TORONTO — Jamaica has set ambitious new tourism goals for the Canadian market, aiming to welcome 600,000 visitors annually and generate US$750 million in tourism earnings by 2030.
The announcement comes as the destination prepares for a strong winter season, bolstered by a 22% increase in airlift capacity from Canada. This increase reflects growing demand for the island’s signature mix of sun, sand and culture, and positions Jamaica for one of its strongest winter seasons on record.
“Canada represents one of our most important and fastest-growing source markets,” said Minister of Tourism Edmund Bartlett. “The substantial increase in airlift capacity this winter demonstrates the strong confidence our airline partners have in Jamaica’s appeal to Canadian travellers.”
Over the past several years, Jamaica has made strategic strides in deepening its presence in the Canadian market through trade engagement, targeted marketing campaigns and enhanced visitor experiences. The destination’s wide range of offerings – from large all-inclusive resorts and boutique accommodations to cultural excursions and adventure tourism – continues to appeal to Canadian travellers seeking both relaxation and discovery.
“These targets are not merely aspirational – they are achievable,” Bartlett emphasized. “With our expanded airlift, continued investment in tourism infrastructure and Jamaica’s unmatched destination appeal, we are well-positioned to capture a larger share of Canadian outbound travel over the next five years.”
The Jamaica Tourist Board plans to intensify its marketing efforts in Canada, focusing on digital engagement, trade partnerships and consumer-facing campaigns that highlight the island’s authentic culture and value for money.
“We are grateful and excited for the future of Canadian travel to Jamaica and will work to realize this increase in our margins,” said Angella Bennett, Regional Director, Canada.
So far this year, Jamaica has welcomed approximately 485,000 Canadian visitors – just shy of its 500,000 target for 2025.
For more information about Jamaica, go to www.visitjamaica.com.
