Discovering the Authentic Jamaica

Last week, I had the privilege of visiting Jamaica with three of my colleagues as part of a project close to our hearts. Our goal was to experience the destination in a way that goes beyond the typical resort stay and to better understand how to share Jamaica’s true spirit with our travellers.

For many, Jamaica is often associated with a week spent relaxing on the beach or by the pool, and while that can certainly be part of the experience, there is so much more to discover. Jamaica is a destination full of culture, rhythm, incredible food, and some of the warmest, most welcoming people you will ever meet.

During our visit, we had the opportunity to connect with more than 15 boutique property owners. These locally owned properties are hidden gems, offering authentic hospitality and a deep sense of place. Supporting them not only provides travellers with unique experiences, but also strengthens the local community and promotes sustainable tourism.

We believe that true tourism is more than simply being served—it is about inclusion. It means immersing yourself in the destination you’ve chosen, whether through sampling local cuisine, engaging with communities, or exploring the history and traditions that shape its identity. In Jamaica, these opportunities are abundant.

One of my colleagues, Katia with Elite Explorations Travel, captured this beautifully:

*“As a travel advisor, my recent trip to Jamaica was one of the most enriching experiences I’ve had. What made it so special was not just the beauty of the island or the comfort of the resorts, but the chance to truly immerse myself in the culture, food, and everyday life of the people.

Instead of only experiencing Jamaica from the perspective of a hotel stay, I was able to connect with the local community, taste authentic dishes, explore hidden gems, and see the island through the eyes of those who call it home. This gave me a deeper appreciation of what makes Jamaica so unique—the warmth of its people, the richness of its traditions, and the vibrancy of its lifestyle.

For me as a travel advisor, this type of experience is invaluable. It allows me to return with genuine insights and stories to share with my clients, helping them go beyond the standard vacation and encouraging them to embrace more meaningful travel. Not only did I have a fantastic time, but I also came back inspired, energized, and even more passionate about recommending Jamaica as a destination that offers so much more than a typical holiday.”*

Our journey also took us off the beaten path, where we met with locals, tried traditional foods, and experienced firsthand how safe and welcoming Jamaica is to explore. A highlight of our time was working with Norris Douglas from Real Tours Jamaica. Norris was more than a guide—he became part of our extended family. Through his knowledge, connections, and passion, he introduced us to people and places that allowed us to gain a deeper appreciation of Jamaica’s culture and community. His insights will help us design more meaningful, tailored itineraries for our clients.

This trip was an invaluable reminder of what makes Jamaica such a special destination. It is safe, vibrant, and filled with opportunities for travellers to engage authentically with its people and culture. For those seeking more than a resort stay, Jamaica offers unforgettable experiences that leave a lasting impact.

We are truly grateful for the chance to connect with the heart of Jamaica and look forward to sharing this side of the island with our clients. For us, travel is about creating meaningful connections—and Jamaica delivers exactly that.