KINGSTON; Jamaica; Tuesday March 31, 2026: The Jamaica Tourist Board (JTB) has welcomed Virgin Atlantic’s significant increase to its Summer 2026 flight schedule between London Heathrow Airport and Montego Bay, reinforcing Jamaica’s strong demand and sustained long-term growth potential within the UK market.

From June 1 to October 24, 2026, Virgin Atlantic will operate a daily service on the route, increasing from the previously scheduled four flights per week. The expanded programme will deliver an additional 15,480 seats across the summer season, providing enhanced connectivity and greater choice for UK travellers.

Hon. Edmund Bartlett, Jamaica’s Minister of Tourism said, “The UK remains one of our most important source markets, and this increased airlift will be instrumental in driving our continued recovery and growth. We are particularly encouraged by this show of confidence at such a pivotal time, and we look forward to working closely with our airline partners to ensure Jamaica remains front of mind for British travellers.”

The decision reflects continued confidence in Jamaica’s appeal among British holidaymakers, supported by positive booking trends and demand for the destination.

“We are pleased with the confidence Virgin Atlantic continues to have in the destination. This expansion also speaks to the demand for Jamaica in the UK and is in alignment with our growth strategy for the region,” said Donovan White, Director of Tourism.

Crucially, the increase signals a strong commitment to Jamaica at an important time for the island’s tourism sector. Bookings for Q1 2026 are off to a strong start, with travel agents and tour operators experiencing a major surge in demand. The additional airlift will play a key role in boosting visitor numbers.

The Jamaica Tourist Board will collaborate closely with Virgin Atlantic on a series of joint marketing and trade engagement initiatives, designed to maximise awareness and drive bookings throughout the summer period.

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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.