Jamaica Takes Over the UK's Largest Travel Agency

London, UK, 23 June 2026: The Jamaica Tourist Board (JTB) brought the warmth, culture and energy of the island directly to the heart of the UK's biggest retail travel agency. In a full-scale Jamaica Takeover Day at Hays Travel's head office, the JTB partnered with a number of leading hotel brands to immerse the agency's team in the spirit of Jamaica, from its cuisine and culture to its world-class resort offering.

Hays Travel, the UK's largest independent travel retailer with over 500 shops nationwide, welcomed the JTB and hotel partners across its sales, social media, accounts and support teams, ensuring the entire office, including more than 60 homeworkers joining online, experienced a taste of Jamaica first-hand.

In total, more than 160 members of staff were trained on Jamaica as a destination, with over 100 taking part in person. Hotel partners joining the takeover included Iberostar, Sandals & Beaches Resorts, Grand Palladium and TUI, each delivering training sessions to give Hays agents the knowledge and confidence to sell Jamaica with authority.

The day was rich with cultural experiences designed to bring Jamaica to life. Staff were invited to enjoy a Taste of Jamaica experience, sampling jerk chicken, rice and peas, pumpkin soup, Jamaican beverages, plantain chips and other island snacks. A lively programme of games kept energy high throughout the day, with prizes including rum giveaways, free hotel stays and live quiz and dance competitions. A spin-the-wheel activity proved a particular hit, and the day was rounded off with a Jamaica knowledge quiz described by attendees as a real highlight.

Each member of staff also received a small token of appreciation, a Jamaican bracelet, as a lasting reminder of the day.

“This was an incredible opportunity to bring Jamaica into the heart of one of the UK’s most important travel retailers. Hays Travel is a key partner for us, and days like this allow us to ensure their teams feel truly connected to what Jamaica has to offer: its culture, warmth, and world-class hospitality. The response from staff has been overwhelmingly positive, and we’re confident that enthusiasm will translate into more Jamaican bookings for their clients,” says Torrance Lewis, District Sales Manager, Jamaica Tourist Board.

"Days like this are exactly what great trade partnerships are built on. The Jamaica Tourist Board brought the island to life for our teams in a way that truly resonates, and that kind of connection cements our relationship with Jamaica as a destination. The energy, culture, and product knowledge our staff have walked away with gives us a solid base for future bookings, and we look forward to sending many more clients to experience Jamaica for themselves," says Andrew Pickering, Partnerships Manager, Hays Travel.

Post-event feedback confirmed the day was one of the best takeover events of the past year, with 87% saying it exceeded expectations and the event scoring an impressive 8 out of 10 overall.

Tricia Birmingham, Commercial Director of Hays Travel, said: “The Tourist Board certainly brought the energy of Jamaica to Head Office and all our people loved learning all about this vibrant destination.

“We are really grateful to our partners at the Jamaican Tourist Board, who put a great deal of thought and effort into ensuring the whole experience was inspirational and engaging. From the product workshops to the food tasting, games and prizes, the positive feedback from our people speaks for itself!”

The Jamaica Takeover Day at Hays Travel is part of the JTB’s ongoing commitment to working closely with the UK trade to inspire agents and give them the tools to sell Jamaica confidently. For more information and to start planning your clients’ Jamaica experience, visit www.visitjamaica.com.

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For any enquiries, please contact: Jamaica@prm-global.plus

About Jamaica Tourist Board

The Jamaica Tourist Board (JTB), founded in 1955, is Jamaica’s national tourism agency based in the capital city of Kingston. JTB offices are also located in Montego Bay, Miami, Toronto and London. Representative offices are located in Berlin, Barcelona, Rome, Amsterdam, Mumbai, Tokyo and Paris.

In 2023, the JTB was declared ‘World’s Leading Cruise Destination’ and ‘World’s Leading Family Destination’ for the fourth consecutive year by the World Travel Awards, which also named it named “Caribbean’s Leading Tourist Board” for the 15th consecutive year, “Caribbean’s Leading Destination” for the 17th consecutive year, and the “Caribbean’s Leading Cruise Destination” in the World Travel Awards – Caribbean.’ In addition, Jamaica was awarded six gold 2023 Travvy Awards, including ‘Best Honeymoon Destination’ ‘Best Tourism Board – Caribbean,’ ‘Best Destination – Caribbean,’ ‘Best Wedding Destination – Caribbean,’ ‘Best Culinary Destination – Caribbean,’ and ‘Best Cruise Destination – Caribbean’ as well as two silver Travvy Awards for ‘Best Travel Agent Academy Program’ and ‘Best Wedding Destination – Overall.’’ It also received a TravelAge West WAVE award for ‘International Tourism Board Providing the Best Travel Advisor Support’ for a record-setting 12th time. TripAdvisor® ranked Jamaica the #7 Best Honeymoon Destination in the World and the #19 Best Culinary Destination in the World for 2024. Jamaica is home to some of the world’s best accommodations, attractions and service providers that continue to receive prominent global recognition, and the destination is routinely ranked among the best to visit globally by prestigious international publications.

For details on upcoming special events, attractions and accommodations in Jamaica go to the JTB’s Website at www.visitjamaica.com or call the Jamaica Tourist Board at +44 (0)20 7225 9090. Follow the JTB on Facebook, Twitter, Instagram, Pinterest and YouTube. View the JTB blog at www.islandbuzzjamaica.com.