Feel di Vibe: Reimagining Jamaica Through the Five Senses at Virtuoso Travel Week

Virtuoso Travel Week is the most prestigious event in the global luxury travel industry—a high-level, invitation-only gathering hosted annually in Las Vegas by Virtuoso®, the world’s leading consortium of luxury travel advisors, suppliers, and destinations. Often referred to as the “Fashion Week of Travel,” it draws over 5,000 of the most influential figures in the industry, including top-tier travel advisors, hoteliers, tourism boards, tour operators, and media, all united by one goal: to shape the future of luxury travel.

For a Convention and Visitors Bureau (CVB), being invited to Virtuoso Travel Week is not only a mark of credibility—it is a breakthrough opportunity. Participation signifies that a destination has earned the attention and confidence of the most discerning travel experts in the world. It provides direct access to the very advisors who design bespoke experiences for affluent travelers, including celebrities, royalty, and high-net-worth individuals. To explore the strategic advantages of this platform read the full breakdown here.

As a master luxury travel marketing strategist and a proud Jamaican, I’ve spent my career advocating for our island not only as a sun-and-sea destination, but as a rich, multi-layered brand experience that evokes emotion, memory, and meaning. That’s why this year, as Jamaica makes its debut as an official destination at Virtuoso Travel Week, I believe we must go beyond the expected. We’re not here just to participate. We’re here to shift perception, redefine Caribbean luxury, and tell our story with intention and innovation.

So I asked myself: How do we make Jamaica stand out among a sea of global destinations?
My answer: We let them feel her.

Introducing: Feel di Vibe – Jamaica in Five Senses

This is not a booth. It’s a boutique sensory experience—a curated, immersive installation that activates the full spectrum of human emotion through scent, taste, sound, sight, and touch. A masterclass in destination storytelling tailored for the world’s most discerning travel advisors.

SOUND: Modern Reggae Soundscape

Our sonic experience features a curated playlist of new-generation Jamaican artists: Protoje, Jaz Elise, Lila Iké, Jesse Royal, Naomi Cowan. These artists represent the evolution of reggae—from roots to revival, soul to storytelling. Visitors can slip on noise-canceling headphones to hear immersive voiceovers narrated by local personalities and resort insiders, guiding them through Jamaica’s hidden gems and luxury experiences.

SCENT: Blue Mountain Aroma Therapy

We begin with the signature scent of freshly ground Jamaican Blue Mountain Coffee, softly diffused through the air. Recognized as one of the most exclusive coffees globally, its rich aroma evokes warmth, refinement, and legacy. Subtle hints of pimento and cinnamon linger beneath the surface—quiet nods to our culinary roots. This scent doesn’t just welcome. It awakens.

TASTE: Micro-Luxury Tastings

As guests arrive, they are welcomed into an immersive culinary moment that celebrates Jamaica’s most elevated flavors. A refined tasting experience begins with a curated beverage offering: a delicate pour of aged Jamaican rum—crafted by esteemed local distillers such as Appleton Estate or Worthy Park Estate—sets the tone for those who appreciate the richness of tradition. For guests who prefer a non-alcoholic option, a hibiscus-sorrel mocktail is thoughtfully presented, blending floral and spice notes into a refreshing, heritage-inspired sip. This vibrant alternative is graciously provided by one of our premier resort partners.

Complementing the drinks is an exquisite selection of gourmet amuse-bouches, each bite a miniature expression of Jamaica’s culinary sophistication. Guests indulge in ackee mousse delicately piped onto crisp cassava chips, a silky jerk chicken rillette layered with complexity and depth, and a luxurious coconut rundown served in elegant tasting spoons—each dish thoughtfully crafted and sponsored by a distinguished restaurant partner.

Together, these curated tastes offer more than nourishment—they tell a story. Each sip and bite reveals a Jamaica few have encountered: refined yet rooted, artisanal yet accessible, globally inspired but unmistakably local.

*These images were AI-generated solely to illustrate the creative concept and are not actual photographs or representations of real events.*

SIGHT: Augmented Reality Journeys

To further elevate the journey, renowned Jamaican AR artist Don Dada curates a bespoke augmented reality layer that’s as immersive as it is personal. By scanning a custom QR code, each advisor unlocks a tailored AR experience—blending visual storytelling, interactive design, and sensory engagement. From scenes of “Local Life” like bamboo rafting and market strolls, to “Ultra Luxe” moments such as spa rituals and private yacht charters, the experience highlights a central truth: in Jamaica, authenticity and affluence don’t compete—they coexist in seamless harmony.

