The Jamaica Tourist Board (JTB) and Ensemble are joining forces on a strategic partnership to put a focus on Jamaica’s luxury tourism products within the North American retail market.
Jamaica’s Minister of Tourism, Hon. Edmund Bartlett, announced the launch of the destination’s ‘Come Back to Luxurious’ campaign with Ensemble during an official launch event in Toronto last week.
The strategic promotional partnership will feature a series of educational activities and engagement initiatives designed to help empower Ensemble travel advisors to sell Jamaica’s premium offerings. The JTB has engaged a group of on-island hotel and tour operator partners to collaborate on the initiative, including Round Hill, Half Moon, Island Routes, Club MoBay/Club Kingston VIP Attractions, among others.
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Jamaica’s Minister of Tourism, Hon. Edmund Bartlett (centre) connects with Jamaica Tourist Board representatives and members of the Ensemble executive team during the ‘Come Back to Luxurious’ official partnership launch in Toronto on September 21. (Photo Credit: Jamaica Tourist Board)
“The Jamaica Tourist Board has selected North America’s leading travel agency consortium to embark on an exciting partnership to showcase the island’s luxury tourism products,” said Bartlett. “Together with our on-island partners, the JTB is ready to leverage Ensemble’s powerful network of travel agencies and advisors in order to drive the next era of luxury travel in Jamaica.”
In a conversation with TravelPulse Canada, Minister Bartlett said luxury travel has always been a part of Jamaica’s tourism arsenal.
“That’s how our tourism started. Jamaica was a playground for the rich and famous. Ensemble and Kensington Tours represent the crème de la crème of luxury sellers and this is a good thing for Jamaica. It will help us to reposition as we continue to elevate.”
As part of Destination Jamaica’s ‘Come Back to Luxurious’ campaign, Ensemble’s agent members in Canada and the U.S. will have access to exclusive training programs and comprehensive marketing materials on Jamaica’s various luxury offerings. Ensemble members will also have the opportunity to participate in exclusive curated FAM trips to explore Jamaica’s upscale hotels, attractions and concierge services.
Jamaica’s selection of Ensemble as the preferred consortium for this exclusive alliance is an affirmation of the company’s comprehensive revitalization over the past 15 months.
(Left to right) Donovan White, Director of Tourism, JTB; Dan Hamilton, District Sales Manager, JTB; Hon. Edmund Bartlett, Minister of Tourism; Angella Bennett, Regional Director, Canada, JTB; Michael Johnson, President of Ensemble gather in Toronto on September 21 for the official launch of Jamaica’s ‘Come Back to Luxurious’ partnership campaign with Ensemble. (Photo Credit: Jamaica Tourist Board)
Since being acquired by the Navigatr Group in 2022, Ensemble has undergone a meticulous organizational and brand overhaul, encapsulating every discipline from recruitment of top industry talent to the introduction of new hotel, cruise and DMC programs, enhanced technology platforms, new marketing resources and much more.
“We are thrilled to launch this exclusive partnership with the Jamaica Tourist Board as it is not only one of the top selling destinations for our members, but also reflects the kind of selective opportunities and luxury partnership opportunities we seek to offer exclusively to Ensemble advisors,” said Michael Johnson, President of Ensemble. “We are confident that this will deliver enhanced sales for our partners and members alike – which is always our priority.”
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