Bartlett sets ambitious tourism target of 10 million visitors and USD$10B for Jamaica

Tourism Minister Edmund Bartlett has unveiled an ambitious new vision for Jamaica's tourism industry, setting a target of attracting 10 million visitors and generating US$10 billion in tourism earnings over the next 10 years.

Dubbed the "10x10x10" initiative, the new performance targets were announced during a reception honoring Jamaica travel specialists at The Kimberly Hotel in New York City on June 1. Bartlett said the goals are supported by the island's continued growth in visitor arrivals, expanded airlift and increasing investment in the tourism sector.

Addressing travel specialists and industry partners, Bartlett praised their role in helping Jamaica maintain its status as one of the Caribbean's premier tourism destinations and urged them to support the country's next phase of growth.

"Jamaica continues to stand apart in a highly competitive global marketplace because our culture is not simply an addition to the visitor experience; it is the experience," Bartlett said. "The authenticity of our people, our music, our food and our way of life continue to drive strong visitor loyalty and repeat business."

The minister noted that Jamaica's tourism industry has moved beyond its post-pandemic recovery period and is now firmly in a growth phase. Between January and May 2026, the island welcomed more than 1.5 million stopover and cruise visitors, generating approximately US$1.5 billion in foreign exchange earnings.

Bartlett said Jamaica continues to strengthen its tourism infrastructure despite recent weather-related disruptions. About 80 percent of the country's hotel room inventory is currently operational, with full recovery expected by early 2027.

Several major properties have resumed operations, including Bahia Principe Escape Runaway Bay, Princess Senses The Mangrove and Princess Grand Jamaica.

The tourism minister also pointed to expanding air connectivity as a key driver of future growth. He highlighted increased service from Latin America through Wingo, continued support from Virgin Atlantic in the United Kingdom and new winter routes from Canada's Porter Airlines.

"These developments are not happening in isolation," Bartlett said. "Improved connectivity, expanded accommodations, growing cruise arrivals and strong destination demand are working together to create the conditions for sustained growth and enhanced competitiveness."

Recognizing the role of travel advisors in driving bookings to the destination, Bartlett revealed that the Jamaica Tourist Board is developing a new incentive programme for travel agents. Details of the initiative are expected to be announced in July.

Director of Tourism Donovan White said travel specialists will be critical to achieving the new targets.

"We can never underestimate the power of our travel specialists who champion Jamaica every day to global consumers. To achieve this new target, we will be leaning on them even more to attract these numbers to the destination," White said.

Looking ahead, Bartlett reaffirmed the government's commitment to building a resilient and sustainable tourism industry through investments in digital infrastructure, workforce development and environmental sustainability.

"We are investing not only in today's growth but in Jamaica's long-term success," he said. "That means empowering the next generation of tourism leaders, strengthening sustainability across the sector and working closely with our partners to ensure Jamaica remains agile, relevant and resilient in an ever-changing global travel environment."

Bartlett thanked travel specialists, media representatives and tourism stakeholders for their continued support of Destination Jamaica, expressing confidence that the island is well positioned to achieve its long-term tourism ambitions.