Monday, June 30, 2025
Jamaica’s tourism industry is poised for significant growth in 2025, buoyed by recent favorable changes in the United States (US) travel advisory and a notable reduction in local crime rates. This positive outlook was highlighted by the Hon. Edmund Bartlett, Jamaica’s Minister of Tourism, during his speech at the annual Jamaica Hotel and Tourist Association (JHTA) Awards Luncheon at Dreams Rose Hall Resort and Spa (formerly Hilton) on June 28, 2025.
Minister Bartlett expressed optimism about the future of Jamaica’s tourism industry, emphasizing that these developments are creating a more welcoming environment for international visitors. “Jamaica’s tourism industry remains on a strong trajectory. The outlook for 2025 is highly optimistic, bolstered by significant reductions in crime and the recent favourable shift in the United States government’s travel advisory. These factors are creating a more welcoming environment for our visitors and partners,” Mr. Bartlett said.
Between January and June 25 of 2025, Jamaica welcomed approximately 1.39 million stopover visitors, marking only a slight decrease of 1% compared to the same period in 2024. Despite this, the early weeks of June 2025 saw a 1.5% increase over the same period last year, with 210,011 stopover visitors recorded.
“We are encouraged by the recent uptick in arrivals. This demonstrates the resilience of our tourism industry and the effectiveness of our strategic marketing efforts,” Minister Bartlett added.
Minister Bartlett’s address also outlined a detailed roadmap to further elevate Jamaica’s tourism sector. This includes efforts to enhance visitor experiences, foster a supportive environment for industry stakeholders, promote sustainable growth, and expand Jamaica’s global presence in emerging regions.
“Diversification remains at the core of our strategy,” the Minister remarked, noting that while the United States remains a vital market, there is a growing focus on expanding Jamaica’s reach into emerging regions, such as Latin America, Asia-Pacific, and the Middle East. These regions represent substantial potential for future tourism growth.
Despite a 4.1% drop in US arrivals in 2024, attributed mainly to economic uncertainties and the presidential election cycle, Jamaica’s tourism industry displayed impressive resilience by capitalizing on growth from other regions. Europe saw a 9.1% increase in arrivals, while Canada experienced a 6.2% rise. These increases were largely attributed to targeted marketing campaigns and expanded airlift initiatives designed to boost travel from these regions.
In addition, the Caribbean and Latin American markets outperformed expectations, with growth rates of 25.1% and 13.2% respectively, further solidifying Jamaica’s standing as a regional tourism hub. The success of these markets, the Minister noted, demonstrated the importance of looking beyond traditional sources of tourism to ensure resilience and long-term stability.
“True resilience requires us to look beyond traditional markets. We are actively expanding into high-growth regions like Latin America, Asia-Pacific, and the Middle East. These markets present enormous potential for future growth,” Minister Bartlett explained.
Among the most promising emerging markets, India and China stand out. With India projected to become the third-largest economy globally within the next five years, its middle class is expected to exceed 100 million people, providing an abundant pool of potential visitors. China, with its vast population and growing outbound travel trends, represents another significant opportunity for Jamaica’s tourism sector.
“Expanding into these high-growth markets aligns with our vision of transforming Jamaica into a truly global destination. By fostering strategic partnerships and enhancing our tourism offerings, we aim to attract a diverse array of visitors and sustain long-term growth,” Minister Bartlett concluded.
Jamaica’s tourism ministry continues to pursue new strategies and collaborations to position the country as a top-tier global destination. These efforts are expected to pay dividends as travel demand returns to pre-pandemic levels, further supported by favorable shifts in international travel advisories and enhanced global marketing efforts.
Sources:
- Jamaica Tourism Ministry
- Jamaica Hotel and Tourist Association (JHTA)
- US Government Travel Advisory
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