The Jamaica Hotel and Tourist Association (JHTA) is expecting increased arrivals during the upcoming winter season despite the spike in coronavirus cases.
JHTA President Omar Robinson is expecting between 50 to 60 per cent growth in the number of tourists visiting the island.
He said adequate COVID-19 prevention measures have been implemented by hotels.
Mr. Robinson said he is also hopeful that locals will take advantage of the country's tourism product.
"...Our re-discover Jamaica programme continues until December and we're encouraging both our visitors (and) Jamaicans to come out and enjoy these extremely reduced rates," he urged.