Jamaica is setting ambitious new tourism growth targets as visitor arrivals, revenue, and international airlift continue to rise. Tourism Minister Edmund Bartlett unveiled a bold strategy to expand visitor numbers, strengthen partnerships with travel advisors, increase investment, and position Jamaica as the Caribbean’s premier tourism destination.
Kingston, Jamaica — Jamaica’s tourism sector is entering a new phase of ambitious growth, with Minister of Tourism Hon. Edmund Bartlett unveiling a set of bold performance targets aimed at strengthening the island’s position as the Caribbean’s leading tourism destination.
Speaking at a reception honoring Jamaica travel specialists at The Kimberly Hotel in New York City, Minister Bartlett praised the crucial role of travel advisors and industry partners in maintaining Jamaica’s global appeal. He challenged stakeholders to support a new set of objectives designed to drive continued expansion in visitor arrivals, air connectivity, and investment.
New Growth Targets for Tourism
Minister Bartlett announced an ambitious “10x10x10” framework for Jamaica’s tourism sector, reflecting the government’s confidence in the industry’s trajectory and long-term potential. The initiative seeks to build on the country’s strong recovery and sustained growth following the pandemic.
“Jamaica continues to stand apart in a highly competitive global marketplace because our culture is not simply an addition to the visitor experience—it is the experience,” Bartlett said. He emphasizes that the island’s people, music, cuisine, and lifestyle remain central to driving visitor loyalty and repeat business.
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Strong economic performance
According to the Minister, Jamaica’s tourism industry has moved beyond recovery and entered a period of robust growth. From January through May 2026, the country welcomed more than 1.5 million stopover and cruise visitorsgenerating approximately US$1.5 billion in foreign exchange earnings.
These figures demonstrate growing confidence in Jamaica as a premier international destination and underscore tourism’s continued importance to the national economy.
Infrastructure Recovery and Investment
Despite weather-related challenges in recent years, Jamaica has made significant progress in restoring and upgrading tourism infrastructure. Approximately 80 percent of the country’s hotel inventory is currently operationalwith full recovery anticipated by early 2027.
Several major tourism properties have already resumed operations, including:
- Bahia Principe Escape Runaway Bay
- Princess Senses The Mangrove
- Princess Grand Jamaica
These developments are helping to expand room capacity while enhancing the visitor experience across the island.
Expanding International Air Connectivity
A key driver of Jamaica’s growth strategy is the continued expansion of international air service. Minister Bartlett highlighted increased connectivity to and from Latin America via Avianca, stronger support from Virgin Atlantic in the United Kingdom, and the addition of new winter routes from Porter Airlines in Canada.
Improved connectivity is expected to make Jamaica more accessible to travelers from key source markets while supporting higher visitor arrivals throughout the year.
Supporting Travel Advisors
Recognizing the vital role played by travel specialists, Bartlett announced that the Jamaica Tourist Board is developing a new incentive program to reward advisors for their ongoing contributions to the destination’s success. Details of the initiative are expected to be announced in the coming months.
“We can never underestimate the power of our travel specialists who champion Jamaica every day to global consumers,” Bartlett noted. “To achieve this new target, we will be leaning on them even more to attract these numbers to the destination.”
Looking Ahead
As Jamaica pursues its ambitious tourism objectives, the government remains focused on sustainable growth, workforce development, and infrastructure investment. Capacity-building initiatives and human capital development programs will play a central role in ensuring the sector can meet future demand while maintaining the authentic experiences that distinguish Jamaica from competing destinations.
With strong visitor numbers, renewed investment, expanded airlift, and a clear strategic vision, Jamaica appears well-positioned to continue its ascent as one of the world’s most dynamic tourism destinations.