Durrant Pate/Contributor

Jamaica has unveiled a bold and ambitious plan to position the island as a global tourism leader by 2030, targeting the arrival of 8 million visitors and the generation of US$10 billion in tourism revenue. 

This strategic plan outlines a clear path toward diversifying tourism markets with a special focus on emerging regions like Latin America, the Middle East, and India. These markets are being targeted in order to increase Jamaica’s market share whilst attracting a more diverse group of international travellers. 

Additionally, the bold and ambitious 2030 plan emphasises initiatives like the Local First Initiative, which ensures that the benefits of tourism reach local businesses and communities, thereby creating sustainable economic growth. Through this comprehensive approach, Destination Jamaica aims to strengthen its position as a top-tier destination while ensuring that the tourism sector thrives for years to come.

Transformative journey to solidify global tourism position

Jamaica is embarking on a transformative journey to solidify its position as a global tourism leader with a bold target of attracting eight million visitors and generating US$10 billion in tourism revenue by 2030. This ambitious vision was outlined in the country’s strategic roadmap for the 2026/2027 fiscal year, shared during last week’s Throne Speech in parliament.

A key aspect of Jamaica’s tourism growth strategy is broadening its appeal beyond traditional markets, identifying Latin America, the Middle East, and India as priority regions for expansion. With a goal to increase the Latin American market share from 2% to 10% by 2027, Jamaica is targeting a more diverse pool of travellers. 

This market diversification will allow Jamaica to tap into emerging destinations with increasing interest in travel, ensuring that the island remains competitive as it attracts a broader and more varied set of tourists from all corners of the globe.

Reflecting on the current 2025/26 fiscal year, Jamaica is showing much resilience in the local tourism sector recovery following the disruptions caused by Hurricane Melissa last October. Despite the challenges, Jamaica managed to welcome 3.7 million visitors and generate US$3.8 billion in revenue. 

A key factor in this recovery was the swift response from the Tourism Recovery Task Force, which played a pivotal role in ensuring the industry was up and running by mid-December.

Local First Initiative driving tourism growth

At the heart of Jamaica’s tourism strategy is the Local First Initiative, which was introduced in October 2025. The initiative focuses on ensuring that tourism investments have a direct and meaningful impact on Jamaican businesses and communities. 

Through this comprehensive strategy, Jamaica is building a future where its tourism sector can thrive in a sustainable and inclusive way. The country’s roadmap for growth is designed to set new benchmarks in the global tourism industry, ensuring that Jamaica continues to be a sought-after destination for decades to come.

By working closely with Micro, Small, and Medium-sized Enterprises (MSMEs), the initiative seeks to foster economic inclusion by ensuring that more jobs and contracts are available to Jamaicans. Strengthening the domestic supply chain and increasing local sourcing are key priorities, helping to generate employment and support sustainable growth within Jamaica’s tourism sector.