Bartlett sets new KPIs for Jamaica’s tourism: 10 million visitors, US$10 billion in 10 years

Minister of Tourism, Edmund Bartlett, has set new and ambitious KPIs—10x10x10—for Jamaica’s tourism. The move is underscored by Jamaica’s strong tourism growth trajectory, robust visitor arrivals, expanding air connectivity, and renewed investment in the sector.

Speaking at a reception honouring Jamaica travel specialists at The Kimberly Hotel in New York City on Monday, June 1, Bartlett praised the travel specialists and industry partners for their vital role in maintaining Jamaica’s position as one of the Caribbean’s leading tourism destinations and charged them to help achieve these new targets.

“Jamaica continues to stand apart in a highly competitive global marketplace because our culture is not simply an addition to the visitor experience—it is the experience,” said Bartlett. “The authenticity of our people, our music, our food, and our way of life continue to drive strong visitor loyalty and repeat business.”

The minister noted that Jamaica’s tourism sector has moved beyond recovery and is firmly in a growth phase. From January to May 2026, the island welcomed over 1.5 million stopover and cruise visitors and generated approximately US$1.5 billion in foreign exchange earnings, reflecting sustained demand and confidence in the destination.

Despite recent weather-related challenges, Jamaica continues to strengthen its tourism infrastructure and capacity. Approximately 80 per cent of the country’s room inventory is currently operational, with full recovery expected by early 2027. Several major properties have already resumed operations, including Bahia Principe Escape Runaway Bay, Princess Senses The Mangrove, and Princess Grand Jamaica.

Minister Bartlett also highlighted the continued expansion of air connectivity, pointing to growing service from Latin America through Wingo, strong support from Virgin Atlantic in the United Kingdom, and the addition of new winter services from Porter Airlines in Canada.

“These developments are not happening in isolation,” Bartlett emphasised. “Improved connectivity, expanded accommodations, growing cruise arrivals and strong destination demand are working together to create the conditions for sustained growth and enhanced competitiveness.”

Acknowledging the critical contribution of travel specialists, the Minister revealed that the Jamaica Tourist Board is developing a new travel agent incentive programme designed to reward specialist partners for their ongoing support. Details of the initiative will be announced in July.

“We can never underestimate the power of our travel specialists who champion Jamaica every day to global consumers. To achieve this new target, we will be leaning on them even more to attract these numbers to the destination,” said Director of Tourism, Donovan White.

Looking ahead, Bartlett reaffirmed the Government’s commitment to building a resilient and future-ready tourism sector through sustainable practices, enhanced digital infrastructure, and workforce development, including capacity-building through human capital development to meet growing industry demands.

“We are investing not only in today’s growth but in Jamaica’s long-term success,” he said. “That means empowering the next generation of tourism leaders, strengthening sustainability across the sector and working closely with our partners to ensure Jamaica remains agile, relevant and resilient in an ever-changing global travel environment.”

Minister Bartlett thanked the travel specialists, media representatives and tourism stakeholders in attendance for their continued partnership and confidence in Destination Jamaica, expressing optimism about the opportunities ahead for the island’s tourism sector.