Jamaica is setting its sights on a new era of tourism growth, with Tourism Minister Edmund Bartlett unveiling an ambitious strategy aimed at attracting 10 million visitors and generating US$10 billion in tourism earnings over the next decade.

The initiative, branded the “10x10x10” vision, was announced during a reception honouring Jamaica travel specialists at The Kimberly Hotel in New York City. The targets represent one of the most ambitious growth plans ever outlined for the country’s tourism sector and reflect confidence in Jamaica’s ability to build on its strong recovery and expanding global appeal.

Addressing travel advisors and industry stakeholders, Bartlett emphasised that Jamaica’s competitive advantage extends beyond its natural attractions. He argued that the island’s culture remains the defining element of the visitor experience and continues to distinguish the destination in an increasingly competitive global tourism market.

“Jamaica continues to stand apart because our culture is not simply an addition to the visitor experience; it is the experience,” Bartlett said. He noted that the authenticity of Jamaica’s people, music, cuisine and lifestyle continues to generate strong visitor loyalty and high levels of repeat business.

The minister highlighted the sector’s recent performance as evidence that tourism has moved beyond the post-pandemic recovery phase and entered a period of sustained expansion. Between January and May 2026, Jamaica welcomed more than 1.5 million stopover and cruise visitors, generating approximately US$1.5 billion in foreign exchange earnings.

Growth has continued despite weather-related disruptions that affected parts of the island over the past year. Bartlett reported that approximately 80 per cent of Jamaica’s hotel room inventory is currently operational, with full recovery expected by early 2027. Several major tourism properties have already resumed operations, including Bahia Principe Escape Runaway Bay, Princess Senses The Mangrove and Princess Grand Jamaica.

A key pillar of the strategy is the continued expansion of air connectivity. The minister pointed to growing service from Latin America through Wingo, ongoing support from Virgin Atlantic in the United Kingdom, and new seasonal routes from Canada’s Porter Airlines as important developments that will help drive future visitor growth.

According to Bartlett, these improvements are creating a stronger tourism ecosystem. Expanded accommodations, enhanced airlift, increasing cruise arrivals and robust destination demand are collectively positioning Jamaica for sustained growth and improved competitiveness in the international travel market.

Recognising the important role travel advisors play in influencing booking decisions, Bartlett also revealed that the Jamaica Tourist Board is developing a new incentive programme for travel agents. Additional details are expected to be announced in July.

Director of Tourism Donovan White stressed that travel specialists will be critical to achieving the country’s long-term goals. He noted that their ability to promote Destination Jamaica to international consumers will play an essential role in expanding visitor arrivals and supporting the industry’s continued growth.

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 stewardship. He said these efforts are intended not only to support current growth but also to ensure Jamaica remains agile, competitive and resilient in an evolving global tourism landscape.

With visitor arrivals continuing to rise, investment activity strengthening and connectivity expanding, Jamaica is positioning itself to pursue one of the most ambitious tourism growth agendas in its history.

Source: (Caribbean National Weekly)