MONTEGO BAY, Jamaica – Jamaica is gearing up for what is anticipated to be its largest and most impactful tourism event to date, the Jamaica Product Exchange (JAPEX) 2025. Scheduled from September 21-24 at the Montego Bay Convention Centre, the event is set to attract a record-breaking number of international buyers, signaling a significant wave of growth and new business opportunities for the island’s vital tourism industry.
JAPEX 2025 will host over 116 international buyers from more than 25 countries, a testament to Jamaica’s enduring appeal and the strategic efforts to expand its global reach. Organized by the Jamaica Hotel and Tourist Association (JHTA) in partnership with the Jamaica Tourist Board (JTB), the four-day trade show is designed to foster robust business relationships, connect global wholesalers, tour operators, and travel agents with Jamaica’s leading tourism suppliers, and ultimately drive significant economic development. The theme for this year’s event, ‘JAPEX 2025: Ready, Set Go,’ underscores the proactive approach Jamaica is taking to further solidify its position as a premier global destination.
A Crucial Platform for Business and Partnerships
At its core, JAPEX serves as the single most important business generator for Jamaica’s tourism sector. This annual event provides an unparalleled platform for local hoteliers, attraction operators, transportation providers, and other service providers to showcase their offerings directly to international decision-makers. Christopher Jarrett, President of the JHTA, emphasized the event’s role in shaping the future of Jamaican tourism, stating, “JAPEX is a place where critical business deals are made, partnerships are formed, and the course for the next phase of Jamaica tourism is set”. The record turnout of international buyers this year is expected to translate into new contracts, expanded market access, and increased visitor arrivals, further boosting the nation’s economy.
Donovan White, Director of Tourism, highlighted JAPEX’s importance in showcasing the island’s diverse appeal. “JAPEX helps to elevate the island’s tourism sector by showcasing its diverse offerings,” he noted, referring to the multifaceted experiences that include luxury resorts, rich cultural heritage, adventure tourism, and ecotourism. This comprehensive presentation aims to captivate international buyers, encouraging them to incorporate Jamaica’s unique products and services into their global travel packages.
Driving Economic Growth and New Ventures
Tourism is a cornerstone of Jamaica’s economy, contributing over 30% to the Gross Domestic Product (GDP) and serving as a major source of employment. JAPEX 2025 is poised to significantly amplify these contributions by creating a dynamic marketplace for business negotiations and strategic alliances. The event is anticipated to not only facilitate sustainable tourism growth but also to stimulate ancillary industries.
Beyond traditional tourism roles, the expanding sector is generating unprecedented career and business opportunities across a wide spectrum. These include significant potential in food production, construction, logistics, design, entertainment, agriculture, and fisheries, supporting the robust infrastructure and hospitality needs of new and existing resorts. Initiatives like the Tourism Innovation Incubator, backed by a $100 million fund, are specifically designed to foster entrepreneurial ideas that can enhance the industry and create value.
A Bright Outlook for Jamaica’s Tourism Future
Jamaica’s tourism industry is on a strong growth trajectory, with optimistic projections for 2025. The island welcomed approximately 2.3 million visitors in the first half of 2025, generating US$2.4 billion in earnings. The nation is actively pursuing its ambitious “5x5x5” strategy, aiming for five million visitors and US$5 billion in earnings by 2025. This vision is supported by ongoing infrastructure development, including expanded road networks and enhanced digital connectivity, and the opening of new major resorts.
Strategic diversification of source markets is also a key focus, with growing interest from regions such as Latin America, Asia-Pacific, the Middle East, India, and China, complementing traditional markets like the United States and Canada. The JTB and JHTA are committed to leveraging events like JAPEX to foster collaboration, promote sustainability, and ensure Jamaica remains a resilient and leading tourism hub in the Caribbean and globally.
JAPEX 2025 represents more than just a trade show; it is a critical nexus for forging international partnerships, driving economic prosperity, and showcasing the vibrant, evolving tourism landscape of Jamaica to the world. The success of this event is expected to catalyze further investment and solidify the island’s reputation as a premier destination for both travelers and business.
Keywords: Jamaica, Business, news