( Minister of Tourism, Edmund Bartlett (L) addressing local and international media at the JAPEX press breakfast on Tuesday September 23, 2025, at Jewel Grande in Montego Bay. Looking on is new State Minister in the Ministry of Tourism, Hon Tova Hamilton.)
*Destination Sets Bold New Target of 8 million Visitors and US$10 Billion through Strategic Growth Initiatives
TTT NEWS NETWORK
NEW DELHI | 13 OCTOBER 2025
Minister of Tourism, Edmund Bartlett has highlighted that the destination is poised to achieve a historic milestone of welcoming nearly 5 million visitors and generating approximately US$5 billion in tourism earnings, marking a remarkable recovery despite facing significant challenges from the COVID-19 pandemic and the devastating passage of Hurricane Beryl.
This achievement represents not only a testament to Jamaica’s resilience as a premier Caribbean destination but also underscores the strength of the tourism sector as a cornerstone of the nation’s economy. The approaching milestone comes after years of strategic recovery efforts and demonstrates the unwavering appeal of Jamaica’s world-class hospitality, rich cultural heritage, and natural beauty.
“Jamaica’s tourism industry has shown extraordinary resilience in the face of unprecedented global challenges,” said Minister of Tourism, Hon Edmund Bartlett. “Our ability to near the 5 million visitor mark and approach US$5 billion in earnings, despite the disruptions caused by COVID-19 and Hurricane Beryl, speaks to the dedication of our tourism partners, the warmth of our people, and the strength of Brand Jamaica on the global stage.”
Year-end arrivals are projected at 4.5 million — comprising 3.1 million stopover visitors and 1.4 million cruise passengers and US4.6billion in earnings.
“We are closer to our 5x5x5 KPIs despite these disruptions and are looking ahead to new targets that will benefit our people and the economy. The ambitious new strategic vision is to attract 8 million annual visitors and US$10 billion in tourism earnings by 2030,” added Minister Bartlett.
This transformative growth will be achieved through three key pillars, human capital development, airlift expansion and leveraging the destination’s emerging markets strategy to diversify its visitor base by targeting high-growth markets including Latin America, Asia, and select European regions.
“We have seen strong confidence in the destination by our partners – airlines, tour operators and travel agent community- and this is helping to drive the growth in our sector,” said Donovan White, Director of Tourism.
The tourism sector’s performance has generated substantial economic benefits across Jamaica, supporting hundreds of thousands of jobs and driving growth in related industries including agriculture and manufacturing. The progression toward US$5 billion in earnings represents increased foreign exchange earnings, enhanced infrastructure development, and expanded opportunities for local entrepreneurs and small businesses.
The new US$10 billion target is projected to create additional jobs across the tourism value chain and related sectors, further cementing tourism’s role as a primary driver of Jamaica’s economic development.
About Jamaica Tourist Board:
The Jamaica Tourist Board (JTB), founded in 1955, is Jamaica’s national tourism agency based in the capital city of Kingston. JTB offices are also located in Montego Bay, Miami, Toronto and London. Representative offices are in Berlin, Barcelona, Rome, Amsterdam, New Delhi, Tokyo and Paris.
Jamaica is home to some of the world’s best accommodations, attractions and service providers that continue to receive prominent global recognition. In 2025, TripAdvisor® ranked Jamaica as the #13 Best Honeymoon Destination, #11 Best Culinary Destination, and #24 Best Cultural Destination in the World. In 2024, Jamaica was declared ‘World’s Leading Cruise Destination’ and ‘World’s Leading Family Destination’ for the fifth consecutive year by the World Travel Awards, which also named the JTB the ‘Caribbean’s Leading Tourist Board’ for the 17th consecutive year.
Jamaica earned six Travvy Awards, including a gold for ‘Best Travel Agent Academy Program’ and silver for ‘Best Culinary Destination – Caribbean’ and ‘Best Tourism Board – Caribbean’. The destination also received bronze recognition for ‘Best Destination – Caribbean’, ‘Best Wedding Destination – Caribbean’, and ‘Best Honeymoon Destination – Caribbean’. Additionally, Jamaica received a TravelAge West WAVE award for ‘International Tourism Board Providing the Best Travel Advisor Support’ for a record-setting 12th time.
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