Jamaica Strengthens Its Commitment to Tourism and Its People

"I sincerely hope you're more awake than I am… or that you've had a chance to enjoy a cup of Jamaican Blue Mountain coffee," joked Philip Rose, Deputy Director of Tourism at the Jamaica Tourist Board, as he opened his remarks at the Caribbean Travel Marketplace held in Antigua and Barbuda. There, he reaffirmed his team’s commitment to the island’s tourism development.

"We never stand alone. Every time we raise our flag around the world, we do it seriously and with the whole team," Rose emphasized, accompanied by colleagues from key markets including Canada, Europe, the United Kingdom, the United States, and Latin America.

Rose made it clear that his work is not just for visitors, but also for corn soup vendors, mango sellers, hotel bell captains, and all Jamaicans who benefit from tourism. “We work for them. And that’s why we celebrate growth — not just for the numbers, but for what it means to our people,” he stressed.

Strong Results and Bold Projections

Jamaica closed 2024 with 2.9 million stopover visitors, and projections for 2025 aim to exceed 3 million, with a goal of reaching 3.4 million by 2026. The cruise sector also saw positive results, welcoming 1.2 million cruise passengers in 2024 and targeting 1.6 million by 2026. Overall, Jamaica expects to welcome more than 4.5 million visitors in 2025.

These arrivals bring direct economic benefits. In 2024, Jamaica generated $4.3 billion USD in tourism revenue, with projections of $4.62 billion for this year. The target for 2026 is a clear one: $5 billion USD.

Air Connectivity: Strategic Expansion

Tourism growth depends on strong air connectivity. Rose noted that while it used to be said that “nothing starts without airlift,” now demand drives the engine. “Travelers are telling us they want more of Jamaica. And the airlines have responded,” he said.

New routes have been launched from cities such as Lansing, Raleigh-Durham, Denver, and Baltimore in the United States, as well as Nassau in the Bahamas. In addition, LATAM Airlines has resumed flights from Lima, Peru to Montego Bay, operating three times a week.

Rose highlighted the value of Latin American travelers, who often seek experiences beyond the resort: “They want to visit local markets, eat at Jamaican restaurants, and buy fruit from our vendors.”

Other important developments include the expansion of American Airlines operations at Ian Fleming International Airport, named after the creator of James Bond, who wrote his novels in Jamaica; and increased frequencies by Spirit, Caribbean Airlines, World2Fly from Portugal, and multiple U.S. charter flights.

Air seat capacity for Summer 2025 will reach more than 1.4 million seats, marking a 90% increase compared to the previous year.

New Investments and More Rooms

More tourists mean more accommodations. Jamaica is experiencing a hotel investment boom, with 15,000 to 20,000 new rooms projected over the next 5 to 10 years, backed by a $5 billion USD investment.

Highlighted projects include:

• Princess Grand Jamaica (2,000 rooms), which will feature the island’s first casino

• Riu Palace Aquarelle (750 rooms)

• Unico Hotel (450 rooms), scheduled to open in December 2025

• Dreams Resort, Planet Hollywood, and Vista Ambassadors, with over 1,300 rooms combined

• The Luxury Residential Resort Pinnacle, currently under construction, focused on high-end stays

Infrastructure and Accessibility

The government is also investing in road infrastructure to improve mobility for tourists and locals alike. A new 15-kilometer bypass will cut travel time between Montego Bay and Negril by 45 minutes. Additionally, the Northern Coastal Highway will be expanded to four lanes, with interchanges and major upgrades, to be completed by May 2026.

A Story Worth Telling

Rose reminded the audience that Jamaica was the first destination in the world to launch its own tourism website. Today, under the leadership of its global marketing team, Jamaica is set to update its digital strategy, launch a new advertising campaign, and continue forming high-level partnerships.

“Everything we do — every campaign, every new flight, every resort built — is for the people we represent. Because without them, we would just be a very beautiful destination… that no one knew about,” Rose concluded.