Jamaica is embarking on an ambitious new phase of tourism development, setting its sights on attracting 8 million visitors and generating US$10 billion in gross foreign exchange earnings over the next five years. This bold vision, unveiled by Minister of Tourism, Hon. Edmund Bartlett, signals a significant expansion beyond the island’s current growth trajectory. The announcement was made at the prestigious Jamaica Product Exchange (JAPEX) Conference in Montego Bay, a key event for forging international business partnerships in the sector.
Building on Success: The “Five by Five” Milestone
The new targets follow closely on the heels of Jamaica’s success in its “5x5x5” growth strategy, which aimed to welcome five million visitors and earn US$5 billion within five years. According to ministry data, Jamaica welcomed approximately 4.3 million visitors in 2024, generating earnings of around US$4.3 billion, putting the nation firmly on track to achieve its “five by five” goals by the end of 2025. This performance underscores the resilience and robust recovery of Jamaica’s tourism industry, particularly after the impacts of the COVID-19 pandemic. In 2022, the island recorded 2.48 million tourists and generated US$3.62 billion in revenue, demonstrating a clear upward trend.
The “Eight by Ten by Five” Vision
Minister Bartlett revealed the “eight by ten by five” strategy (8 million visitors, US$10 billion earnings, over five years) as the next frontier for Jamaica’s tourism. This plan extends beyond 2025, projecting forward to 2030 and beyond. The objective is to usher in an era of “serious growth, development, and inclusive tourism,” ensuring that the benefits of the industry are more widely distributed among the Jamaican population.
Strategies for Ambitious Growth
Achieving these elevated targets will require a multi-faceted approach. Significant investments are being made in expanding tourism infrastructure, including the development of approximately 20,000 new hotel rooms across the island, particularly on the North Coast. Strategies also include tapping into new and emerging source markets, such as Latin America, India, and the Gulf Cooperation Council (GCC) regions, alongside expanding existing markets in the United States, Canada, and Europe. Enhanced airlift is crucial, with new airline routes and expanded services from carriers like Norse Atlantic Airways and British Airways playing a vital role in increasing accessibility. The focus is also on developing products that cater to the diverse “passion points” of potential visitors and ensuring that Jamaica captures a larger share of the projected global surge in travellers, anticipated to reach three billion by 2035.
“Local First”: Ensuring Inclusive Benefits
A cornerstone of the new strategy is the “Local First” policy, aimed at ensuring that Jamaicans benefit more directly and significantly from the lucrative tourism value chain. This includes fostering wider participation of local entrepreneurs and businesses, strengthening linkages between tourism and other economic sectors, and increasing the consumption of local goods and services. Policies and legislative frameworks are being developed to support this vision, making tourism work “even more for the people of Jamaica”.
JAPEX: A Vital Platform for Business and Partnerships
The Jamaica Product Exchange (JAPEX) continues to serve as a critical platform for the tourism business community. The annual event brings together international buyers, tour operators, travel agents, and Jamaican tourism suppliers to conduct business, forge partnerships, and shape the future of the industry. JAPEX 2025, held in Montego Bay, highlighted the global interest in Jamaica’s tourism offerings and its strategic push into new markets.
Economic Engine and Resilience
Tourism remains a fundamental pillar of Jamaica’s economy, accounting for a significant portion of its gross domestic product (GDP) and foreign exchange earnings, and providing employment for a substantial segment of the workforce. The sector’s resilience in the face of global challenges, including travel advisories and weather events, is a testament to strategic management and a commitment to adaptability. The ongoing development and new business opportunities signal a robust outlook for Jamaica’s tourism sector.