Tourism Minister Edmund Bartlett has assessed that the local sector is poised for gigantic growth in 2025 after a revised travel advisory from the US Department of State.

The positive change for Jamaica in the US advisory added to the drastic reduction of the island’s crime statistics have caused the minster to give this positive 2025 outlook for the sector while addressing the annual Jamaica Hotel and Tourist Association (JHTA) awards luncheon on the weekend at the Dreams Rose Hall Resort and Spa (formerly Hilton).

The minister expressed optimism about the future of Jamaica’s tourism industry, emphasising that these developments are creating a more welcoming environment for international visitors. 

“Jamaica’s tourism industry remains on a strong trajectory. The outlook for 2025 is highly optimistic, bolstered by significant reductions in crime and the recent favourable shift in the US travel advisory. These factors are creating a more welcoming environment for our visitors and partners,”  Bartlett told the audience.

Between January 1 and June 25, Jamaica welcomed approximately 1.39 million stopover visitors, marking a slight one per cent decrease compared to the same period in 2024. Despite this, the early weeks of June 2025 saw a 1.5 per cent increase over the same period last year, with 210,011 stopover visitors recorded.

Recent uptick in arrivals 

The minister is encouraged by the recent uptick in arrivals, which he said demonstrates the resilience of tourism in Jamaica and the effectiveness of our strategic marketing efforts. He outlined a detailed roadmap to further elevate Jamaica’s tourism sector. 

This includes efforts to enhance visitor experiences, foster a supportive environment for industry stakeholders, promote sustainable growth, and expand Jamaica’s global presence in emerging regions.

According to him, “diversification remains at the core of our strategy,” noting that while the US remains a vital market, there is a growing focus on expanding Jamaica’s reach into emerging regions, such as Latin America, Asia-Pacific, and the Middle East.

These regions, he argued, represent substantial potential for future tourism growth.

Drop in American tourists

Despite a 4.1 per cent drop in US arrivals in 2024, attributed mainly to economic uncertainties and the presidential election cycle, Jamaica’s tourism industry displayed impressive resilience by capitalising on growth from other regions. Europe saw a 9.1 per cent increase in arrivals, while Canada experienced a 6.2 per cent rise. 

These improvements were largely due to targeted marketing campaigns and expanded airlift initiatives designed to boost travel from these regions. Also, the Caribbean and Latin American markets outperformed expectations with growth rates of 25.1 per cent and 13.2 per cent, respectively, further solidifying Jamaica’s standing as a regional tourism hub.  

Bartlett reported that the success of these markets has demonstrated the importance of looking beyond traditional sources of tourism to ensure resilience and long-term stability.

Among the most promising emerging markets, India and China stand out. With India projected to become the third-largest economy globally within the next five years, its middle class is expected to exceed 100 million people, providing an abundant pool of potential visitors. 

China, with its vast population and growing outbound travel trends, represents another significant opportunity for Jamaica’s tourism sector.