The Jamaica Vacations 2026 Regal Rewards Awards event (Source: Jamaica Vacations Limited)
WHY IT RATES: With 50 years of experience in the Jamaica tourism industry behind it, Jamaica Vacations Limited (JAMVAC) knows that the most judicious way in which to expand cruise business is by reaching out to those who know it best: seasoned travel advisors. — Claudette Covey, Executive Retail Editor
Jamaica Vacations Limited (JAMVAC) is strengthening its network of international travel advisors as part of a wider push to grow cruise business, increase visitor spend and position Jamaica competitively within a changing global cruise market.
The agency underscored the importance of those partnerships at its 2026 Regal Rewards Awards on Saturday, August 29, at Sandals Dunn’s River in St. Ann, where the top five cruise travel advisors for both 2024 and 2025 were recognized for driving business to the destination.
The awards come as JAMVAC celebrates its 50th anniversary and looks to build on five decades of connecting Jamaica with international tourism markets. Joy Roberts, Executive Director, JAMVAC, said travel advisors remain central to that effort, helping to convert interest in Jamaica into bookings while influencing where cruise passengers choose to visit and spend. With more than 70 percent of cruise passengers booking their trips through travel advisors, JAMVAC sees the travel trade as a critical channel for driving demand and keeping Jamaica competitive within the global cruise market.
“Tonight is not only about the business you have already brought to Jamaica. It is also about the business we can build together,” Roberts told the awardees.
She noted that the relationship has taken on added importance following Hurricane Melissa, when the return of cruise ships and continued confidence from industry partners contributed to Jamaica’s tourism recovery.
“We want more visitors to come through our ports, explore more of Jamaica, spend more in our communities, experience our food, culture and entertainment, and meet the people who make this destination unlike anywhere else in the world,” Roberts said.
The Regal Rewards program, operated through JAMVAC/s Jamaica Cruising brand, incentivizes travel advisors who sell cruises to Jamaica while providing marketing support and destination resources to help strengthen bookings.
Minister of Tourism, the Hon. Edmund Bartlett, reinforced the importance of the travel trade, describing advisors as partners in Jamaica’s tourism success who help turn interest in the destination into arrivals, repeat visits and long-term relationships. Their role, he said, will become even more important as Jamaica works to strengthen its cruise offering in response to shifts within the global industry.
Bartlett disclosed that discussions and planning are underway around new ports, expanded facilities and additional attractions as Jamaica seeks to create more experiences and destinations within the destination for cruise passengers. “We are going to be reimagining the destinations within Jamaica to give you greater choices and options to sell the destination,” he told the travel advisors.
The Minister said the strategy forms part of efforts to “future-proof” Jamaica’s cruise sector as destinations contend with issues including operating costs, environmental considerations, changing Western Caribbean itineraries and greater competition from cruise lines’ private destinations. For JAMVAC, the strategy reinforces the importance of maintaining strong relationships with the people selling Jamaica directly to travelers.
Bartlett also challenged advisors to become stronger ambassadors for the destination, using their firsthand knowledge of Jamaica to help protect its reputation and provide travelers with credible information. Roberts thanked the advisors, cruise partners and local private-sector entities that have supported JAMVAC and the wider cruise industry, while pointing to continued opportunities to expand the economic impact of cruise tourism across Jamaican communities.
As JAMVAC marks its 50th year, she said the focus is not only on recognizing the partnerships that have supported the agency’s work, but on building the relationships needed to drive its next phase of growth.
Source: Jamaica Vacations Limited press release
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