Jamaica (Commonwealth Union) _ Jamaica’s Minister of Tourism, Edmund Bartlett, is targeting the Asian-Canadian diaspora as part of his strategy to attract half a million visitors from that market by 2025. Canada is home to approximately 1.4 million Asians, and Bartlett sees this group as a potential source of increased tourism to Jamaica.
During a recent event in Toronto, Minister Bartlett acknowledged the historical connection between Jamaica and Asian Canadians and highlighted the cultural influences that have made Jamaica’s culture dynamic. He believes that targeting the Asian-Canadian diaspora is a logical step as part of Jamaica’s efforts to attract more visitors from its second-largest source market.
Bartlett has set an ambitious target of welcoming 500,000 Canadian visitors to Jamaica within the next two years, as part of a broader goal to welcome 5 million visitors and earn $5 billion in tourism revenue by 2025. He believes that the Canadian market is ready to help achieve this goal and plans to work with airlines like Air Canada, WestJet, Canada Jetlines, and others to bolster airlift from Canada.
Jamaica is making efforts to appeal to the Asian Canadian diaspora, recognizing their affinity for the country’s music and cuisine. The goal is to offer genuine cultural experiences and exceptional hospitality to attract more visitors from this specific market segment. This strategy acknowledges the potential for cultural resonance to drive tourism and strengthen the connection between Jamaica and the Asian Canadian community.
Jamaica’s endeavour is part of a broader strategy to enhance its tourism sector by broadening its source markets. Recognizing the substantial potential in the Canadian market, Jamaica is proactively collaborating with its tourism partners to tap into this market, thus diversifying its visitor base and bolstering its tourism industry. This initiative aligns with Jamaica’s overarching goal of sustainable growth and attractiveness to a more diverse range of tourists.
