OCHO RIOS — Canadians love Jamaica. It’s a long-term relationship built on repeat visits, favourite resorts and plenty of beach time. 

The spark is still there. But Jamaica thinks it’s time we got to know each other a little better.

That message came through loud and clear at JAPEX 2026 in Ocho Rios, where tourism officials, suppliers and buyers gathered to talk about what comes next for one of Canada’s perennial Caribbean favourites.

The theme was ‘Jamaica Re-Imagined.’ Tourism Minister Edmund Bartlett introduced Tourism 3.0, a plan to attract 10 million visitors annually and generate US$10 billion in tourism revenue within 10 years.

Getting there means giving visitors more reasons to explore. For Canadians, that means stepping off the beach and outside the resort gates to experience festivals, restaurants, Kingston and Port Antonio, and a growing luxury scene.

Are Canadians ready for more? Absolutely, said Philip Rose, JTB’s Deputy Director of Tourism, Americas.

“I think the Canadian traveller has been misunderstood for many decades,” said Rose. While Canadians love all-inclusives, they’re open to different accommodations, price points and experiences. “I’m here to tell you, Canadians are actually already sinking their teeth into our larger product. We want more, but they’re already doing so.”

MORE CAPACITY FOR 2026-2027

First things first: arrivals. 

Airlift was big news at JAPEX, with Canada heading into winter 2026/27 with more than 400,000 seats — its strongest position ever.

What’s driving the growth? 

“The confidence in how quickly Jamaica has recovered,” said Angella Bennett, JTB’s Regional Director, Canada, referring to the island’s rebound from October 2025’s Hurricane Melissa. Canadian travel advisors have been part of that recovery, she adds. “They said, ‘We are in this together,’ and they meant every word.” 

New to the mix is Porter Airlines, launching nonstop service to Montego Bay from Toronto, Ottawa, Hamilton and London, ON, and partnering with Transat on vacation packages.

For Porter, London is more than another dot on the map. “It’s part of a new program that we’re launching out of YXU,” said Tian Zhao, Porter’s Senior Analyst, Network Planning and Analysis. “We’re going to be the largest carrier both in the winter and the summertime in London. It’s a big catchment area that we’re looking forward to serving.”

Flair is making moves, too, launching Flair Vacations with Montego Bay packages and offering travel advisors 7% commission through SIREV. At sea, Disney Destiny makes its inaugural call to Falmouth Oct. 12, bringing 2,800 passengers. 

O’Brian Heron, President, Jamaica Hotel and Tourist Association

HOTEL UPDATES

There was hotel news, too. 

Bartlett told delegates 70% of Jamaica’s hotel rooms are now open following the storm, with the rest expected back by early 2027. The ‘soon come’ list includes Zoëtry Montego Bay in October and Sandals South Coast in November, followed by Sandals Montego Bay and Sandals Caribbean Cay (formerly Sandals Royal Caribbean) in December.

In all, 11,255 rooms will come on stream in 2026/27, with another 15,000 to 20,000 planned over the next five to 10 years. Adults-only UNICO 18°77° Montego Bay opens March 1, 2027. Also coming: the 1,200-room Moon Palace Grand, with a 33-storey tower billed as the Caribbean’s tallest hotel.

ROLLING THE DICE

Feeling lucky? Jamaica has issued its first-ever casino licence, paving the way for a full-service casino at the Princess resort complex 20 minutes from Negril.

But Jamaica Re-Imagined is about more than seats and rooms. Across JAPEX, the message for repeat visitors was hard to miss: you may know Jamaica, but there’s still plenty you haven’t seen. 

A tour of Bob Marley’s legendary Tuff Gong recording studio in Kingston offered a glimpse of just how much Jamaican culture there is to discover. For music lovers, the still-working studio is extraordinary. Chukka Caribbean Adventures offers more active ways to see the island, from ATV and horseback tours to ziplining and river tubing.

From Reggae Sumfest and Carnival to the Jamaica Food & Drink Festival and Reggae Marathon, there’s plenty happening beyond the beach. 

“If you want to have a culturally enriched experience, look at our events calendar and book your trip around those holidays and those experiences,” says Bennett.

Another message for advisors: don’t assume Canadians are always looking for a deal.

“Canadians are actually filling up a lot of luxury hotels,” says Rose. “We want more, but they’re already doing so.”

Sandals Resorts International’s Marsha-Ann Donaldson, Omar Josephs and Maureen Barnes-Smith

‘SHOW THEM WHAT THEY’VE BEEN MISSING’

JTB encourages Canadian advisors to tap into that market through its Jamaica Travel Specialist program, which includes dedicated luxury training and takes about an hour to complete. There’s an added incentive: every Jamaica package booked by a Jamaica Travel Specialist by Dec. 31 earns an entry in the JTB’s Dinner and a Movie promotion, with five monthly vouchers up for grabs.

The message for Canadian advisors? Keep selling the Jamaica your clients love, but don’t stop there. Show them what they’ve been missing. 

Lead image caption: Big smiles at the lively closing night party for JAPEX 2206 at Sandals Dunn’s River from attendees including JHTA chairperson Nicola Madden-Greig (second from left); Sandals Resorts International’s executive chairman, Adam Stewart (third from left); O’Brian Heron, President, Jamaica Hotel and Tourist Association (second from right) and Angella Bennett, Regional Director for Canada for the JTB (far right)