Jamaica is targeting cricket-loving diaspora communities in North America as it seeks to convert that interest into travel around the return of the Caribbean Premier League (CPL) and upcoming international matches.

Speaking on May 14 during the Jamaica destination update at the Caribbean Travel Marketplace in Antigua and Barbuda, Director of Tourism Donovan White said the focus is on engaging diaspora audiences in the United States and Canada.

“We are currently expanding our marketing in the Indian, Pakistani and Sri Lankan diasporas in the United States and Canada,” White said.

“Our target is to get as many as 5,000 visitors in the country, particularly in Kingston, around the CPL, as well as for the Sri Lankan tour of the West Indies, which Jamaica will be hosting three ODIs and three T20 International in June,” he added.

CPL 2026, which returns to Jamaica after a seven-year hiatus, will run from August 7 to September 20 across six venues in the region.

Matches in Jamaica are scheduled for August 13, 15 and 18 at Sabina Park in Kingston.

White said the cricket fixtures form part of a broader push to align sports tourism with Jamaica’s summer events calendar.

“It’s a packed period for sports and entertainment because, after Sri Lanka in June, in July, we have Reggae Sumfest, right after, Best Weekend Ever and Dream Weekend in August and then CPL,” White said.