Business Travel Tourism on the Rise

  • Director of Tourism, Jamaica Tourist Board, Donovan White, says Jamaica is experiencing a surge in business travel, which is on its way back to pre-COVID levels. He informed that the country’s meetings, incentives, conferences, and exhibitions (MICE) sector is on the rise.
  • MICE tourism refers to business-related events that are planned, and professionals from the related sector are brought together in a hospitality setting.
  • Speaking at the Caribbean Meeting and Incentive Travel Exchange (CMITE) Breakfast held at the Secrets Wild Orchid Resort in Montego Bay, St. James, on Tuesday (August 22), Mr. White noted that “business is back, and in-person events are once again being well attended”.
  • The Director of Tourism pointed out that while MICE travel is not measured by percentages due to the varied sizes of the groups and the dynamic nature of meetings, tourism stakeholders have been reporting bookings for large groups, several months ahead of time. He further pointed out that stakeholders are beginning to see bookings six, twelve, and eighteen months ahead of large groups coming back to Jamaica, which is a good sign for forecasting the ability of arrivals
  • The CMITE meetings, which were hosted by wellness brand Questex on the island, connect North American meeting planners and incentive buyers with leading Caribbean and Mexico-based suppliers to foster meaningful industry relationships. While noting that the island is pleased to have been chosen to host CMITE for the third time, Mr. White outlined that Jamaica has put in the work to ensure that it could once again host meetings of this nature.
  • The objective of the CMITE series of meetings is to promote Jamaica as a warm-weather destination of choice with the personnel, infrastructure, and strong cultural appeal that will result in reservations for meeting and incentive groups.
  • MICE makes up around 20% of Jamaica’s overall tourism product and as such, growth in this area will improve earnings in the sector and by extension, drive economic growth.
  • The increase in business-related travel and events is a positive sign for Jamaica's tourism and economy. As this area makes up a large part of the country's tourism income, its growth will lead to more earnings, helping to boost the economy overall.

(Source: JIS News)