The February 14, 2024, release of the film, “Bob Marley: One Love,” is sure to spur renewed interest in visiting Marley’s home island of Jamaica. In addition to a marked trend in travel to film-set locations, Jamaica is likely to experience more visitors as the result of year-round, daily flights from Heathrow in the United Kingdom to Montego Bay, Jamaica, via Virgin Atlantic Airlines. The new service will go into effect on March 31, 2024, and replace the current seasonal, five-day-per-week schedule. The film, along with Jamaica’s listing as a UNESCO musical heritage site, will only enhance the island’s reputation as a desired holiday destination.

Tour operators agree on film’s impact

According to the product manager for Carrier, Jenny Basham, the film is certain to create curiosity and interest in Jamaica that will increase sales. She cited the expanded year-round service to the island as another element sure to increase demand. Turquoise Holidays’ Caribbean product manager, Lizzie Alleyne, said the film will “certainly spark interest” in Jamaica and expected to see more requests for holiday trips to Jamaica. Managing director at Unique Caribbean Holidays, the United Kingdom’s tour operator for Sandals, noted that the Bob Marley Museum in Kingston is a major draw for tourists and that Jamaica was named the top destination in the Caribbean for British travelers in 2023, The Marley movie will only enhance the interest and demand from those same travelers, he said.

Jet-set trend targets movie locations

There is a growing trend among tourists to visit movie locations, and the release of the Marley biopic, which includes scenes of Marley’s home on Hope Road and the National Stadium in Kingston where the famous One Love Peace Concert was held are featured in pre-booked excursions from tour operators and resorts. Carrier organizes music-related tours for its clients that include a private visit to the Bob Marley Museum with a local guide, as well as recording sessions in the studio with Alex Marley. Another Carrier tour, the Spirit of Reggae,’ offers a visit to Trench Town, Tuff Gong Studio, and the Peter Tosh Museum. Turquoise Holidays plans to create music history tours in the place where reggae was born. Sandals is also ready to take guests on Bob Marley-themed tours that offer visits to locations associated with the reggae legend, including Nine Mile, via its excursion partner firm, Island Routes.

Photo – Jamaica Travel