Remote Radio Initiative Amplifying Jamaica’s Tourism Reach

Radio is once again proving its power in driving tourism to Jamaica, as a coordinated ‘radio remote’ initiative by the Jamaica Tourist Board (JTB) and Sandals Group brings influential broadcasters to the island to share real time experiences with millions of listeners abroad.

Over two days, April 27 to 28, live radio broadcasts echoed across the beachfronts of Sandals Negril and Beaches Negril Resort, as eight major United States (US) radio stations transmitted directly from the destinations, syndicating content to as many as 140 markets.

The goal was to transform authentic Jamaican experiences into compelling stories that inspire travel and boost visitor arrivals.

“Jamaica is open for business, and [travellers] are able to book their vacations now,” says JTB Public Relations and Communications Manager, Fiona Fennell.

She highlights the strategy behind the initiative and emphasises why radio continues to play a critical role in modern tourism marketing.

“So we are doing what we call our multi radio remotes… where we get top stations in our top source [tourism] markets to come [to Jamaica] and get a taste of what’s happening. They get to understand what the product is like, and what’s happening in Jamaica, where tourism is concerned,” she outlines.

For Ms. Fennell, the JTB’s continued investment in radio remains strong at a time when many have written off the medium.

She notes that radio has evolved beyond traditional broadcasting, with many stations now extending their reach through podcasts and social media platforms such as Instagram and TikTok.

This integration allows messages shared on air to be amplified across digital channels, significantly expanding audience engagement. Additionally, radio personalities carry a high level of trust within their respective markets.

“People follow them, people listen, people trust them. If they are the ones advocating and being ambassadors for Jamaica, saying ‘hey, we’re here… we’re doing this, we’re doing that… this is great, we love it, and you can do it also’, people will follow. It impacts people’s behaviour and their perception of something. So we know that they’re going to be able to help us to boost our arrivals,” Ms. Fennell explains.

Among the recent participants were Tim Richards and Jen Toohey, co hosts of the ‘Jen and Tim Show’ on Star 102 in Cleveland, Ohio, both visiting the island for the first time.

Broadcasting live and sharing real time videos across their social platforms, the pair transformed their personal experiences into engaging content for their Cleveland audience.

Mr. Richards emphasises that Jamaica’s appeal extends far beyond its beaches and sunshine, noting that their mission was and remains ensuring audiences back home understand the sector is open and ready to welcome visitors.

Listener response was immediate, with some audience members already expressing interest in booking their own trips.

Ms. Toohey highlights Jamaica’s natural beauty and commends the speed and scale of its recovery from Hurricane Melissa.

She also notes that Star 102 is planning a multi week promotional campaign, giving Cleveland listeners the chance to win trips to Jamaica.

For syndicated personality Tino Cochino, whose show airs across 97 stations, the connection with audiences is rooted in authenticity, a credibility that now extends to Jamaica as a destination.

“Jamaica’s open, and that’s what we’re trying to tell our listeners. This is where you need to be if you’re trying to just escape the craziness of the world and your life and everything that’s going on,” he outlines.

At the property level, General Manager of Sandals Negril, Melissa Clarke, notes that the radio remote programme has served as a key marketing tool for approximately 25 years.

Through ongoing collaboration with the JTB, the initiative continues to position Jamaica prominently across international markets by enabling broadcasters to experience the destination first-hand and share those stories with their audiences.

“Sandals Negril, 244 rooms… 19 room categories… so we can tap into any market or any guest that is looking for a vacation experience. It’s absolutely perfect, right here on the seven-mile stretch of beach that I refer to as ‘Seventh Heaven’,” Ms. Clarke underscores.

“Additionally, while we’re broadcasting from this location, we also have our partners in hospitality and tourism, namely the Jamaica Tourist Board, and from the entertainment fields, as well, just telling about the product that we have and what can be experienced in Negril,” she adds.