OCHO RIOS — One thing was clear from the opening sessions of Jamaica’s biggest tourism trade event: Jamaica is looking forward, not back.
This year’s JAPEX theme is ‘Jamaica, Reimagined.’ Running Sept. 13-17 at Moon Palace Jamaica, JAPEX is enjoying strong attendance with 371 delegates, including 74 suppliers and 86 buyers, with plenty for Canadian travel advisors to watch for this winter.
LUXURY BUZZ
The 2026 edition got off to a wonderful start, with a tip of the hat to legendary singer Harry Belafonte, as the MC led the crowd in a lively call and response of beloved island songs.
Early sessions had attendees buzzing about the Jamaica Tourist Board’s efforts to court the luxury market, with the panel discussion ‘Luxury Travel and the Jamaica Proposition,’ and help visitors make deeper connections with the experiences they love about the island – including festivals and sporting events.
“We’re going to work closer with event organizers to make sure that our retailers and our wholesalers globally are very familiar with these activities,” Phillip Rose, JTB’s Deputy Director of Tourism, America told attendees, adding: “Consumers are telling us that they want to consume these events.”
O’Brian Heron, President, Jamaica Hotel and Tourist Association
RETURN TO OCHI
In Ocho Rios for the first time in over a decade, JAPEX puts one of the island’s best-known resort regions back in the spotlight. Calling it “the jewel of Caribbean travel,” Rose said the destination illustrates JTB’s renewed focus on helping visitors make authentic connections that go deeper.
Over the past decade, Ocho Rios has added a reconstructed cruise waterfront, refreshed resorts, new public spaces and a redeveloped fishing village – all aimed at drawing visitors deeper into the destination.
At Monday night’s welcome party, delegates experienced that firsthand at Ocho Rios’ waterfront Island Village, sampling Jamaican food and drinks, browsing local handicrafts and grooving to The Voice winner Tessanne Chin and rising reggae stars.
JAPEX gets down to business today with two days of networking and buyer-supplier appointments. For Canadian participants, it’s a chance to reconnect with longtime partners, scout new products and hear what’s ahead, including an expected 400,000 airline seats from Canada this winter.
JAPEX 2026 takes place this week at Moon Palace Jamaica
80% OF HOTELS BACK IN OPERATION
JAPEX comes as Jamaica continues its recovery from Hurricane Melissa, with approximately 80% of hotel inventory back in operation and more reopenings ahead. During his opening remarks, Jamaica Hotel and Tourist Association president O’Brian Heron put the recovery in a broader context.
‘Luxury Travel and the Jamaica Proposition’ panellists included Josef Forstmayr, Round Hill Hotel and Villas; Sharon Logan, Half Moon (and moderator); Eva Damato, Travel Leaders Network; and John Byles, Chukka Caribbean Adventures
“The story of Jamaican tourism has never been one of standing still,” Heron told delegates. “As we look ahead, the future will begin to belong to destinations that are willing to learn, to collaborate and to evolve. Jamaica is ready.”
Travelweek will be on the ground in Ocho Rios throughout JAPEX, bringing Canadian travel advisors news and insights from Jamaica’s tourism industry.
Lead image caption: Familiar faces at the 2026 JAPEX Forum kick-off yesterday included (far left) Phillip Rose, JTB’s Deputy Director of Tourism, America and (top right) Angella Bennett, Regional Director for Canada for the JTB, with sessions including Agentic Commerce & the AI Booking Journey (bottom right)