The Jamaica Tourist Board (JTB) has wrapped up its highly successful “Come Feel the Vibe” Canada Roadshow, bringing Jamaica’s culture, cuisine, and corporate travel potential directly to over 60 Canadian meeting planners and group travel professionals from June 2 to June 5, 2025.
Spanning Calgary, Montreal, and Toronto, the immersive three-city series underscored Jamaica’s growing influence in the MICE (Meetings, Incentives, Conferences, and Exhibitions) and group travel market, while showcasing the island’s world-class infrastructure, vibrant experiences, and welcoming spirit.
Roadshow Itinerary and Objectives
The 2025 edition of the roadshow kicked off in Calgary on June 2 at The Baron Venue, continued to Montreal’s Sofitel Carré Doré on June 4, and concluded with a lively finale at Chubby’s Jamaican Kitchen in downtown Toronto on June 5.
Each stop featured engaging presentations led by Dan Hamilton, JTB’s Director of Sales, who spotlighted Jamaica’s positioning as a premier destination for corporate retreats, incentive groups, and conferences. Attendees—many of whom already had groups ranging from 20 to 600 travelers booked to Jamaica—were treated to authentic Jamaican cuisine, signature rum punch, and an energetic steel pan solo performance, offering a true taste of the island.
Key Stakeholders and Industry Support
The roadshow was backed by a powerful lineup of Canadian tour operators and global hospitality brands, including:
- Sunwing Vacations
- Air Canada Vacations
- Half Moon
- Secrets Resorts
- Sandals and Beaches
- Princess and Palladium Hotels
- H10 Hotels
In addition, Jamaica Tours Limited, a leading Destination Management Company (DMC), showcased the seamless coordination and rich itinerary options available for incentive groups and corporate events.
Canada a Key Growth Market for Jamaican Tourism
According to Angella Bennett, JTB’s Regional Director for Canada, the roadshow is part of a broader campaign to expand Jamaica’s presence in the Canadian MICE segment, one of the highest-value tourism verticals.
“MICE represents a major segment of our target audience, and this roadshow is one of many ways we engage with large groups to showcase what Jamaica has to offer. As our infrastructure grows, so too will our ability to host larger, more diverse gatherings,” Bennett said.
Why MICE and Group Travel Matters for Jamaica
Group travel and MICE tourism represent a resilient and high-spending sector that drives repeat visitation, longer stays, and off-peak travel. Jamaica, with its reliable airlift, extensive resort options, scenic locations, and authentic cultural experiences, is emerging as a preferred destination for:
- Corporate incentive trips
- Annual general meetings
- Conferences and summits
- Industry-specific exhibitions
- Social and family reunions
These roadshow events were designed not only to educate and engage Canadian planners, but also to foster long-term partnerships with travel professionals capable of driving hundreds of bookings annually.
New Developments: Jamaica’s Expanding Hospitality Infrastructure
Jamaica’s group tourism capacity is set to grow significantly with new resort developments in 2025 and beyond.
- The upcoming Moon Palace Montego Bay is expected to add 1,250 luxury rooms, further solidifying the region as a conference-friendly resort hub.
- The Unico Hotel Montego Bay, opening this summer, will introduce a 450-room adults-only, all-inclusive experience, ideal for upscale group retreats and corporate incentive stays.
These additions will complement existing properties renowned for their ability to host large-scale events, including Half Moon, Iberostar Grand, and Jewel Grande.
Canada-Jamaica Travel Momentum Strengthens
With daily flights from major cities like Toronto, Montreal, and Calgary via carriers such as Air Canada, WestJet, and Sunwing, Canadian travel to Jamaica remains one of the island’s most robust international markets.
The timing of the roadshow was also ideal: it aligns with growing demand for tropical escapes, team-building retreats, and post-pandemic incentive travel recovery, especially for Canadian corporations seeking sun-drenched, high-value destinations.
“The enthusiasm from Canadian travel professionals in all three cities demonstrates the strong demand for group travel to Jamaica,” said Dan Hamilton. “We are eager to welcome even more visitors from Canada to experience our island’s unique hospitality, facilities, and charm.”
Final Thoughts: Building Momentum Through Connection
The “Come Feel the Vibe” Canada Roadshow was more than a promotional tour—it was a strategic outreach campaign to solidify Jamaica’s role as a MICE and group travel leader in the Caribbean.
With new resorts, improved connectivity, and an unmatched cultural vibe, Jamaica continues to stand out as a destination that welcomes business with rhythm, celebrates leisure with soul, and delivers world-class experiences for every group size and style.
As the JTB sets its sights on expanding its global footprint, especially in high-yield markets like Canada, this roadshow serves as a model of destination marketing success, marrying engagement, entertainment, and education.
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