From Policy to Paradise: The New British High Commissioner’s Potential to Transform Tourism in Jamaica
In my decade of working across the Caribbean’s most iconic luxury properties and travel experiences, I’ve seen shifts in source markets, traveler behavior, and global competition. One quiet but concerning trend is the decline in high-end arrivals from the United Kingdom—once one of Jamaica’s most influential and loyal luxury markets.
The British traveler has not stopped traveling. They’ve simply shifted their gaze—to Southern Europe, to curated safari experiences, and to destinations that have evolved their value proposition without losing their heritage.
Jamaica must now do the same.
The recent appointment of Alicia Herbert OBE as the incoming British High Commissioner to Jamaica in September 2025 offers a timely opportunity to reassess and reframe how we position the island—particularly within the ultra-luxury segment.
Alicia Herbert’s impressive track record in diplomacy, education, gender equity, and international development reflects a shift toward a more progressive and values-led relationship between the UK and Jamaica. While her primary focus will be political and diplomatic, her arrival presents a unique opportunity for Jamaica’s tourism industry to rethink its approach—particularly when it comes to re-engaging Britain’s high-end travel market.
As the former Director of Education, Gender and Equalities and the UK’s Special Envoy for Gender Equality (2021–2025), Herbert has shaped impactful initiatives across Sub-Saharan Africa and South Asia. Her work is grounded in inclusion, equity, and global development—principles that align closely with what today’s luxury traveler is looking for: purpose-driven experiences, cultural connection, and sustainable practices.
Her presence in Jamaica creates space to:
Strengthen cultural diplomacy that positions Jamaica’s heritage, wellness, and elevated experiences as global luxury assets.
Foster strategic partnerships between UK-based luxury travel professionals and Jamaican brands ready to compete on a world stage.
Support inclusive tourism development that empowers women, youth, and communities—driving long-term sustainability and deeper impact across the industry.
Legacy Is Our Luxury – Let’s Tell That Story Again
Jamaica's relationship with UK travelers—especially in the luxury sector—is rich, regal, and undeniably iconic.
For decades, Jamaica has held a special place in the hearts of British travelers—particularly those with a taste for the refined, the discreet, and the authentically luxurious. As someone who has worked in tourism for over 10 years, I’ve seen firsthand the slow erosion of UK arrivals in the luxury segment. While the numbers haven’t collapsed, the trend is clear: UK high-net-worth travelers are choosing other destinations over Jamaica.
But Jamaica’s story isn't one of lost relevance—it’s a matter of repositioning. And now, with the recent appointment of Alicia Herbert OBE as the British High Commissioner to Jamaica, we’re presented with a strategic opportunity to reignite and modernize the historic bond between the UK and Jamaica’s luxury tourism sector.
This relationship is not new. In fact, it's royal, glamorous, and deeply storied.
Jamaica’s luxury resorts have long been cherished destinations for British royalty and celebrated figures, creating a rich legacy of elegance and exclusivity that continues to define the island’s appeal:
Half Moon in Montego Bay has been the preferred Jamaican retreat for the British Royal Family for over six decades. Queen Elizabeth II first visited in 1953. In more recent years, Prince Harry, Prince Charles, and Princess Margaret have all enjoyed the privacy, elegance, and Caribbean charm that Half Moon offers.
Round Hill Hotel & Villas has welcomed Sir Noël Coward, Ava Gardner, and most notably, John F. Kennedy and Jacqueline Kennedy, who honeymooned there. But it has also long attracted a discreet but loyal following from Europe’s cultural and fashion elite, including Ralph Lauren, who owns a villa there and helped preserve the property’s signature colonial style.
Naomi Campbell previously owned a stunning cottage at GoldenEye, famously featured on MTV Cribs. This iconic estate—the former home of James Bond creator Ian Fleming—remains a magnet for luxury travelers, attracting British actors, creatives, and cultural tastemakers. GoldenEye perfectly embodies where British heritage beautifully intersects with Jamaican soul, offering an exclusive retreat that resonates with discerning guests from around the world.
Jamaica Inn in Ocho Rios, a serene escape famous for its old-world service and beachfront charm, has hosted Sir Winston Churchill, Marilyn Monroe, and Princess Margaret. European aristocrats and UK-based travel designers often consider it a top pick for clients seeking understated, heritage-rich luxury.
These are more than just tourism stories—they form the very legacy Jamaica must harness to reengage the UK’s luxury traveler. These aren’t simply resorts—they are iconic pillars of Jamaica’s distinguished heritage in elite hospitality. They deliver not only luxury but also cultural significance and enduring charm that continues to captivate British visitors.
Yet, heritage alone isn’t enough. Today’s UK luxury traveler demands more: purpose, authenticity, wellness, and sustainability. They seek a Jamaica that honors its rich history while boldly embracing the future.
Repositioning Luxury through Diplomacy & Design
Herbert’s appointment could be the catalyst we’ve needed to drive a sophisticated reintroduction of Jamaica to the UK luxury market—not through mass messaging, but through intentional partnerships, storytelling, and experience design.
With Alicia Herbert stepping into her new role in September 2025, the time is now to transform this diplomatic moment into a tourism advantage. To turn admiration into arrival, legacy into loyalty, and connection into conversion. Here’s how we do that:
Design experiences for the conscious luxury traveler—where well-being, authenticity, and refined exclusivity converge seamlessly.
Modernize its luxury narrative for the UK by spotlighting experiences that are wellness-oriented, culturally immersive, and rich in local authenticity.
Reposition legacy resorts like Half Moon, Round Hill, and Jamaica Inn—not simply as nostalgic icons, but as dynamic, evolving benchmarks of Caribbean sophistication.
Host targeted familiarization trips for UK-based travel designers, media, and influencers that showcase Jamaica’s heritage, world-class hospitality, and contemporary design.
Reconnect with British-Jamaicans and second-homeowners, empowering them as cultural and brand ambassadors who already understand the island’s depth and charm.
Activate diplomatic channels to foster bespoke collaborations with UK luxury travel companies, tastemakers, and cultural organizations.
Jamaica’s Future in Luxury Is Now
We are not starting from scratch—Jamaica has history, soul, and signature properties that rival anywhere in the world. What we need is a bold and united approach to storytelling, product refinement, and destination diplomacy.
This is more than a tourism opportunity—it’s a positioning opportunity. If we want to compete in the global luxury market, we must act with clarity, creativity, and cultural intelligence.
We must redefine what luxury means in a Jamaican context—not imported, but deeply rooted. And we must lead with excellence—across product, service, design, and brand.
With Alicia Herbert as a potential ally and amplifier, we have a diplomatic bridge to reconnect with the UK luxury segment—not just for visitation, but for investment, trust, and long-term brand equity.
It’s time to be bold. Jamaica isn’t waiting to be discovered. We’re ready to be remembered—and reimagined.
