MONTEGO BAY — Jamaica will welcome 4.5 million visitors this year, bringing in US$4.6 billion, representing a 7.6% increase over 2024.
With numbers like that, the mood is understandably buoyant this week at JAPEX 2025, the Jamaica Hotel & Tourist Association’s premier trade event.
Jamaica’s Minister of Tourism Edmund Bartlett, and State Minister for Tourism, Tova Hamilton, shared the good news from 2024, and the positive outlook for 2025, at this year’s JAPEX in Montego Bay.
“Our industry has rebounded from the pandemic stronger than ever. In 2024, Jamaica welcomed 2.9 million stopover visitors and 1.25 million cruise passengers, generating US$4.33 billion in earnings, a new milestone and 8.2% above 2019 pre-pandemic levels,” said Minister Bartlett.
Jamaica’s State Minister Tova Hamilton speaks at JAPEX 2025 with Minister of Tourism, Edmund Bartlett
“By year’s end, Jamaica is projected to host 4.3 million visitors and earn US$4.6 billion, a 7.6% increase over 2024. These are not just numbers. They represent jobs created, families supported, and communities strengthened across all 14 parishes,” he added.
He noted that tourism growth “is only sustainable if supported by modern infrastructure. We are making strategic investments to improve how visitors move through Jamaica, while creating lasting benefits for local communities.”
The US$274 million Montego Bay Perimeter Road Project, now 65% complete, will ease congestion in western Jamaica, linking Negril, Montego Bay, and key resort areas. It will also include Jamaica’s largest four-lane bridge. The big takeaway for visitors? Reduced travel times.
At Sangster International Airport in Montego Bay, upgrades are underway to expand terminals and runways, introduce biometric check-in and streamline passenger flow.
By 2026, Sangster will handle five million passengers annually.
Meanwhile Norman Manley International Airport in Kingston is undergoing a US$161 million modernization.
And looking ahead, a US$460 million international airport near Negril will bring visitors closer to western Jamaica.
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%.
EXPANDING VISITOR CAPACITY – AND PIVOTING TO LUXURY
Minister Barlett noted that “visitor growth demands more accommodations – but not just more rooms, better rooms.”
He hinted at high-end brands coming to Jamaica as part of the island’s focus on more options for high-end travellers.
Jamaica’s strategy focuses on premium, high-value experiences. Over the next five to 10 years, 15,000 to 20,000 new rooms will be added, representing US$5 billion in investments, he said.
Key projects include …
- Princess Grand Jamaica – Opened in 2024 with 1,000 rooms; Jamaica’s first integrated casino resort launches in 2026
- Moon Palace Grand – 1,200 rooms; will be the tallest building in the Caribbean
- Hard Rock Hotel – Jamaica’s second-largest resort
- The Pinnacle – Four 28-storey towers redefining Montego Bay’s skyline by 2028
- Coming in 2026: The 450-room Unico Hotel in Montego Bay
Minister Bartlett also spoke to Jamaica’s interest in wellness travel. “The global wellness tourism market will hit US$1.3 trillion by 2027. Jamaica is ready to capture this growth through retreats, holistic wellness resorts, and programs focused on wellbeing,” he said.
His JAPEX address also touched on community tourism, the Jamaica Centre of Tourism Innovation (JCTI) and tourism data from Jamaica’s bustling cruise market. By the end of 2025, some 1.34 million cruise passengers are projected to visit Jamaica, a 7% increase over 2024.
“Jamaica is ready to lead, not just in the Caribbean, but on the global stage,” he said. “We are building a tourism sector that is resilient, inclusive, and world-class, supported by infrastructure, premium experiences and a skilled workforce. The world is watching, and Jamaica is ready.”
