MONTEGO BAY — With Jamaica closing in on its historic milestone of welcoming nearly 5 million visitors and generating approximately US$5 billion in tourism earnings, the country’s Minister of Tourism, Edmund Bartlett, says the next goal is eight million annual visitors and US$10 billion in tourism earnings by 2030.
Minister Bartlett’s announcement headlined the finale JAPEX 2025, taking place this week at Montego Bay Convention Centre.
As reported earlier this week, Jamaica’s year-end arrivals are projected at 4.5 million — comprising 3.1 million stopover visitors and 1.4 million cruise passengers and US$4.6 billion in earnings.
“Jamaica’s tourism industry has shown extraordinary resilience in the face of unprecedented global challenges,” said Minister Bartlett. “Our ability to near the 5 million visitor mark and approach US$5 billion in earnings, despite the disruptions caused by COVID-19 and Hurricane Beryl, speaks to the dedication of our tourism partners, the warmth of our people, and the strength of Brand Jamaica on the global stage.”
He added: “We are closer to our 5x5x5 KPIs despite these disruptions and are looking ahead to new targets that will benefit our people and the economy.”
Jamaica’s tourism growth will be achieved through three key pillars: human capital development; airlift expansion; and leveraging the destination’s emerging markets strategy to diversify its visitor base, by targeting high-growth markets including Latin America, Asia, and select European regions.
From Canada, total stopover arrivals to Jamaica were up 6.2% in 2024. Canada commands 13.8% market share. Other inbound markets to Jamaica posting gains included the UK (up 11%), the Caribbean (up 25%), Latin America (up 13%) and Asia (up 27%). The U.S., with 71% market share, was down 4.1%.
“We have seen strong confidence in the destination by our partners – airlines, tour operators and travel agent community – and this is helping to drive the growth in our sector,” said Donovan White, the JTB’s Director of Tourism.
More news about Jamaica’s tourism infrastructure developments and new hotels can be found here.
