NEW YORK — Jamaica is aiming to welcome 10 million visitors and generate US$10 billion in tourism earnings over the next decade under a new growth strategy unveiled by Minister of Tourism Edmund Bartlett.
Speaking at a reception honouring Jamaica travel specialists in New York City on June 1, Bartlett introduced the destination’s new “10x10x10” targets, citing strong visitor demand, expanding airlift and ongoing tourism investment as key drivers behind the ambitious goals.
“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,” said Minister Bartlett.
“The authenticity of our people, our music, our food, and our way of life continue to drive strong visitor loyalty and repeat business.”
GROWTH & RECOVERY
The minister noted that Jamaica’s tourism sector has moved firmly into a growth phase, with more than 1.5 million stopover and cruise visitors arriving between January and May 2026. During the same period, the destination generated approximately US$1.5 billion in foreign exchange earnings.
Bartlett said Jamaica continues to strengthen its tourism infrastructure despite recent weather-related challenges. Approximately 80% of the island’s room inventory is currently operational, with full recovery expected by early 2027.
Several major properties have already resumed operations, including Bahia Principe Escape Runaway Bay, Princess Senses The Mangrove and Princess Grand Jamaica.
Airlift growth was also highlighted as a key contributor to the destination’s momentum. Bartlett pointed to expanding service from Latin America through Wingo, continued support from Virgin Atlantic in the U.K. and new winter routes from Porter Airlines in Canada.
“These developments are not happening in isolation,” Minister Bartlett emphasized. “Improved connectivity, expanded accommodations, growing cruise arrivals and strong destination demand are working together to create the conditions for sustained growth and enhanced competitiveness.”
THE POWER OF TRAVEL ADVISORS
Travel advisors were also recognized for their role in the destination’s success. During the event, Bartlett revealed that the Jamaica Tourist Board is developing a new travel agent incentive program that will reward Jamaica specialists for their continued support. Details are expected to be announced in July.
“We can never underestimate the power of our travel specialists who champion Jamaica every day to global consumers. To achieve this new target, we will be leaning on them even more to attract these numbers to the destination,” said Donovan White, Director of Tourism.
LOOKING AHEAD
Looking ahead, Bartlett said the Jamaican government will continue investing in sustainable tourism development, digital infrastructure and workforce training to support long-term growth.
“We are investing not only in today’s growth but in Jamaica’s long-term success,” he said. “That means empowering the next generation of tourism leaders, strengthening sustainability across the sector and working closely with our partners to ensure Jamaica remains agile, relevant and resilient in an ever-changing global travel environment.”
Lead image caption: Jamaica’s Minister of Tourism Edmund Bartlett at a reception at the Kimberly Hotel in New York, June 1, 2026
