Saturday,  February 4, 2023  4:13 am

UPDATED: JTB appoints Philip Rose as regional director for northeast U.S.

UPDATED: JTB appoints Philip Rose as regional director for northeast U.S.
Christine Hogg

Christine Hogg is the Associate Digital Editor at PAX Global Media. Prior to joining PAX, she obtained her Honours BA in Journalism from the University of Toronto. Upon graduating, she went on to write for several travel publications while travelling the world. Her longest trip was a three-week stint in Europe, and the shortest was a 16-hour adventure in Iceland. Get in touch:

Philip Rose, formerly Canada's director for the Jamaica Tourist Board (JTB), is now the JTB's regional director of tourism, northeast USA. Rose officially assumed his duties in the position as of Jan. 1, 2019.

And, on this side of the border, the Canadian travel trade community couldn't be more happy for him.

"They've all been getting in touch with me over social media; they're really excited about it, and so am I," Rose told PAX over the phone from Florida.

A new chapter

After spending seven years in Toronto, Rose said the move south of the border all came down to embracing change. Having worked for five years in Dallas, TX, and eight years in Chicago, IL, Rose said it was time to do what he does best, which is tackle a new challenge, head on.

"I thrive on change, and I'm very excited about taking on a new challenge," Rose told PAX. "I'm very proud of the work that the team and I were able to accomplish in Canada over the last seven years. Canada has served as a travel university, if you will, especially when it comes to the diplomacy required to navigate a competitive market, and I plan on taking a newfound skillset to grow what's arguably our largest market, northeast in the U.S."

“We wish to thank Philip for his role in helping to grow the Canadian market and look forward to leveraging his skills to build on our US success,“ added Donnie Dawson, deputy director of tourism, The Americas. 

“Given the Board’s focus on furthering growth in its primary source market the United States, and in particular the Northeast, we believe his appointment to this new post is key to enabling us to achieve those goals. We congratulate him on this appointment and are confident that he will continue to be a great ambassador for destination Jamaica.”

Until next time, Canada

Rose joined the Jamaica Tourist Board in 1998 as a sales representative for the mid-west region and was promoted to the post of district sales manager in 2007. For the last seven years, he held the spot as the Canadian director for JTB.

And, while Rose may have traded his heavy winter parka for some Florida sunshine, he insists he's not done with Canada just yet. 

When he came to Canada seven years ago, it was never to say that he'd be there indefinitely, and it was always understood that as the JTB's needs evolved, so too, would his role.

"The Canadian travel community really welcomed me to Canada and more importantly, they really welcomed my family, Rose told PAX. "They watched me grow into the role as regional director; they watched my daughter grow alongside me, and I I welcome all of them to connect with me on social media. I'm always accessible. I'm going to miss most of my Canadian travel partners; all of the retailers, media, wholesalers, and even some of our competitors. I thoroughly enjoyed my seven years in Canada. Having lived all over the world, and being in the business for so long, what I do know is that I can never rule out the possibility of coming back to Canada. It was never a goodbye, but more, 'until next time'."

A few of the new challenges Rose anticipates include navigating a competitive U.S. landscape, as well as growing tourism business to Jamaica from areas of the U.S. where direct routes are not yet enacted.

Stay connected

Dan Hamilton, district sales manager for JTB, is now the acting regional director for the time being.

"Dan and the team are really champions, and I ask the Canadian travel community to give [Dan] all of the support they’ve given me over the years," Rose said.

Those looking to get in touch with Philip directly can contact him by email at, or at his office at (305) 665-0557— "Or, you know, a good old-fashioned, 'Hi Philip, we miss you' on social media always works, too," Rose said.