitors. These international arrivals helped fill hotels and short-term rentals across Kingston. The event also attracted a number of high-profile celebrities like Jamaican-American rapper Busta Rhymes and Canadian-American model Winnie Harlow who joined in the revelry.
Robin Russell, president of the Jamaica Hotel and Tourist Association, described the event as a transformative moment for the capital. “It’s the boost Kingston needed!” he said, with 32,000 arrivals at Norman Manley International Airport between December 22 and December 30 alone. Among these travelers were 18 private jets carrying celebrities and high-net-worth individuals, contributing to the island’s growing reputation as a luxury destination.
The diaspora’s influence extends beyond December, with events like Buju Banton and Beres Hammond’s Intimate concert in January continuing to attract visitors who come for a vacation and stay for the culture.
Beyond entertainment, returning Jamaicans are a vital economic force, driving demand for goods, services, and experiences. Bartlett noted that tourism doesn’t just support hotels and airlines but also stimulates agriculture and manufacturing. In 2024, transactions through the Agri-Linkages Exchange (ALEX) platform surpassed J$750 million, connecting small farmers directly with hotels to supply fresh produce.
‘Extraordinary’ tourism recovery
With 1.6 million airline seats secured — the most ever for the island — the projected 1.3 million visitors during the winter season represent a 12.9% increase over last year.
Minister Bartlett praised the country’s resilience and recovery, describing it as “one of the most extraordinary recoveries in global tourism history.”
He noted: “Jamaica’s tourism story is one of remarkable resilience and triumph. From the unprecedented challenge of the pandemic, when our industry ground to a complete halt, we’ve orchestrated one of the most extraordinary recoveries in global tourism history. This achievement reflects the strength of our people, the innovation within the sector, and the enduring allure of Brand Jamaica.”
This growth is a testament to the enduring relationship between Jamaica and its diaspora, whose love for the island continues to fuel its development and global appeal. The presence of celebrities and high-end visitors further highlights the island’s status as a cultural and entertainment powerhouse, showing that Jamaica’s tourism sector is far more than just a vacation destination — it’s a year-round hub of music, culture, and global influence.
