Updates from Jamaica – Winter Airlift Expansion & TIFF Partnership

Jamaica Achieves Record 22% Increase in Canadian Airlift for Winter 2025/26 Season with New Gateway Cities

Jamaica has achieved a landmark 22% increase in airline capacity from Canada for the upcoming winter 2025/26 season, representing an additional 70,448 seats compared to the previous winter. This significant expansion reinforces Jamaica's position as the leading Caribbean destination for Canadian travellers seeking a tropical winter escape.

The total seat capacity will reach 364,213 for the winter 2025/26 season, up from 293,765 seats in 2024/25, marking the largest year-over-year increase in Canadian airlift in Jamaica's

tourism history. The island will also be accessible from some new gateways – Quebec City Staring December 6, Ottawa and Halifax starting December 4 and 7, 2025, respectively.

These new routes complement existing services from established gateways including Toronto, Montreal, Calgary, Edmonton, Winnipeg, Moncton, and St. John.

“This historic 22% increase in Canadian airlift represents more than just additional seats – it's a testament to Jamaica's enduring appeal and the strength of our partnership with Canadian airlines," said Minister of Tourism, Hon Edmund Bartlett “The addition of Quebec City, Ottawa and Halifax as new gateways will significantly expand our reach into previously underserved Canadian markets. The additional seats are also projected to generate significant economic benefits for Jamaica's tourism sector.”The expansion is led by several key airline partners demonstrating unprecedented confidence in the Jamaican market.

“The substantial increase across multiple airline partners reflects strong industry confidence in Jamaica's tourism recovery and growth potential. Airlines are responding to pent-up demand for Caribbean travel and Jamaica's continued investment in tourism infrastructure and safety protocols,” said Donovan White, Director of Tourism, Jamaica Tourist Board.

The expanded winter schedule operates from November through April 25/26, coinciding with peak demand from Canadian travellers seeking to escape harsh winter conditions.

“The expansion comes in response to robust demand from Canadian travellers, with Canada serving as Jamaica's second-largest source market. We are strategically engaging tourism partners to grow Canadian arrivals to 500,000 by 2025,” said Angella Bennett, Regional Director, Canada, Jamaica Tourist Board.

The Jamaica Tourist Board continues to work strategically with airline partners to enhance connectivity from its second largest source market.

Jamaica’s Cultural and Cinematic Appeal featured at the Prestigious Toronto International Film Festival (TIFF)

The Jamaica Tourist Board (JTB) partnered with the Toronto International Film Festival (TIFF) to elevate Jamaica's profile as both a world-class film production destination and vibrant cultural tourism hub. This collaboration leveraged TIFF's prestigious international platform to showcase Jamaica's natural beauty, rich cultural heritage, and growing film industry capabilities to global audiences.

“This partnership with TIFF represents a powerful convergence of Jamaica's tourism andcreative industries," said Donovan White, Director of Tourism, Jamaica. “By showcasing our island through the lens of cinema, we're not just promoting Jamaica as a travel destination,but celebrating our cultural authenticity and creative talent on one of the world's most respected film festival stages.”

The partnership helped to position Jamaica at the forefront of international cinema, highlighting the island's diverse landscapes, from pristine beaches to lush mountains. Over the period of September 5-8, Jamaica was inserted through strong branding and trip giveaways to increase consumer engagement. Through this strategic placement and promotional opportunities at TIFF, Jamaica demonstrated why it should be a popular choice for international film productions.

“The collaboration extended beyond traditional tourism marketing to emphasize Jamaica's cultural depth and artistic heritage. It looked at Jamaica's broader strategy to diversify its tourism offerings while strengthening its position in the global creative economy. Werecognize the attraction film has within tourism and want to build on that to boost arrivals” said Angella Bennett, Regional Director for Canada, Jamaica Tourist Board.

The island has seen success with events like the Black River Film Festival and upcomingSkylark Film Festival. As the partnership unfolds throughout TIFF 2025 and beyond, Jamaica anticipates increased visibility among international filmmakers, distributors, and culturaltourists. The collaboration represents an innovative approach to destination marketing that celebrates both Jamaica's natural appeal and its sophisticated creative industries.

The Jamaica Tourist Board continues to pursue strategic partnerships that position the island as more than a traditional sun-and-sand destination, emphasizing the authentic cultural experiences that make Jamaica unique in the Caribbean.