Jamaica’s Minister of Tourism, Hon. Edmund Bartlett, says the country’s tourism sector is firmly back on track and poised for record-breaking growth, following a turbulent period marked by global and regional challenges.
Speaking with JIS News, Minister Bartlett noted that the industry has overcome several setbacks—including a now-downgraded U.S. travel advisory, lingering impacts of the COVID-19 pandemic, and natural disasters like Hurricane Beryl—and is now operating in full recovery mode.
“I have always maintained that growth is what we are about, and we are never and will never be satisfied with being flat or experiencing negative growth,” he said. “When we see negative figures, it makes us uneasy because our goal is always to grow, regardless of what’s happening anywhere else in the world.”
Prior to the recent U.S. travel advisory—which has since moved from level three to a more favourable level two—Jamaica’s tourism industry was already showing resilience, with visitor arrivals and revenue on the rise. The Minister noted that the country had been on the verge of achieving historic performance levels before these external disruptions impacted momentum.
Now, with travel conditions stabilizing and the Jamaica Tourist Board (JTB) and key stakeholders aligned, the outlook is strong. As of mid-year, Jamaica has welcomed approximately 2.3 million visitors, generating US$2.4 billion in tourism earnings—a clear signal that the sector is regaining its stride.
These figures also reflect progress toward Jamaica’s ambitious 5x5x5 tourism growth strategy, which targets US$5 billion in revenues and five million visitors by March 31, 2026.
“We’re now about halfway through the year, and I believe we’re on track,” Bartlett stated. “We’re also focusing on boosting cruise arrivals, which currently stand at about 750,000.”
To support continued growth and create deeper linkages with the local economy, the Minister revealed that new legislation and regulatory frameworks are being drafted. These will encourage long-term supply contracts between Jamaican manufacturers and the tourism sector, particularly as the country moves toward a luxury and high-end tourism model.
“As we shift toward luxury and high-end tourism, the demand for authentic Jamaican products will grow. We will implement a ‘local first’ policy, prioritising Jamaican suppliers, unless a product is unavailable locally,” he said.
Bartlett also encouraged entrepreneurs to leverage platforms like the Christmas in July trade show as an opportunity to elevate their businesses.
“Use these kinds of events not only to showcase your products, but also to elevate your business to new heights,” he urged.
