Photo: Jamaica Tourist Board

Jamaica’s tourism industry is focusing on providing a seamless travel experience that allows visitors to enjoy the destination safely, with an offer that favors nature tourism, well-being and outdoor activities, according to the requirements of physical distancing and health safety, the tourism authority affirmed to TTC.

Since the country closed its borders, the Jamaica Tourist Board has implemented creative digital marketing campaigns to inspire its audience. Now that the borders are open, they continue to create solid campaigns in correspondence with the pillars of the brand: music, cuisine, well-being, romance, adventure and nature; all this enhanced by the most important asset: its people.

The “Discover Jamaica by Bike” initiative was recently launched, a cycling experience which will make its debut in the second quarter of 2021.

While its current priority market is North America, Jamaica is ready to welcome visitors from Latin America. Additionally, it encourages residents to explore the destination.

In order to connect travel wholesalers and operators around the world with the main suppliers of the national tourism product, the main event of the sector in the country, Jamaica Product Exchange, JAPEX, took place November 9-10, this year virtually.

A safe reopening

During the months of the COVID-19 shutdown, the tourism workforce received certified training through an online program.

Minister of Tourism Edmund Bartlett referred to the post-COVID traveler as Generation-C, in need of guarantees to assure them that their experiences abroad will improve their lives and will not put their health and that of their loved ones at risk.

Measures were taken to guarantee the biosafety of citizens, international travelers, tourism workers and their families. In preparation for the reopening, the tourism authority worked closely with national and international organizations to identify best practices and safety mechanisms implemented in accommodations, means of transportation, beaches (public and private), destination marketing companies, attractions, bars, restaurants, shops, entertainment venues and spas.

A reopening was carried out in phases, in which two Resilient Corridors were implemented that covered a route between the cities of Negril (north), Port Antonio (east) and Clarendon (south coast).

Standards to prevent the spread of COVID-19 include: increased physical distancing, use of masks in public places, disposal of shared or self-service items, installation of washing stations, hand sanitization, frequent cleaning, and contactless transactions based on technology.

To enter the country, travelers must complete a Travel Authorization questionnaire and receive a certification before boarding a flight to Jamaica. Upon arrival, they must undergo a health checkup whose results will determine any tests or quarantine measures.

Travelers coming from areas considered high risk (Brazil, Dominican Republic, Mexico, Panama and the United States) must present to the airline before boarding, as well as upon arrival in Jamaica, a COVID-19 antigen test or negative PCR test from an accredited laboratory.