A milestone celebration took place at The Quay in downtown Toronto as the Jamaica Tourist Board commemorated 70 years of showcasing Jamaica’s beauty and long-standing success to the world.

The JTB welcomed industry partners, Jamaican diaspora members, media, and other prominent guests to honour a legacy that began its journey in April 1955.

The event was kicked off by emcee Michael Anthony Cuffie, a well-known Jamaican personality who also happens to be one of the newest voices in the JTB global advertising campaign.

Angella Bennett, the JTB’s Regional Director for Canada, extended “a taste of Jamaican warmth and hospitality” to the Toronto festivities. She shared some interesting insights, including stopover arrivals of around 100,000 per year in the 1950s, to the current tally of several million arrivals annually.

Canada tops the market 

Over the years, Canada has consistently ranked among the top three markets for Jamaica, holding “a special place in this journey,” as Bennett pointed out. She’s been at the helm in Canada since 2019.

Toronto has been part of that journey, as one of the original three JTB offices alongside New York and Miami.

In 2024, Canadian arrivals topped 400,000, an increase of over 6%. Ontario continues to drive the most significant numbers in the Canadian market, with over 277,000 annually.

Also worth noting is the outstanding growth from the Quebec market, which saw an increase of 23% in the past year alone, bringing nearly 60,000 visitors to the island. More exciting developments are on the horizon as Sunwing plans to expand its network with flights from Quebec City to Montego Bay next winter, enhancing connectivity with the francophone market.

Donovan White, Director of Tourism for the JTB, travelled from Kingston for this week’s Toronto event. According to White, Canadian visitors have “consistently been among the most loyal travellers to Jamaica,” delivering a 42% return rate.

Looking to the future 

Jamaica’s tourism sector has been the fastest-growing industry and the largest employer in the country for the past 33 years. In fact, over 26% of the population is employed in this sector.

“The numbers don’t lie,” White emphasized, highlighting record-breaking figures and annual earnings exceeding $4.3 billion.

White also acknowledged that Jamaica’s success would not have been possible without the dedicated professionals and visionaries at the Ministry of Tourism, who attributed and shaped their legacy through the years and the 200 members of the JTB team spread globally.

As Jamaica continues its quest to “move up the ladder,” the country remains steadfast in its commitment to sustainability that will benefit both visitors and locals, and looks to grow in innovation and inclusivity.

The focus will expand beyond Jamaica’s renowned beaches to showcase the rich culture, heritage, diverse landscapes, and authentic experiences that flourish on the tropical island.

Looking ahead, White expressed confidence in Canada and the JTB’s plans, including expanding connectivity between the two countries and aiming to increase visitor numbers to 500,000 by winter 2027.

The fun-filled evening program featured a montage of various ad campaigns over the decades, highlighting popular tag lines such as ‘One Love’ from the 1990s and ‘Once You Go, You Know’ from the 2000s. This was followed by a cake-cutting ceremony and lively music provided by a steel band.

Source: Travelweek