The Samoa Tourism Authority has extended its long-standing partnership with Representation Plus. It has reappointed the destination marketing specialist to manage its marketing across Europe following a competitive tender process. Representation Plus has served as the European office for STA for over 15 years, leading trade and consumer marketing and media relations efforts across the continent. They have been instrumental in driving awareness and visitation to the South Pacific nation. Data from 2024 shows an increase in visitor numbers from Europe of 33.8% compared to 2023. Building on this momentum, the focus for 2025/26 is on increasing awareness through a comprehensive programme of trade and consumer activity. Plans include participation in key trade shows and travel events across Europe, targeted training for travel agents, and media outreach. A major highlight will be hosting European tour operators at the Samoa Tourism Exchange in spring 2026. This fully hosted annual event offers agents the opportunity to explore the islands first-hand, inspect accommodation and new attractions, and connect directly with local DMCs and tourism providers. Alison Cryer MBE, Managing Director at Representation Plus, said: “We are thrilled to continue our longstanding partnership with Samoa Tourism. Over the past 15 years, we’ve built a deep understanding of the destination and how best to position it in the European market.” Key recent campaigns included consumer campaigns around the Rugby World Cup in 2023 and the Paris Olympics in 2024, as well capitalising on King Charles and Queen Camilla's visit to Samoa for the Commonwealth Heads of Government Meeting, in October 2024. Samoa Tourism also welcomed celebrity chef, Monica Galetti as brand ambassador to Samoa earlier this year. Galetti’s visit is part of our ongoing commitment to enhancing Samoa’s visibility on the global stage, including the United Kingdom and Europe.

 

A young visitor takes in the view at Dunn’s River Falls, one of Jamaica’s iconic attractions.

  Founded on 1st April 1955, the Jamaica Tourist Board (JTB) celebrates its 70th anniversary in 2025. To mark this milestone, JTB will host a series of familiarisation trips throughout the year, aiming to welcome 70 travel agents from across the UK and Ireland as part of its ‘70 for 70’ campaign.   In addition to these fam trips, agents can look forward to a host of activities in 2025 including enhanced Jamaica Rewards incentives, exclusive trade competitions and prize draws, a dedicated trade event at Jamaica Travel Market, sensory experiences including Jamaican rum, coffee and chocolate, and special recognition for top-performing agents.   This landmark initiative reflects the JTB’s ongoing commitment to the UK travel trade and its belief in the vital role agents play in promoting destination Jamaica. Each fam trip will showcase different aspects of the island, from luxury to romance, partnering with hotels and excursion providers. JTB is also supporting homeworkers by introducing hybrid-fam trips tailored to this growing sector.   Elizabeth Fox, Regional Director UK & Northern Europe at the Jamaica Tourist Board said: “As we celebrate 70 years of the Jamaica Tourist Board, we’re incredibly proud of the strong ties we’ve built with the UK travel trade over the decades. Jamaica has been the favourite Caribbean Island for two years in a row and with UK arrivals to Jamaica up by 11% in 2024, it’s clear that the demand and affection for our island continues to grow. Our ‘70 for 70’ campaign is a chance to both recognise and reward our brilliant trade partners, while giving them first-hand experiences of what makes Jamaica so special. We’re excited to work even more closely with our partners throughout 2025 to keep building on this momentum and welcome even more British visitors to Jamaica.”   As part of its anniversary celebrations, the Jamaica Tourist Board is proud to partner with Reggae Brunch – a nationwide immersive brunch experience that celebrates the spirit of Jamaica. Each event is a celebration of Jamaican culture and community, bringing people together through food, music, entertainment and shared moments. With bottomless rum punch, a two-course Caribbean meal, live DJ sets playing reggae, dancehall and soca, and interactive games with giveaways, every event pays tribute to the island’s heritage and vibrant energy. In addition to the brunch events, Reggae Brunch also host summer festivals and birthday parties, all celebrated in true Jamaican style. This partnership is a perfect fit for the Jamaica Tourist Board, highlighting the essence of Jamaican culture and inviting agents to experience it first-hand here in the UK.   Upcoming JTB-hosted Reggae Brunch event dates:  

