Jamaica continues to strengthen its position as a premier global destination, with a series of major achievements in early 2025 that underscore its cultural vibrancy, hospitality excellence, and global appeal. The island recently hosted its most successful Carnival yet, welcoming over 140,000 visitors during the peak period—A 15% increase over 2024. The surge in arrivals is a powerful signal of Jamaica’s status as a hub for cultural tourism.
“In the past few years, Kingston has evolved from being primarily a business and administrative hub to a vibrant centre for leisure and culture-driven tourism,” said Donovan White, Director of Tourism, Jamaica Tourist Board (JTB). “We are seeing a positive shift in how travellers are experiencing Kingston — not just as a gateway, but as a destination in its own right.”
Events across Kingston, Montego Bay, and Ocho Rios brought together road marches, fetes, and concerts that captivated thousands of visitors from across the globe. The hotels of Kingston reached 95% occupancy, and supporting sectors like transportation, dining, and retail saw heightened demand. Social media campaigns and strategic partnerships also played a key role in the global reach and impact of the event.
The Jamaican tourism industry is focusing on positioning Kingston as a premier leisure tourism destination, with a strong calendar of cultural and entertainment events reshaping the city’s image and global appeal. The capital city, known for its rich music, art, and culinary heritage, is now gaining renewed recognition for its growing role in the island’s dynamic tourism landscape.
Further solidifying Jamaica’s reputation, the destination received multiple honours in the Tripadvisor® Travelers’ Choice Awards 2025. Jamaica ranked #13 for Best Honeymoon Destination, #11 for Best Culinary Destination, and #24 for Best Cultural Destination in the world. In another milestone, S Hotel Montego Bay was named the #1 All-Inclusive in Jamaica, #2 in the Caribbean, and #11 in the world by Tripadvisor’s Best of the Best Awards.
These accolades reflect consistent traveller satisfaction and the island’s commitment to providing enriching experiences. The recognition—based solely on traveller reviews—celebrates the hotel’s modern design, personalized service, and deep cultural roots. These accomplishments collectively highlight the island’s resilience, innovation, and unmatched charm.
