Dec 2025 | Dubai, UAE: The Jamaica Tourist Board (JTB) has been honoured with the coveted “Most Promising Destination” award at the Arabian Travel Awards 2025, held on December 2 in Dubai. The recognition underscores Jamaica’s rising appeal among GCC travellers and its growing footprint as one of the world’s most compelling and culturally vibrant tourism destinations.
Minister of Tourism, Hon Edmund Bartlett, hailed the prestigious acknowledgement as an alignment with Jamaica’s drive to capitalize on the middle east. “The middle east represents a new frontier for Jamaica’s tourism, and we are strategically working with all our partners increase visitation to Jamaica. As a lucrative market this will boost our tourism numbers and economy.”
The star-studded ceremony was attended by leading luminaries of the regional travel, tourism, and hospitality industries. The event was graced by Chief Guest Mohammed Al Ahbabi, Director of Tourism Development, Ministry of Economy and Tourism UAE, and Guest of Honour His Excellency Tengku Dato’ Sirajuzzaman Tengku Mohamed Ariff, Ambassador of Malaysia to the UAE—both of whom presented awards during the evening.
“Jamaica has a lot to offer visitors from the Middle East, and we are ready to welcome more of them who we know will fall in love with our larger-than-life island,” said Donovan White, Director of Tourism.
Representing the Jamaica Tourist Board, Mr. Torrance Lewis, District Sales Manager – Middle East, proudly accepted the accolade on stage. In his remarks, he expressed heartfelt gratitude on behalf of the island nation and reaffirmed Jamaica’s commitment to deepening engagement with travellers, trade partners, and tourism stakeholders across the GCC.
“This award reflects the passion, hard work, and vision behind Destination Jamaica’s continued expansion in the Middle East,” Mr. Lewis said. “We are deeply honoured and encouraged to continue showcasing the beauty, culture, rhythm, and warmth of Jamaica to travellers across the region.”
The Arabian Travel Awards—widely regarded as one of the Middle East’s premier industry recognitions—celebrate excellence, innovation, and leadership within the travel and tourism ecosystem. Being awarded Most Promising Destination highlights Jamaica’s accelerating visibility and its strategic efforts to attract travellers seeking authentic culture, unique experiences, heritage, music, gastronomy, and natural beauty.
Over the past year, the Jamaica Tourist Board has significantly strengthened its market presence through impactful trade partnerships, bespoke marketing campaigns, extensive media collaborations, and travel agent training across the UAE, Saudi Arabia, Kuwait, Qatar, Bahrain, and Oman. These initiatives have contributed to Jamaica’s fast-growing appeal as a destination of choice from the GCC.
The award further cements Jamaica’s position as the Caribbean’s most welcoming and culturally rich destination, poised for remarkable growth in the Middle East source market.
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