John,
The marketing by the Spring Break tour companies back in the 90's and early 2000's was the reason there was so many coming to Jamaica.
The decline was caused by a combination of factors. The necessity of a passport after 9/11 had an impact. But the main cause was the simple fact that Spring Break was getting out of hand. There were many complaints from patrons, hotel owners, police and even the government officials. When the Tour companies were asked to tone it down, they decided to stop marketing Jamaica as much as other destinations. And MTV was actually asked to leave the property they were staying.
