Jamaica wants to woo back party-loving Brits

Jamaica tourism officials are hopeful that additional flights from British Airways, Virgin Atlantic and TUI next summer will reverse a decline in British visitors.

UK visitor numbers peaked at 230,000 in 2024, making it the biggest Caribbean destination for Brits. However, arrivals dropped 6% between January and April this year after TUI slashed its flight capacity by 20% when its cruise line Marella opted to no longer homeport in Montego Bay.

To fill the shortfall, TUI is planning to operate one extra flight a week from both Gatwick and Manchester to Montego Bay in summer 2026. British Airways will operate an extra weekly flight between London Gatwick and Kingston, one more than during the winter, and Virgin Atlantic will increase its London Heathrow to Montego Bay service to daily from four times a week.

Jamaica Tourism Minister Edmund Bartlett said: “The United Kingdom holds a deeply rooted connection with Jamaica, through our shared history, culture, and vibrant diaspora. Our goal of reaching half a million UK visitors annually by 2030 is bold but also reflects the growing appetite among British travellers for the authentic Jamaican experience.”