Jamaica is setting its sights on a historic tourism milestone, aiming to welcome eight million visitors and generate US$10 billion in earnings by 2030. The Government unveiled its strategic roadmap for the 2026/2027 fiscal year during the Throne Speech at Gordon House on Thursday (February 12).
Governor-General His Excellency the Most Hon. Sir Patrick Allen highlighted plans to diversify tourism source markets, with a particular focus on Latin America, the Middle East, and India. “The goal is to raise the Latin American market share from two per cent, to 10 per cent by 2027,” he said.
The roadmap also prioritises the Local First Initiative, launched in October 2025, which aims to ensure that tourism investments translate directly into jobs and contracts for Jamaicans. By strengthening partnerships with Micro, Small, and Medium-sized Enterprises (MSMEs), the initiative is designed to boost domestic sourcing and support sustainable growth.
Reflecting on the 2025/26 fiscal year, Sir Patrick noted that the industry rebounded strongly after Hurricane Melissa, welcoming 3.7 million visitors and generating US$3.8 billion in revenue. The Tourism Recovery Task Force was credited with leading a rapid national response that allowed the sector to fully reopen by mid-December, reassuring global markets that Jamaica remained open for business.
Among the key policy advances is the Cabinet-approved Destination Assurance Framework and Strategy, described as the world’s first codified destination assurance policy. It guarantees safe, seamless, high-quality visitor experiences while strengthening standards for public order across the island.
Legislative work is also progressing on the new Tourist Board Act, the Modernised Travel Agencies Act, and amendments to the Bath of the Apostle and Milk River Bath Acts, paving the way for new public-private partnerships in the tourism sector.
With these initiatives, Jamaica is positioning itself not just as a top Caribbean destination but as a global model for sustainable, high-quality tourism.
