Jamaica’s Tourism Sector on the Rise
Jamaica is undergoing a significant transformation, positioning itself as a leading tourism destination through strategic initiatives focused on inclusion, innovation, sustainability, and resilience. This was revealed during a recent Post Cabinet Press Briefing held on June 27, 2025, by Minister of Tourism, Edmund Bartlett. The island nation is experiencing unprecedented growth, fueled by substantial investments, infrastructure upgrades, and a commitment to showcasing Jamaican culture.
Record-Breaking Performance in 2024
The tourism sector’s success is evident in the impressive figures from 2024. Jamaica welcomed a staggering 4.15 million visitors, generating a record-breaking US$4.3 billion in earnings. This remarkable performance underscores the effectiveness of the government’s strategies and the enduring appeal of Jamaica as a premier travel destination. The industry’s positive trajectory is further bolstered by ambitious expansion plans.
Investment and Expansion: New Hotels and Infrastructure
Significant investments are being poured into the hospitality sector, promising further growth and enhanced visitor experiences. Over US$3 billion in hotel investments are currently underway, with new brands expanding their presence on the island. Noteworthy additions to Jamaica’s hotel landscape include established names such as RIU, H10, Princess, Moon Palace, and Hard Rock. These projects are slated to add an impressive 20,000 new rooms over the next decade, signifying confidence in Jamaica’s tourism future and the anticipation of increased demand.
Concurrently, major infrastructure upgrades are in progress to support the surge in tourism. These improvements are focused on enhancing accessibility and the overall travel experience. The airports are central to this effort, with upgrades at Norman Manley International Airport, Sangster International Airport, and Ian Fleming International Airport. Furthermore, plans are underway to construct a fourth international airport in Negril, further expanding Jamaica’s capacity to welcome visitors.
Fostering Local Economic Growth
Jamaica’s tourism strategy extends beyond attracting visitors and encompasses initiatives aimed at stimulating local economic growth. The Agri-Linkages Exchange (ALEX) is a prime example of this commitment, fostering connections between local farmers and the hotel industry. The ALEX program has successfully linked over 2,000 farmers to hotels, generating over J$1.2 billion in sales. This initiative not only supports the agricultural sector but also promotes the use of locally sourced products, enhancing the authenticity of the visitor experience.
Investing in Workforce Development and Cultural Showcase
The Jamaican government is also prioritizing workforce development, ensuring a skilled and qualified labor pool to meet the demands of the growing tourism sector. The Jamaica Centre for Tourism Innovation (JCTI) has played a crucial role in this effort, certifying over 20,000 tourism workers. In addition, more than 1,120 students were placed in internships in 2024, providing valuable hands-on experience and preparing them for careers in the industry.
Furthermore, Jamaica is committed to celebrating and showcasing its rich culture and heritage. The Artisan Village at Falmouth, which opened in April 2024, serves as a vibrant hub for Jamaican artisans and cultural experiences, providing visitors with an authentic taste of the island. This initiative contributes to the diversification of the tourism product and enriches the visitor experience.
Carnival and Governance Modernization
The vibrant cultural landscape is also a draw. Carnival in Jamaica generated J$6.1 billion in economic activity in 2023, with over 112,000 attendees participating in the festivities. This further showcases the power of tourism in driving revenue and creating opportunities.
To further support the sustained growth and development of the tourism sector, the Government will advance a new Tourist Board Act. This legislative update aims to modernize governance, ensuring the efficient and effective management of the tourism industry.
A Promising Future
With its strategic investments, commitment to inclusion, focus on innovation, and ongoing infrastructure improvements, Jamaica is well-positioned to maintain its upward trajectory in the tourism sector. The island’s focus on creating a sustainable and resilient industry promises a bright future for both visitors and the Jamaican people.