by Natasha Lair
Last updated: 6:40 AM ET, Tue November 3, 2026
Jamaica may be known for its beaches, sunshine and natural beauty, but Tourism Minister Edmund Bartlett says the island's greatest attraction isn't something visitors can find in a brochure.
It's the people.
Speaking to travel advisors and tourism stakeholders in Calgary, Bartlett encouraged the Canadian travel trade to look beyond Jamaica's traditional tourism offerings and focus on the personal connections and cultural experiences that keep visitors returning.
"Primarily, it is because of the people of Jamaica. Our people are, in fact, the iconic attraction in Jamaica," Minister Bartlett declared.
According to Bartlett, approximately 42% of visitors to Jamaica are repeat travellers, a figure he attributes in large part to the relationships they develop with Jamaicans during their stays.
From hotel and villa employees to restaurant workers, drivers and tour operators, he said it's often the people visitors meet who leave the most lasting impressions.
"There's a little piece of you in Jamaica just waiting to be connected," the Minister said.
Minister of Tourism, Hon Edmund Bartlett addressing over 100 Advisors during Destination Seminar Update in Calgary (Photo Credit: JTB)
A Message for Canadian Advisors
Bartlett's comments come as Jamaica prepares for a winter season with approximately 400,000 airline seats available from Canada.
RELATED: Jamaica's Winter Airlift Jumps 23.5%, With Canada Leading the Growth
Rather than focusing exclusively on resorts and beaches, Bartlett encouraged advisors to introduce clients to Jamaica's culture, cuisine, communities and the experiences that distinguish the island from other Caribbean destinations.
He also pointed to the longstanding relationship between Canada and Jamaica, built through generations of migration, family connections, food and shared cultural experiences.
For Canadian travellers, he suggested, those ties offer opportunities to experience Jamaica beyond the traditional resort vacation.
"For travel advisors the opportunity lies in connecting travellers with the experiences that best reflect their interests while communicating the authentic Jamaican spirit that makes each visit memorable," said Director of Tourism, Donovan White.
RELATED: Jamaica Kicks Off Seven-City Canadian Tour
The Calgary gathering was part of Jamaica's continued engagement with the Canadian travel trade ahead of the winter travel season.
"Our engagement with Calgary's travel trade underscores the importance of Canada as a strategic partner in Jamaica's tourism development and the contribution of travel advisors in connecting Canadian travellers with the island," said Angella Bennett, Regional Director, Canada.
For Bartlett, the message to advisors was that Jamaica's appeal extends well beyond its scenery. While beaches and attractions may initially draw visitors to the island, the relationships they build and the sense of belonging they experience are often what bring them back.
And with hundreds of thousands of airline seats to fill this winter, those personal connections may be among the most important stories Canadian travel advisors can tell.
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