Jamaica focuses on luxury tourism and high-end hotels


Joe Baker
Joe Baker
Senior Copywriter
Joe is a Senior Copywriter working on reports, news and analysis. Previously, he worked as a B2B copywriter, journalist and editor covering a broad range of topics, including technology, transport,… Read more
  • The Jamaica Tourist Board has formed a strategic partnership with Ensemble Travel Group, a network of travel advisors, to take luxury travel in Jamaica to the next level.
  • This collaboration includes educational activities and engagement initiatives to ensure that travel advisors have a deep understanding of Jamaica’s luxury options and the ability to tailor unique experiences for their clients.
  • With a group of luxury travel advisors and trade media in attendance, this collaboration is set to elevate Jamaica's status as a top destination for luxury travellers.​​​​​

The Jamaica Tourist Board (JBT) and Ensemble Travel Group have partnered to promote luxury travel in Jamaica aimed at high net-worth individuals (HNWIs) and wealthy international travellers.

At an exclusive VIP dinner held last week in downtown Toronto, the two organisations announced their strategic alliance, signalling the start of a collaborative effort to showcase Jamaica’s premium tourism offerings in the North American retail market.

The event, which was attended by high-profile figures such as the Hon. Edmund Bartlett, Jamaica’s Minister of Tourism, and Angella Bennett, the JTB’s Regional Director of Canada, showcased presentations from luxury hotel and attraction partners in Jamaica.

From private villas and personalised culinary experiences to helicopter transfers and bespoke adventures, Jamaica's luxury offerings were emphasised and celebrated.

According to Bartlett, Jamaica has a long history as a luxury travel destination, attracting celebrities and the wealthy since the 19th century. With Jamaica being one of the top-selling destinations for Ensemble members, this partnership aims to deliver enhanced sales and experiences for both partners and members.

Bartlett suggested that the return of luxury tourism is not just about extravagant resorts and lavish amenities, but is also about promoting the people and culture of Jamaica to foreign visitors.

International HNWIs looking to experience Jamaica’s tropical luxury should use safe modes of money transfer when making transactions.

Michael Johnson, the President of Ensemble, reaffirmed the organisation’s commitment to this campaign and its dedication to taking luxury travel to the next level. With the support of elite hotel and tour operator partners, Ensemble advisors will be able to deliver the very best VIP experiences to their clients.

Donovan White, JTB’s Director of Tourism, also suggested that this is the most dynamic partnership that the company has embarked on in years and shared encouraging statistics on the recovery of Jamaica’s tourism industry.

White noted that Jamaica has already welcomed two million visitors this year and nearly $3bn in revenue has been generated, which corresponds to a 69% increase year-over-year in tourism profits.

He also outlined ambitious goals to further boost visitor numbers, with a focus on diversifying psychographic and demographic profiles.

Additional airlift and luxury-related carriers will support this strategy, aiming to attract half a million Canadian and Commonwealth visitors within the next two years.

UK and North American HNWIs with an interest in exploring Jamaica’s luxury offerings should use a safe money transfer service when making international payments.

Wealthy travellers can use our money transfer comparison tool to find the best available exchange rates.

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