Boost in African-American Visitors to Jamaica

Jamaica is experiencing a significant uptick in African-American visitors, which tourism officials and business interests regard as welcome news for the hospitality sector and a major boost for the economy.

Tourism Minister, Hon. Edmund Bartlett, attributes this development to the strategic marketing initiatives of the Ministry and its relevant agencies, including the Jamaica Tourist Board (JTB), which have effectively targeted the African-American segment of the United States (US) market through innovative social media campaigns and community engagement.

“We are receiving wonderful reports from local restaurants, bars and attractions that are seeing an influx of African-American visitors. This surge is not just a fleeting trend; it’s a substantial boost that is positively impacting the livelihoods of many Jamaicans,” he tells JIS News.

Mr. Bartlett adds that the increase in African-American tourists is not merely a statistic but a vibrant reality that is reshaping the landscape of Jamaica’s tourism sector, noting that many of these visitors have familial ties to the island, creating a natural affinity that enhances their travel experience.

He further notes that this connection often leads to increased spending in local businesses as visitors seek to engage with their heritage while enjoying the rich culture and hospitality that Jamaica has to offer.

“The cultural ties between African-Americans and Jamaica cannot be understated. For many, visiting Jamaica is not just about leisure but an opportunity to reconnect with their ancestral roots, explore their heritage, and immersing themselves in the island’s rich history. This unique relationship has made Jamaica a top choice for African-American travellers seeking both relaxation and cultural enrichment,” the Minister adds.

Local business owners also note distinct changes as these visitors flock to their establishments.

Restaurants are reporting increased foot traffic, with many patrons eager to try authentic Jamaican cuisine and share their experiences on social media, further amplifying the island’s appeal.

“We’ve definitely seen an increase in customers [from that demographic] since the start of the year,” says owner of popular Rose Hall, St. James-based eatery, Smookez Restaurant and Bar, Lowell Spence.

“African-American visitors are not only enjoying our food but are also spreading the word to their friends back home. It’s been a welcome development for us,” he tells JIS News.

Port Antonio’s Hip Strip Restaurant owner, Michael Grant, concurs, noting that his establishment has been experiencing an upsurge in business, especially at night.

“Our place also has a lounge-type area for dancing and mingling, and we are seeing the African-American visitors, notably the ones staying in the Airbnb houses and apartments, coming out in their numbers… night after night,” he shares.

Minister Bartlett adds that the economic impact of this influx is substantial, noting that as African-American tourists explore the island, they are not just spending at restaurants but also visiting various attractions, from historical tours to adventure activities.

He says this trend is generating a ripple effect throughout the local economy, benefiting small businesses, tour operators and artisans.

“Every dollar spent by a tourist helps sustain jobs and support families in our communities. We’ve seen that African-American visitors tend to explore more of the island, travelling to different parishes and interacting with locals, which helps distribute the economic benefits more evenly,” he maintains.

The Minister is optimistic that this trend will continue, especially with the 2024/25 winter tourist season approaching.

“We expect numbers to increase as more African-American travellers plan their vacations for Jamaica. Our marketing efforts are paying off, and we are committed to maintaining this momentum,” Mr. Bartlett adds.

Tourism Director, Donovan White, tells JIS News that the JTB’s concerted efforts to engage African-American travellers have included targeted marketing campaigns highlighting Jamaica’s unique offerings.

He adds that by utilising platforms like Instagram and Facebook, the JTB has showcased the island’s stunning landscapes, rich culture and vibrant music scene, which are resonating with prospective travellers.

Collaborations with influencers who connect with the African-American community have also been pivotal in this marketing strategy, the Tourism Director further informs.

Mr. White points out that the JTB has also partnered with local businesses, including the attractions, to create packages specifically catering to the interests of African-American tourists. These include heritage tours that explore Jamaica’s historical connections and cultural significance.

“This approach not only enhances the visitor experience but also fosters a deeper understanding of Jamaica’s diverse history,” he emphasises.

Mr. White is optimistic that, “as the winter tourist season approaches, the outlook for Jamaica remains bright”.

“With ongoing efforts to attract more African-American visitors, we are poised to welcome even more tourists seeking to experience our beauty and culture. This is not just about numbers; it’s about people, culture and community. We are excited about the future and the opportunities that lie ahead for Jamaica,” he declares.