Joy Roberts

Joy Roberts is the Executive Director of Jamaica Vacations (JAMVAC), a Jamaican tourism and travel organization dedicated to strengthening the country’s position as a leading Caribbean destination. In her leadership role, she has been instrumental in advancing Jamaica’s global tourism strategy through destination marketing, airlift development, cruise tourism expansion, and international partnership building.

With extensive experience in tourism management and strategic development, Roberts has helped cultivate key relationships with airlines, cruise lines, travel partners, and industry stakeholders to increase visitor arrivals and expand Jamaica’s global reach. Her work supports Jamaica’s positioning not only as a premier land-based travel destination, but also as a key stop in Caribbean cruise itineraries and a growing filming destination for international productions.

As Executive Director, she plays a central role in aligning JAMVAC’s initiatives with Jamaica’s national tourism objectives, supporting economic development, cultural promotion, and creative industry growth. Known for her professionalism and commitment to excellence, Joy Roberts continues to be a driving force in elevating Jamaica’s tourism, cruise, and film sectors on the global stage.