KINGSTON, Jamaica; Friday, February 27, 2026: Minister of Tourism, Hon. Edmund Bartlett, departed the island earlier this week, for a high-level, multi-country marketing mission spanning South America and Europe, as Jamaica intensifies its strategic thrust to diversify source markets, strengthen airlift and buttress global tourism demand.
The tourism minister is currently in Bogotá, Colombia, where he is leading a three-day Jamaica Tourist Board (JTB) marketing blitz across Colombia and Panama, designed to directly accelerate visitor arrivals from Latin America by securing the two critical pillars of tourism growth: airlift and sales. The mission is a targeted, high-impact initiative focused on airline negotiations, trade engagement and market penetration.
On Thursday, February 26, Minister Bartlett held back-to-back strategic meetings with senior executives at Avianca Airlines and Wingo Airlines at their respective headquarters in Bogotá. These discussions were aimed at strengthening partnerships to improve connectivity between Jamaica and key Latin American hubs. The Minister also participated in a working lunch with Jamaica’s Ambassador to Colombia, where discussions focused on diplomatic support for tourism, trade and investment linkages.
The Minister also engaged tourism stakeholders at the ANATO Trade Show, one of Latin America’s most influential travel and tourism exhibitions, providing a platform to promote Jamaica’s tourism product, reinforce travel trade relationships and position the island as a preferred Caribbean destination for Latin American travellers. Minister Bartlett is also slated to meet with high level executives of COPA Airlines on Friday, February 27th at their headquarters in Panama City.
“This mission is about converting interest into action,” said Minister Bartlett. “Latin America is one of the fastest-growing outbound travel markets globally. By strengthening airlift arrangements and deepening commercial engagement with airlines and travel partners, we are laying the foundation for sustained visitor growth and long-term market resilience,” he added.
Following his South American engagements, Minister Bartlett will depart for Berlin, Germany, on Sunday, March 1, to represent Jamaica at ITB Berlin 2026, one of the world’s largest and most influential travel trade shows, scheduled for March 3–5.
While in Berlin, the tourism minister will undertake an extensive programme of high-level engagements. These include a bilateral meeting with the UN Tourism Secretary-General, participation in the UN Tourism Ministers’ Summit under the theme “Empowering Emerging Destinations: From Potential to Performance,” and a featured speaking engagement on polycrisis management in travel, where he will highlight Jamaica’s recovery and resilience following Hurricane Melissa.
Minister Bartlett will also conduct a series of international media interviews with leading travel trade publications and media outlets, engage tour operators and buyers, including a dedicated greeting session with a Chinese delegation of tour operators. He will also attend strategic industry events such as the Tourism Leaders Dinner, the Pacific Area Travel Writers Association (PATWA) World Tourism Leaders’ Summit and International Travel Awards, and an executive dinner with the TUI Group.
“Market diversification is central to Jamaica’s tourism strategy. Our presence in Colombia, Panama and Germany sends a strong signal that Jamaica is open, resilient and ready. These engagements allow us to tell our story directly, build confidence in our recovery, and secure partnerships that will drive arrivals, investment and inclusive growth.”
Minister Bartlett is scheduled to return to Jamaica on Thursday, March 5, 2026.
