Director of Tourism Donovan White has hailed sporting events as a key strategy in Jamaica’s tourism growth. With sports and tourism being inextricably linked, the Jamaica Tourist Board continues to use these types of events to leverage the sector’s tourism offerings and arrivals.
“In an increasingly interconnected global economy, sporting events have emerged as powerful catalysts for tourism growth, providing host destinations with unique opportunities to showcase their culture, infrastructure, and hospitality on the world stage.
The recent Cavalier and Inter Miami match that created heightened interest, created a buzz of excitement for Kingston and many opportunities from the tourism value chain – from accommodations to food and entertainment,” said White.
From the Olympics and World Cup to local marathons and regional tournaments, sporting events consistently demonstrate their ability to attract international visitors, generate substantial economic impact, and create lasting legacies for communities.
Hosted at the National Stadium, the recent Concacaf Champions Cup featuring Cavaliers FC and Inter Miami attracted more than 30,000 spectators.
“Sporting events represent a perfect synergy of athletic competition and tourism potential,” noted White. “They create compressed periods of high visibility and visitation that can transform a destination’s profile virtually overnight.”
Kingston, known as the cultural and sporting hub of Jamaica, will offer a unique blend of competition, celebration, and local charm for visitors with the ISSA Boys and Girls Championships, Grand Slam Track in March and April.
According to data from UN Tourism, sports tourism is a fundamental axis, generating around 10 per cent of the world’s expenditure on tourism. It has an estimated growth rate of 17.5 per cent between 2023-2030. Beyond direct spending, these events drive infrastructure improvements, skill development in service sectors, and enhanced destination branding that benefits tourism long-term.