• Birmingham – 6 July & 10 August
• London – 12 July & 3 August
• Manchester – 4 October

  With a full calendar of trade activity and celebrations planned, the Jamaica Tourist Board looks forward to a memorable 70^th anniversary year, working closely with trade partners to showcase the very best of destination Jamaica, and to build on the impressive growth already seen in 2024.   To attend the Reggae Brunch events hosted by the Jamaica Tourist Board, please contact [email protected].

 

From private beaches to bespoke boat experiences, Jamaica delivers effortless luxury.

  Jamaica Tourist Board (JTB) has recently been accepted into Virtuoso’s exclusive portfolio of luxury travel partners, comprising 2,300 preferred suppliers in 100 countries. According to the Minister of Tourism, Honourable Edmund Bartlett, inclusion in Virtuoso will present new sales and marketing opportunities to the network’s luxury travel advisors and their highly desirable clientele. ​ ​ ​   “Virtuoso agencies worldwide sell an average of (U.S.) $35 billion annually, making the network the most significant player in luxury travel. The network’s acceptance process is incredibly selective, so becoming a preferred partner is a true honour,” said Minister Bartlett. “The reputation Virtuoso member agencies have for outstanding dedication to their clients is a perfect fit with our own bespoke approach to service. Now that we’re part of this renowned network, we look forward to offering Virtuoso advisors and their clients the special amenities, values and experiences that surpass their expectations.” ​ ​   The JTB joins Virtuoso’s collection of the finest luxury hotels, resorts, cruise lines, airlines, tour operators and other travel entities worldwide. These partners, which specialise in world-class client service and experiences, provide superior offerings, rare opportunities and exceptional value for Virtuoso clients. These prestigious providers are able to market to Virtuoso clients via network vehicles and to Virtuoso agencies through multiple communications channels and events, including Virtuoso Travel Week, luxury travel’s preeminent worldwide gathering. JTB’s acceptance into Virtuoso gives it direct relationships with the world’s leading leisure travel agencies in North and Latin America, the Caribbean, Europe, Asia-Pacific, Africa and the Middle East. ​ ​ ​   “Welcoming the Jamaica Tourist Board into the Virtuoso network is a powerful statement of the destination’s commitment to the luxury sector,” said Virtuoso Director, Alliances Javier Guillermo. “This partnership deepens the synergy between the island’s rich offerings and a strategic vision to serve high-value travellers with excellence. Jamaica is not only enhancing its positioning within our global community but also setting a new standard for what Caribbean luxury can look like. We’re excited to be part of this next chapter in Jamaica’s evolution.” ​ ​   What sets Jamaica apart is not just its luxury infrastructure, but its warmth and authenticity. Hospitality on the island is not transactional, it’s personal, genuine, and rooted in the island’s charm. ​   With its inclusion in the Virtuoso network, Jamaica is sending a clear message, the island isn’t just beautiful – it’s bespoke, and it’s ready to welcome the world’s most discerning guests.   Upcoming Trade-Focused Luxury Initiatives   As part of its ongoing efforts to engage the luxury travel sector, the Jamaica Tourist Board, in collaboration with the Jamaica Luxury Cluster, will proactively promote Jamaica to Virtuoso members and other luxury travel specialists through an exclusive series of dedicated events and activations in 2025. ​  

• Jamaica Luxury Webinars (10th/12th June and 18th September 2025) - These tailored luxury webinars will offer agents valuable updates, insights, and selling tips for those looking to elevate their Jamaica knowledge and better serve luxury clients. ​
• Jamaica Luxury Dinner London (30th September 2025) - The luxury dinner will be held at the prestigious Corinthia London, offering an intimate evening for select travel trade professionals to connect and gain deeper insights into the island’s premium offerings.
• Jamaica Luxury FAM Trip (12th-17th November and 14th-20th November 2025) - JTB will welcome top UK agents on luxury FAM trips with British Airways and Virgin Atlantic, featuring stays at luxury resorts like Half Moon and Round Hill, along with curated premium excursions across the island.
• Jamaica Luxury Dinner Chester (2nd December) – JTB will be hosting another luxury dinner in the north of England, at The Chef’s Table in Chester later this year. ​ ​

