Jamaica Eyes Bigger Share Of Expanding Destination Wedding Market

Jamaica is being positioned to capture more of the fast-growing destination wedding business as global spending on weddings remains strong despite economic pressure. The worldwide wedding industry is valued at about US$180 billion, with destination weddings accounting for roughly US$45 billion and projected to more than double by 2032.

Kitia Morales, president of the International Association of Destination Wedding Professionals, said couples in several markets continue to commit large sums to overseas weddings. She said some events involve spending in the hundreds of thousands of US dollars, while others can reach millions.

Morales said Jamaica has a major opening as travel challenges continue to affect parts of the world. She noted that many properties used recent disruptions to upgrade their facilities, while Jamaica’s English-speaking environment, service standards and culture make it easier for international couples and guests to choose the island.

She said inflation has influenced wedding decisions, but could also work in Jamaica’s favour. A couple considering a faraway destination such as the Maldives, she said, may instead select Jamaica because it is closer and less costly.

The association says each destination wedding creates activity across 72 industries. Morales said local caterers, decor businesses, audiovisual providers and souvenir sellers are among those that benefit when wedding groups travel to Jamaica. She added that guest lists can range from about 50 or 100 people to as many as 300 for some Indian weddings.

Marcia Donaldson, corporate director of weddings and romance at Sandals Resorts, said Jamaica should promote more than sand and sea. She said the country should put greater focus on culture, community involvement and experiences beyond the resort.

Donaldson said wedding planning should also make room for local touches, including family traditions and Jamaican recipes. “We’re way more than rivers,” she said, urging the industry to tell a fuller story of what Jamaica offers couples.