Tourism Officials Elated at News of Travel Advisory Review by US

Local tourism officials and stakeholders say they are elated with the announcement that the United States (US) will be reviewing its travel advisory for Jamaica.

Government officials, hoteliers, restaurant and attraction owners, say comments made by the S. Secretary of State, Hon. Marco Rubio, at a joint press conference with Jamaica’s Prime Minister, Dr. the Most Hon. Andrew Holness, at the Office of the Prime Minister, on March 26, which acknowledged Jamaica’s significant progress in reducing crime, have been met with widespread enthusiasm.

This, they note, could not have come at a better time, and most importantly, could lead to a positive shift in the perception of Jamaica as a travel destination.

Secretary Rubio highlighted that Jamaica has made remarkable strides in crime reduction, noting that the country boasts some of the best crime statistics in the Caribbean.

“We pledge (that) we’re going to go back and re-evaluate the travel advisories as they currently stand, to ensure that they do reflect the reality of the new numbers and what the numbers show,” Mr. Rubio said, adding that Jamaica has “made very impressive progress in your general numbers overall, when it comes to the murder rate and so forth”.

This assessment aligns with the sentiments expressed by Dr. Holness, who emphasised at the press conference that crimes against visitors are virtually non-existent, currently standing at below one per cent.

Minister of Tourism, Hon. Edmund Bartlett, expressed his elation at these developments, telling JIS News that this is indeed great and positive news.

“Coming from America’s top diplomat, Secretary of State Marco Rubio, reinforces that all the hard work Jamaica has put into lowering crime rates is paying off. It’s wonderful to hear that our collective calls for a review of the US travel advisory are being acknowledged and acted upon,” the Minister said.

The travel advisory, which was issued in January 2024 and revised seven months later in July, when the language was tweaked somewhat, has long been a point of concern for Jamaica’s tourism sector, which relies heavily on visitors from the US, the country’s main source market.

Chairman of the Destination Assurance Council (DAC), Montego Bay Chapter, John Byles, said the news could not have come at a better time for tourism stakeholders.

“The travel advisory has been like an albatross around the neck of the tourism sector, affecting us in every possible way. It is uplifting to hear that our efforts to reduce crime are being recognised at such a high level, especially by Secretary Rubio,” he said.

Mr. Byles, who is also the Executive Deputy Chairman of Chukka Caribbean Adventures, said the onus is now on Jamaica to maintain and sustain the gains made in the reduction of crime, noting that “this pledge from the US top diplomat [Secretary Rubio] that the advisory will be reviewed, should be enough motivation for us to keep crime in check”.

Deputy Chairman of Couples Resorts, Paul Issa, said the words from Secretary Rubio are what all tourism stakeholders have been waiting to hear.

“The adverse effects of the travel advisory on the hospitality sector and the Jamaican economy have been significant. This is great news. We just need to continue on this trajectory of crime reduction, as it can only get better for us in terms of tourism,” he added.

Jamaica Hotel and Tourist Association (JHTA) President, Robin Russell, said that “hearing the news from the US State Department has made us all more than ecstatic.”

“What is most encouraging is the tone of the discussions with Secretary Rubio and his team. It was one of mutual respect and recognition of the hard work Jamaica has been putting in to address our issues as a country. We hope it (the US travel advisory review) will be favourable and we can continue to do the work to make Jamaica the best country to vacation in the world,” Mr. Russell added.

Lowell Spence, owner of Smokeez by the Sea Restaurant, in Rose Hall, St. James, said “this has been a long time coming”.

“Even with the travel advisory in place, Jamaica has been doing well in terms of visitor arrivals. Imagine what we could achieve if there were no restrictions or warnings against travelling to Jamaica. To hear Secretary Rubio affirm that the travel advisory does not reflect the realities on the ground is a wonderful feeling,” Mr. Spence added.

Executive Director of Jamaica Vacations (JAMVAC), Joy Roberts, said that as Jamaica continues to enhance its reputation as a safe and appealing destination, “we remain committed to maintaining the momentum of crime reduction and promoting the island’s myriad attractions to travellers around the world”.

Secretary Rubio is currently on a trip to the Caribbean, meeting with several CARICOM Heads of Government.