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.