Jamaica is setting a big marker for where it wants tourism to go next.
The island’s Government has unveiled a strategic roadmap for the 2026/2027 fiscal year designed to significantly diversify the island’s tourism source markets and position Jamaica to reach 8 million annual visitors and $10 billion in tourism earnings by 2030.
It’s an ambitious target, and it comes with a clear shift in focus: Jamaica wants more of its growth to come from Latin America, the Middle East and India.
The most specific goal in the plan is tied to Latin America. Officials say they want to raise the region’s market share from 2 percent to 10 percent by 2027.
That’s a dramatic jump in a short time, and it signals Jamaica is treating Latin America as a near-term growth engine, not a long-term “maybe.” Targets like that usually mean more direct flights, deeper airline partnerships and a marketing approach tailored to the region, where Jamaica may be well-known, but still has to compete hard for leisure travelers.
India and the Middle East are also positioned as priority markets, part of a long-haul strategy aimed at bringing in travelers who often stay longer and spend more. The challenge, of course, is distance. Growth here depends heavily on connectivity, whether through new routes, stronger global airline partnerships or easier links through hubs. It also depends on Jamaica delivering a trip that feels smooth from the moment travelers land, especially for visitors flying across multiple time zones.
The roadmap also comes after a year that tested Jamaica’s tourism resilience. Officials said the industry rebounded strongly during the 2025/26 fiscal year before the disruption caused by Hurricane Melissa. Even with that interruption, the Government reported 3.7 million visitors and US$3.8 billion in revenue. They credited the Tourism Recovery Task Force with leading a rapid national response that enabled the full reopening of the sector by mid-December, with major properties in Ocho Rios, Negril and Montego Bay resuming operations quickly.
Beyond visitor numbers, the Government says it is also emphasizing how tourism growth connects to Jamaican businesses. In the upcoming financial year, officials say they will prioritize the Local First Initiative, launched in October 2025. The initiative is designed to boost domestic sourcing and strengthen ties with Micro, Small, and Medium-sized Enterprises, with the stated goal of ensuring new tourism investments translate into jobs and contracts for Jamaicans.
Another major policy move is Cabinet’s approval of the Destination Assurance Framework and Strategy. Officials described it as the world’s first codified destination assurance policy, designed to guarantee safe, seamless, high-quality visitor experiences while strengthening island-wide standards tied to public order. In practical terms, it means a push toward more consistent standards across tourism corridors, beyond the walls of hotels and resorts.
The roadmap also points to legislative work on a new Tourist Board Act, a Modernised Travel Agencies Act, and amendments to the Bath of the Apostle and Milk River Bath Acts, aimed at enabling new public-private partnerships.
Jamaica’s plan is a big bet on growth, diversification and stronger national standards. The numbers are meant to grab attention. The next few years will show how quickly the airlift, investment and policy changes can move to match them.
Caribbean Journal Staff
2026-02-15 20:29:00