On top of a potential tourism boost from the movie, Jamaica will welcome increased uplift with daily year-round flights to Montego Bay from Heathrow with Virgin Atlantic starting 31 March, replacing the five-times-a-week seasonal service.

According to tour operators, the movie, which showcases Jamaica’s Unesco-listed musical heritage as a backdrop to Marley’s story, is likely to bring renewed interest in Jamaica as a holiday destination.

Carrier’s product manager for long-haul beaches, Jenny Basham, told TTG Luxury: “I’m sure the film will create new curiosity and interest in Jamaica, and sales will likely increase.” She also cited Virgin’s expanded year-round service as another potential demand-booster.

Turquoise Holidays, which has seen 6% growth for holidays to the Caribbean in the last year, believes the new movie will impact sales too. “It will certainly spark interest in the island and we are likely to see an increase in enquiries for holidays to Jamaica,” said Caribbean product manager Lizzie Alleyne.

Jamaica-based Sandals Resorts shared a similar sentiment: “As Jamaica was named the number one Caribbean destination for British travellers in 2023, we are confident that the new Bob Marley: One Love biopic will only enhance further interest and demand for holidays to the destination,” said Karl Thompson, managing director at Unique Caribbean Holidays (UCHL), the UK tour operator for Sandals. 

“This is especially topical in view of the popular ‘set-jetting’ trend for visiting movie locations which has really taken off this year,” he added.

Island vibes

Set-jetters will be able to visit locations from the movie – including Bob Marley’s Hope Road home, now a museum, and the National Stadium in Kingston where the infamous One Love Peace Concert was performed –on pre-booked excursions arranged by tour operators and resorts.

Carrier can organise tours for interested clients. “Music-related experiences include a private visit to The Bob Marley Museum with a local guide and recording sessions in the studio with Alex Marley,” said Basham. “Other experiences Carrier can arrange include the Spirit of Reggae tour visiting Nine Mile where Marley was born and laid to rest, and The Kingston Tour, which includes the Bob Marley Museum.”

Kingston is home to many of the best Bob Marley attractions that can be visited on a tour including his Trench Town home, now a museum, Tuff Gong Studio where he recorded his hits, and the Peter Tosh Museum, which offers more insight into Bob Marley and the Wailers.

Meanwhile, Turquoise Holidays is poised to arrange more “music history tours in the birthplace of reggae” and Sandals is set to take its guests on Bob Marley tours.

“Guests staying at our Jamaican Sandals and Beaches resorts can visit locations associated with Bob Marley, such as Nine Mile, through our excursion partner, Island Routes,” said Thompson. “Travel agents can book this and other fully-commissionable tours for their clients in advance through UCHL.”