JHTA hopeful of surge in visitor arrivals as US eases travel advisory

 

The Jamaica Hotel and Tourist Association (JHTA) says it is hoping for a surge in visitor arrivals in the coming weeks after the US government upgraded its travel advisory for the island. 

 

The US Department of State on Thursday announced that it has upgraded its travel advisory for Jamaica from level three to level two, now urging American visitors to exercise increased caution instead of reconsidering travel altogether.

 

The revision acknowledges a decline in violent crimes since 2024, although the US government notes that crime and limited medical services remain a concern, particularly outside tourist zones. 

 

Tourism interests say last year's level three advisory resulted in some cancellations and reduced bookings for the island. 

 

But speaking with Radio Jamaica News on Friday, JHTA President Robin Russell said the upgraded advisory could result in a boost in visitor arrivals over the next few months.

 

"Well, anything positive will definitely impact how travellers come to Jamaica. But the main impact that we see right now will be groups. The groups on a whole make up a big part of our destination. A lot of these large hotels depend on groups to fill the massive rooms that they have and use the conference room and all the services that they are able to provide. And before, with the level three, groups were very apprehensive of coming to Jamaica. So with the level two, it opens up that market now. You know, groups have still been coming here, but now that the level two is here, it becomes a lot easier to market to these groups," he asserted.

 

The US advisory noted that despite the overall improvement in crime, dozens of communities across 13 parishes remain on the 'Do Not Travel' list due

to high crime.