The Future of Jamaican Luxury Tourism Must Be Told by Jamaicans
Jamaica has long stood as a beacon in the Caribbean—celebrated for its natural beauty, magnetic culture, and globally recognized hospitality. Our luxury tourism sector continues to evolve, with some of the region’s most stunning resorts and villas positioned along our shores. Yet, a closer look reveals a trend that deserves deeper discussion: the majority of Jamaica’s luxury properties are managed by international companies.
This, in many ways, is a reflection of access. International brands often come equipped with significant capital, longstanding global relationships, sophisticated sales infrastructures, and marketing power that opens doors on a world stage. These are valuable assets. However, amid this global presence lies a truth that must be acknowledged: no one can sell Jamaica like a Jamaican.
And as luxury travel continues to transform, that authentic voice has never been more essential.
Luxury Is Evolving—Are We Keeping Up?
The luxury and ultra-luxe travel market is not what it was even five years ago. It’s no longer solely about thread count, celebrity chefs, and private butlers. Today's affluent travelers are prioritizing purpose over prestige. They are in search of curated, meaningful experiences that offer cultural depth, personal transformation, sustainability, and emotional resonance.
Whether it’s wellness travel grounded in local healing traditions, immersive heritage experiences, or slow travel through underexplored parts of the island—Jamaica has all the right ingredients. But to stand out in a competitive global space, we need more than just beautiful beaches and fine resorts. We need authenticity, cultural fluency, and locally informed storytelling. This is where Jamaican professionals must rise.
Why Local Representation Is Essential
A born-and-raised Jamaican understands this island with an intimacy that cannot be taught in any corporate handbook. We understand the rhythm of the streets, the language of the people, the spiritual connection to the land, and the essence that moves visitors from “tourists” to lifelong ambassadors. Our culture isn’t something we studied—it’s something we live.
When Jamaicans are involved in shaping the narrative, the offerings become more than commercial—they become soulful. When we’re included in decision-making roles, leadership teams, and brand strategy discussions, the guest experience becomes more intentional, more real, and more transformative.
How Jamaican Professionals Can Leverage Their Advantage
Being local is not a limitation—it’s a superpower. But to fully claim our space, we must also be strategic. Here are a few ways Jamaican professionals in the luxury tourism and hospitality industry can position themselves for global success:
Tell Jamaica’s Story, Your Way | From content creation and blogging to speaking at international forums, we need more Jamaican voices sharing what makes the island special—beyond sun and sand. Authenticity is a currency in luxury. Use it.
Build Global Relationships | Attend global trade shows, participate in sales missions, and engage international partners not just as operators, but as thought leaders. Represent your brand and your country with confidence and clarity.
Upskill Continuously |Luxury is an ever-evolving space. Invest in your growth—learn about sustainable tourism practices, digital sales techniques, luxury branding, and global consumer trends. The world moves fast. We must move with it.
Collaborate Locally to Scale Globally |Small operators and creatives hold immense potential when aligned with larger visions. Pooling resources, sharing knowledge, and creating joint ventures can unlock global visibility while staying true to our roots.
Demand Space at the Table | Representation isn’t charity—it’s strategy. Advocate for leadership roles, insist on diverse perspectives in branding, and mentor the next generation of tourism professionals. The future is inclusive. Be part of shaping it.
Reimagining Jamaica as the Pinnacle of Caribbean Luxury
Jamaica already possesses the natural magnetism to be the undisputed leader in Caribbean luxury. But what will truly set us apart in the next decade is not just the caliber of our properties—it will be the caliber of our people, and the authenticity of the stories we tell.
International management will continue to play a role, and there is much to be gained through global collaboration. But we must also create space for Jamaican-born talent to lead, create, influence, and innovate. The value of our lived experience, our deep cultural roots, and our intuitive hospitality must no longer be viewed as secondary—it must be front and center.
Because when we let Jamaica speak for itself—through the voices of those who know her best—we don’t just market a destination. We create a legacy.
Hoteliers connecting in style at the Calliope Collective Suite | Virtuoso Travel Week 2024.
Issia Thelwell is a luxury travel strategist and hospitality leader based in Montego Bay, Jamaica. With a deep passion for cultural storytelling and next-gen tourism innovation, she is committed to elevating Jamaica as a global leader in the luxury and ultra-luxury travel space. She is currently the Director of Leisure Sales at Half Moon – Jamaica’s highest-rated luxury resort.
