At Caribbean Travel Marketplace 2025 in Antigua, Chevannes Barragan De Luyz, Business Development Manager for the Jamaica Tourist Board in Berlin, brought an enthusiastic update from the heart of Europe. With new flights, growing demand, and a spirit of “co-opetition” within the Caribbean, Jamaica is steadily expanding its presence in key European markets, offering visitors a bold and exciting long-haul option.
Airlift Expansion Across Europe Boosts Accessibility
European interest in Jamaica continues to grow, and thanks to strategic efforts in air connectivity, the island is becoming more accessible than ever to travelers across the continent. Highlights of Jamaica’s expanding European airlift include:
- New direct flights from Portugal, launching June 4, 2025, with World2Fly, operated in partnership with New Blue, a major Portuguese tour operator.
- Two direct flights from Frankfurt, one in summer and one in winter, supporting sustained year-round traffic from Germany.
- Edelweiss service from Zurich, bolstering Jamaica’s visibility in Switzerland.
- Steady service from Italy via Neos, reinforcing one of Jamaica’s most consistent mainland European markets.
“This kind of lift is a long time coming,” said Barragan De Luyz. “The challenge isn’t selling Jamaica—it’s making sure people can get there. And now they can.”
Excitement in the European Market
Jamaica holds a unique allure for European travelers. With many Europeans already familiar with short-haul Mediterranean getaways, Jamaica offers something refreshingly exotic, vibrant, and culturally rich. Barragan De Luyz explained that European travelers often respond to Jamaica with curiosity and excitement.
“When you say Jamaica in Europe, people light up. It feels fresh. It feels alive.”
Word-of-mouth has become one of the most powerful tools for the Jamaica Tourist Board in Europe. Satisfied travelers returning with glowing reviews provide authentic social proof—often more persuasive than traditional advertising.
CTM 2025: Innovation Through Environment and Exchange
While many tour operator relationships are already well-established, being at Caribbean Travel Marketplace offers new perspectives and unexpected insights, according to Barragan De Luyz.
“Sometimes all it takes is a different environment to trigger a new idea—something a client hasn’t thought to ask before,” he noted.
Beyond the meetings themselves, CTM provides a space for creative energy and shared regional thinking, especially from the vantage point of the European source market.
Co-opetition: A Caribbean Approach to Growth
In an industry often framed by competition, the Caribbean embraces a more collaborative philosophy—“co-opetition”—where destinations work together to promote the region while maintaining their individual identities.
Barragan De Luyz highlighted how Jamaica actively encourages multi-destination travel, especially for long-haul European visitors who often prefer extended, diverse itineraries.
“When we promote Jamaica, we also promote the Caribbean. Every island has something unique to offer, and we respect and celebrate that.”
This regional synergy benefits all players and strengthens the Caribbean’s collective brand in Europe, where “Caribbean” itself carries aspirational weight.
Looking Ahead: Sustained Growth and Continued Collaboration
With new flights, rising awareness, and solid infrastructure, Jamaica is poised to increase its market share in Europe. And with tourism leadership like Barragan De Luyz continuing to build meaningful partnerships and evolve with traveler trends, the island is ensuring that it remains not just a destination of choice—but of desire.
As he concluded:
“We’re not just selling a holiday. We’re offering something new, something unforgettable—and we’re doing it together as the Caribbean.”