  To register your interest in the webinars, contact [email protected]. For more information about Jamaica head to www.visitjamaica.com. For news and images click here. ​ ​

 

From mento bands to dancehall DJs, Jamaica's music landscape celebrates rich rhythms, powerful lyrics, and a spirit of unity that resonates worldwide.

  UK music lovers seeking their next unforgettable musical adventure should look beyond Europe. Jamaica - the island that reshaped modern music - offers more than just sun and sand; it’s a vibrant celebration of sound. As the birthplace of reggae and musical legends, Jamaica pulses with world-renowned festivals and an unmistakable rhythm that has shaped generations of artists across the globe.   Jamaica’s cultural legacy is legendary. Recognised as a UNESCO Creative City of Music, Kingston stands as a beacon of musical heritage. Each year, thousands of visitors flock to the island to experience the authentic sounds of reggae, dancehall, and ska, celebrating the rhythms that have shaped global music culture.   Jamaica’s thriving music scene has had a substantial impact on its economy. Events like Reggae Sumfest have contributed over US$20 million annually to the local economy, supported local businesses, provided employment and continue to drive sustainable growth.   Minister of Tourism Edmund Bartlett says, “Jamaica isn’t just the birthplace of reggae - it’s the epicentre of global music. Our island’s rhythm has inspired generations, and we’re excited to welcome UK travellers to experience it firsthand. From world-class festivals to intimate jam sessions, Jamaica offers an unforgettable soundtrack to your journey.”   For those seeking an immersive experience, Jamaica offers the opportunity to walk in the footsteps of music legends. Explore the Bob Marley Museum in Kingston, visit the iconic Trench Town where Bob Marley spent his formative years as a reggae artist or embrace the contagious energy and let loose on the dancefloor at a Weddy Weddy street party. Every beat tells a story of resilience, joy, and creativity.   Jamaica's music is more than just sound - it’s the heartbeat of the island’s culture; it’s a rhythm that moves the world, from reggae's roots to the freshest dancehall vibes. When travellers head to Jamaica, they’re not just hearing the music, they are living it. Whether it's’ dancing at a Kingston session, vibing at Jamaica’s biggest music festival, Reggae Sumfest in Montego Bay, or tracing reggae's legacy in the hills of St. Ann, there’s nowhere else like it. Travellers can feel the real Jamaica, where the music never stops. ​   With a festival or musical celebration on nearly every month of the year, travellers can enjoy the music scene year-round. Some of the most iconic celebrations are:  

• Reggae Sumfest (July 13-19, 2025): Attracting approximately 35,000 international visitors annually, Reggae Sumfest is Jamaica’s iconic summer music festival. Its performances from iconic artists deliver an immersive cultural experience. This year, attendees can look forward to performances by Toni Braxton, Vybz Kartel, Masicka, Tarrus Riley, Protoje, Lila Iké, and many more.
• Best Weekend Ever (1-5 August 2025): Promising a fun weekend in Ocho Rios, partygoers from around the world will come together for a long weekend of music and entertainment featuring six specially curated events, including vibrant daytime beach club experiences and lively late-night parties.
• Dream Weekend (August 1-5, 2025): Negril’s famed event draws up to 30,000 music lovers each year. Festival-goers indulge in five days of non-stop music, beach parties, and cultural celebrations. ​

