Toronto hosts JA’s 70th bash

The Jamaica Tourist Board is celebrating 70 years of success in turning an island of less than three million people into one of the world’s favourite holiday and culture destinations.

‘One Love’ was the theme as the JTB held a 70th anniversary celebration in Toronto, Canada last Tuesday. Canada has always been a strong contributor in Jamaica tourism. When the JTB was created by the government in 1955, Toronto was one of just three offices abroad, along with New York and Miami.

Attendees included tour operators and airline partners, leading travel advisors who promote Jamaica, hotel representatives, travel trade media and members of Jamaica’s expansive Canadian diaspora.

In 1955, Jamaica’s entire stopover arrivals were around 100,000 per year. Last year, close to 400,000 Canadians alone travelled to Jamaica, part of an ever-growing international contingent of 4.3 million.

“The Jamaica Tourist Board has a legacy built on passion, pride and a whole heap of island magic,” said Michael Anthony Cuffe, the evening’s emcee and a contributor for Jamaica’s new global ad campaign.

Kurt Davis, the Consulate General Jamaica in Toronto, praised the JTB for creating “an unmistakable brand.” He said the organisation has made an “invaluable contribution” to the nation, consistently driving growth year after year in an industry “that is susceptible to all kinds of shocks.”

Jamaica’s Director of Tourism Donovan White spoke on behalf of nearly 200 JTB employees. He thanked Canada for its support and continued belief in the destination. He said: “We always dare to be different. We always push the boundaries of excitement. And Canadians are among the most loyal travellers to Jamaica.”

Over one quarter of Jamaica’s population is employed by the travel and tourism industry, which surpassed remittance as the largest contributor to the national economy a couple of years ago.

Canadian visitors to Jamaica rose a solid 6.2% last year, and White was particularly pleased to discuss the 23% growth in Quebec.

With the island’s popularity increasing, Canadian tour operators and airlines can expect to see Jamaican tourism representatives campaigning to get more visitors. “Our target is 500,000 Canadian visitors by the end of winter 2027,” White said. “We need seats.”