Jamaica’s Carnival generates positive growth for tourism industry

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Preliminary data shows that some 26,000 visitors arrived in Kingston from April 1-20, indicating many were here for carnival-related activities in Jamaica, says the Jamaica Tourism Board (JTB). The numbers were so encouraging that Director of Tourism Donovan White announced plans to capitalize on marketing opportunities by 2024.

These numbers, while just below what could have been achieved before the pandemic, are positive for event growth and economic benefits. They also speak to the unifying element that music can achieve with revelers and spectators moving smoothly and without incident. White noted that the 2024 carnival is expected to be even bigger.

The lodging sector was one of the biggest beneficiaries, with Cortley Hotels Group reporting full occupancy during the period. “All Kingston hotels, the Jamaica Pegasus Hotel & Suites and The Courtley are fully booked,” said Nicola Madden Greig, the group’s director of marketing and sales. the gleaner.

“We have seen the growth of Carnival since 2019, which was our best year ever,” added Madden-Greig, explaining that they made a significant investment in the event, contributing to the successful growth of Carnival, working with bands and JTBs and generating excellent returns.

“We are glad to see that we are back in that place,” said the Head of Hospitality and Tourism, noting that most of the revelers came from the US, UK and the Caribbean.

Madden Gregg, who is also president of the Caribbean Hotel and Tourism Association, is fighting for the same model to be used for the Independence Weekend and Reggae Month celebrations, but argues that this should be an initiative led by the public and private sectors.

great benefit

Spanish Court Hotel reservations director Josef Perrin said the average daily rate had gone up and the hotel had benefited greatly from the Carnival. “It is important to Kingston that we develop as a tourism destination. We need these kinds of festivals,” Perrin said.

The Blue Mountain Coffee Festival, Jamaica Food and Drink Festival, and other fun events help build this itinerary.

Operators of Airbnb properties in Kingston have done “incredibly well,” shared Department of Tourism Senior Adviser Delano Severwright. He described it as a multimillion-dollar activity that the Ministry of Tourism, its agencies and the private sector decided to work with because of its prevalence.

“It has given us the ability to access new markets and build new partnerships. It is an important part of our leisure tourism strategy that takes into account the available assets and resources.

Kingston, he said, is building as a major hub in the entire Caribbean. Severight said that in 2018 Jamaica saw a 6.8 percent increase in carnival arrivals and more than nine percent in 2019.

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