JAPEX 2025 Positions Jamaica as a Tourism Powerhouse

Under the theme “Ready, Set, Go”, the Jamaica Product Exchange (JAPEX 2025) opened at the Montego Bay Convention Centre, reaffirming the island’s position as one of the most dynamic destinations in global tourism. The event brings together industry leaders to shape Jamaica’s growth strategy, focusing on air connectivity, hotel expansion, and a strong push into the luxury segment.

At the opening, Christopher Jarrett, President of the Jamaica Hotel and Tourism Association (JHTA), stressed the importance of building long-term business relationships to strengthen the sector. He emphasized that growth must go hand in hand with sustainability initiatives that protect natural resources and local communities.

The numbers support the optimism. In 2024, Jamaica welcomed 2.9 million stopover visitors, an 8.2% increase over 2019, surpassing pre-pandemic levels. By mid-2025, arrivals had already reached 1.48 million, with projections to close the year at 3.36 million visitors, marking continued economic impact.

Donovan White, Jamaica’s Director of Tourism, highlighted air connectivity as the industry’s driving force. While the U.S. State Department’s Level 3 travel advisory in 2024 affected arrivals, markets like Canada and the Caribbean offset the decline. Canada grew by 6%, fueled by new routes from Quebec, Ottawa, Halifax and Edmonton through partnerships with Sunwing, WestJet and Air Canada.

The hotel sector is also in a phase of robust expansion. Major projects include the Unico Montego Bay with 445 rooms (opening 2026), the Hard Rock Hotel, and the Moon Palace, set to become the Caribbean’s tallest building. Expansions from brands such as Bahia Principe are underway, with projections of 15,000 to 20,000 new rooms over the next decade, representing an estimated US$5 billion investment.

Cultural events remain key tourism drivers. The Jamaica Carnival 2025 saw a 15.5% increase in attendance and a 20% rise in visitor arrivals, generating US$600 million in economic impact. Alongside the iconic Reggae SumFest, these events reinforce Jamaica’s appeal as a hub for cultural tourism.

Looking ahead to the critical winter season, Jamaica anticipates a 22% increase in airlift from Canada, supported by language training programs in French to better serve Quebec travelers. Angella Bennett, Regional Director of the Jamaica Tourist Board in Canada, affirmed: “We are ready for this new wave of Francophone visitors and to continue positioning Jamaica as a safe, diverse and welcoming destination.”