Jamaica Is Seeing Tourism Growth From an Emerging Market: Latin America

Jamaica is speaking a new tourism language this summer—one with deeper roots in Spanish and Portuguese. As planes touch down from Panama City, Lima and Quito, a quiet transformation is taking shape: Latin America is no longer a distant market. It’s a direct connection.

For years, Jamaica has drawn millions from the United States, Canada and Europe. But this season marks a breakthrough—an unprecedented expansion of airlift from across Latin America, bringing thousands of new travelers to the island each month and reshaping the rhythm of its visitor economy.

Copa and LATAM are now flying more than 10,000 seats a month into Jamaica. Ecuadorian charter flights are landing with full cabins. And behind each arrival is a larger story—one about strategy, resilience, and the evolution of a global destination.

Copa Airlines now flies seven times a week into Montego Bay, and five times a week into Kingston. LATAM Airlines continues its direct service between Lima, Peru and Jamaica—making it easier than ever for South American travelers to skip the U.S. layover and touch down directly on Caribbean shores.

And it’s not just scheduled routes. More than 1,000 visitors are expected to arrive on new summer charters from Ecuador, part of a growing wave of regional travel that’s reshaping the way Jamaica connects with the world.

““Our traditional source markets remain invaluable, but we recognize that resilience in tourism requires diversification,” said Delano Seiveright, Minister of State in Jamaica’s Ministry of Tourism.

The growth comes as Jamaica has been struggling so far this year with a decline from the US market. 

The new strategy isn’t just about arrivals—it’s about impact. Every plane full of new visitors drives spending at local restaurants, fills boutique hotels, supports family-owned shuttle companies, and sells handcrafted souvenirs in roadside stalls.

What’s next? Government officials hint at further expansion into Asia-Pacific and the Middle East. But for now, Latin America is the front line—and the numbers are climbing.

Every week, more travelers are landing not just to sunbathe, but to connect with Jamaica’s music, food, and soul. More importantly, they’re arriving with a fresh perspective: that Jamaica isn’t just a destination. It’s a crossroads.

And for the island, that’s a very good thing.

Are you planning a vacation to Jamaica? Don’t miss our guide to the best small resorts in Jamaica, curated by our experts.