KINGSTON, Jamaica – Jamaica's government says the island’s tourism sector is poised for growth in 2025 bolstered by significant reductions in crime and the recent favorable shift in the United States government’s travel advisory.
Tourism Minister Edmund Bartlett addressing the Jamaica Hotel and Tourism Association function (JIS Photo)Tourism Minister Edmund Bartlett said the industry remains on a strong trajectory and that the outlook for 2025 is highly optimistic.
Bartlett addressing the annual Jamaica Hotel and Tourist Association (JHTA) Awards over the last weekend, said that between January and June 25, Jamaica welcomed an estimated 1,394,617 stopover visitors, a slight decrease of one percent compared to the same period in 2024.
However, the first weeks of June saw a 1.5 percent increase over the same period last year, with 210,011 stopover visitors.
“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,” Bartlett said, as he outlined a comprehensive approach to further elevate Jamaica’s tourism sector, focusing on enhancing visitor experiences, creating supportive environments for industry partners, promoting sustainable growth, and expanding the country’s global footprint.
“Diversification remains at the core of our strategy. While our traditional markets such as the United States are vital, we recognize the importance of broadening our reach into emerging regions to ensure resilience against global economic fluctuations,” he said.
Bartlett noted that despite a 4.1 percent decline in US arrivals last year, attributed to economic uncertainties and a presidential election cycle, Jamaica’s tourism industry demonstrated agility by capitalizing on growth from other regions.
He told the event that Europe experienced a 9.1 percent increase, and Canada saw a 6.2 percent rise, driven by targeted marketing and expanded airlift initiatives. The Caribbean and Latin American markets also outperformed expectations with growth rates of 25.1 percent and 13.2 percent, respectively, further cementing Jamaica’s status as a regional hub for tourism.
“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,” Bartlett said.
He said that India and China are emerging as significant travel markets with India, projected to become the third-largest economy globally within the next five years, boasting a middle class exceeding 100 million.
Bartlett said similarly China’s vast population and increasing outbound travel present a substantial 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,” Bartlett said.
Meanwhile, Bartlett has lauded the Jamaica Hotel and Tourist Association (JHTA) for its steadfast advocacy and focused leadership during times of crisis and uncertainty.
“The JHTA continues to be a critical partner in our mission to position Jamaica as a premier global tourism destination. Their unwavering commitment to advocacy, collaboration, and capacity building has been instrumental in strengthening our tourism product, enhancing visitor experiences, and expanding economic opportunities for Jamaicans,” Bartlett said.
He noted association’s collective effort during the COVID-19 pandemic, emphasizing that the ability of JHTA members to set aside differences in the spirit of national unity, has been a vital factor in Jamaica’s faster-than-expected recovery.
“In the face of unprecedented challenges, the members of JHTA demonstrated remarkable resilience and a shared belief in Jamaica’s potential. Their dedication has been fundamental in maintaining Jamaica’s position as a leading Caribbean destination.”
Bartlett also expressed confidence in the future direction of the organization, with the election of managing director and chief executive officer of Altamont Hotels, Christopher Jarrett, as the new JHTA President, describing his leadership as a sign of renewal and growth for the association.
Jarrett was elected unopposed, replacing former president, Robin Russell who decided against seeking re-election.
“The election of Mr. Jarrett signifies a forward-looking phase for the JHTA. His vision for inclusivity and deeper stakeholder engagement aligns perfectly with the Ministry’s strategic objectives for the sector.
“ I am confident that under his leadership, the association will continue to foster industry collaboration, promote sustainable practices, and support workforce development, cornerstones of Jamaica’s ongoing tourism recovery and long-term growth,” Bartlett said.
