Jamaica is gearing up for what is anticipated to be its most significant tourism event yet, the Jamaica Product Exchange (JAPEX) 2025. Scheduled to take place from September 21 to 24 at the Montego Bay Convention Centre, this year’s JAPEX is set to break records, drawing an unprecedented 116 international buyers from more than 25 countries. This pivotal trade show, a cornerstone for the island’s tourism industry, is organized by the Jamaica Hotel and Tourist Association (JHTA) in partnership with the Jamaica Tourist Board (JTB).
JAPEX 2025: A Global Marketplace for Jamaican Travel
The theme for JAPEX 2025, ‘Ready, Set, Go!’, encapsulates the event’s ambitious agenda: to serve as a crucial platform for conducting business, forging partnerships, and shaping the future trajectory of Jamaica’s tourism sector. The event will convene approximately 500 industry stakeholders, including senior decision-makers, international travel buyers, tour operators, and media representatives, all converging to explore business opportunities and strengthen connections.
Christopher Jarrett, President of the JHTA, emphasized JAPEX’s role as more than just an event, but a vital marketplace where contracts are signed and the future of Jamaican tourism is determined. He urged local suppliers to actively participate, recognizing the record attendance of international buyers as a significant opportunity for growth.
Showcasing Jamaica’s Diverse Tourism Offerings
Beyond the business-to-business meetings, JAPEX 2025 aims to provide delegates with immersive experiences that highlight the breadth and depth of Jamaica’s tourism appeal. The event will showcase the island’s multifaceted offerings, ranging from luxury resorts and vibrant cultural heritage to adventure tourism and sustainable ecotourism experiences. Attendees will have opportunities to explore the island’s unique attractions, accommodations, and hospitality firsthand.
The itinerary includes a travel forum on September 22, featuring sessions on market development, particularly for the Latin American region, and discussions on airlift opportunities. September 23 will be dedicated to one-on-one appointments between buyers and suppliers. The final day, September 24, will feature immersive tours across various parts of Jamaica, allowing delegates to experience the destination’s authentic charm, culminating in a closing ceremony at Sandals Montego Bay.
Driving Economic Growth and Sustainable Development
Tourism is a critical engine for Jamaica’s economy, contributing over 30% to the nation’s Gross Domestic Product (GDP) and providing approximately 30% of the workforce. Donovan White, Director of Tourism, lauded JAPEX as an essential avenue for boosting the sector and, by extension, the national economy. The event is expected to stimulate demand, increase hotel bookings, enhance visitor spending, and generate substantial employment opportunities, contributing to foreign direct investment.
JAPEX 2025 also places a strong emphasis on sustainability and attracting new markets, aligning with Jamaica’s broader tourism strategy. This focus is supported by recent legislative reforms and initiatives aimed at modernizing the sector, promoting inclusivity, and ensuring environmental responsibility. The success of JAPEX is seen as instrumental in achieving Jamaica’s ambitious ‘5x5x5’ growth strategy, which targets five million visitors and US$5 billion in earnings by 2025.
Recent positive developments, including a more favorable U.S. travel advisory and significant reductions in crime, have bolstered an optimistic outlook for the tourism sector in 2025, alongside growth from European, Canadian, and Latin American markets. The launch of the ‘Jamaica Is…’ documentary series further complements these efforts by showcasing the island’s rich culture, diverse landscapes, and community-driven experiences beyond its renowned beaches.
JAPEX 2025 stands as a testament to Jamaica’s commitment to advancing its tourism industry, fostering valuable international partnerships, and solidifying its position as a leading global destination, promising a vibrant future for travel and tourism on the island.