Jamaica’s Tourism Sector Enters New Era of Inclusive Growth and Innovation
Speaking at a recent Post Cabinet Press Briefing, Minister of Tourism, the Honourable Edmund Bartlett, unveiled a landmark suite of initiatives and achievements that underscore Jamaica’s transformation into one of the world’s leading tourism destinations, with an emphasis on inclusion, innovation, sustainability, and resilience.
Jamaica welcomed 4.15 million visitors in 2024, generating a record-breaking US$4.3 billion in earnings, exceeding pre-pandemic levels and cementing Jamaica’s position as the Caribbean’s second most visited destination.
Record Investments and Global Recognition
- Over US$3 billion in hotel investments are underway or committed, with new brands including RIU, H10, Princess, Moon Palace, and Hard Rock set to add 20,000 new rooms over the next decade.
- Major infrastructure upgrades are being executed at Norman Manley, Sangster, and Ian Fleming International Airports, with plans announced for a fourth international airport in Negril.
- Jamaica received multiple awards in 2024–2025, including honours from TripAdvisor, Travvy Awards, and the World Travel Awards, while Minister Bartlett was recognised with the Gusi Peace Prize and other global accolades for his leadership in tourism resilience and sustainability.
“Tourism is no longer a privilege for the few—it is a platform for the prosperity of all Jamaicans,” said Minister Bartlett. “We are creating a tourism economy where farmers, artisans, entertainers, youth, and communities are not just spectators, but active participants and beneficiaries.”
Empowering Locals Through Linkages and Training
Minister Bartlett announced that 40.8% of the tourism dollar is now retained locally, a regional benchmark, due to deepened linkages with the agriculture, manufacturing, and creative sectors. The Agri-Linkages Exchange (ALEX) has connected over 2,000 farmers to hotels, generating more than J$1.2 billion in sales.
The Jamaica Centre for Tourism Innovation (JCTI) has certified over 20,000 tourism workers, and more than 1,120 students were placed in internships in 2024 alone. The newly launched Tourism Entertainment Academy and Innovation Incubator are training and funding young creatives and entrepreneurs, with incubator applications increasing 553% year-over-year.
Cultural and Community Tourism on the Rise
Carnival in Jamaica was cited as a major success, generating J$6.1 billion in economic activity in 2023 and attracting over 112,000 attendees. The Artisan Village at Falmouth, opened in April 2024, is showcasing Jamaican culture through VR experiences, local art, and certified performers.
Legislation and Infrastructure Supporting Sustainability
The Government will advance a new Tourist Board Act, modernising governance and integrating regulation of rafting and destination management under a single authority. New policies on Water-Based Activities, Community Tourism, and Sustainable Tourism Metrics are also advancing.
Additionally, major roadworks was completed to key attractions in Nine Mile, Negril, and St. Mary, and three major beaches, Paggee, Success, and Priory, are set for redevelopment under the TEF Beaches Programme.
Looking Ahead: 15 Strategic Pillars for Growth
Minister Bartlett outlined also 15 strategic priorities including:
- Local First legislation to prioritise Jamaican suppliers
- Expansion of the Spruce Up Jamaica programme
- Launch of a Love Jamaica Travel Pass for discounted local tourism
- Digital transformation of bookings and tourism promotion
- Youth enterprise and training investments
- Development of new frontiers like St. Thomas and Clarendon
“A third term for this administration is not about continuity—it’s about transformation. We are building a tourism industry that is truly for the people, driven by innovation, and rooted in every corner of Jamaica.” – Minister Bartlett
As we chart the future of tourism in Jamaica, our mission is clear: to ensure that every Jamaican feels the impact of this powerful industry in their daily lives. From rural farms to urban artisans, from young innovators to seasoned professionals, we are building a tourism model that is inclusive, resilient, and distinctly Jamaican.