  Having been a top choice for UK travellers in recent years, Jamaica continues to captivate visitors with its vibrant culture, breathtaking landscapes, and world-class hospitality, making it an unmissable destination in 2025. From legendary reggae beats and lively festivals to luxurious accommodations, there’s never been a better time to explore this Caribbean gem.   Exciting events like Reggae Month, Carnival in Jamaica, and Reggae Sumfest, offer unforgettable experiences. New luxury suites at Sandals Resorts enhance the stay alongside the recently opened Princess Resorts, while adventurers can enjoy the Misty Mornings Mountain Hike at Serendipity Holistic Resort & Spa, showcasing breathtaking views of the Blue and John Crow Mountains.   For travel professionals, Jamaica Tourist Board’s (JTB) new hybrid familiarisation trips make it easier to experience Jamaica’s magic firsthand while managing work commitments. Here’s why Jamaica is the must-visit destination in 2025.   Events   Jamaica hosts a series of events that showcase the island's incredible offerings. The year kicked off with Rebel Salute in January, followed by Reggae Month in February, where travellers experienced a host of concerts and celebrations honouring Jamaica’s legendary artists. A highlight for 2025 to date was 6 February, marking the 80th birthday of the iconic Bob Marley, which added even more excitement to the festivities.   As the rhythm of the island continues, Carnival in Jamaica’s Road March on 27 April promises a lively celebration, complete with colourful costumes, infectious rhythms and bustling street parades. Don’t miss the bi-annual Calabash Literary Festival from 23-25 May, where literature and community come together, followed by the weeklong Reggae Sumfest in Montego Bay starting 18 July.   In November, the Jamaica Food and Drink Festival in Kingston transforms the city into a culinary playground, featuring local flavours, top DJs, and live entertainment. Over six days, visitors will have the chance to indulge in authentic dining experiences, making it a challenge to decide which events to attend.   Rounding off the year, the Kingston Waterfront Reggae Marathon on 7 December invites participants of all levels to join a spirited celebration of fitness and reggae music. With its supportive atmosphere, this event offers a unique experience for both runners and spectators, ensuring that everyone can feel the warmth and energy of Jamaica.   Sandals Resorts    Sandals Resorts has unveiled a range of exciting new accommodation across its adults-only, all-inclusive Caribbean portfolio, set to enhance the guest experience in Jamaica for 2025. The new suite categories include newly renovated two-bedroom and four-bedroom butler villas at Sandals Ochi Beach Resort and a luxurious Skypool Suite with a rooftop terrace at Sandals Royal Caribbean Resort and Private Island in Montego Bay with ocean views and spacious living areas. ​   Other new offerings across the Sandals portfolio include refreshed beachfront suites with outdoor Tranquility Soaking Tubs at Sandals Montego Bay and Sandals South Coast, and additional swim-up and Skypool Suites at Sandals Negril.   Riu Negril   The recently refurbished Riu Negril has reopened, unveiling upgraded rooms, swim-up suites, and new dining and entertainment options, including the American Country restaurant and RIU Party events. With modernised interiors, additional event spaces, and exciting new amenities, this 5-star beachfront resort offers a refreshed experience for visitors looking to relax and enjoy Jamaica’s vibrant hospitality.   Serendipity Holistic Resort & Spa   Serendipity Holistic Resort & Spa in Kingston, has introduced a ‘Misty Mornings Mountain Hike’ experience. The guided hike, led by a local coffee farmer lasts approximately 1 hour and 10 minutes—35 minutes each way. You’ll journey through the lush Blue and John Crow Mountains National Park, cross shallow streams, and reach a stunning waterfall, where you can relax before heading back. ​   Hybrid fam trips   2025 saw the introduction of JTB’s hybrid familiarisation trips, specifically designed for home-based travel agents. Donovan Donaldson was recently introduced as Business Development Officer, dedicated to developing relationships with the homeworker agents, which constitute approximately 60% of travel agents. ​   In his new role, Donovan is leading the hybrid fam trips, enabling agents to manage their work commitments in the mornings while enjoying Jamaica’s incredible resorts, iconic attractions, and cultural experiences in the afternoons. Eight fam trips are planned for 2025, with one coinciding with Carnival in Jamaica in April, so agents can really get a feel for the island during this time.