The number of British visitors arriving in Jamaica rose by 6% year-on-year in the period from January to April.

A total of 71,482 Brits visited the island in that period, up from 67,482 the year before.

The Jamaica Tourist Board UK said this continued growth was thanks to new hotels and refurbishments and a focus on promoting cultural experiences beyond the beach.

To maintain the growth, the tourist board is “investing heavily” in its tour operator and travel agent partners to raise awareness of what the island offers.

Agents will be hosted at events across the UK this summer, including horse racing at Windsor and Lingfield, and jerk masterclasses.

The tourist board also has 50 places on fam trips as part of its Sell It & See It trade campaign, aimed at agents who sell holidays to Jamaica.

For wedding and honeymoon specialist agents, there will be a dedicated romance fam trip in September.

Agents who make a Jamaica booking can enter the draw to win a fam trip place via jamaicarewards.co.uk.

Training is available via the jamaicarewards.co.uk, as well as events with key partners and Jamaica Travel Market, the destination’s business-to-business trade show in September.

Elizabeth Fox, the JTB’s UK and northern Europe regional director, said: “We’ve had a great start to the year as we continue to build relationships with our industry partners.

“Updating our travel agent partners on the latest tourism developments, as well as delivering training events all around the country over the coming months, will keep Jamaica front of mind.

“As we continue to invest in these valued partnerships, it is rewarding to see the results of our marketing activity as more Brits are choosing Jamaica for their sunshine getaway.”

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