As Jamaica looks to tap into the lucrative luxury travel segment and attract more visitors from the Middle East, experts have highlighted key cultural and service-related amenities that must be carefully established in order to fully unlock the potential of the Gulf Cooperation Council (GCC) market.
Established in 1981, the GCC is a bloc of six countries on the Arabian Peninsula consisting of Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the United Arab Emirates (UAE). Among them, Saudi Arabia has the largest population, with over 34 million people, followed by the UAE with 11 million and Oman with more than 5 million.
GCC travellers are known globally for their high-spending habits, frequent travel patterns, and preference for premium experiences. These tourists typically seek short to midterm holidays as well as extended trips during Eid and the summer break, travelling with high disposable incomes and distinct expectations — including five-star accommodations, Arabic-speaking concierge services, halal-certified dining, luxury transfers, and a strong emphasis on privacy and cultural sensitivity.
With efforts underway to increase stopover arrivals over the coming years, Jamaica is now actively pursuing new markets such as the GCC, alongside regions like Latin America. A recent codeshare agreement between Emirates and Condor Airlines has helped to open new connectivity among Dubai, Frankfurt, and Montego Bay, laying the groundwork for increased visitation from the Middle East.
According to Vijay D’Souza, trade director at Buzz Travel Marketing and regional representative for the Jamaica Tourist Board (JTB), the GCC market remains largely untapped but holds significant promise. With the bulk of GCC tourists or some 82 per cent of them often travelling for leisure, some of the biggest interest for Jamaica currently comes from the UAE, Saudi, Qatar, and Kuwait.
“The GCC market is heavily driven by word of mouth — once a few travellers visit and have great experiences, more will follow. At present, GCC travellers account for only a tiny percentage of our visitors. To grow this, we need to clearly communicate what Jamaica has to offer and manage expectations. That includes educating our local stakeholders on the specific needs of this market,” he told the Jamaica Observer during an interview at the recently concluded JAPEX 2025.
“What often wins these travellers over are seamless service from arrival to departure; an Arabic-speaking or culturally aware staff; flexible travel packages with concierge-level personalisation; and also exclusive access to mainly invitation-only events, VIP lounges, and private previews,” D’Souza also said.
While Jamaica already boasts world-class beaches, resorts, and natural beauty, D’Souza cited food and language as two immediate areas that need attention to fully meet the expectations of GCC travellers.
For Cortez Gordon, founder of Salaam Jamaica Tourism Network, the path forward involves more than just luxury tourism and as such his organisation, since its inception, has been working behind the scenes to position Jamaica as a halal- and Muslim-friendly destination — one aligned with Islamic values and cultural expectations.
Pointing to the global Muslim travel market for outbound travel, which is projected to exceed US$138 billion by 2033, he said this will be driven by growing disposable incomes and a rising demand for authentic, exclusive, and culturally respectful travel experiences.
“To successfully accommodate the discerning Muslim traveller, a few essential requirements must be met and they are not prohibitively expensive,” he said to the Business Observer as he outlined a few of these to include halal-certified cuisine; proper prayer facilities (with Qibla directional markers, prayer mats in rooms, and dedicated prayer spaces); cultural sensitivity and enhanced privacy areas which potentially offers separate recreational facilities for women, such as dedicated pools or beach space.
Gordon further, underscoring knowledge as the most critical investment and not infrastructure, said it is, therefore, very important to educate non-Muslim staff on the nuances of halal hospitality.
“This is where Salaam Jamaica provides vital support. By educating non-Muslim staff on the nuances of halal hospitality, we ensure that businesses not only meet the requirements but also genuinely understand and exceed the expectations of Muslim clients,” Gordon said.
In Islamic terms, “halal” refers to services and offerings that are permissible under Islamic law, including food, accommodations, and broader hospitality practices.
As Jamaica positions to appeal to GCC and Muslim travellers more broadly, Gordon expressed optimism that this could lead to significant gains — not just in foreign exchange, but for job creation, investor interest, and market diversification.
“While the GCC represents a significant 32.6 million Muslim market (approximately), we must look at the bigger picture: There are approximately 2 billion Muslims worldwide. Our vision is for Jamaica is to be an inclusive, Muslim-friendly travel destination available to all Muslims, regardless of whether they seek a luxury or an economy experience,” he stated.