Rafting along the peaceful Martha Brae River near Montego Bay offers visitors a relaxing way to experience Jamaica’s natural beauty and local charm. Travel Pulse
Jamaica’s Minister of Tourism, Edmund Bartlett, has launched a major global campaign aimed at boosting visitor numbers and tourism earnings by 2030. The announcement came as part of a global marketing blitz, with new targets set for Jamaica’s top three tourism markets — the United Kingdom, Canada, and the United States.
Bartlett kicked off the campaign at the Jamaica Travel Mart in London, where he announced an ambitious target for the U.K. — 500,000 visitors and £500 million in tourism earnings over the next five years.
The campaign then moved to Toronto, where Jamaica hopes to attract 600,000 Canadian visitors and earn $750 million CAD from the market. The final stop was New York City, where Bartlett revealed the largest goal yet — five million U.S. visitors, including cruise and land-based travellers, expected to generate $6 billion USD in revenue by 2030.
A Vision for a Stronger Tourism Economy
“This Global Marketing Blitz marks the beginning of a transformative journey for Jamaica’s tourism industry,” said Bartlett. “We are not only targeting higher arrivals and earnings but building a stronger, more inclusive, and more resilient tourism economy.”
The minister emphasized that this new phase of tourism growth focuses on long-term sustainability, local involvement, and high-value travel experiences.
Expanding Global Reach
The marketing drive won’t stop with North America and Europe. Jamaica plans to extend the campaign to South America, visiting Argentina, Chile, Colombia, and Panama next. The following phase, expected in early 2026, will target new markets in the Middle East and Europe.
Jamaica’s overall tourism goal is to welcome 8 million visitors and earn $10 billion in total tourism revenue within the next five years.
Strengthening Partnerships for Growth
Donovan White, Jamaica’s Director of Tourism, said the Jamaica Tourist Board (JTB) is ready to strengthen collaborations with airlines, travel agents, and tour operators to help meet the targets.
Philip Rose, Deputy Director of Tourism for the Americas, said the new goals will help drive greater growth from Jamaica’s largest market — the United States.
Bartlett added that the campaign supports Jamaica’s carrying capacity development program, which focuses on expanding high-value tourism and luxury experiences while ensuring local communities benefit from tourism’s success.
Putting Jamaicans First
The government also plans to implement a ‘Local First’ policy to increase Jamaican participation in the tourism supply chain. A special task force, led by Minister of State Hon. Tova Hamilton, will oversee this effort.
“The industry must evolve from extractive to inclusive,” said Bartlett. “Our people must be at the centre of tourism’s growth.”
With new strategies, clear targets, and a focus on community participation, Jamaica is charting a confident path toward becoming one of the leading travel destinations by 2030.