Advisors and clients alike can take selfie snapshots within the AR environment, complete with branded social media tags like #VisitJamaica, empowering them to share their virtual journey across platforms as part of their own digital marketing. This interactive layer doesn’t just enhance the tour—it becomes a lasting digital keepsake and a powerful social tool, deepening emotional connection while amplifying Jamaica’s reach in the luxury travel space.

TOUCH: The Texture Bar - A Tactile Journey Through Jamaica’s Luxury Landscape

To engage the most overlooked yet emotionally powerful sense—touch—we present the Texture Bar, a multisensory installation designed to immerse guests in the essence of Jamaica’s finest spaces through tactile exploration. This unique activation invites visitors to experience the island’s natural beauty and luxurious textures with their hands, not just their eyes.

At the heart of the Texture Bar is a curated selection of indigenous and locally inspired materials that define Jamaica’s design narrative. Each element tells a story:

Linen and coconut husk echo the serene ambiance of Jamaican spas and artisanal crafts, bringing to life the island’s rich wellness tradition.
Mahogany wood, a symbol of enduring elegance and heritage, represents Jamaica’s legacy of timeless, handcrafted design.
Sea sponge and beach sand offer a delicate yet evocative nod to the island’s purity, healing rituals, and barefoot coastal luxury.
Terry cotton and woven wicker, found in the island’s boutique villas and artisan lounges, capture the casual refinement that defines upscale island living.

Star-Powered Storytelling: Jamaica’s Icons in Your Ear

To make our message unforgettable, we invite the global voices of Jamaica to share their stories of the island—each aligned with a luxury travel theme. Short, high-quality video messages will play throughout the activation, reminding advisors that Jamaica’s impact is both local and global. Imagine a journey to Jamaica, guided by the voices of its most iconic and inspiring cultural ambassadors.

Featured Voices:

Usain Bolt, the world’s fastest man, invites you to discover the luxury of slowing down. He unveils the island’s private sporting retreats and secluded hideaways where rest, recovery, and reflection are elevated to an art.
Emmy Award-winning actress and cultural icon Sheryl Lee Ralph offers a heartfelt invitation to experience Jamaica’s soul-deep healing through wellness sanctuaries and the rich tapestry of its heritage.
Culinary visionary Chef Brian Lumley welcomes you into Jamaica’s fine dining scene—where every plate is a story, and innovation is deeply rooted in tradition and terroir.
Chart-topping artist Shenseea champions the bold, fashion-forward energy of Gen Z and millennial travelers, redefining what modern luxury looks and feels like in the Caribbean.
Reggae revivalist Protoje offers a conscious connection to nature and music, guiding visitors through immersive experiences that nourish both spirit and senses.

Each of these voices will be captured in selfie-style videos, filmed with a TikTok or FaceTime overlay to create an intimate, unfiltered connection—bringing audiences closer to the real Jamaica through the eyes of those who live and breathe it. Additionally, each video message would sign off/ end with a QR code linking to exclusive themed itineraries like “Roots & Royalty,” “Rum & Romance,” or “Reggae & Wellness.” These voices bring credibility, charisma, and culture—making the message of Jamaica deeply personal and emotionally magnetic.

In addition to scripted messages from Jamaica’s most iconic voices, Feel di Vibe could also spotlight authentic, spontaneous endorsements—like the recent video shared by acclaimed actress and comedian Mo’Nique, who recorded a powerful, emotional reflection on her time in Jamaica. In just two minutes, she conveyed what no brochure can: the healing, the beauty, the energy, and the realness of Jamaica.

Her message is proof of concept: Jamaica doesn’t just market well—it moves people. Incorporating clips or QR access to videos like hers would further ground the Feel di Vibe experience in lived emotion and undeniable truth.

Why This Matters

Today’s luxury traveler is no longer content with surface-level beauty. They seek connection, transformation, and narrative. They want to immerse, to feel, and to return home changed. The “Feel di Vibe” experience doesn’t just sell Jamaica—it lets you live her. We’re showing Virtuoso advisors—and the world—that Jamaica is not just trending. She’s timeless, modern, soulful, and ready for center stage. If you’ll be at Virtuoso Travel Week and want to co-create transformative journeys that combine heritage, innovation, and high-touch luxury, feel free to email me at ithelwell@halfmoon.com and let’s connect.

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.