Guyana has long been known for its rich biodiversity, stunning rainforests, and vibrant cultural heritage. Yet, the country has yet to fully capitalize on its potential as a premier tourism destination. Meanwhile, Jamaica continues to set the benchmark for Caribbean tourism, raking in a record $4.3 billion in tourism revenue in 2024, a jump from $4.1 billion in 2023. The island welcomed 4.3 million visitors, benefiting from an increase in airline connectivity, major cultural events, and international recognition.

With Guyana’s growing economy and increasing global interest, the country has an opportunity to replicate Jamaica’s success by investing in infrastructure, marketing its natural beauty, and developing sustainable tourism strategies.

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Strategic Investments in Tourism Infrastructure

One of Jamaica’s key advantages is its accessibility, with ongoing highway expansions and increased air and cruise offerings. This has made it easier for international visitors to explore the island.

How Guyana Can Follow Suit:

• Expand and modernize Cheddi Jagan International Airport (CJIA) to attract more direct flights from the U.S., Canada, and Europe.
• Improve road networks to major eco-tourism sites such as Kaieteur Falls, Iwokrama Rainforest, and the Rupununi Savannah to make them more accessible.
• Enhance cruise port facilities in Georgetown to attract more cruise ship passengers who can experience Guyana’s natural beauty and culture.

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Leveraging Cultural and Festival Tourism

Jamaica continues to draw visitors with signature events such as the Rebel Salute festival and Reggae Month, which is getting an extra boost in 2025 with the celebration of Bob Marley’s 80th birthday.

How Guyana Can Follow Suit:

• Develop and promote major annual festivals such as Mashramani, Phagwah, and Indigenous Heritage Month as tourism events to attract international travelers.
• Host international music and cultural festivals featuring local and regional artists to showcase Guyana’s unique blend of Afro-Caribbean, Indo-Guyanese, and Indigenous cultures.
• Build an international brand around Guyanese cuisine, similar to how Jamaica has promoted its food culture, including jerk cuisine. Guyana’s diverse dishes like pepperpot, cook-up rice, and metemgee can be marketed to global food lovers.

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Recognition as a Top Travel Destination

Jamaica has successfully marketed itself as a culinary, honeymoon, and cultural hotspot, earning recognition from TripAdvisor’s 2025 Travelers’ Choice Awards in multiple categories, including “#11 World Food Destination” and “#13 World Honeymoon Destination.”

How Guyana Can Follow Suit:

• Develop eco-tourism lodges and rainforest retreats to position Guyana as a top eco-travel and honeymoon destination for adventurous couples.
• Partner with global travel platforms like TripAdvisor, Lonely Planet, and National Geographic to increase visibility and attract international recognition.
• Launch targeted advertising campaigns in key markets (North America, Europe, and the Caribbean) to highlight Guyana’s unique attractions, including the Amazon rainforest, vast rivers, and waterfalls.

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Sustainability and the Blue Economy: A Future-Focused Approach

Jamaica, along with other Caribbean nations, is benefiting from the World Bank-funded “Unleashing the Blue Economy of the Caribbean (UBEC) Project.” This initiative provides grants for businesses involved in marine conservation, fisheries, and coastal tourism, ensuring long-term sustainability.

How Guyana Can Follow Suit:

• Invest in sustainable tourism initiatives, such as eco-lodges, responsible wildlife tours, and carbon-offset programs.
• Develop a marine tourism industry along Guyana’s coastline, incorporating mangrove conservation and eco-friendly river cruises.
• Encourage local businesses to apply for regional sustainability grants, ensuring they contribute to both tourism and environmental protection.

The blue economy model, which focuses on using marine and freshwater resources to create jobs while preserving natural ecosystems, can be a major economic driver for Guyana. Coastal and riverine communities can benefit from sustainable tourism, fishing, and eco-tourism ventures that bring economic opportunities while protecting the environment.

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Final Thoughts: Can Guyana Become the Next Big Caribbean Destination?

Jamaica’s record-breaking tourism success in 2024 proves that investment in infrastructure, cultural promotion, and sustainability can transform a country into a tourism powerhouse. Guyana, with its untouched natural wonders, rich cultural diversity, and emerging economy, has the potential to attract millions of visitors and generate billions in revenue if the right strategies are implemented.

Key Steps Guyana Must Take:

1. Expand transportation networks (airports, highways, and cruise ports) to improve accessibility.
2. Position Guyana as a top eco-tourism and adventure travel destination through global marketing.
3. Invest in signature cultural events and festivals to draw international attention.
4. Promote Guyanese cuisine and heritage on global platforms.
5. Develop a sustainable tourism industry, incorporating eco-friendly businesses and marine conservation initiatives.

With the right policies and investments, Guyana can replicate Jamaica’s tourism model, diversify its economy beyond oil and gas, and create long-term opportunities for local businesses, communities, and entrepreneurs. The time to act is now.